A Complete Guide To Learn Google Ads Campaign Management

  • By Sakshi Arora,
    Published on: Jan 06, 2022
  • Updated on: Jan 29, 2024
  • PPC

An online business is no joke, especially when competing with giants like Amazon with an unlimited marketing budget. As a result, the battle to reach the front page of Google's search results is fierce. Even with good SEO, reaching the first page may take months or even a year.

Google Ads helps businesses to gain website traffic. They have become essential for almost every organization in the past few years. Companies today need to expand their brand domestically and internationally, and there is nothing more powerful than an online medium. With digital marketing techniques like PPC, companies can accomplish so much quickly.

As a small business, you're probably going to be establishing and managing your Google Ads account on your own for quite a long before you hire someone to help. As a result, it may seem impossible to get your business up and going.

In a way, yes... This is probably the reason that brings you here!

Let's uncover the essential steps that will help you understand more about Google Ads Campaigns.

1. Insights on Google Ads Campaign Management

Pay Per Click (PPC) advertising is a powerful tool when used correctly. However, before creating your AdWords account, you must first decide on your objectives. While "more sales" may seem like a reasonable aim, online advertising requires greater precision.

There are a variety of reasons for a company to embrace the benefits of Google AdWords. For example:

  • Boosting sales
  • Increasing ROI
  • Email subscriptions
  • Generating leads
  • Increasing brand recognition
  • Augmenting recall value
  • Improving website traffic

2. Ads Targeting

Your campaign is unlikely to be effective if your advertising does not target ideal clients. Your ideal clients may be on the lookout for specific keywords during the first campaign setup. A lot of things go into ad targeting. As a result of these three major areas, we are constantly looking for ways to reduce the waste in your advertising budget.

3. Keywords Targeting

Selecting the right keywords is a challenging and taxing task. Leverage Google Keyword Planner to analyze your competitor keywords. Deep dive into your competitor keywords and create a list of 20 to 25 keywords relevant to your business. Targeting the right keywords can help you control the Cost Per Click (CPC). 

Tip: It is also a best practice to target long-tail keywords. It helps you get a broader search and face lesser competition. 

4. Creating Ad Copy

Creating strong ad copies that reflect your brand's voice is key to a successful ad strategy. It helps your target audience to understand your business. And, that's why it takes a lot of time and effort to write an ad copy. 

And, seasoned advertisers don't stick to only one set of ad copies. With Google's latest updates, advertisers create variations of ad copies. So A/B test your ad copies to understand what works best for your brand. 

5. Assessing Negative Keywords

Google ads campaign management
Source : WordStream

Your job isn't done once you have created your keyword lists. You will have to filter keywords irrelevant to your business. These are called negative keywords. Bidding on negative keywords will affect your CPC and increase ad spend waste. 

Create an exhaustive list of all negative keywords you feel are irrelevant to your business. Then, add them to your keyword strategy. 

If you are selling customized home furniture, you do not want your ad to rank for " office furniture". 

6. Optimizing Bids

It feels great to be on top of Google's search. However, if your ad is always on the top, it will eat a chunk of your marketing budget. The basic goal is to figure out which bids at the keyword level will result in the most lucrative conversions for each phrase. As a result, if you want to bid successfully, you'll need to set up conversion monitoring in your Google Ads account so you can track conversions down to the keyword level.

7. Adding Landing Page

When a person clicks on your advertisement, they are taken to a landing page, which is a URL or a webpage where they "land." A landing page is separate from your main website that focuses on a specific goal. Your AdWords campaign's success hinges on the quality of your landing page. A well-designed and optimized landing page will aid in converting visitors into leads and, eventually, customers.

8. Selecting Custom Audience

You can segment your audience in various ways. Advertisers use custom audiences for remarketing their products or services. Custom audiences are created based on page views, time spent on the site, number of pages per visit, and other factors. For example, advertisers bid higher to remarket to shopping cart abandoners than to homepage visitors.

9. Creating Ad Extensions

Google Ads Campaign Management
Source : Instapage

Ad extensions are a great way to grab users' attention. You can also provide additional information about your business. Some examples of ad extensions are callout extensions, sitelink extensions, location extensions, and more. For example, location extension is a great way to increase footfall to your offline store. 

Some ad extensions may also be generated automatically by search engines. They increase the click-through rate of ad headlines because they are larger and more visible on search engine results pages.

10. Geo-Targeting

Geotargeting, often known as local PPC, is a tool that allows you to limit your search advertising to clients in a specific place or group of locales. Geotargeting is a no-brainer for businesses that rely on foot traffic, proximity, and delivery. In addition, Google Adverts location targeting allows you to target your ads to specific geographic areas.

Once you have gone over the above list and included each piece, it is time to test. You may begin by experimenting with different headlines to see which message has the best conversion rate. Also, test the landing page layout and attempt to include your call to action at the top of the page before the visitor scrolls.


Google AdWords is an exceptionally effective tool for businesses to find new customers. However, if not used effectively, the platform might end up costing you actual advertising money while providing a poor return on investment.

Common practices still exist because they're believed to be the most effective for most accounts, but you'll never know until you adopt them out for yourself, right?

Related : 8 Best PPC Trends And Statistics To Watch Out For In 2022

Author Box

Sakshi Arora

Sakshi Arora is a seasoned content writer and editor with extensive experience across various industries including B2C, B2B, travel, e-commerce, and IT. In her free time, she enjoys expressing her creative side through painting and writing poetry. She also finds solace in nature and has a deep spiritual connection. Music brings her immense joy.

Join Our Newsletter

Stay up to date with our latest blogs and news.

Let's Scale Your Brand Together !