Study notes of Google search campaign basics

Below are the points:


1. You can create Google search campaign to drive your business goals.


2. Four things to consider when you want to set up your search campaign:

a. Where do you want your ads seen?

b. How much do you want to invest?

c. What do you want to share in your ads?

d. What keywords will match your customer's search terms?


3. The first thing you do in creating google search campaign is open Google Ads account. Then set your campaign's marketing goal, such as : sales, leads, website traffic, etc.


4. The marketing goal : the fundamental thing you want to achieve.


5. To make your ads is showed on Google search and extend to many of additional sites partnering with Google, you should select Google Search Network.


6. The network setting is performed to set where you want your ad to appear.


7. Location examples of Google Search Network : Google search result, search result on Google Play, Shopping, and Map, non-Google search sites that partner with Google (search partners), Google Display ads network (sites that partner with Google). etc.


8. You can set your target all types of devices, they are : desktop, tablet, mobile.


9 You can also set geographic location, language (user's language setting).


10. After setting above configuration, you can determine your budget (ex: how much spending each day, etc).


11. Then you can determine bid strategy for particular keywords.


12. The term "budget" here is the average amount you're comfortable spending each day on your campaign.


13. Once you create the campaign, you can create ad groups.


For each ad groups, you can create particular text ads with a list of keywords.


The term "keyword" here is the word/phrase that will prompt your ads to show up.


14. You can create ad groups around themes or products.


15. Ad group contains :

- headline : to catch user's attention.

- URL : to reach your landing page.

- description : to highlight the details of what your offers.



16. There are more search campaign settings, they are : ad extensions, start and end date, and ad scheduling.


17. Ad extensions contains more information with your ads, such as : links to particular pages on your website, phone number, location info, etc.


18. The flow of the ads :

a. A person searches something, for examples : "buy t-shirt"

b. Google's checks out all of the advertisers' campaign, examine their keywords to match with user's search term ("buy t-shirt"), and goes through the advertiser's bids for their keywords (the amount advertisers are willing to pay when user clicks on their ad).
In this stage, the auction process is starting.

c. The next phase is : Google search engine ranks all the related ads from all advertisers.
Finally, Google search engine decides which one to show.
The ads are shown based on relevance and advertiser bid.

d. Then the ads end up in front of the users.
If the user see the ads and clicks /taps on it, he will go to the landing page.
And this is the process how a search turns into a sale.

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Previous study notes :

Value of Google Search and Google Ads