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MKTG 349 Week 3- Google Ads Campaign Process

After creating a Google Ads account, advertisers can begin the ad design process. When utilizing Google Ads, there are three basic groupings that advertisers should understand: campaign, ad groups, and ads. The three categories act like nesting dolls. Campaigns, the largest container, holds a variety of ad groups. The ad group, the medium-sized category, houses multiple ads. An advertiser can use each category to their advantage.



Before creating an ad, an advertiser makes a campaign. To make a Google Ads campaign, an advertiser should know their business goals. In Todd Kelsey’s Introduction to Search Engine Marketing and AdWords: A Guide for Absolute Beginners, the campaign category identifies campaign type, bids, location, and schedule. A business's goals dictate which campaign type they should use. For example, a business trying to promote an app would benefit from the App campaign type rather than a Local campaign type that is used to promote a location. Advertisers identify their daily budget, the amount the advertiser pays per click. Languages and locations allow advertisers to advertise globally. An entire campaign could be in Italian. Scheduling how long the campaign runs for is important. A campaign could continue for eternity or an end date can be set. Ad groups are created within a campaign.



Ad groups contain multiple ads with similar identification. According to "How Google Ad Groups Work", advertisers can group ads based on common themes. For example, Coca-Cola could group ads based on products such as soft drinks, tea/coffee, or dairy beverage groups. Google Ads offers a variety of ad types for advertisers to choose from. Advertisers can experiment with ad types in ad groups to find the best type. In the ad group container, advertisers specify what keywords to bid on. Keywords are possible terms that an individual may search on Google. The ad could appear when a keyword is used. Understanding each category helps advertisers create beneficial advertisements.


The three Google Ads categories function like nesting doll containers. Campaigns hold ad groups and identify the business's goals. Ad groups contain individual ads allowing for experimentation. Understanding the Google Ads categories helps advisers organize and produce productive advertisements for their businesses.


References:

Kelsey, Todd. Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners. Apress, 2017. 


“How Ad Groups Work.” Google Ads Help, Google, 2022, https://support.google.com/google-ads/answer/2375404?hl=en. 

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