The Google Ads dashboard can feel overwhelming to new users. With endless buttons and acronyms and a fear that pressing the wrong thing could cost a lot of money, some people avoid it altogether. But, with so much potential, it's important not to let that intimidation stop you.
Google is very aware that new users often struggle to get to grips with Google Ads, which is why they try to push new users into using automated ‘Smart Campaigns’. While these are easy to set up, they do take away your control and often run up costs unnecessarily. After all, Google is there to make money. If you want to drive actual, measurable revenue, then you need to take the wheel, even if you’re new to PPC.
So, if you’re looking to set up your first Google Ads Search campaign, then here’s an easy to follow step-by-step guide.
When you first create your account, Google will ask for your business name and website, and try to build an automated campaign for you - don’t let it.
Instead, at the bottom of the screen, click ‘Switch to Expert Mode’. It sounds intimidating, but all it does is give you access to the normal dashboard that everyone uses, and here you can control exactly how your money is spent.
Next, you will be asked to select an objective, such as eCommerce sales or contact form leads. You can choose one, or simply click ‘Create a campaign without a goal's guidance’ to keep all of your options open.
For your first go, it’s best to select a Search campaign - these are the ones you’re probably most familiar with already. These are text ads which will appear in the Google results page when someone types a specific query into the search engine. It captures high-intent buyers better than any other format.
If you’re not paying attention at this stage, your budget can get eaten quickly. Here’s how to set network and location boundaries.
Uncheck the ‘Display Network’ box. For now, you only want your ads showing up on the actual Google search results page, not banner ads on random blogs.
Be specific here. If you only serve customers in Leeds, don’t target the entire country. Furthermore, dive into the ‘Location options’ and select ‘Presence: People in or regularly in your targeted locations’. If you don’t do this, Google will show your ads to people who merely show interest in your location, which can result in useless clicks.
During the first few weeks, it’s all about building data and learning what works and what doesn’t, so set a daily budget you are completely comfortable losing.
For your bidding strategy, focus on clicks to start. Once your account has generated a few dozen actual conversions (and you have your conversion tracking set up properly), you can switch to an automated strategy like ‘Maximise Conversions’. But in the beginning, you just want to drive high-quality traffic to the site.
Don’t dump fifty random keywords into a single ad group. Keep things grouped by related themes - this allows you to write highly specific ad copy. If someone searches for something, your ad should talk exclusively about what it is they’re searching for, and direct them to a page that is relevant to that search.
Your ad copy only has one job - to prove to the searcher that you have exactly what they just typed into the search bar. Include your target keyword in the headlines, highlight any clear benefits of choosing your business, and include a strong call to action. And again, make sure that the ad is taking the user to a page that is genuinely relevant for their intent.
Once you’ve completed these steps, you’re all set up. But setting up the campaign is only the first step. Managing it, building more campaigns, and developing your overall strategy is where the work really begins.
Check your ‘Search Terms’ report every few days to see exactly what people are typing to trigger your ads, and aggressively add irrelevant terms to your ‘Negative Keywords’ list. Start small, maintain control, and let the data guide your spending.
If you’re like expert guidance setting up or managing Google Ads, get in touch with us today.
