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Google Ads SOP for PPC Ads

Table of Contents

  1. Introduction
  2. Account Setup
  3. Campaign Creation
  4. Ad Group Setup
  5. Keyword Research and Selection
  6. Ad Creation
  7. Bidding Strategy
  8. Budget Management
  9. Performance Tracking and Optimization
  10. Reporting
  11. Compliance and Best Practices
  12. 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

  1. Create Google Ads Account: If you don’t already have one, sign up for Google Ads at ads.google.com.
  2. Billing Information: Enter your billing information to ensure your ads can run without interruption.
  3. Link Accounts: Link your Google Analytics account to Google Ads for enhanced tracking and insights.

3. Campaign Creation

  1. Choose Campaign Type: Select the appropriate campaign type based on your goals (e.g., Search, Display, Shopping, Video, App).
  2. Set Campaign Goals: Define the primary objective of the campaign (e.g., sales, leads, website traffic, brand awareness).
  3. Select Network: Choose where you want your ads to appear (Google Search Network, Google Display Network, etc.).
  4. Set Location Targeting: Specify the geographical locations where you want your ads to be shown.
  5. Define Language Targeting: Select the languages your target audience speaks.
  6. 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

  1. Create Ad Groups: Organize your campaign into ad groups based on themes, products, or services.
  2. Define Ad Group Settings: Set individual settings for each ad group, including default bids and targeting options.

5. Keyword Research and Selection

  1. Keyword Research: Use tools like Google Keyword Planner to find relevant keywords.
  2. Select Keywords: Choose keywords based on relevance, search volume, and competition.
  3. Match Types: Apply appropriate match types (Broad Match, Phrase Match, Exact Match, Negative Match) to control which searches trigger your ads.

6. Ad Creation

  1. Write Ad Copy: Craft compelling ad copy with clear headlines, descriptions, and calls to action.
  2. Ad Extensions: Utilize ad extensions (sitelinks, callouts, structured snippets, etc.) to enhance your ads.
  3. Responsive Search Ads: Create responsive search ads to allow Google to optimize ad performance with multiple headlines and descriptions.

7. Bidding Strategy

  1. Manual Bidding: Set bids manually for more control over cost per click (CPC).
  2. Automated Bidding: Use automated bidding strategies like Target CPA, Target ROAS, or Maximize Conversions to optimize performance.

8. Budget Management

  1. Daily Budget: Set a daily budget for each campaign to control spending.
  2. Budget Allocation: Allocate budgets based on campaign priority and performance.
  3. Monitor Spend: Regularly review budget performance and adjust as necessary to avoid overspending.

9. Performance Tracking and Optimization

  1. Set Up Conversion Tracking: Implement conversion tracking to measure the success of your ads.
  2. Analyze Data: Use Google Ads reports and Google Analytics to analyze ad performance.
  3. Optimize Ads: Continuously test and optimize ad copy, keywords, and bidding strategies.
  4. A/B Testing: Conduct A/B tests to compare different ad elements and determine the best-performing variations.

10. Reporting

  1. Weekly Reports: Generate weekly performance reports to review key metrics and trends.
  2. Monthly Reports: Create comprehensive monthly reports to assess overall campaign performance and ROI.
  3. Share Insights: Share findings and insights with the team to inform future strategy.

11. Compliance and Best Practices

  1. Ad Policies: Ensure all ads comply with Google Ads policies and guidelines.
  2. Landing Page Quality: Maintain high-quality landing pages that align with ad content and provide a good user experience.
  3. Ad Relevance: Ensure ad relevance to improve Quality Score and ad performance.

12. Continuous Learning and Improvement

  1. Stay Updated: Keep up-to-date with the latest Google Ads features and industry trends.
  2. Training and Development: Invest in training and development for the marketing team to enhance skills and knowledge.
  3. Feedback Loop: Implement a feedback loop to learn from past campaigns and improve future performance.

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Google Ads

SOP 01: Create a Google Ads Campaign
SOP 02: Google PPC Campaign Setup
SOP 03: Google Ads Conversion Tracking
SOP 04: Create a Google Display Ads
SOP 05: Google Keyword Planner for Free
SOP 06: Create a Google Ads Account
SOP 07: Google Ads SOP for PPC / Search Ads
SOP 08: Google Display Ads Creation
SOP 09: Google Performance Max Ads
SOP 10: How to Create a Google Shopping Ads Campaign
SOP 11: Google Ads Video Campaigns
SOP 12: Google Demand Gen Ads
SOP 13: Google Smart Ads Creation
SOP 14: Google Ads Remarketing Tag Setup