This document includes the following:

 Google Ads – Navigation (pages 2 – 4)

 Buttons and metrics in the middle of the screen per level and Columns
(pages 5 – 7)

 Tip for collecting new usable keywords from your ongoing campaign
(page 8)

 Creating a new campaign, ad group, ad, and ad assets (pages 9 – 17)

Google Ads - Navigation

After you have logged in to Google Ads, it’s recommended to check the following settings before
analysing your campaigns:

1. If the menu on the left does not show, click ”Switch View”
2. Date range. We recommend full months, such as 1.4 – 30.4
3. If the darker menu on the left does not show, click the small half arc-button

Google Ads -campaigns consist of three main parts:

a) Campaign (top)
b) Ad group + ad assets (mid)
c) Keywords (Bottom)

One campaign can consist of several ad groups and one ad group can consist of several
keywords.
 1. All ongoing and paused campaigns can be found from the leftmost darker menu (see:
half arc-button)
2. By clicking the campaign name, you will see all ad groups listed under it.
3. Selections on the grey menu, on the right of the dark menu, define what is shown in the
middle of the screen.
4. Good to follow in the middle: campaigns, ad groups, ads and ad assets, keywords.
5. For example: If you are unable to see Campaigns listed on the grey area, you need to
“climb upwards”. Do this by clicking the house (top left) and select “all” or “search
campaigns”.

What and how data is shown in the middle:

Image 1:

Campaign 1 is selected on the darker background and Ad groups on the grey background
menu.

Data in the middle of the screen is about Ad groups in Campaign 1

Image 2:

Campaign 1 is selected on the darker background and Search keywords on the grey
background menu.

Data in the middle of the screen is about all keywords in Campaign 1

We recommend analyzing keyword data in the following way

Image 3:

Ad group 1 is selected on the darker background and Search keywords on the grey background
menu.

Data in the middle of the screen is specifically about Ad group 1 keywords.

As demonstrated on page 3, Google Ads navigation mainly consists of what is chosen between
the dark and grey menu.

Buttons and metrics in the middle of the screen per level - campaign, ad group, keyword:
Campaign

1. Enable or pause your Campaign.

2. Modify your maximum daily budget per campaign from here.
3. Campaign status: Eligible = ok to run, Limited by budget = daily budget reached and
possible for ad to be seen more if budget increased
4. Other key data

Ad group

1. Enable or pause your Ad group.

2. Ad group status
3. You can set default max CPC for all keywords, however we recommend setting them on
keyword level per keyword
4. Other key data

Keywords – part 1

1. Enable or pause your Keyword.

2. You can modify your keyword here (for example typos).
 However, modifying resets the keyword data, so it’s usually better to add a new one if
the old one has a lot of data collected.
3. Set max keyword bid (tip regarding this in Keywords – part 2 point 4)
4. Other key data

Keywords – part 2

1. Metrics which tell more about the quality of the website visit
a. Bounce rate is single-page sessions divided by all sessions, or the percentage of
all sessions on your site in which users viewed only a single page and triggered
only a single request to the Analytics server.
b. Pages / sessions
c. Average session duration (seconds)
2. Quality Score
3. Quality Score is calculated by these three.
4. Click bid estimate: first page, top of first page (spots 2-4), first (spot 1)

You can add new columns by clicking the “Columns” in the menu on the right.
 You can add columns to Campaign, Ad group and Keyword levels. The following
example is for Keyword level.
 Click Columns + Modify columns
 1. Below picture: On the left you see column groups, which include individual metrics for
that group. Select them by clicking the box next to them.
2. After selection they appear on the right – You can order these by moving up and down.
3. Save
a. After saving if done in Keyword level, then the selected columns will save for all
other ad group keyword levels in that campaign as well.

Tip for collecting new usable keywords from your ongoing campaign:

In the grey menu on the left, select Keywords and you will see the following:

a) Search keywords: These are used in your ad group to activate ads

b) Negative keywords: these are manually listed to not activate your ad

 c) Search terms: These are keywords which the person wrote, and which lead to your ad
to be activated, aka. Google searches

a. We recommend looking at these from time to time:

i. You might find new usable keywords from here to be added to part A
ii. Or keywords for which you don’t want your ad to activate, part B

b. To add a new keyword from Search terms:

i. Check the box on the left of the keyword.
1. Above you will see a menu on blue background and choice:
a. Add as keyword
i. Add ”x” or [x] around the keyword
ii. Save
b. Add as negative keyword
i. If you don’t want to use the keyword in any
campaign, select:
1. Campaign
ii. If you don’t want to use the keyword in this specific
ad group, select:
1. Ad group
iii. Save

Creating a new campaign

1. Select Campaigns in the grey menu

2. Click the blue ball with the white + -sign
3. Select: New campaign
4. Select: Create a campaign without a goal’s guidance
5. Select: Search

6. Below right click: Continue

7. Choose: Website visits + add URL

8. Give the campaign a name

9. Next Continue
10. Bidding: For campaign focus select to begin with
a. Clicks
b. If you want you can also select maximum CPC limit – start out with 1 or 2 €, see
if you get clicks and increase or decrease depending on results.

c. Alternative bid strategies are available in campaign settings (button in grey

menu) after you create your campaign. In settings select: Bidding. You should
see the following:

i. From the list: Manual CPC

ii. Enhanced CPC does not need to be on

iii. We recommend Manual CPC as it allows you to fully control how much
you pay for each keyword and in addition you will see how much it costs
for your ad to be seen: First page, Top of first page, First (spot 1) – You
need to activate these from columns
iv. If Manual CPC seems like too much work, you can select Clicks, however
you will lose control of individual CPC

11. Customer acquisition: New setting, requires a lot more preparation, skip for now

12. Below select: Next

 13. Networks: Select Choose networks and untick the following two:

a. Include Google search partners

b. Include Google Display Network

Old view

New view:

Google will put a lot of effort into for you to not untick these. We don’t recommend Search
partners as Google is unable to clearly state what and where these are: Our aim with this
campaign is to be seen in Google search results with an ad, not in unknown third-party sites.
We don’t recommend Display, as search ads (text) are not efficient as proper Display ads
(visual banners). If you want, you can create a separate Display campaign for banners.
14. Location
a. Select Enter another location
b. Advanced search

c. You can add location by region or country. You can also add in bulk or by radius
d. In the picture three regions were selected in Finland

e. Save

15. Languages: Select English

 a. You can also add local languages from the regions selected earlier

16. Next under More settings

a. Ad schedule
i. Add each weekday (00:00 to 00:00)

17. Next
18. Name your Ad group

19. Enter keywords for your ad group

a. We recommend using phrase match “x” and exact match [x] for your keywords
i. Each keyword is written double, one with “x” and second with [x]
20. Next creating your Responsive search ad for your ad group

a. Add Final URL (where the ad leads the visitor)

b. Display path – We usually add the main keyword from the ad group

c. Headlines
i. Try to include main keyword(s) for your ad group here. Also include words
or quick sentences that are mentioned in our landing page.
ii. Length max 30
iii. You can create up to 15.

d. Descriptions
i. Try to use at least a few sentences which include the main keyword of
your ad group. You can also use informative sentences from your landing
page.
ii. Lenght max 90
iii. You can create up to 4

e. While creating your ad try to aim for Ad strength: Good. If that seems hard, ok to
settle with Average. Google sometimes has a hard time understanding the
deeper meaning of chosen headlines or descriptions.

21. Ad assets – These can be created while creating your ad or later under Ads and assets
(grey menu). We recommend using the following:

a. Sitelinks – These are clickable links which lead to the landing page you define.
These are usually shown below the ad. Four are recommended.
i. You need: Sitelink text (clickable and max 25), Description (readable
and max 35 x 2) and Final URL (where the person is lead to)
ii. Below an example of four sitelinks

1. Services
2. Refererences
3. About Us
4. Book a Free Demo
 b. Callouts – These are short (length max 25) informative text about your business.
Four are recommended.
i. Below four examples
1. 24/7 delivery
2. Schedule a free demo
3. Free online quotes
4. 10+ years of experience

c. Call extension – Phone number, set to be shown in mobile phone ads. You can
also set time of day when it is shown (e.g., 9.00 – 16.00)

d. Structured snippets – We use these to list names of key products or to list

names of services (4 to 5)

e. You can also add Images to your ads – We recommend this. To better
understand what is allowed and what not you should read through the following
link first:

https://support.google.com/adspolicy/answer/10347108?hl=en

f. When ready with your ad and assets click Next

22. Budget – Set Custom budget. Add here what you are willing to pay each day for this
campaign. This is dependent on your monthly and yearly marketing budget.

After added click Next

23. Review page – Here you will see what has been selected for your campaign. You can
see and visit previous steps from the list on the left.
a. After going through the selections and you are ready to start click:
Publish Campaign