Launching a successful Google Ads campaign requires meticulous planning and attention to detail. To ensure your ads reach the right audience, it’s crucial to cover every step, from setting up analytics to crafting compelling ads.

The Numeral Digital team has prepared a comprehensive checklist to guide you through each phase, helping you avoid common pitfalls and make the most of your budget.

Preparation Stage

• Set Up Google Analytics: Install and configure Google Analytics to monitor your campaign’s performance effectively.
• Define Conversion Goals: Set up goals to track key user actions on your website, such as registrations, purchases, calls, subscriptions, and more.

Data Collection and Organization

• Gather Keywords and Markers: Collect relevant keywords and markers for your campaign.
• Group Keywords: Organize keywords into specific groups to enable precise ad targeting.
• Create a Negative Keyword List: Develop a list of negative keywords to exclude irrelevant searches and reduce costs on non-converting clicks.

Account Setup

• Check Number Formats: Ensure that numerical formats are set correctly to display data accurately.
• Verify Time Zone Settings: Make sure the account’s time zone aligns with the target region to ensure your ads are shown at the optimal times.
• Link Google Ads with Google Analytics: Connect Google Ads with Google Analytics for more detailed analysis and campaign optimization.
• Integrate Google Merchant Center (if applicable): If needed, connect Google Merchant Center to promote products through dynamic ads.

Campaign Setup

• Name Your Campaign: Clearly name your campaign, specifying what’s being advertised, the campaign type (Search), and the target region.
• Set Target Regions: Define the geographic regions where your ads will be displayed to ensure you reach the right audience.
• Select Ad Languages: Choose the languages for your ads, such as English and Russian, to reach a broader audience.
• Choose Campaign Type – ‘Search Network Only’: Select this option to focus on users actively searching for your product or service.
• Target Specific Locations: Use the “People in your targeted locations” setting to ensure your ads are shown only to users in your specified region.
• Set a Budget: Establish a campaign budget while accounting for potential overages in Google Ads.
• Configure Ad Scheduling: Set up ad scheduling to show your ads during the most effective hours for your business.
• Adjust Bids for Mobile Devices: If your site lacks a mobile version, reduce mobile bids by 100% to avoid unoptimized traffic.
• Select Accelerated Ad Delivery: Choose this method to show your ads as frequently as possible.
• Enable All Features: Ensure all available features are enabled in the settings to utilize Google Ads to its full potential.
• Set Broad Match Modifier for Keywords: Opt for the broad match modifier to capture more relevant searches.
• Add Negative Keywords: Include negative keywords and ensure they cover all necessary variations.

Ad Creation

• Craft High-Quality Ads: Focus on highlighting the benefits of your product or service in your ads.
• Leverage Advantages in All Elements: Incorporate benefits not only in the headlines and text but also in sitelinks and callouts.
• Optimize Headlines: Use a primary keyword in the first headline and a key benefit in the second, keeping the second headline under 18 characters.
• Write Engaging Ad Copy: Include a brief description of your product/service, add pricing, emphasize competitive advantages, and include a clear call to action (visit the site, call now).
• Add UTM Parameters: Attach UTM tags to links to track the effectiveness of various traffic sources.
• Complete Display URL and Sitelinks: Ensure the display URL, sitelinks, and callouts are filled out to enhance the ad’s structure.
• Include Negative Phrases at the Group Level (if necessary): Add any required negative phrases at the ad group level.
• Utilize Structured Snippets: Add structured snippets to make your ads more informative.
• Link to Google My Business: Connect your Google Ads account to Google My Business to automatically pull in your business address and phone number.
• Add a Phone Number: Provide a contact number so users can reach your business directly.

Final Review

• Configure Dynamic Text Replacement: Set up the redefineID component to dynamically change ad text based on search queries.
• Check Ad Approval Status: Ensure all ads have been approved and that none have been disapproved. If any ads were disapproved, make the necessary adjustments to comply with Google Ads policies.

Once you’ve completed these steps, keep track of your progress by marking off items in your checklist. Save it and monitor your campaign’s setup to ensure everything runs smoothly.