SOP (14): Google Ads Remarketing Tag Setup
Google Ads Remarketing Tag Setup Objective: To create and manage effective remarketing tag ads on Google Ads to re-engage users who have previously visited the website and encourage them to convert. Prerequisites: Access to Google Ads account. Access to the website’s codebase to install the remarketing tag. Basic understanding of Google Ads and remarketing concepts. 1. Setting Up Remarketing Tag 1.1 Log in to Google Ads Navigate to Google Ads. Log in with your credentials. 1.2 Create a Remarketing Tag From the Google Ads dashboard, click on the tools icon in the top right corner. Under the “Shared Library” section, select “Audience Manager.” In the left-hand menu, click on “Audience Sources.” Select “Google Ads tag” and click on “Set up tag.” 1.3 Install the Remarketing Tag Choose between using Google Tag Manager or installing the tag manually. Google Tag Manager: Follow the instructions to add the Google Ads remarketing tag using Tag Manager. Manual Installation: Copy the provided code snippet. Paste the snippet just before the closing </head> tag on every page of your website. 1.4 Verify Tag Installation Use the Tag Assistant Chrome extension or the Google Ads interface to verify the tag is firing correctly on your website. 2. Creating Remarketing Lists 2.1 Define Audience Segments In the Audience Manager, go to the “Audience Lists” tab. Click on the “+” button to create a new remarketing list. Name your list and define the audience by specifying rules (e.g., visitors to a specific page, visitors who spent a certain amount of time, etc.). Set the membership duration and any other relevant settings. Save the list. 2.2 Ensure Sufficient Audience Size Make sure your audience lists are large enough to meet Google’s minimum requirements for serving ads. Monitor the growth of your audience lists over time. 3. Creating Remarketing Campaigns 3.1 Create a New Campaign In Google Ads, click on the “+” button to create a new campaign. Select your campaign goal (e.g., Sales, Leads, Website traffic). Choose “Display” or “Search” as your campaign type. Name your campaign and set your budget and bidding strategy. 3.2 Set Up Ad Groups Define your ad groups based on the different remarketing lists created. For each ad group, select the corresponding remarketing audience from the “Audience” section. 3.3 Create Remarketing Ads Click on the “Ads & extensions” tab. Click on the “+” button to create a new ad. Choose the ad format (e.g., Responsive display ad, text ad). Create the ad by entering headlines, descriptions, images, and any other required elements. Preview the ad to ensure it looks good on different devices. 3.4 Set Targeting and Bidding Adjust targeting options to refine who will see your ads. Set bid adjustments to prioritize specific audience segments if necessary. 4. Monitoring and Optimization 4.1 Track Performance Regularly check the performance of your remarketing campaigns in the Google Ads dashboard. Monitor key metrics such as CTR, conversion rate, and ROI. 4.2 Optimize Campaigns A/B test different ad creatives and messages. Adjust bids and budgets based on performance. Refine audience segments to target more effectively. 4.3 Reporting Generate and review regular reports to understand the impact of your remarketing efforts. Share insights and results with relevant stakeholders. 5. Compliance and Privacy 5.1 Adhere to Privacy Policies Ensure compliance with Google Ads policies and local regulations regarding remarketing. Provide users with clear information about your use of remarketing and how they can opt-out. 5.2 Update Privacy Policy Update your website’s privacy policy to include information about your remarketing practices. Include instructions for users on how to opt out of remarketing ads. By following this SOP, you can effectively set up and manage Google Ads remarketing tag campaigns to re-engage visitors and drive conversions. Google Ads SOP 01: Create a Google Ads CampaignSOP 02: Google PPC Campaign SetupSOP 03: Google Ads Conversion TrackingSOP 04: Create a Google Display AdsSOP 05: Google Keyword Planner for FreeSOP 06: Create a Google Ads AccountSOP 07: Google Ads SOP for PPC / Search AdsSOP 08: Google Display Ads CreationSOP 09: Google Performance Max AdsSOP 10: How to Create a Google Shopping Ads CampaignSOP 11: Google Ads Video CampaignsSOP 12: Google Demand Gen AdsSOP 13: Google Smart Ads CreationSOP 14: Google Ads Remarketing Tag Setup
SOP (13): Google Smart Ads Creation
Standard Operating Procedure (SOP) for Google Smart Ads Purpose This SOP aims to provide a step-by-step guide for creating and managing Google Smart Ads to ensure effective and efficient advertising campaigns. Scope This SOP applies to all team members responsible for managing Google Ads campaigns. Responsibilities Campaign Manager: Oversees the creation and optimization of Google Smart Ads. Content Team: Provides ad copy, images, and videos. Analytics Team: Monitors performance and provides insights. Procedure 1. Setting Up a New Campaign Login to Google Ads: Access the Google Ads dashboard by logging in with your credentials. Create a New Campaign: Click on the + New Campaign button. Select Campaign Goal: Choose the primary goal for your campaign, such as Sales, Leads, or Website Traffic. Select Campaign Type: Choose Smart as your campaign type. Set Campaign Settings: Campaign Name: Choose a descriptive name for your campaign. Location Targeting: Select the geographic locations where you want your ads to appear. Language Targeting: Choose the languages your audience speaks. Budget: Set a daily budget for your campaign. Bidding: Google Smart campaigns use automated bidding, so no need to set bids manually. Define Conversions: If you haven’t set up conversions, follow the prompts to define what actions you want to track (e.g., purchases, sign-ups). 2. Creating Ad Content Provide Business Information: Enter your business name and website URL. Ad Assets: Headlines: Add multiple headlines (up to 5) that describe your business or offer. Descriptions: Provide up to 5 different descriptions of your business or offer. Images: Upload high-quality images that represent your business (recommended size: 1200 x 628 pixels). Videos: Upload any promotional videos (optional but recommended). Ad Preview: Review how your ads will appear across different placements (search, display, YouTube). 3. Launching the Campaign Review Settings: Double-check all your campaign settings, ad content, and conversion tracking setup. Launch Campaign: Click Save and Continue to launch your campaign. 4. Monitoring and Optimization Monitor Performance: Regularly check the performance of your Smart Ads using the Google Ads dashboard. Adjust Budget: Based on performance, you may need to increase or decrease your budget. Analyze Conversions: Use Google Analytics or the Google Ads conversion tracking to analyze which ads and keywords are driving the most conversions. Ad Optimization: Test different headlines, descriptions, images, and videos to see which combinations perform best. Pause underperforming assets and focus on high-performing ones. Audience Targeting: Review audience insights and consider adjusting your targeting settings for better performance. 5. Reporting Generate Reports: Use Google Ads’ reporting tools to generate detailed performance reports. Share Insights: Share key performance metrics and insights with relevant stakeholders. Continuous Improvement: Use the data from reports to refine and improve future campaigns. References Google Ads Help Center Google Analytics Help Center Feel free to modify this SOP to fit the specific needs of your organization. Let me know if there’s anything more specific you need! Google Ads SOP 01: Create a Google Ads CampaignSOP 02: Google PPC Campaign SetupSOP 03: Google Ads Conversion TrackingSOP 04: Create a Google Display AdsSOP 05: Google Keyword Planner for FreeSOP 06: Create a Google Ads AccountSOP 07: Google Ads SOP for PPC / Search AdsSOP 08: Google Display Ads CreationSOP 09: Google Performance Max AdsSOP 10: How to Create a Google Shopping Ads CampaignSOP 11: Google Ads Video CampaignsSOP 12: Google Demand Gen AdsSOP 13: Google Smart Ads CreationSOP 14: Google Ads Remarketing Tag Setup
SOP (12): Google Demand Gen Ads
Google Ads SOP for Demand Gen Ads 1. Objective To create, manage, and optimize Demand Generation ads on Google Ads to increase brand awareness, drive traffic, and generate leads. 2. Preparation Define Goals: Determine the specific goals for your Demand Gen campaign (e.g., brand awareness, lead generation, website traffic). Set measurable KPIs (Key Performance Indicators) such as impressions, clicks, CTR (Click-Through Rate), and conversion rate. Identify Target Audience: Define the target audience based on demographics, interests, and behavior. Use Google Analytics and CRM data to create audience segments. Budget Allocation: Determine the overall budget for the campaign. Allocate daily or monthly budgets for different ad groups. 3. Campaign Creation Campaign Setup: Log in to your Google Ads account. Click on the “Campaigns” tab and select “New Campaign.” Choose the campaign objective that aligns with your goals (e.g., Sales, Leads, Website Traffic). Select Campaign Type: Choose “Display” for broad reach and visual ads. Choose “Search” for targeting users actively searching for related keywords. Choose “Video” for YouTube ads if video content is part of your strategy. Campaign Settings: Name your campaign. Select locations and languages. Set bidding strategy (e.g., Target CPA, Maximize Conversions). Set the budget. 4. Ad Group and Audience Targeting Create Ad Groups: Create multiple ad groups to target different audience segments. Name each ad group clearly based on the audience or product focus. Define Audience Targeting: Use Google Ads’ Audience Manager to create custom audiences. Target based on demographics, interests, and behaviors. Utilize remarketing lists to re-engage past website visitors. 5. Ad Creation Create Compelling Ads: For Display ads, use high-quality images or videos. For Search ads, write compelling headlines and descriptions. Ensure the ads align with your brand message and campaign goals. Ad Extensions: Use ad extensions (e.g., site link, callout, structured snippet) to provide additional information and enhance ad visibility. Landing Pages: Ensure landing pages are relevant to the ad content. Optimize landing pages for conversions (e.g., clear CTA, form, fast loading speed). 6. Campaign Launch Review Settings: Double-check all settings before launching the campaign. Ensure tracking codes (e.g., Google Analytics, conversion tracking) are implemented correctly. Launch Campaign: Click “Save and Continue” to launch the campaign. 7. Monitoring and Optimization Regular Monitoring: Monitor campaign performance daily. Track key metrics such as impressions, clicks, CTR, conversion rate, and ROI. Optimization: Adjust bids based on performance data. Pause underperforming ads or ad groups. A/B test different ad creatives and landing pages. Refine audience targeting based on insights. Reporting: Generate regular reports to assess campaign performance. Share insights with stakeholders and adjust strategy as needed. 8. Compliance and Best Practices Ad Policies: Ensure all ads comply with Google Ads policies. Avoid misleading claims and ensure transparency. Best Practices: Keep ad copy concise and compelling. Use strong visuals for Display ads. Continuously test and iterate on ad creatives and targeting strategies. This SOP should help you set up and manage effective Demand Gen campaigns on Google Ads. Let me know if you need any more details or assistance!
SOP (11): Google Ads Video Campaigns
Google Ads Video Campaigns Objective: To effectively create, manage, and optimize Google Ads Video campaigns to achieve maximum ROI and reach the target audience efficiently. Tools Required: Google Ads Account Video Ad Content Google Analytics (for tracking) Step 1: Campaign Planning Define Objectives: Brand Awareness Lead Generation Product Promotion Website Traffic Identify Target Audience: Demographics (age, gender, location) Interests and behaviors Custom audiences (e.g., remarketing lists, similar audiences) Budget and Bidding Strategy: Determine daily or total budget Choose bidding strategy (e.g., CPV, CPM, Target CPA) Step 2: Creating the Campaign Login to Google Ads: Go to Google Ads Sign in with your account credentials Create a New Campaign: Click on “+ New Campaign” Select “Video” as the campaign type Choose your campaign goal based on your objectives (e.g., Leads, Website traffic, Product and brand consideration) Set Up Campaign Details: Campaign name Bidding strategy Budget and dates (start and end dates) Networks (YouTube videos, YouTube search results, video partners on the Display Network) Locations and Languages Create Ad Groups: Ad group name Define targeting (demographics, interests, placements, keywords) Set bid amount Upload Video Ad: Click on “+ Ad” Choose “Video ad” Enter YouTube video URL Complete ad details (final URL, display URL, call-to-action, headline, description) Step 3: Ad Creation Compelling Creative: Ensure high-quality video content Clear messaging with a strong call-to-action (CTA) Optimal video length (15-30 seconds for skippable ads, 6 seconds for bumper ads) Ad Formats: Skippable in-stream ads Non-skippable in-stream ads Bumper ads Outstream ads Video discovery ads Ad Copy and CTA: Write engaging headlines and descriptions Include a clear CTA (e.g., “Learn More,” “Shop Now”) Step 4: Tracking and Measurement Set Up Conversion Tracking: Link Google Ads with Google Analytics Set up conversion actions (e.g., form submissions, purchases) Use UTM Parameters: Add UTM parameters to final URLs for detailed tracking in Google Analytics Monitor Performance: Regularly check key metrics (CPV, CTR, conversions, view rate) Use the “Video Campaigns” tab to analyze performance Step 5: Optimization A/B Testing: Test different ad creatives, CTAs, and targeting options Analyze results and optimize based on performance Adjust Bids and Budgets: Increase bids for high-performing ads Reallocate budget to the best-performing campaigns Optimize Targeting: Refine audience targeting based on performance data Exclude underperforming placements and audiences Leverage Remarketing: Create remarketing lists to target users who have interacted with your videos or website Step 6: Reporting Regular Reports: Weekly and monthly performance reports Include key metrics and insights Analyze Data: Identify trends and patterns Adjust strategy based on data insights Share Results: Present reports to stakeholders Discuss performance and future strategies Notes: Always adhere to Google Ads policies and guidelines. Ensure that video content complies with YouTube’s ad policies. Regularly update and refresh ad creatives to avoid ad fatigue. This SOP will help you systematically create, manage, and optimize your Google Ads Video campaigns. If you need further customization or have specific requirements, feel free to ask!
SOP (10): How to Create a Google Shopping Ads Campaign
Google Ads SOP for Shopping Ads 1. Initial Setup 1.1 Create a Google Merchant Center Account Step 1: Go to Google Merchant Center. Step 2: Sign in with your Google account. Step 3: Enter your business information and accept the terms and conditions. Step 4: Verify and claim your website URL. 1.2 Link Google Merchant Center to Google Ads Step 1: In Google Merchant Center, go to “Settings” and select “Linked accounts.” Step 2: Click on “Link account” next to Google Ads. Step 3: Enter your Google Ads Customer ID and click “Link.” 2. Product Feed Creation 2.1 Create a Product Feed Step 1: In Google Merchant Center, go to “Products” and select “Feeds.” Step 2: Click on the plus button (+) to create a new feed. Step 3: Choose your target country and language. Step 4: Select “Standard” as the feed type. Step 5: Choose the method to upload your product data (e.g., Google Sheets, Scheduled Fetch, Upload). 2.2 Populate Product Data Step 1: Fill in all required product attributes such as: Product ID Title Description Link Image link Price Brand GTIN/MPN (if applicable) Step 2: Validate your product data using Google Merchant Center’s diagnostics tool. 3. Campaign Creation 3.1 Create a Shopping Campaign Step 1: In Google Ads, go to “Campaigns” and click on the plus button (+). Step 2: Select “New Campaign.” Step 3: Choose the campaign goal (e.g., “Sales” or “Leads”). Step 4: Select “Shopping” as the campaign type. Step 5: Choose the linked Google Merchant Center account. Step 6: Select the target country for your products. 3.2 Configure Campaign Settings Step 1: Name your campaign. Step 2: Set your daily budget. Step 3: Choose your bidding strategy (e.g., Maximize clicks, Target ROAS). Step 4: Configure campaign priority (if you have multiple Shopping campaigns). Step 5: Set the location targeting. Step 6: Set the inventory filter to include all products or specific ones. 4. Ad Group and Product Group Setup 4.1 Create an Ad Group Step 1: Name your ad group. Step 2: Choose the ad group type (e.g., “Product Shopping” or “Showcase Shopping”). 4.2 Define Product Groups Step 1: Divide your inventory into product groups based on attributes like category, brand, or custom labels. Step 2: Set individual bids for each product group. 5. Optimization and Management 5.1 Monitor Performance Step 1: Regularly check key metrics such as CTR, CPC, conversion rate, and ROAS. Step 2: Use the “Products” tab in Google Ads to review individual product performance. 5.2 Optimize Bids and Budget Step 1: Adjust bids based on performance data. Step 2: Allocate more budget to high-performing product groups. 5.3 Refine Product Feed Step 1: Update product information to reflect accurate pricing, availability, and descriptions. Step 2: Add high-quality images to improve ad performance. 5.4 Use Negative Keywords Step 1: Identify irrelevant search terms triggering your ads. Step 2: Add these terms as negative keywords to prevent wasteful spending. 6. Reporting 6.1 Schedule Regular Reports Step 1: Create custom reports in Google Ads to track your Shopping campaign performance. Step 2: Schedule automated reports to be sent to your email regularly. 6.2 Analyze Performance Data Step 1: Review your reports to identify trends and areas for improvement. Step 2: Use insights to adjust your strategy and improve campaign outcomes. This SOP covers the essential steps for setting up, managing, and optimizing Google Shopping Ads. If you need more specific details or further assistance, feel free to ask!
SOP (09): Google Performance Max Ads
Google Ads Performance Max 1. Introduction Performance Max campaigns leverage Google’s automation and machine learning to optimize your ads across all Google channels. This SOP outlines the steps to create, manage, and optimize these campaigns. 2. Prerequisites Google Ads account access Conversion tracking set up in Google Ads High-quality creative assets (images, videos, text) Defined marketing goals and KPIs 3. Setting Up a Performance Max Campaign Step 1: Log in to Google Ads Navigate to Google Ads. Sign in with your credentials. Step 2: Start a New Campaign Click on the “+ New Campaign” button. Choose your campaign goal (e.g., Sales, Leads, Website Traffic). Select “Performance Max” as your campaign type. Step 3: Define Campaign Settings Campaign Name: Choose a clear, descriptive name. Budget: Set your daily or total budget. Bidding Strategy: Choose a bidding strategy aligned with your goal (e.g., Maximize conversions, Target CPA). Location and Language: Specify target locations and languages. Step 4: Create Ad Assets Text Assets: Write compelling headlines and descriptions. Image Assets: Upload high-quality images (e.g., 1200×628 pixels). Video Assets: Add videos (optional but recommended). Logos and Calls to Action (CTAs): Upload brand logos and specify CTAs. Step 5: Audience Signals Define audience signals to help guide Google’s automation. These can include: Custom segments (e.g., users who visited your website). Demographic targeting. Remarketing lists. Step 6: Extensions Add relevant extensions to enhance your ads: Sitelink extensions. Callout extensions. Structured snippet extensions. Call extensions. Step 7: Conversion Tracking Ensure conversion tracking is properly set up and configured to measure campaign performance accurately. Step 8: Review and Launch Review all campaign settings and assets. Click “Publish” to launch your Performance Max campaign. 4. Managing and Optimizing the Campaign Step 1: Monitor Performance Regularly check the campaign dashboard for key metrics: Impressions Clicks Conversions Cost per conversion Step 2: Analyze Data Use Google Ads reports to analyze performance data. Identify top-performing assets and segments. Look for patterns and trends. Step 3: Optimize Assets Update or replace low-performing assets. Test new headlines, descriptions, and visuals. Refine audience signals based on performance data. Step 4: Budget and Bidding Adjustments Adjust the budget based on campaign performance and goals. Modify bidding strategies if necessary to align with performance objectives. Step 5: A/B Testing Conduct A/B tests to compare different asset combinations. Implement changes based on test results to improve overall performance. Step 6: Continuous Learning and Adaptation Stay updated with Google Ads announcements and new features. Incorporate new best practices and learnings into the campaign strategy. 5. Reporting Generate regular performance reports (weekly, monthly) for stakeholders. Include key metrics, insights, and recommendations for improvement. 6. Troubleshooting Refer to Google Ads help center for common issues and solutions. Contact Google Ads support for unresolved technical issues. Conclusion Following this SOP ensures a structured approach to setting up and managing Google Ads Performance Max campaigns, leveraging automation and machine learning to achieve your marketing goals efficiently. Feel free to customize this SOP based on your specific requirements or organizational guidelines. Google Ads SOP 01: Create a Google Ads CampaignSOP 02: Google PPC Campaign SetupSOP 03: Google Ads Conversion TrackingSOP 04: Create a Google Display AdsSOP 05: Google Keyword Planner for FreeSOP 06: Create a Google Ads AccountSOP 07: Google Ads SOP for PPC / Search AdsSOP 08: Google Display Ads CreationSOP 09: Google Performance Max AdsSOP 10: How to Create a Google Shopping Ads CampaignSOP 11: Google Ads Video CampaignsSOP 12: Google Demand Gen AdsSOP 13: Google Smart Ads CreationSOP 14: Google Ads Remarketing Tag Setup
SOP (08): Google Display Ads Creation
Google Ads SOP: Display Ads Objective To create, optimize, and manage Google Display Ads to increase brand visibility and drive targeted traffic to the website. Prerequisites Access to Google Ads account Access to website analytics (e.g., Google Analytics) Knowledge of target audience and marketing objectives Approved ad creatives (images, logos, headlines, descriptions) Step-by-Step Procedure 1. Planning and Preparation Define Objectives: Determine the primary goal (e.g., brand awareness, website traffic, lead generation). Set specific, measurable, achievable, relevant, and time-bound (SMART) goals. Identify Target Audience: Define audience demographics, interests, and behaviors. Use tools like Google Analytics, market research, and customer personas. Gather Creatives: Ensure you have high-quality images, logos, headlines, and descriptions. Follow Google Ads image guidelines (e.g., resolution, file size, aspect ratio). 2. Campaign Setup Log in to Google Ads: Navigate to Google Ads and sign in with your account. Create a New Campaign: Click on the ‘Campaigns’ tab on the left sidebar. Click the blue ‘+’ button and select ‘New Campaign’. Select Campaign Goal: Choose the campaign goal that aligns with your objectives (e.g., Sales, Leads, Website traffic, Product and brand consideration, Brand awareness and reach). Choose Campaign Type: Select ‘Display’ as the campaign type. Campaign Settings: Name your campaign. Set the location targeting to where you want your ads to appear. Select languages spoken by your target audience. Choose your bidding strategy (e.g., Target CPA, Maximize Conversions). Budget and Bidding: Set a daily budget for the campaign. Choose a bidding strategy (e.g., Target CPA, Maximize Conversions). Audience Targeting: Use audience segments to target specific groups (e.g., In-market audiences, Custom Intent audiences, Remarketing audiences). 3. Ad Group Setup Create Ad Groups: Name your ad group. Set bids for your ad group (if not using automated bidding). Define Targeting Options: Use audience targeting, demographic targeting, and content targeting (e.g., topics, placements, keywords). 4. Ad Creation Create Responsive Display Ads: Click on ‘Ads & extensions’ and then the blue ‘+’ button. Select ‘Responsive display ad’. Add multiple headlines (short and long), descriptions, and images. Add a business name and a final URL. Preview and Adjust: Preview the ads in different formats (mobile, desktop). Adjust the text and images to ensure they look good in all formats. 5. Review and Launch Review Campaign Settings: Double-check all settings, targeting options, and ad creatives. Ensure everything aligns with your objectives and brand guidelines. Launch Campaign: Click ‘Publish’ to launch your campaign. 6. Monitoring and Optimization Monitor Performance: Regularly check the campaign performance in the Google Ads dashboard. Pay attention to key metrics like impressions, clicks, CTR, conversions, and cost. Optimize Campaign: Adjust bids, targeting, and ad creatives based on performance data. Use A/B testing to compare different ad variations. Pause underperforming ads and reallocate budget to high-performing ones. Utilize Google Analytics: Track the behavior of traffic driven by your Display Ads. Analyze metrics such as bounce rate, average session duration, and conversion rate. 7. Reporting Generate Reports: Use Google Ads and Google Analytics to generate performance reports. Include key metrics, insights, and recommendations. Share with Stakeholders: Provide regular updates to stakeholders. Highlight successes, challenges, and planned optimizations. Tips for Success Regularly refresh ad creatives to avoid ad fatigue. Utilize Google’s automated targeting options to expand reach. Keep an eye on frequency caps to avoid overexposing your audience to the same ads. Leverage remarketing to re-engage users who have interacted with your brand. This SOP should help streamline your process for managing Google Display Ads. If you have any specific needs or additional questions, feel free to ask!
SOP (07): Google Ads SOP for PPC / Search Ads
Google Ads SOP for PPC Ads Table of Contents Introduction Account Setup Campaign Creation Ad Group Setup Keyword Research and Selection Ad Creation Bidding Strategy Budget Management Performance Tracking and Optimization Reporting Compliance and Best Practices Continuous Learning and Improvement 1. Introduction This SOP outlines the steps for creating, managing, and optimizing PPC ads on Google Ads. It is intended for use by the marketing team to ensure consistency and effectiveness in our PPC advertising efforts. 2. Account Setup Create Google Ads Account: If you don’t already have one, sign up for Google Ads at ads.google.com. Billing Information: Enter your billing information to ensure your ads can run without interruption. Link Accounts: Link your Google Analytics account to Google Ads for enhanced tracking and insights. 3. Campaign Creation Choose Campaign Type: Select the appropriate campaign type based on your goals (e.g., Search, Display, Shopping, Video, App). Set Campaign Goals: Define the primary objective of the campaign (e.g., sales, leads, website traffic, brand awareness). Select Network: Choose where you want your ads to appear (Google Search Network, Google Display Network, etc.). Set Location Targeting: Specify the geographical locations where you want your ads to be shown. Define Language Targeting: Select the languages your target audience speaks. Set Budget and Bidding: Establish a daily budget and choose a bidding strategy (e.g., Maximize Clicks, Target CPA, Target ROAS). 4. Ad Group Setup Create Ad Groups: Organize your campaign into ad groups based on themes, products, or services. Define Ad Group Settings: Set individual settings for each ad group, including default bids and targeting options. 5. Keyword Research and Selection Keyword Research: Use tools like Google Keyword Planner to find relevant keywords. Select Keywords: Choose keywords based on relevance, search volume, and competition. Match Types: Apply appropriate match types (Broad Match, Phrase Match, Exact Match, Negative Match) to control which searches trigger your ads. 6. Ad Creation Write Ad Copy: Craft compelling ad copy with clear headlines, descriptions, and calls to action. Ad Extensions: Utilize ad extensions (sitelinks, callouts, structured snippets, etc.) to enhance your ads. Responsive Search Ads: Create responsive search ads to allow Google to optimize ad performance with multiple headlines and descriptions. 7. Bidding Strategy Manual Bidding: Set bids manually for more control over cost per click (CPC). Automated Bidding: Use automated bidding strategies like Target CPA, Target ROAS, or Maximize Conversions to optimize performance. 8. Budget Management Daily Budget: Set a daily budget for each campaign to control spending. Budget Allocation: Allocate budgets based on campaign priority and performance. Monitor Spend: Regularly review budget performance and adjust as necessary to avoid overspending. 9. Performance Tracking and Optimization Set Up Conversion Tracking: Implement conversion tracking to measure the success of your ads. Analyze Data: Use Google Ads reports and Google Analytics to analyze ad performance. Optimize Ads: Continuously test and optimize ad copy, keywords, and bidding strategies. A/B Testing: Conduct A/B tests to compare different ad elements and determine the best-performing variations. 10. Reporting Weekly Reports: Generate weekly performance reports to review key metrics and trends. Monthly Reports: Create comprehensive monthly reports to assess overall campaign performance and ROI. Share Insights: Share findings and insights with the team to inform future strategy. 11. Compliance and Best Practices Ad Policies: Ensure all ads comply with Google Ads policies and guidelines. Landing Page Quality: Maintain high-quality landing pages that align with ad content and provide a good user experience. Ad Relevance: Ensure ad relevance to improve Quality Score and ad performance. 12. Continuous Learning and Improvement Stay Updated: Keep up-to-date with the latest Google Ads features and industry trends. Training and Development: Invest in training and development for the marketing team to enhance skills and knowledge. Feedback Loop: Implement a feedback loop to learn from past campaigns and improve future performance. Google Ads SOP 01: Create a Google Ads CampaignSOP 02: Google PPC Campaign SetupSOP 03: Google Ads Conversion TrackingSOP 04: Create a Google Display AdsSOP 05: Google Keyword Planner for FreeSOP 06: Create a Google Ads AccountSOP 07: Google Ads SOP for PPC / Search AdsSOP 08: Google Display Ads CreationSOP 09: Google Performance Max AdsSOP 10: How to Create a Google Shopping Ads CampaignSOP 11: Google Ads Video CampaignsSOP 12: Google Demand Gen AdsSOP 13: Google Smart Ads CreationSOP 14: Google Ads Remarketing Tag Setup
SOP (01): Create a Google Ads Campaign
Creating a Google Ads Campaign Last Updated / Reviewed: Jan 10th, 2023 Execution Time: 10-20 minutes Today we learn how to Create a Google Ads Campaign Go to https://ads.google.com/ and log in to your account (if you couldn’t create an account please Click Here to create an account Before you can enable auto-tagging, you will need to create a dummy campaign (this campaign won’t be live and won’t spend any budget). Click on “New campaign” 3. From the list of goals, select “Sales” and click “Continue” 4. From the list of campaign types, select “Search” then “Continue” 5. Next, select “Website visits” from the list and type your website URL 6. Then add your campaign name: 7. Click “Continue” 8. In the bid settings, click “Next” to skip 9. In Campaign settings, leave everything as default and click “Next”. 10. Again in the ad group page, leave everything as default/empty and click “Next”. 11. In the extensions page,leave everything as default/empty and click “Next”. 12. Then, in the Budget section, set the daily budget to $1 and click “Next”: 13. In the Review your campaign page, you’ll see a few errors (rightly so because this is a dummy campaign). Ignore everything for now and click “Publish Campaign”. 14. On the ad group setup screen, leave everything as default, scroll down to the bottom of the page and click “Save and Continue” 15. If you see the confirmation modal, click “publish”. 16. Now that your dummy campaign has been Published, you can enable auto-tagging. Click on the Google Ads logo in the top navigation 17. On the sidebar click “Settings” → “Account Settings” → “Auto-tagging” 18. Tick “Tag the URL that People Click Through from My Ad” → Click “Save” 19. That’s all! You should start seeing your Google Ads traffic information inside Google Analytics in the first 24 hours after your ads have started running.
SOP (02): Google PPC Campaign Setup
Create Google Ad PPC/Search Campaign This SOP will walk you through, step—by—step, how to properly structure your Google Ads account. WHY IS THIS IMPORTANT? Your Google Ads account structure lets you control how ads are triggered and where and when they appear. When this is set up properly, you optimize the traffic you’ll receive from ads, as well as the cost you’ll pay per click, increasing your ROI. USAGE RECOMMENDATION: Have a marketer or an SEO specialist complete this workflow. REQUIREMENTS: Google Ads account Before You Get Start The proper structure of your Google Ads account is important in order to: Direct customers to the right landing pages Ensure that the searches triggering your ads are relevant to your audience Improve your quality scores, which correlates to better results and lower prices To obtain the greatest benefit of using this template in your business, we recommend that you customize it in whatever way you’d like. If at any point any of the screenshots in this template no longer match the Google Ads interface, simply edit the template and update the images as required. Create a Google Ads Account If you don’t already have one, you need to first Create a Google Ads account. This is relatively easy. Create New Campaign From the left—hand menu, select Campaigns and then the blue + button. Campaign Goal If you are running ads for the first time and don’t yet have any historical data, we recommend you start with a website traffic campaign, however, if another goal is a better fit for your campaign, choose that. For instance, in the earlier example of a service offered only in San Francisco and New York City, the “Local store visits and promotions” would be the best campaign goal. Campaign Type Search is the most common campaign type, however, feel free to choose the appropriate option for your campaign. If you’d like to learn more about campaign types, see Google’s campaign type help page. Select which way you’d like to reach your Goal. We’re using Website visits but you may choose the other option that is appropriate for your campaign. Campaign Name We recommend you choose a campaign name that describes the details of the campaign. In the example below, you see the campaign name is: TOF – Search – USA – Branded – Broad Here’s the explanation of the acronyms in the campaign name:TOF = Top of Funnel.Search = we are restricting the ads to be shown only on the search network.USA = ads will only be shown in the USA.Branded = we are bidding on our branded keywords only Broad = we are bidding on broad keywords only. By taking this approach, as the number of campaigns you are running increases, you will have an easier time managing your campaigns. Specify Networks Google gives you the option to select where your ads are going to be displayed. If you are just starting out, we recommend you use only the Search Network. By default, Display Network is also chosen. However, this will let your text ads show up on various sites across the web. So, it’s better to only choose Search Network to keep search and display separately. Show More Settings These settings can all be left as-is unless you want to specify otherwise. Two of the settings you may consider editing are the start and end dates (particularly if you are running a sale) as well as the ad schedule. You’ll likely want to get ad data before you mess with the ad schedule though to find out when your ads convert best. Geo-Targeting If you want the highest quality traffic, you are going to want to specify the 5 tier one countries. If you are selling products only in one country, you’ll want to specify just that country. This goes back to the goal of your campaign. For most advertisers, you will also want to choose the other two options shown in the image below. Audience Unless you have already created a custom audience(s) from previous campaigns, you do not need to select an audience here. If you do wish to select an audience here, you may do so using the search and browse functions. Set the Budget When it comes to selecting your Budget, simply select the appropriate number for you. There is no right or wrong answer here but having a higher budget at the beginning will help you to gather data to refine your campaigns and ad groups. Bidding When it comes to bidding, Google is going to recommend you focus on Conversions and will ask you to specify your Target CPA. If you ore just starting out, we recommend you instead select Clicks. Your keyword research you did will help you define your desired CPC or you can simply start at $3.00 and adjust from there If you want to have ultimate control over your budget, we recommend, especially if you are just starting out, thot you select Manual CPC and then uncheck the box. Ad Rotation If you want more control over your campaigns, and you want to manual compare the stats of one ad vs another ad that you have created, we recommend you choose the option shown below so that all your ads will get approximately the same number of impressions. If you do not select this box, Google will give the most impressions to your ad with the highest Click-Through Rate (CTR) and this means that your other ad(s) may not get a chance to show you their potential to perform. Selecte Do not optimize the ads. Ad Group Name From the left—hand menu, select Ad groups and then the blue + button As we suggested for naming your campaign, we recommend you give each of your Ad Groups an intuitive name that describes as much about the ad group as possible. In the example below, you can see that this ad group is for the top of our funnel and it will contain keywords