Google Ads

The different campaign settings that go into the creation of effective Google Ads are as follows:

1. Selecting the campaign goal and type

Goal Objective Example

To increase the number of visitors to An ad about 'Zoho' ranks at the top when you look for
Website Traffic
the website the keyword, such as 'top ten CRM softwares'

To engage users with your

An ad about an HR software such as 'Recuiterbox'
product/brand and drive them to
driving you to download their eBook on how to
Leads subscribe to your newsletter or fill your
optimise the HR process at your organisation by
lead form and provide contact
submitting your email id and contact number
information

To encourage users who have An ad by 'Makemytrip' ranks for the keyword 'book

Sales expressed interest, and are informed, to flight tickets', which also offers you a discount

purchase your product or service coupon of ₹500 off

To increase the awareness of your

Brand
brand among potential customers and A display ad about furniture rental service on a site
Awareness and
acquaint them with the various such as 'commonfloor.com' or 'housing.com'
Reach
products

To urge your potential customers to

Product/Brand explore your brand's potential and A YouTube ad talking about the unique features of

Consideration inform them about the USPs of your Dell's latest laptop

product/brand
Campaign Where Your Ad Appears Goals

Search In the search results, when users look for search queries
Website traffic, leads and
Network relevant to the keywords that you have chosen for your
sales
Campaign ads

Website traffic, leads, sales,

Display
On relevant websites, in YouTube videos, user's Gmail product and brand
Network
account, mobile devices, and apps consideration, and brand
Campaign
awareness and reach

In the search results, when users look for search queries

relevant to the keywords that you have chosen for your

Shopping
ads (Your ad with a photo of your product, title and Website traffic, leads, sales
Campaign
price, name of the store where your product is available

are displayed. These are e-commerce ads.)

Product and brand

Video
In YouTube videos or across Google Display Network consideration, and brand
Campaign
awareness and reach

In search ads, Google Play, YouTube, and Google

Universal
Display Network
App App downloads

Campaign
 

2. Selecting the location – All countries, India, Specific Location

Include Location Options:

Locations When to Use Example

Target people in your An ad by Housing.com showing its ad

People in, or who show
targeted locations as well as about 'rent 2BHK in Mumbai' to people in
interest in, your targeted
those who are interested in Mumbai and people who are looking for
locations (recommended)
your targeted locations this keyword from elsewhere

People in your targeted Target people only in your An ad by Dominos about a new promotion

locations targeted locations visit their store to 20% off

An ad by Housing.com showing its ad

Target people who are
People searching for your about 'rent 2BHK in Mumbai' to the
interested in your targeted
targeted locations people who are looking for this keyword
locations
from elsewhere

Exclude Location Options:

Locations When to use? Example

When you don't want to You are a restaurant chain with outlets in
People in, or who show
target the people from all major cities in India, except
interest in, your excluded
certain locations or looking Hyderabad, but you don't mind spreading
locations (recommended)
for certain locations awareness about your brand

When you don't want to

People in your excluded An ad by a local restaurant that doesn't
target the people from
locations serve in some specific locations
certain locations
For this campaign, we want to target only the major cities in India: Mumbai, Delhi, Bangalore, and

Hyderabad. Also, we want to target only the people who are in the targeted locations and exclude the

ones who show interest in the targeted locations because we ship to limited locations. 

2. Selecting the audience

3. Criteria
Audience Examples

A brand like 'FirstCry', which sells baby products and will,

Parental Status Parents
hence, want to target parents

Single

Marital Status In a Relationship A dating app or a matrimonial site, such as Shaadi.com

Married
 Current College

Students

High School An e-learning platform like upGrad, which wants to target

Education
Graduate graduates or people with a certain degree

Bachelor's Degree

Advanced Degree

Home Ownership Home owners

A site like 'nobroker.com', which wants to target renters
Status Renters

4. Calculating the budget and selecting the bidding method

Budget Delivery Method:

Standard Accelerated

Your budget is spread evenly throughout the

Your budget is completed as soon as possible.
day.

Your clicks may cost less, but they will Your clicks might cost more because you may need to

show in a less competitive time span. enter the auctions, which are competitive.

Example: An e-commerce store that wants Example: A breakfast place that only operates until

its ad to be shown to its audience throughout midday, or a specific promotion that is being run for only

the day a few hours in a day

Recommended Not recommended

Bidding Type:
 Bidding Type Charged as Goals

Website
Manual CPC bid Lets you decide how much you want to pay
traffic

CPM (cost per thousand You pay on the basis of the number of impressions (the Brand

impressions) number of times your ads are shown) awareness

vCPM (cost per thousand Lets you set the highest amount you want to pay for Brand

viewable impressions) each 1,000 viewable ad impressions on the GDN awareness

You will pay for the number of video views and video Video
CPV (cost per views)
interactions campaigns

Google will get you the maximum number of clicks Traffic

Maximise Clicks
within your pre-decided budget generation

Target CPA (cost per

You are charged per acquisition Leads, sales
acquisition)

Traget ROAS (return on ad How much return do you want to make out of your
Sales
spend) budget

Googles will get you the maximum number of

Maximise Conversions Leads or sales
conversions within your pre-decided budget

Enhanced cost-per-click Automatically adjust your pre-decided manual bids to

Leads or sales
(ECPC) maximise conversions

5. Creating an ad extension

Ad extensions provide an extra real estate for your ads to display additional information.
 Ad
What It Is When To Use
Extension

Let's says you are an e-commerce store that caters to all

Sitelinks can drive users to
age groups and you are creating an ad for your site to
specific pages on your sites
Sitelinks drive traffic. You can create an ad for your website and
(minimum 2 links and
add links to men's, women's, and kids' section products as
maximum 6 links).
site links.

Callous can help you

You can use this to display your unique features, such as
Callouts promote your unique
24-hour customer service, free shipping, or returns.
offerings to your users.

It lets you add your address, a

You can use this if you are a local gym or a restaurant
map to your location, or the
Location with a physical location, where you want people to visit
distance to your business to
you.
your search ads

It lets you add phone You can use this if you are a restaurant or a flower
Call
numbers to your ads. delivery shop, which takes orders over calls.

It lets you link to your mobile You can use this if you are a business that wants to drive
App
app in the search ad. more app installs.

You can use this if you are a B2B business or a real state
It allows people to send you
Message business, which provides quotes, information over a text
text messages.
message.

If you are an e-commerce site that sells a range of

Structured It lets you display a range of
products, you can add them as structured snippets, such as
Snippets your products or services.
men's clothing, women's clothing.
 It lets you display your
You can use this if you are running a marketing agency
business offerings, details
Price that offers different services and you want to display them
and links, which redirect to
along with your ad with prices.
specific product pages.

6. Creating the ad group structure

7. Selecting the keyword types

8. Writing an effective ad copy