Google Ads for beginners tutorial to get started

1. Google Adwords

2. Overview of Adwords
ACCOUNT
CAMPAIGN
AD GROUPS
KEYWORDS

3. Campaign
● Responsible for budget
● Geotargeting
● Scheduling ads (ex. Shut off ads on
weekends)
● Devices
● Strategy
● Type of Ads - Display, Shopping, or
Adwords
● Typically one broad group - ex.
Youth

4. Ad Groups
● A more precise division of campaigns
● Group 5-10 keywords around one specific
keyword
● All keywords in this group will get the
same ads / landing page

5. Ads
● Have a minimum of 2 ads
● Ads should match the keywords and direct
to an appropriate keyword
● Mention what you are selling
● Don’t aim for clicks, aim for buyers
● Add extensions for more clicks - Only if it
makes sense

6. Quality Score
AIM for a high quality score to spend less per
keyword, increase rank, and more
impressions - To do this:
● Low bounce rate
● Match landing page descriptions to
keywords

7. Keyword Structure
Match Type Punctuation Triggers Example
Broad None Synonyms, related searches, and
other relevant variations
DIY Electrical
Broad Modifier +Keyword Close variations but not synonyms
or related searches
+DIY +Electrical
Phrase Match “Keyword” A phrase or a close variation of
that phrase
“DIY Electrical”
Exact Match [Keyword] An exact term or close variation of
that term
[DIY Electrical]
Negative -Keyword Searches without the term -Hire

8. Selecting Keywords
Search Console
● Look for words with good search
traffic
● Long-tailed

9. Negative Keywords
Words that should not display your ad
● Commonly found in search terms
● Can be done by Campaign or ad
groups
● Be sure to select custom dates to
review so you are not reviewing
everything over and over.

10. Metrics
CTR - Click through Rate
Aim for higher than 1%
CPC - Cost Per Click
Lower this through exact search and high quality
scores
Conversion
Through tag manager or Analytics set up a conversion
that shows someone bought or submitted a form.

11. Maintenance - What to look for
Top CTR Keywords
Top Conversion Keywords
Low quality keywords
Budget of each

12. Final Notes
● Never Delete. Always Paws.
○ Deleted data never comes back
● Give new keywords and campaigns
time before making changes
● Do not repeat the same word
● Check search terms weekly to
continually add new keywords and
negative keywords to optimize your
strategy.

13. Recommendations
● Break down campaigns into multiple targeted ad groups
● Create custom landing pages that match the ad group
● Create A/B testing for ads
● Continually review search terms and add negative words or new keywords
● Set up conversions to better track new customer
○ Easy to do through Hubspot integration