•  6 min read

Getting Started with Google Search Ad creation

This article is a walkthrough so you can create your first Google Search Ad using Metigy’s advanced AI Recommendation interface. You can find the Ads module in the left-hand menu. And if you are not yet a customer, sign up on the website today.

Google Ads creation using Metigy

Create your first Google Search Ad

From within the Google Ads homepage, click on Create a New Ad. This will trigger the creation process to load for you. It’s a single page application and saves as you create your ad so you don’t have to worry about losing what you’ve done if you close the page by mistake.

The first page shows you the main interface where you can choose which platform you want to create an Ad for. Metigy Live Recommendations on the right-hand side are a feature throughout the interface and will give you tips and recommendations to help make your add creation easier.

Metigy Ads - Choose Google Ads and Marketing Recommendations

Click on the start with Google button, then click the Start or Connect Button.

If you see the Connect button, it means you have not yet attached your Google Ads account to Metigy yet. When you click on that, it will trigger a modal where you will need to click the Google button. Follow the prompts and authorise Metigy to access your Google Ads Accounts. Once you have completed the connection, it will ask you to choose which account you want to link. Click on that and confirm it.

You are now ready to start creating your first Google Search Ad!

Choose your Goal then your Google Ad Type

A key part of any ad strategy is the goal of your ad and reflects the kind of bidding strategy, targeting, etc that Google’s platform will use top optimise your ads. We’ll cover all of that in more detail in Metigy Learning.

The options are:

  • Increase Website visits – This is all about getting people to visit your website to understand your business
  • Promote Brand Awareness – Designed to get people to see your brand and get them thinking about you
  • Grow your conversions (coming soon)
  • Grow your sales (coming soon)

Click on the goal you want. The right-hand panel will change to show you the choice of Ad Type that can be used.

For Google, the choices are:

  • Google Search Ads
  • Google Display Ads

In this case, click Google Search Ads, then click on the Next step: Creative button at the bottom of the screen.

Add your creative and define your keywords

When you create an Ad, you need to define what creative content you are going to be using. In the case of Google Search Ads, it’s all about the content you put it. We use Dynamic Search Ads which means that when you have more headlines, Google’s Ads system will show variants of your ads. We won’t cover that here.

As you create your ad, you will be presented a preview of the Ad.

You Search Ad Creative

Search Ads are made up of several pieces of text. By default, you are shown the minimum required for an Ad. But, a clever thing you can do is add more headlines and Google will create what are called “variants” of the ad using them. It will then serve those and start to optimise the Ad based on the best performing combinations. This will be covered in a separate Metigy Learning article.

  • Headlines are the title(s) that appear at the top of the Ad. The minimum number is 3 headlines and are a maximum of 30 characters long, focused on catching user attention quickly.
  • Descriptions come below the title and can be up to 90 characters. They are a good way to give the viewer more detail on your product.
  • Final URL is where the ad will click through to. Google with add conversion codes to it for use in Google Analytics if you have it. It’s advisable not to use things like Bit.ly as Google will flag that as “link masking” which can cause it to be rejected.

As you create the ad, the preview will update. You can switch between the mobile and desktop versions. And if you add more than the minimum content, you can click to see all the variants to serve.

Define your Ad Keywords

Keywords are what will match your ad to what people are searching for. The factors that impact the choice of keywords are the cost and reach. Popular keywords cost more and so unless you can afford the high fee, are not advisable. But, we’ll cover that in other articles on Metigy Learning.

Define your Google Ad Keywords

To define your keywords, you can enter a value and we’ll start to search and match keywords based on that. And all selected keywords appear underneath.

  • A keyword to use, e.g. marketing, then all the suggestions that go with it. Press return to add this word to the list.
  • A website to use. Google will then suggest keywords based on what it understands about that site.

Once you are happy with your list, click Next Step: Audience at the bottom of the screen.

Create your Audience

Think of the audience as being the type of individual that you want to see that ad. This ensures that when people search for your keywords, the ad will only be shown to the people you want to see it. The more specific you can be, the better your ad will perform.

Define locations to target

This is an important step to get right and defines which geographical region you are targeting. You can go from as big as a country down to as local as a suburb. And the exclusions are just as important. These are regions that you do not want to serve.

To add your locations, simply start typing the location and as you do, suggestions will appear:
Ad Targeting location search

An example might be that we want to include Sydney but exclude Parramatta.

What does your audience look like?

This is all about the demographics of your audience:

  • Gender
  • Age
  • Household Income
  • The language they speak

Once you have selected the Demographics you want, click Next Step: Investment.

Set up your Investment

Your investment is the budget you want to allocate to your ad over what amount of time.

Set your Google Ad Budget

You can choose to have a daily investment – how much you pay per day. Or, a total investment – the total cost of the campaign. If you go with the total investment, you will need to set an end date for your ad.

Next, you can choose a “bid strategy“. This is how much each action will cost you. By default, we recommend Google manages that for you using their AI to optimise. But, if you perfect, you can manually set the maximum amount for each click.

The last part is the timeframe of your ad. Google Ads run better over a longer period (2 weeks or longer). You can create the ad and have no end date if you want. Or, you can specify when it will end.

Once you have defined your investment, click Next Step: Review at the bottom of the page.

Ad Review

once you are happy with it, click Go Live which will submit it to Google for review. Or Save which will keep the ad as a draft.

 

What Happens after Approval?

Once you click Go Live, it is submitted to Google for review and approval. This process typically takes 24hrs.

Further Reading