Before advertising on Google, be sure to take a look at the topics below and do not start advertising without knowing them.
The Google advertising process isn't difficult at all. You can start advertising within two hours. However, if you don't know the tricks, you could end up wasting a significant portion of your Google advertising budget on impressions that won't generate any conversions.
Therefore, what you need to do is to make the installation with the best settings at the beginning, so that you can spend every penny you spend in the coming days where it is really necessary.
If you would like me to help you, I can connect to your computer remotely for 2 hours and help you with your installation or with the optimization of your account if you have already installed it.
My advice is that if you're going to advertise, you should be the full authority on the ad account. Your email account should have full authority over all transactions. You can then add an agency's email account as an authority, and they can handle the transactions on your behalf. However, you must maintain control of the ad account so that if you become dissatisfied with your agency or wish to seek assistance from someone else for a period of time, you can easily assign the new company/person responsibility. This is most important.
Whether you choose to work with a company afterward is up to you, but my suggestion is this: Consider the initial setup and the first 5-6 hours with an expert. This way, you'll be sure to avoid wasting any money from day one. Don't sign a one-year contract; instead, get a short-term consultation to ensure certain principles are implemented correctly from day one. Then, if you prefer, you can continue on your own.
Advertising your website before it is at the required level is throwing your money away.
When it comes to Google advertising, the first thing that comes to mind is ranking high on the Google search results page with the phrase "Paid Sponsored Ad." However, this type of advertising is a campaign within Google Ads called "Search Network." There are other types of advertising as well, and depending on your specific business, some of these can be extremely beneficial. These include:
Max Performance
Display Network
Shopping
Video
APPLICATION
Clever
Demand Creation
can be listed as.
I never recommend selecting a campaign goal when creating a new campaign. If you do, there are some restrictions on the campaign settings, and you can't change them later. Select the last checkbox, as shown below.
When creating a Google Ads search campaign (in the menu: Campaign > Settings > Networks), there are two options: "Search Network" and "Display Network." I recommend not selecting either option. These options won't yield much return. My advice is to spend all your search ad dollars solely on appearing on Google's search results page.
Yes, it's possible. But is it better to do it this way? So, is it a good thing that my ad always appears with my phone number? No, it's not.
If you're a locksmith or provide roadside assistance, no one cares about your website. They're only good enough to see your phone number. Therefore, setting up a search campaign as a "Call-Generating Ad" might make sense (though even then, it's debatable). But if you're a dental clinic, for example, I wouldn't recommend this type of ad. Why wouldn't I? Because you're not a smart person. Everyone wants their phone number to be visible. But these types of campaigns have higher click costs. A higher click cost means you'll appear in 6 searches instead of 10 with the same budget. Is it worth it? I don't think so. By the way, clickable phone numbers aren't just displayed in the "Call-Generating Ad" type. They also appear occasionally in the "Responsive Search Network Ad" type, but we don't have control over them; they do. In Smart ad campaigns and Performance Max ads, the phone number also appears. What this means is that the phone number appears every time. This is achieved by selecting the "Call-Generating Ad" type in the search campaign. As I said, I do not recommend this.
After setting up your Google campaign, you'll receive some recommendations from Google. (Menu: Campaign > Recommendations) You can accept these recommendations with a single click, and your settings will change accordingly. However, don't assume these recommendations are always beneficial. They may not be right for you. You shouldn't feel obligated to accept them. I must warn you that these recommendations can often be detrimental to your account.
I set up an account for some clients, then check its status 15 days later and see that irrelevant keywords have been added. When I look at the change history, I see that the client has accepted very inaccurate suggestions, thus canceling the campaign. Unfortunately, these things happen.
Google Ads constantly shows you new suggestions. (Menu: Campaign > Suggestions) When you accept all suggestions or close them (by clicking the three dots on the right), your optimization score becomes 0. However, if a new suggestion is added the next day with a score of , your total optimization score will be 0 - = . When you close that suggestion as well, it will return to 0.
Optimization score doesn't mean anything. A low score doesn't indicate that your campaign is performing poorly. It simply indicates whether you've seen and dismissed the suggestions, that's all. Therefore, there's no need to worry about optimization score. I recommend simply reading through the suggestions one by one and implementing them if you find any useful ones. If you don't want to implement a suggestion, I recommend clicking on the three dots on the right and selecting "Dismiss All" so you don't have to see the same suggestion again. This will increase your optimization score, but we don't care about that.
I don't recommend enabling automatic suggestions. Google Ads representatives, in particular, may recommend enabling many automatic suggestions. Some of these suggestions are more innocent, but I strongly advise against enabling most of them. Don't think automatic would be better, and don't feel obligated to enable these features.
The most common mistake in Google Search Network and Google Display Network campaigns is choosing the locations where your campaign will appear. In the campaign settings, select "Presence" under the "Location Options" section within the "Locations" setting. Otherwise, your ad will appear in many locations other than the ones you selected. This is one of the most common mistakes.
Google search network ads are displayed when keywords you specify are triggered. You specify the keywords. The queries that users type into the search box on Google are called "search terms." When users type a "search term," and that "search term" triggers the "keyword" you specified, the ad will run.
In your Google Ads account, go to Tools > Planning > Keyword Planner and enter a competitor's website address. You'll get ideas for the most relevant keywords. Use these as a brainstorming tool and try exploring other keywords.
I always say this: If you think, " of those searching for this keyword are interested in me," don't just add that keyword because ten is greater than zero. First, add the keywords where you think are interested in you. Add these keywords mostly as exact match keywords. Then, after the ad runs for 2-3 days, see if these keywords are enough to cover your budget. If not, it means you've tightened the tap too much. Then you can consider loosening the keywords. What does loosening mean? You can change one of the exact match keywords to phrase match, or you can add new exact match keywords. That's my method.
Google always recommends using broad-matched keywords in search ads. However, following this advice won't always yield better results. Therefore, when you see such a recommendation in your ad account, I don't recommend switching your keywords to broad match as Google requires.
In 2023 and before, exact match keywords actually worked like exact match. Not anymore. Let me give you an example from a real customer.
The exact match keyword [varicose vein treatment] was triggered by searches with the following search terms:
So now I mostly just use exact matching.
Check your search term report daily, especially in the early days, to identify and add negative keywords to your campaign. Since I generally prefer exact match over broad match and phrase match, I don't need to enter many negative keywords. Even if you use just one broad match keyword, you'll find yourself filtering out negative keywords daily.
One of the things I pay attention to in every campaign is that before I start advertising on Google, I always add a negative list of provinces that include provinces other than the target province to the campaign.
Let's say you have an ad group in your Google search campaign, 10 keywords within that ad group, and one ad to appear when those keywords are triggered. When users search, they can be directed to the final URL page you specify for the keyword triggered by the search term they used. To do this, users should enter the pages they want to be directed to in the Final URL column of the keywords menu. If you don't enter anything, clicking on the ad will take you to the ad's destination URL.
You should launch a display ad campaign, and perhaps not just one, but at least two or three different display ad campaigns. Each campaign may have a different goal.
First, you might want to open a remarketing campaign. To do this, you'll need to set up a Google tag on your page via the Tools > Data Manager menu. Also, make sure to disable Optimized Targeting in your ad group settings for remarketing ads. You don't want to target audiences other than the ones you selected for remarketing campaigns.
Secondly, you might want to show another display ad campaign only to a custom audience. You'll create the custom audience yourself. You'll need to do this via Tools > Shared Library > Audience Manager > Custom Segments. Here, you can include people who have performed certain searches in a segment.
My final warning regarding display ad campaigns is to be sure to select Placements from the Content menu. I recommend selecting and adding around 100 highly reputable sites. This way, your ads won't appear on strange children's and gaming sites.
Within your Google Ads account, select Tools > Data Manager > Connected Products > Google Business Profile to match your business profile with your Google Ads account. Do this before advertising on Google.
Make sure Location is enabled within the Elements section of your active campaigns.
There's no such ad type as map ads within Google Ads. However, the Search Network and Performance Max ad types work by adjusting some settings, allowing your business's location to appear at the top of the Google Maps app and website. To do this, you first need to create a Google Business Profile and link it to your Google Ads account. Then, selecting your business and a surrounding radius as the location in search ads will also help increase your map-focused visibility. Finally, you can add keywords like "nearby restaurants" or "Suadiye restaurant" to your keywords to better align searches with maps.
For direct sales websites, listing products in the Google Shopping tab and effectively advertising requires opening a Google Merchant Center account and regularly connecting product data to Google Ads. If you have a shopping site, ensure these are completed before advertising on Google.
My advice is to definitely set up a search campaign. I recommend running the Performance Max campaign after the search campaign is set up, with a budget of at most half of the search campaign's budget.
Another recommendation for using the Performance Max campaign is to run it within a very narrow radius, close to your business. This way, display and video ads will be shown to potential customers in the immediate area, including those visiting your business.
Google Analytics, Search Console, YouTube integrations should be made.
Search Console: https://search.google.com/search-console
Google Analytics: https://analytics.google.com/analytics/
When you log into your Google Ads dashboard, select Billing > Advertiser Verification from the left menu and enter your company information correctly. After doing this, you'll be able to add your business name and business logo to your ad. This will give searchers more confidence in your ad.
In Google Ads, a conversion refers to an action where a user completes a specific goal. This goal can be a key interaction for your business's purpose. For example, a conversion can be:
Conversions must be established before advertising with Google Ads. There are two main reasons for this:
1- To measure, see and show the success of campaigns.
2- Ensuring that Google automatically optimizes based on these metrics.
To track conversions, conversion tracking code must be added to your Google Ads account.
Because conversions in Shopping ads are product purchases, conversions in these ads provide a clear picture of the results. However, in other cases, where a conversion can be achieved without filling out a form or clicking on a phone, conversions can be misleading. In other words, counting these clicks as conversions, especially in display ads, means you're also counting a lot of accidental clicks. Therefore, I recommend against expecting phone and WhatsApp click conversions to be very robust in display ad campaigns.
The number of times your ad is seen depends on your budget, but there's another way we can improve quality score. Quality score is a combination of three factors. By improving these three, we can increase the visibility of our ads: expected click-through rate, ad relevance, and landing page experience. By improving these three factors, you can improve your Google advertising experience.
