Building Google Ads From the Ground Up: Everything You Need To Know

LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
Building Google
Ads From the
Ground Up:
Everything You Need to
Know

Logistics
• Webinar will be recorded –
check your inbox for materials
• Submit your questions for Q&A

| Confidential ‹#›
The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

Search Marketing Strategist,
WordStream
Marcos Elrahi
Program Manager,
WordStream
Jeff Stevens

Audience Poll!
Are you currently
advertising on
Google Ads?
• Yes
• No

7| Confidential
Today’s Agenda

Today’s Agenda
1. You’re Pre-Planning a Google Ads Initiative. Where to Start?
2. You’re Ready to Launch a Google Ads Initiative.
3. You’re Google Ads Initiative Is Live, but Not Performing.
4. The Proven Secret Recipe to Google Ads Success.

9| Confidential
Pre-Planning for Google Ads.
Where to Start?

Key Topics – Pre-Planning for Google Ads.
1. Honest Budget Planning & Keyword Research.
2. Understanding Competitive Landscape & Differentiators.
3. Potential Overall Account Scope. Short-term & Long-term.
4. Website Readiness. Conversion Tracking, Landing Pages etc.

Honest Budget Planning
You NEED to have a preset budget in place before deploying Google Ads.
DO NOT GO IN WITHOUT A PLAN.
1. Use Keyword Research Tools to Generate Average Click Prices.
○ “Keywords Everywhere”, Google Ads Keyword Planner (all free)
2. Carefully Consider Geographic Scope. Click Prices Fluctuate Between Geos.
3. Be Realistic About Scope. How Many Products/Services to Start With?
4. “I’ll see if it works before I invest more.”

Competitive Landscape
You NEED to know who you are up against, large and small.
1. Search For Yourself. See Who Shows Up.
2. Consider Global, National, and Local Players.
3. Be Honest About Your Competitive Advantage & Differentiators.
4. Do You Sell Commodities? Tread Lightly.
5. Drop Shipping? You Better Have Budget.

Free* Competitor Research Tools
*Free Trials

Account and Campaign Scope
Total # of product or service category campaigns is dependent on planned budget &
keyword research results.
● Lead Generation: start with Search Network, add Display & Remarketing.
● eCommerce: start with Shopping Network, add Display, Remarketing & Search.
○ Cross-Platform: consider Bing, Facebook, etc. based on initial ROI.
■ Easy to create alignment between main Google-based initiatives and
more niche advertising networks.

Website Readiness
DO NOT begin a Google Ads initiative with an incomplete or “in-process” site.
Finish the work and publish the site with confidence before launching campaigns.
Website Readiness Checklist:
✓ Google Analytics Installed & Tracking.
✓ Developer and/or Technical Contact Established.
✓ Limited Use of Third-Party Domains/Engines.
✓ Core Conversion Action(s) is/are Defined.

18| Confidential
Ready to Get Started?
How to Go About It.

Key Topics – Ready to Start Google Ads?
1. Consider Your Options for Support.
2. What Tools You Should Be Using.
3. Early-Game Rules & Impression Share.
4. Continuous Education.

Should You Consider Support?
“To know thyself is the beginning of wisdom.” – some guy named Socrates
1. Agency, Full Management.
2. Hire Full-Time Employee.
3. DIY, With Occasional Google-Led Support.
4. DIMW (Do-It-With-Me). Stay Tuned For More Detail.
There are nearly endless resources that claim to teach you Google Ads from the
ground up. Use them (from 2018+), but understand that all “best practices“ must
tie-back to your ultimate advertising goal and unique business context.

Going DIY? The Tools of the Trade
If you are going to tackle Google Ads by yourself, here are the essential tools you’ll
need to be familiar with.
1. Google Ads Native Interface.
2. Google Ads Editor.
3. Google Keyword Planner.
4. Google Analytics.
5. Trusted Third-Party Resource(s).

Early Game Rules
These conditions MUST be met in order to properly analyze initial campaign results.
1. Conversion Tracking Installed & Verified.
2. Initial Campaigns Should Run for 30 Days w/ Minimal Changes.
3. Budget Must Be Balanced Against Impression Share & Average CPC.
4. Run at 60%+ Impression Share for First 30 Days.
5. No Major Seasonality Conditions In-Effect.

Understand Impression Share
Besides total conversions and cost-per-conversion, impression share is a key metric
that can be a barometer for potential success/failure.
Impression share is the number of impressions you’ve received divided by the estimated
number of impressions you COULD HAVE received.
- Search Impression Share: your impression share strictly for the Search Network.
- Lost IS Due to Budget: percentage of impressions you did not receive due to limited/exhausted budget.
- Lost IS Due to Ad Rank: percentage of impressions you did not receive due to bidding limitations and
quality score issues.
o Ad Rank = Keyword-Level Bid x Quality Score (1-10)

Stay Informed, Continuous Education
The rules of Google Ads are ever changing, and the common strategies/best
practices shift with each new update from Google. If you’re serious about a PPC
initiative you need to stay on top of the latest updates.
Top-Quality Resources:
1. WordStream Blog: https://www.wordstream.com/blog
2. Search Engine Land SEM Blog: https://searchengineland.com/library/channel/sem
3. Search Engine Journal SEM Blog: https://www.searchenginejournal.com/
4. Search Engine Watch SEM Blog: https://searchenginewatch.com/
5. Google Ads Blog: https://www.blog.google/products/ads/

28| Confidential
Google Ads Is Running, But
Not Effective.

Key Topics – Google Ads Is Running, Not Effective.
1. Analyze Impression Share.
2. Consistent Tasks. Week-to-Week, Month-to-Month, Quarter-to-Quarter.
○ Free Content: “Search Build Out Checklist”
○ Free Content: “Campaign Cadence Cheatsheet”
3. When to Consider Support.

Potential Tweaks to Improve IS
Impression share is affected by a few key forces, such as:
1. Geographic Scope: more territories = larger pool of impressions to compete for.
2. Competitor Bid Rates: if you aren’t willing to meet market averages for average click prices
in your industry, you will see limited to no results.
3. Keyword Match Type Strategy: broad match keywords represent a nearly infinite pool of
potential ad impressions. Focus on conservative match types (mod. broad, phrase, exact)
to temper estimated total impressions.
4. Keyword Scope: more unique keywords = more potential impressions. Is it worth
competing in all of the current keyword categories you are targeting?
5. Budget: ultimately, budget is the key to supporting a high impression share.

Staying On Task With Consistent Work
● Consistent Tasks. Week-to-Week, Month-to-Month, Quarter-to-Quarter.
○ Free Content: “Search Build Out Checklist”
○ Free Content: “Campaign Cadence Cheatsheet”
● Document Preview…

When Should You Consider Support?
1. If This All Seems Overwhelming…
2. If You Can’t Check Your Account At Least Once A Week.
3. Multiple Marketing Initiatives, But It’s “Not Your Real Job”.
4. You’ve Hit An Optimization Stalemate.

35| Confidential
Do-It-With-Me: The Secret
Recipe to Google Ads Success

Consider Your Options
1. Hire a PPC Employee
▪ This can be costly and requires making a reliable and quality hire!
2. Outsource to a Contractor or Agency
▪ You have to be comfortable with the fact that they don’t know your business
▪ This option can cost a heavy chunk of change
3. Leverage a Software Solution + Consulting
▪ Typically the cheapest & most efficient option for those who want to “do-it-yourself”
in less time
▪ Gives you the control since no one knows your business like you do
▪ Work with an expert for customized insights and personalized training

WordStream’s Research
We’ve reviewed thousands of accounts and found some interesting statistics in the process.
• Over half of Google Ads advertisers haven’t checked their account in the past month
• Another 25% of advertisers haven’t logged in once in over 90 days
• Only 42% of marketers feel that their paid digital marketing is successful
We have discovered there is a strong correlation between online advertising account
activity and overall performance – advertisers who regularly work in their accounts almost
always see better results and feel more confident in those results.

Don’t Panic

JumpStart Timeline

Ongoing Optimization

Audience Poll!
Next Steps…
1. I am interested in speaking with
someone about the Jumpstart
Program.
2. I am interested in a free
consultation of my current Google
Ads account.
3. I am not interested,

Building Google Ads From the Ground Up: Everything You Need To Know

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