Launching a Google Ads campaign is a crucial step for any business wanting to grow its online visibility, attract traffic and increase conversions. However, a successful campaign means following a precise method: creating an account, setting up an account, and configuring a Google Ads account carefully.
This article will guide you step by step to open an account, initialise an account and activate a Google Ads account, while exploring keyword strategies, ad creation and performance optimisation.
Step 1: Create a Google Ads account
Sign up to Google Ads
The first step is to sign up to Google Ads. Go to the Google Ads website and click the “Start now” button. You will be asked to sign in with an existing Google account or to create a new one.
Access Google Ads and create a campaign
Once signed in, go to the Google Ads dashboard. You can then open a Google Ads account by following the instructions provided. At this stage, it is essential to define the campaign name, the campaign type (search network, display network, video, etc.) and your marketing goal (increase traffic, generate conversions, etc.).
Set up and configure a Google Ads account
After opening an account, you will need to set up and configure it by adding the billing information, choosing the currency and selecting the geographic area. Once these steps are done, your account is ready to use and you can start customising it to your needs.
Step 2: Define a keyword strategy
Research relevant keywords
Keyword research is one of the most important steps in setting up a Google Ads campaign. Use Google’s keyword planning tool to generate keywords based on your business. This tool will help you find relevant keywords and build a comprehensive keyword list.
Select targeted keywords
When selecting your keywords, make sure you choose targeted keywords that match the search intent of your audience. Think about including popular keywords as well as niche terms to maximise your reach. A well-defined keyword strategy attracts qualified visitors and optimises your conversion rate.
Categorise the keywords
Organise your keywords into different categories: generic terms, brand keywords, transactional keywords, etc. Each category of keywords should be tied to a specific type of campaign to guarantee effective segmentation.
Step 3: Create and write ads
Types of ads on Google Ads
Google Ads offers several ad formats:
- Text ads: text-based ads that appear on the search network.
- Image ads: ads that include images, shown on the display network.
- Responsive ads: ads that automatically adapt to the available ad space.
- Dynamic ads: ads generated automatically based on the content of your site.
- Display ads: graphic ads on Google’s display network.
Create an effective ad
To create an ad, follow these best practices:
- Use the targeted keywords in the headlines and descriptions.
- Be clear and concise. The ad must grab attention immediately.
- Include calls to action (CTA) that encourage the user to click.
Optimise an ad
Ad optimisation goes through A/B testing. Create several versions of the same ad with variations in the text, the keywords or the images, then analyse performance to determine which version gets the best click-through rate and conversion rate.
Add ad extensions
Ad extensions add extra information to your ads (phone number, link to specific pages, reviews, etc.). They increase the visibility of your ads and encourage more users to click.
Step 4: Target audiences
Define audience targeting
Audience targeting makes sure your ads are shown to the right people. Google Ads offers different types of targeting:
- Demographic audience: age, gender, parental status, income level, etc.
- Geographic audience: target users based on their geographic location.
- Behavioural audience: users with a certain online behaviour.
- Custom audience: target users based on specific interests.
- Remarketing and similar audience: target users who have already interacted with your site, or users similar to your existing audience.
Audience segmentation and exclusions
Audience segmentation lets you split your audience into several groups according to their behaviour, location or other criteria. You can also exclude certain audiences to avoid showing your ads to irrelevant people, which will optimise your budget and increase the conversion rate.
Using the audience manager to optimise targeting
The Google Ads audience manager helps you see and adjust your audiences according to their relevance and their engagement with your ads. This lets you optimise targeting in real time.
Step 5: Set the budget and bids
Set a campaign budget
When creating your campaign, it is crucial to set a campaign budget that matches your marketing goals. You can choose a daily budget or a monthly budget. Decide how much you are prepared to pay for each click, impression or conversion.
Understand Google Ads bidding
Google Ads works on an auction system. The cost per click (CPC) you pay depends on your bids, the quality of your ads and the competition on your targeted keywords. It is recommended to start with automated bidding to let Google optimise your bids, then adjust manually over time.
Maximise return on ad spend (ROAS)
ROAS (Return on Ad Spend) is a key indicator of how profitable your campaigns are. It is the ratio between the revenue generated by your campaign and the advertising costs. To maximise your ROAS, concentrate on the best-performing keywords and adjust your bids according to the results.
Step 6: Analyse and optimise performance
Use the reports
Google Ads reports give detailed information on the performance of your campaigns, including click-through rate, conversion rate, cost per acquisition (CPA) and much more. These reports let you see what works and what needs improving.
Keyword optimisation
Monitor the performance of your keywords regularly. Remove underperforming keywords and add new ones based on popular searches. Also adjust the match type (exact, phrase, broad) to refine targeting.
A/B testing to optimise ads
A/B testing means testing different versions of your ads to see which one generates the best results. Change the headlines, descriptions, images and calls to action to maximise performance. Run tests over meaningful periods to get reliable results.
Audience optimisation
Analyse the audience segments to identify the best-performing groups. Adjust your bids to target these audiences more effectively and exclude those that bring no value.
In summary: how do you launch a Google Ads campaign successfully?
Launching an effective Google Ads campaign means creating an account, configuring it and customising it, taking into account your keyword strategy, the ad type, audience targeting and bid optimisation. By following the steps detailed in this article, you will be able to maximise your click-through rate and your conversion rate, and to generate qualified traffic.
Do not forget that the success of a campaign relies on regular monitoring and optimisation. Use analytics tools to adjust your keywords, test different ads and refine your audiences. With a well-defined strategy and careful execution, your Google Ads campaign will be a real growth lever for your business.
Read also: the definition of PPC (SEA) and, once the campaign is live, our tips for optimising your Google Ads campaigns.
