Google Ads, Complete Guide Part 3

 Tuesday, June 16, 2020

Google Ads, Complete Guide Part 3

Google Ads, Complete Guide Part 3

We hope you are all set to kickstart your PPC campaign and have finalized the budget for your first paid marketing effort. 

Hold on tight, we’re jumping into Part 3 of your Complete PPC Management Guide.

After setting up your budget, you will be asked to Create your ad group. Let’s first understand how campaigns in Google Ads are structured before we get into the nitty-gritty of ad groups.

Google Ads Campaign Structure

In the campaign structure, your Google Ads account tops the tree. Under the account, there can be multiple ad campaigns. 

Every ad campaign has its own budget settings and other optimization requirements. The ad campaign then houses multiple ad groups, which further include creative messaging and target keywords. 

What is an Ad Group?

An ad group is a broad keyword container - it also contains the target audience, text, and the landing page (where your audience will be directed after clicking your ad). Google pays special attention to ad groups while ranking your ads for specific searches based on their relevance to the search query. 

Creating an Ad Group

Let’s get started with your first ad group.

Think of a suitable ad group name - by default, Google named it “Ad group 1”.

Select your target audience. Google Ads asks you to define your audience, whom you would expect to see your ads. 

If you have already created an ad group before, you can import the previous list in the next ad group. Else, you can create new audiences using Audience Manager. 

Google also allows you to set your target audience based on demographics - age, gender, parental status, and household income. 

Next, you have to narrow down your reach - decide where you want your ads to show up. 

This includes target keywords, topics that relate to your target audience, and placement where you want your ads to show. 

In the placement section, you have to select specific websites, apps, or videos to place your ads. It can be YouTube videos, websites related to your industry, or app categories that suit your target market. 

The topics section allows you to choose websites, apps, and videos specific to your product or service. Your ads will appear on each of these platforms related to your selected topic. If you select Business & Industrial, your ads will appear on apps, websites, and videos about businesses and industries. 

When it comes to selecting keywords, you need to be hyper-specific to your product and services. If you have a list of keywords ready with you, just copy and paste line by line in the text area given under the “Edit Targeted Keywords” section. Else, you can get keyword ideas by entering your landing page and your product or service. 

We will cover more about keywords (how to choose the right keywords) in the next part of our guide. 

There’s a new feature available in Google ads - custom intent audiences that allows you to target audiences based on their online behavior and search intent. 

You can also restrict your ads to specified websites, videos, and apps. 

Enable Targeting Expansion. This allows Google to look for high-performing audiences that are similar to your target, improving the impressions, clicks, and conversions. 

Create your first ad.

Here comes the next challenge - writing an award-winning ad copy. As always, we have the right trick!

Stay tuned with our blog to unveil the secret of writing strong ad copies. Till then, let’s get in touch to discuss your PPC advertising strategy

Contact us at Walibu or write to us at

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Ben Paulsen