What is a search campaign and how to create one?
Search campaigns are one of the types of campaigns you can use in Google Ads. Search ads are text ads that allow you to promote your products or services in users' queries on the Google search network. Search ads are a great opportunity to increase your site traffic and reach your potential customers.
First of all, prepare your keywords about your brand, products/services. In this step, focus as much as possible on how your potential customers will use search terms. You can use the Google Ads Keyword Planner tool for your word research.
Here's how you can access the keyword tool: Log in to Google Ads>Click Tools&Settings>Keyword Planner (under the planning category).
Don't forget to categorize your keywords according to your products/services. Thus, by creating different ad groups, you can show specific ad texts to users for the product/service groups they are interested in.
If you've selected your words and grouped them appropriately, now you are ready to select keyword match types. You can take a look at the table below to understand the basic logic of the match types.
After preparing our keyword lists, we can start creating a search campaign in Google Ads.
Go to the campaigns section and click the + icon. Create a new campaign.
You can choose one of the "website traffic", "sales", "leads" or "create a campaign without a goal's guidance" options.
Recommendation: Website traffic may be the best option for new search campaigns.
In this step, you can choose the conversions you want to focus on for your campaign optimization.
Select the “Search” campaign type.
Network: In this section, you can include "Google search partners" and "Google display network" options in your advertising channels.
Location and Language: You can choose the locations where you want to show your ads and the languages spoken in these locations. You can check our article for the right location and language targeting settings.
Audience: You can add your previously created remarketing and custom audience segments to your campaign. Important information: When adding your audiences to your search campaigns, you should definitely select the observation option. If you choose targeting, your ads will only be shown to these audiences. The observation option would be a better way to reach new customers.
Create your ad groups and enter your keywords for each of them.
When creating your ad texts, take care to write your keywords. This will increase your advertising power and ad relevance.
In responsive ads, you can enter 15 different headlines and 4 different descriptions. We recommend increasing the variety by using as many different combinations as possible.
Creating an extension allows your ad texts to present more effective and detailed information. For detailed information about extensions, you can visit our article.
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Enter the daily (you want to spend on your campaign each day) for your campaign.
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Select an automatic or manual bidding strategy depending on your business or campaign goals. With the bid strategy, you can set how much you are willing to spend per click on your ad.
Review your campaign setup and if everything is ok, publish your campaign. You are good to go :)
Optimizing Tips
Here are the tricks for Search campaigns:
- Define your campaign goals clearly to identify focus points and measure the success of your campaign.
- Define your target audience. Use keywords and ad texts to their needs and interests for creating more relevant and compelling ads.
- Use a variety of ads and extensions to reach more potential customers and improve ad relevance.
- Add negative keywords to your campaigns/ad groups to prevent your ads from appearing on irrelevant searches and exclude irrelevant search terms.
- You can use metrics such as click-through rate, conversion rate, cost per conversion, and search impression share for performance tracking and analysis.
