If you haven’t created your Google Ads account yet or are facing difficulties, this simple and straightforward guide will help you take your first steps. Even though the process has undergone some changes, it’s possible to set up your account without complications.
First Steps
Access the Google Ads website
Go to the Google Ads website by typing “Google Ads” in the search engine or by accessing the official URL. Click the “Start now” button.
Enter your basic information
Provide your email address. If you already have a Gmail account, you can use it. Next, enter your website URL. If you don’t have a site ready yet, you can enter the address you plan to use in the future.
Log in and choose the Google Ads version
Log in with your Gmail account. During this step, Google may suggest Google Ads Express, a simplified version where it manages everything for you. Click on “Compare” and select “Google Ads full version.” This is the ideal option for those who want full control over their campaigns.
First campaign setup (don’t worry!)
One of the changes in the process is that Google Ads asks you to set up a campaign right at the start. Even if you’re not ready for that yet, just follow the steps to proceed:
- Daily budget: Enter a symbolic value, such as $1 per day. Don’t worry, Google won’t charge anything yet.
- Location: Select the location where the ads will be shown.
- Networks: Choose the Search Network and Display Network.
- Keywords: Add a simple keyword, like “digital marketing course.” You can add others if you want.
- Ad creation: Enter:
- Ad title;
- Landing page (website URL);
- Basic ad text.
Click “Save” to complete this step.
With these steps, you will have successfully created your Google Ads account, ready to start exploring the platform and creating real campaigns in the future. Even though the initial process might prompt you to set up a campaign, follow the instructions and adjust everything later without stress!
Understanding Campaigns, Ad Groups, and Ads
Before creating campaigns in Google Ads, it’s essential to understand its organizational structure, which follows three main levels: campaigns, ad groups, and ads. Understanding this hierarchy makes the creation process much simpler and more strategic.
Campaign Level
The campaign is the broadest level in Google Ads. It’s where you define general settings such as:
- Daily budget;
- Targeting (location, devices, and times);
- Display network (Search, Display, YouTube, etc.).
Practical Example:
If you want to sell the iPhone 8, you’ll create a specific campaign:
Campaign: iPhone 8
You can create as many campaigns as you want, even for different products, such as iPhone 7, Galaxy S8, or even services like a Google Ads course.
Ad Group Level
Within each campaign, you organize your ads into ad groups. This segmentation helps you target your keywords and messages more effectively.
Why create more than one ad group?
Consider the example of the iPhone 8 campaign: There are models with different specifications, such as storage (32GB, 64GB) or colors (black, silver, gold). Each ad group can focus on one of these variations.
Organized structure:
Campaign: iPhone 8
Ad Group 1: iPhone 8 32GB
Ad Group 2: iPhone 8 64GB
If you’re working with services like a Google Ads course, you can divide the ad groups by search intent:
Group 1: Google Ads Course (direct product).
Group 2: “How to sell online” (searching for a solution to a problem).
Group 3: “How to advertise on Google” (searching for learning).
Ad Level
Ads are created within the ad groups. This is where you craft the texts and visual calls to action that will be displayed to users.
Practical Example: In the “iPhone 8 32GB” ad group, you can create variations:
Ad 1: “iPhone 8 32GB Black – Unmissable Promotion!”
Ad 2: “iPhone 8 32GB Silver – Last Units Available!”
For the Google Ads course, ads could be:
Ad 1: “Online Google Ads Course – 50% Off!”
Ad 2: “Learn Google Ads and Sell More Online!”
Summary of Google Ads Structure
- Campaign: Defines general settings (budget, network, etc.).
- Ad Groups: Organizes keywords and targeting into smaller categories.
- Ads: These are the final messages shown to the audience, with variations for testing.
There’s no limit to the number of ad groups per campaign or ads per group. However, it’s important to manage your budget and test variations of the ads to understand which ones deliver the best performance.
With this clear structure, organizing and optimizing your Google Ads campaigns becomes a more efficient and strategic process, making it easier to deliver relevant results.
Keyword Match Types: Broad, Phrase, Exact, and Negative
Keyword match types in Google Ads are crucial for controlling when your ads will be displayed. Using the right match type helps avoid budget waste and ensures your ads reach the right audience. Let’s understand each match type and how to apply them strategically.
Broad Match
Broad match is the most generic. It displays your ad for any search containing the keywords you’ve entered, even variations or combinations.
Example:
- Keyword: “computer course”
Your ad may appear for searches like: - “online computer course”
- “where to take a computer course”.
Key points:
Broad match is useful when you’re unsure of the exact keywords your audience uses.
It can lead to budget waste if not closely monitored.
Broad Modified Match
Broad modified match offers more control. Simply add the “+” sign before the keywords to indicate they must be present in the search.
Example:
- Keyword: +course +webdesign +online
Your ad will show for searches like: - “where to buy online web design course”.
It will not show for searches like: - “in-person web design course” (missing the word “online”).
Why use it?
It combines the flexibility of broad match with more accuracy, avoiding irrelevant impressions.
Phrase Match
Phrase match requires the search to contain the keyword exactly in the defined order, but there can be words before or after it. To activate it, use quotation marks (“”).
Example:
- Keyword: “web design course”
Your ad may appear for searches like: - “where to take a web design course”.
It will not show for searches like: - “in-person web design course” (keyword is in the middle)
- “web design course” (order is reversed).
When to use it?
When you’ve already identified phrases that bring good results.
Exact Match
Exact match requires the search to contain only the exact keyword, with no variations. To use it, place the keyword in square brackets [].
Example:
- Keyword: [online web design course]
Your ad will show only for searches like: - “online web design course”.
It will not appear for variations like: - “in-person web design course”.
Key points:
Exact match offers higher accuracy but usually has a higher CPC, as it attracts more competition.
Ideal when you’ve tested and know the keyword performs well.
Negative Keyword
Negative keywords are the opposite of other match types: you specify which terms should not trigger your ad.
Example:
- Negative keyword: “free”
Your ad will not show for searches like: - “free web design course”.
Why use it?
It prevents clicks from people who aren’t your target audience, saving budget.
Keyword Match Type Summary
- Broad: Maximum exposure, low precision.
- Broad Modified: More control, great for testing.
- Phrase: Exact phrase match, allows words before or after.
- Exact: High precision, no variations.
- Negative: Blocks irrelevant terms.
Using keyword match types strategically makes your Google Ads campaigns more efficient, targeted, and cost-effective. Start with broad modified for testing, and as you identify high-performing keywords, adjust to exact or phrase match. Don’t forget to include negative keywords to eliminate irrelevant searches.
Understanding and applying keyword match types correctly in Google Ads is what separates successful campaigns from those that waste budget. By choosing broad modified match for initial testing, you increase your chances of identifying the most efficient keywords.
Then, switching to exact or phrase match helps refine your campaigns and ensures your ads are shown only for high-value searches, maximizing ROI. Additionally, using negative keywords is crucial to avoid irrelevant clicks, save resources, and attract only the qualified audience.
The key is to test, analyze, and continuously adjust your campaigns to find the perfect balance between reach and precision. With this, your campaigns will have more consistent results, reaching the right people at the right time and converting searches into real customers.