Whether you're a beginner or an expert, these tips will help you structure your campaigns optimally and impact the people you want to reach.
1. Know the structure
First, you need to know the structure of Google Ads , since once you start with your first campaign, it will help you better understand and structure your ads and budget :
Account: To create an account with Google Ads, you only need your email address and password. This is the first step to access, create, manage campaigns and billing information on Google.
Campaign: Each campaign you create will need to set a business objective, a daily budget, and will have its own settings, where you can determine where your ads will appear. Campaigns must be selected based on your business objectives.
Ad Group: Within your campaigns you will find ad groups, in which you can segment by keywords and segment by audiences.
Ads: This is where you set up your various ads, it is recommended to have at least 3 ads per ad group you create. Use your keyword list within your ads to produce ads with greater relevance. (To read more, go to
2. Define your goals
Before you start creating campaigns, it is very important to determine what your business objectives are and identify what you want to achieve with your campaigns within Google Ads. The objective you select must be consistent with the result you want to achieve with the campaigns.
For each campaign you create, you can only have one objective. If you decide to have two business objectives, you will have to create two different campaigns.
With Google Ads, you can select one of these objectives:
Sales: Generate sales online, in-app, over the phone, or directly in your store.
Leads: Encourage users to take a specific action, this helps generate sales opportunities, fill out a form or leave specific information.
Website Traffic: Allows your “potential customers” to visit your Website
Brand and product consideration: Encourages people to discover products or services you offer.
Coverage and brand awareness: With this objective, the main goal is volume, since it allows you to reach a high number of users to increase the awareness of your brand.
App Promotion: Campaign related to app downloads. This objective allows you to increase the number of downloads.
Visits to local stores and promotions: Increase the number of visits to local stores.
3. The different campaign formats
Below we present the different types of campaign formats and where they will appear according to the configuration of each one:
Search: These are text ads that will appear in Google search results
Display: Display ads add graphic elements to your ads, which help you capture users' attention and promote your brand.
Shopping: Shows your store's inventory. With this type of format, you can reach buyers who are interested in the products your company offers. In order to create campaigns with this style, it is important to first register with Google Merchant Center.
Video: Showcase your service or product through videos. With video campaigns, you can reach potential customers when they are watching YouTube videos. Capture users' attention and generate demand.
Discovery: Discovery format campaigns allow you to appear on different platforms, as you could appear on the main page of YouTube, Google Discovery and Gmail here.
4. Define your target market
This is a very important point that defines the quality and results of your campaigns. The better you define the audience you want to target, the better performance you will get with a smaller budget. When you want to find your target market, answer the following questions:
Who is it? You can segment your audience by gender, age, parental status, habits, interest in certain topics, searches and/or purchase intention. You could also create campaigns targeting people who have previously interacted with your website, this is called remarketing.
Where can I find it? You can target people by specific devices (cell phone, tablet or computer) or you can also target them by where they are physically located (geographic targeting).
What is my potential customer searching for? And how do they search for it? It's important to know how your potential customer searches online and what words and phrases they use to find products or services you offer. (To read more, go
5. Types of quote offers
There are different types of offers in Google Ads, identify which one best aligns with your objectives and goals:
CPC = Cost per click
You pay when the user clicks on your ad
CPM = Cost per thousand impressions
You pay for every thousand times your ad appears
With this bidding strategy, you will pay even if your ad is at the bottom of the Google page and the user did not see it.
vCPM = Cost Per Thousand Viewable Impressions
You only pass when your ad was visible. The ad is considered visible if 50% of the ad is displayed for at least 1 second and 2 seconds for video. It is more expensive than CPM but presents better results.
CPV= Cost per view
This offer is for video ads only and you only pay when someone views or interacts with your video.
CPA = Cost per Acquisition
You only pay when the user makes a conversion. This conversion can be configured to be the action you want within your website.
>>> To learn how to define your budget click here<<<
6. Keywords
Keywords are words or phrases that you choose to appear in your ad when they are searched. A word can be “marketing” and a phrase can be “marketing agencies”
Ideally, you should have 5 to 10 keywords per ad group, as the more relevant your keyword list is, the better your campaigns will perform. For more information, you can check out this topic here.
