2024 Google Search Ads Checklist
Better Ads Means Better Business in 2024
Checklist Shows Where You Go >
Inside The Google Search Ads Program >
Inside THE GOOGLE SEARCH ADS GUIDE >
#1
All Campaigns > Your Google Search Ad Campaign
www.RichBruns.com
MEMBER LOGIN > GOOGLE SEARCH ADS GUIDE
Google will change the Google Ads program interface this year to promote Google Ads that make them more money than Google Search Ads.
In the new design, Google will hide Search Ads Campaigns behind other types of costly Google Ads. After you get there, your Google Search Campaign will look like it does today.
If your Google screens look weird, Google is using you to test the new interface.
Click APPEARANCE at the top of your Google Ads account to select the previous design so The Google Search Ads Guide screenshots match what you see in the Google Ads program today. I’ll update the Guide, when Google finalizes the new interface design.
#2
Search Campaign > Settings > Bidding = Manual CPC
GUIDE > CAMPAIGN SETTINGS (BIDDING)
You can’t control Google costs, if you don't control your Cost Per Click.
Control monthly Google costs.
Control costs for individual Keywords.
#3
Search Campaign > Keywords > Search Keywords
GUIDE > BUILD AD GROUPS (KEYWORDS)
Only put single Keywords into each Ad Group.
One “Phrase Match” and one “Exact Match”
No Broad Match – this let’s Google add Keywords you don’t choose.
Sort the Ad Group Column to see Keywords for each Ad Group together.
#4
Search Campaign > Insights & reports > Search Terms
GUIDE > SEARCH TERMS
These are the actual words people put into Google Search when Google ran your ads.
Look for new Keywords to build new Ad Groups.
Identify NEGATIVE KEYWORDS that you don’t want to pay Google to run ads for.
#5
Search Campaign > Keywords > Negative Keywords
GUIDE > NEGATIVE KEYWORDS
Set these up immediately! They will waste most of your budget until you get rid of them.
Put only one “Phrase Match” Negative Keyword on each line.
Multiple words, Exact Match and Broad Match will not work properly.
#6
Search Campaign > Ads & assets > Ads
GUIDE > BUILD AD GROUPS (AD)
Take time to write one great ad for each Ad Group.
Put the single Keywords for each Ad Group into Headline 1.
Why your product is better for those specific Keywords in Headline 2, Description 1.
Force Google to show Headline 1, Headline 2 and Description 1 the same way every time using thumbtacks so people always see your compact sales pitch on their small cell phone screens – 60% of Google Ads run on cell phones.
#7
Search Campaign > Ads & assets > Assets
GUIDE > ASSETS
Don’t let Google clutter up your ads with AUTOMATED ASSETS.
Only set up 2 Callout Assets - 25 characters each - may run at the end of any of your ads in this Campaign.
Describes why your business is better than your competitors.
Immediately disable “AUTOMATED ASSETS” – the Google computer clutters up your ad – without asking permission – that confuses, hides or distracts from your compact sales pitch.
#8
Search Campaign > Ad Groups > Default MAX CPC (Cost Per Click Bids)
GUIDE > TUNE BIDS DASHBOARD
Apply your business judgment to adjust bids for individual Keywords — each Ad Group contains single Keywords.
It only takes 30 minutes each month to make some serious money.
Consider changes in your business conditions.
Cashflow, Inventory, labor and equipment availability.
Seasonal products and customer demand.
Competitor bidding in the last 30 days.
Keep DAILY COSTS less than DAILY BUDGET, so ads run all scheduled hours.
Bid Keywords higher for products that make you more money.
Adjust Bids for each Ad Group to keep Impr(TOP)% = 80% so your ads run for most searches with moderate costs.
Below 80% > As Impr(TOP)% goes lower, Cost Per Click decreases, but your ads run less and less often.
Above 80% > Cost Per Click increases dramatically as Impr(TOP)% goes higher, but your ads only run slightly more often.
Spend your budget on ads that make you the most money.
May your business prosper in 2024!
Please recommend me to your business friends.
For more information www.RichBruns.com