Part 5 — Creating a Google ad

The PM Playbook
4 min readSep 22, 2023

In the digital age, advertising your business is not just about reaching a wide audience; it’s about reaching the right audience at the right time. Google Ads provides an incredibly powerful platform to do just that. This guide will walk you through the process of creating effective Google Ads campaigns that can help you connect with potential customers and achieve your business goals.

In the upcoming sections of this blog, you’ll find screenshots from one of my previous projects with the brand Azorte. These visuals will serve as practical examples to help you understand how to create Google Ads effectively. However, it’s important to note that when you decide to set up your own Google Ads campaign, you’ll reach a point during the sign-up process where Google will request your payment information. You should refrain from providing any card details unless you intend to run the ad. It’s crucial to exercise caution and only proceed with payment information if you are ready to launch your advertising campaign.

1. Set Clear Goals: Before diving into creating your Google Ads campaign, it’s essential to define your objectives. Are you looking to drive website traffic, boost sales, generate leads, or increase brand awareness? Having clear goals will help shape your ad strategy.

2. Keyword Research: Keywords are the foundation of Google Ads. Start by researching relevant keywords related to your business and products/services. Use Google’s Keyword Planner to identify keywords with a balance of search volume and competitiveness.

3. Create a Google Ads Account: If you don’t already have one, sign up for a Google Ads account. Once logged in, click on “Campaigns” to start creating your first campaign.

4. Choose Your Campaign Type: Google Ads offers different campaign types, including Search, Display, Shopping, and Video. Select the type that aligns with your goals. For most beginners, a Search campaign is a good starting point.

5. Campaign Settings: Configure your campaign settings, including the campaign name, locations you want to target, language preferences, and budget. Google Ads provides an option to set a daily budget or a maximum cost per click (CPC).

6. Ad Groups and Ad Copy: Divide your campaign into ad groups based on related keywords. Each ad group should have specific ad copy tailored to the keywords. Craft compelling ad headlines and descriptions that highlight your unique selling points.

7. Extensions: Use ad extensions to provide additional information and make your ads more engaging. Extensions can include site links, callout extensions, and structured snippets.

8. Bidding Strategy: Choose a bidding strategy that aligns with your goals. Options include manual CPC, automated bidding, and target CPA. Adjust your bids based on keyword performance.

9. Ad Schedule: Determine when your ads will run by setting an ad schedule. This allows you to show your ads during specific hours or days when your target audience is most active.

10. Tracking and Conversions: Implement conversion tracking by adding a tracking code to your website. This helps you measure the success of your ads and understand which keywords are driving conversions.

11. Ad Preview: Before launching your campaign, use the ad preview tool to see how your ads will appear in search results. Ensure that they look appealing and have no issues.

12. Launch and Monitor: Once you’re satisfied with your campaign setup, launch it. However, the work doesn’t end there. Regularly monitor your campaign’s performance, adjust keywords, ad copy, and bids as needed, and A/B test different elements to optimize your ads for better results.

13. Analysis and Optimization: Dive into the data provided by Google Ads to analyze what’s working and what isn’t. Use this information to refine your campaigns and improve your return on investment (ROI).

Creating effective Google Ads campaigns is an ongoing process that requires continuous optimization and adaptation. By following these steps and staying attuned to your campaign’s performance, you can harness the power of Google Ads to drive meaningful results for your business. Happy advertising!

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The PM Playbook

Open to Freelancing: Graphic design, content writing, Off-page SEO, Product manager, UX/UI designer. Actively looking for product opportunities.