Setting up a new AdWords Campaign for beginners, especially to those who are not familiar with the Google Ad platform is little tricky. This step-by-step Beginner’s Guide will help first-time users not only getting a good exposure of Google’s popular Ad platform, but also creating effective PPC campaigns.

1. Create Google Adword Account

To begin your sail with AdWords, you need to have a Google account or simply a gmail id. After ensuring you’re registered one for yourself, go to & select “Start Now”. You’ll be redirected to Welcome page where you’re asked to provide your email id & website detail for which you intend to run AdWords campaign.


2. Choose Account Type

i. Google AdWords Express
After filling up the details, click “Continue” & you’ll be taken to “Sign in” page. Here, provide your Google account or gmail login credentials to continue signing in. Then you’ll be redirected to “Google AdWords Express” page as shown below:


ii. Or AdWords Only
But instead of continuing with Google AdWords Express, we rather suggest you to click on “Switch to AdWords” on top notification box to use AdWords platform with all available features. Though AdWords Express provides an easy set up for beginners, still it lacks many features that Google AdWords have and we’ll discuss it later in our AdWords Express guide. When you click on “Switch to AdWords”, you’re taken to “Your first campaign” settings page.


On “Your first campaign” page, you’re asked about following details:

3. Decide how much to spend

Click on “Set your daily budget” to specify how much on average, you would like to spend every day. The best part of AdWords is there is no minimum spend limit. You can set whatever budget limit you want to.


By specifying your daily budget, you set a limit on daily ad spend so that you do not overrun your budget. Once your daily budget is reached, Google will stop displaying your ads. You can change your daily budget limit anytime you want.

One more important step here is the currency. Beside to the budget on left, you can specify your currency in which you’ll make the payment.

Note: Before saving your daily spend limit, choose your currency wisely. Because, the currency once set can’t be undone for the entire account.

4. Choose a target audience

i. Locations
Before selecting a location, make sure which location(s) your business serve or which country(s) your customers belong to? After deciding your target market, it becomes easier to show your ads to relevant users effectively.


If you are a global business providing product/service to literally every country, you can select “All countries and territories” option. However, we recommend you selecting target locations on a more granular level. For selecting custom locations, click on “Let me choose” and enter location names (country, state, city or radius) in search box for precision targeting.

With location targeting, AdWords provides options to Add, Exclude or target Nearby locations for a designated location.


For example, if you are a custom chocolate maker & you want to target US, we recommend you entering 50 state names one by one to select your locations. If you just select the entire US, you will get an overview of your targeting like this:


However, if you split it out, you can see performance of your ads in each individual state you’re targeting. This will enable you to set up different bid set ups according your campaign performance in each state:


In the above screenshot, Ads in Georgia, US is performing well than other states. So you can set up enhanced bid for the state of Georgia while lower the bids for non-performing states. Had the campaign been set up for US only, it would not have been possible to get this data & optimize your campaign as per where your potential customers are.

ii. Networks


A selection of networks lets you decide where you want to show your ads. Search Network includes a group of search-related websites where your ads can appear. Typical search network websites include Google search sites, as well as other Google sites and non-Google websites that partner with Google to show ads (search partners).

Google Display Network includes a large collection of websites (over 2 million) including Google AdSense publisher sites, AdSense for Domains and AdSense for Errors, DoubleClick Ad Exchange publisher sites & Google sites such as Google Finance, Blogger, and YouTube.

Here, we’ll proceed with Google Search Network only. We’ll discuss about Google Display Network another time. To select Google Search Network only, uncheck the Display Network & click save.

iii. Keywords

A highly valued keyword list is prized possession of any successful AdWords campaign. And by “highly valued”, we don’t mean keywords those bid value is too high. Rather keywords your customers are most likely to use while searching for your product.

For example, say your company sells solar powered trucks, but your customers tend to refer to them as “eco friendly trucks.” If you start running campaigns around the phrase “solar powered trucks,” your customers will never see your ads!

Prepare a list of keywords relevant to your products/service using Google Keyword Planner, enter them in the keyword box & add them to your keyword list. We’ll later discuss in another guide on how to select prized keywords for your campaign.

5. Set your bid


By specifying a bid amount, you specify the most amount you’re willing to pay for a click on your ad. If your organization has deep pockets to spend, we would recommend to leave the settings as is: AdWords automatically sets your bids to help you get as many clicks as possible within your budget.

If you are economical about spending or short on budget & have some expertise with how AdWords bidding works, then selecting manual bids is highly recommended.

6. Write your ad


Writing specific, relevant & attractive keywords is key to effectively reach potential customers through AdWords. A well-written ad will bring you higher click-through-rate (CTR), higher quality score, and higher conversion rate.

There are certain proven techniques that will help you write ads that gets clicked:

i. Look at the top-performing ads for your keywords/niche
ii. Highlight what sets you apart from competitors
iii. Specify prices, promotions or special deals
iv. Strategically plan clear customer actions
v. Use one of your keywords in ad text copy
vi. Create a landing page relevant to your ad & keywords
vii. Don’t make typo or grammatical errors
viii. Serve fresh ads (don’t offer expired deals, offers)
ix. Include Numbers (such as KMs your local business serve or no. of customers you’ve served last month)
x. Consider a mobile friendly strategy

Current AdWords text ad format is as given below:

i. Landing page:

Page where customers will reach after clicking your ads. Make sure the landing page stays relevant and true to any offers, claims you specify in your ad and provide best customer experience for a higher conversion rate.

ii. Headline 1: (30 characters)

Users are most likely to notice your headline text first. Therefore, make sure, your headline includes words that people are likely to enter in their search. For example, “budget” will likely draw attention of users who are searching for low-priced hotels in New York.

iii. Headline 2: (30 characters)

Headline 2 along with headline 1 can appear in same or different lines. So headline 2 should be written in a way to complement the headline 1. Headline 2 allows to try out variations of a keyword used in headline 1. Therefore, grab the opportunity to write ad text, that justifies your headline 1.
For example, “Best NY Hotel Rates in Seconds” highly complements headline 1: “New York Budget Hotel” where the objective of the search is related to pricing & budget.

iv. Description: (80 characters)

The description section serves as a clear guide to potential customer action. Here you can update ongoing deals & promotions, call-to-action such as “shop {keyword} now” for products or “get a quote” for services.

After finished with text ad copy, click “Save and continue”. You’ll be directed to Billing page, where you can set up Billing through credit card, debit card or net banking depending upon your country. After entering billing details, click “finish & go to your account” to view your campaign.

You’re done now.

Happy to help!

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