In this exercise, you will create a search campaign in Google Ads. This practical task will help you understand the steps involved in setting up a campaign, selecting keywords, writing ads, and configuring settings to target your desired audience effectively.

1. Log in to Google Ads:

   • Go to Google Ads and log in with your Google account.

2. Create a New Campaign:

   • Click on the "Campaigns" tab in the left-hand menu.
   • Click the "+" button to create a new campaign.
   • Select "New Campaign."

3. Choose Your Campaign Goal:

   • Select a goal that aligns with your business objectives. For this exercise, choose "Sales" or "Leads."

4. Select Campaign Type:

   • Choose "Search" as the campaign type.

5. Define Campaign Settings:

   • Campaign Name: Give your campaign a descriptive name.
   • Networks: Choose whether you want your ads to appear on the Google Search Network, Display Network, or both. For this exercise, select only the "Search Network."
   • Locations: Specify the geographic locations where you want your ads to appear.
   • Languages: Select the languages your customers speak.
   • Budget: Set a daily budget for your campaign.
   • Bidding: Choose a bidding strategy. For beginners, "Maximize clicks" is a good starting point.

1. Use Keyword Planner:

   • Go to the "Tools & Settings" menu and select "Keyword Planner."
   • Enter keywords related to your product or service.
   • Review the suggested keywords and select those that are relevant and have a good balance of search volume and competition.

2. Organize Keywords into Ad Groups:

   • Create ad groups based on themes or categories of keywords.
   • Each ad group should contain closely related keywords.

1. Create Ad Copy:

   • For each ad group, create at least two ads to test different messages.
   • Headline 1: Include the main keyword and a strong call to action.
   • Headline 2: Highlight a unique selling point or benefit.
   • Description: Provide more details about your product or service and include a call to action.

   Example Ad:

   Headline 1: Buy Organic Coffee Online
   Headline 2: Free Shipping on Orders Over $50
   Description: Shop the best organic coffee beans. Freshly roasted and delivered to your door. Order now and enjoy free shipping on orders over $50!
   

2. Add Ad Extensions:

   • Use ad extensions to provide additional information and increase the visibility of your ads.
   • Common extensions include site link extensions, callout extensions, and structured snippet extensions.

1. Set Up Ad Scheduling:

   • Specify the days and times when you want your ads to run.
   • Consider your target audience's behavior and set your schedule accordingly.

2. Adjust Bid Settings:

   • Set bid adjustments for different devices, locations, and times of day to optimize your campaign performance.

1. Review Your Campaign:

   • Double-check all your settings, keywords, and ads to ensure everything is correct.
   • Make any necessary adjustments.

2. Launch Your Campaign:

   • Click "Save and Continue" to launch your campaign.
   • Monitor your campaign performance regularly and make adjustments as needed.

1. Campaign Name: Organic Coffee Sales
2. Goal: Sales
3. Campaign Type: Search
4. Networks: Search Network only
5. Locations: United States
6. Languages: English
7. Daily Budget: $50
8. Bidding Strategy: Maximize clicks

Ad Group 1: Organic Coffee Beans

• Keywords: organic coffee beans, buy organic coffee, best organic coffee
• Ad Copy:

  Headline 1: Buy Organic Coffee Beans
  Headline 2: Freshly Roasted & Delivered
  Description: Shop the best organic coffee beans. Freshly roasted and delivered to your door. Order now and enjoy free shipping on orders over $50!
  

Ad Group 2: Organic Coffee Subscription

• Keywords: organic coffee subscription, coffee delivery service, monthly coffee subscription
• Ad Copy:

  Headline 1: Organic Coffee Subscription
  Headline 2: Monthly Delivery Service
  Description: Enjoy freshly roasted organic coffee delivered to your door every month. Subscribe now and get a 10% discount on your first order!
  

• Site Link Extensions: Home, Shop, About Us, Contact
• Callout Extensions: Free Shipping, 100% Organic, Satisfaction Guaranteed
• Structured Snippet Extensions: Types: Arabica, Robusta, Espresso

• Days: Monday to Friday
• Times: 8 AM to 8 PM

• Devices: Increase bids by 10% for mobile devices
• Locations: Increase bids by 20% for California

Follow the steps outlined above to create your search campaign. Once completed, review your campaign settings, keywords, and ads to ensure they align with the exercise requirements. Launch your campaign and monitor its performance, making adjustments as needed to optimize results.

By completing this exercise, you have learned how to set up a search campaign in Google Ads, conduct keyword research, write effective ads, and configure campaign settings. These skills are essential for running successful Google Ads campaigns and achieving your marketing goals.