Objective

Lear how to properly structure a Google Ads account to maximise your campaigns' ROI

Table of Contents

Related Resources

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Last Updated

October 2020

<aside> 💡 This guide is meant to provide basic knowledge on a complex topic in the most concise manner. Never take anything as the gospel truth, read from multiple sources before acting.

</aside>

👋 Introduction

The building blocks of a Google Ads account are:

• The Campaign Level
• The Ad Group Level
• Keyword Selection
• Ad Copy
• Ad Extensions

📕 Glossary

<aside> 💡 Click on the ▶︎ symbol to deploy the paragraphs

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• AdRank

• Ad Extensions

• CTR

• CPC

• CPM

• CPV

• CPA

• CVR

• Display Network

• Keywords

• PPC

• Quality Score

📦 Campaign

Usage

...

Description

• Campaign goal

  What is the main thing you want to achieve for your business?

  • Sales — Drive sales online, in app, by phone or in store.
  • Leads — Get leads and other conversions by encouraging customers to take action.
  • Website traffic — Get the right people to visit your website.
  • Product & brand consideration — Encourage people to explore your products or services.
  • Brand awareness & reach — Reach a broad audience and build awareness.
  • App promotion — Get more installs and interactions for your app.

• Campaign type

  Where will customers see your ads?

  There are 5 campaign types, to be chosen depending on the goal of your campaign:

  • Search
  • Display
  • Shopping
  • Video
  • App