Google Ads: Do It Yourself

Ready to tackle a Google Ads campaign on your own? Here are some things to keep in mind for a solid Do-It-Yourself Google Ads strategy.

Test Your Keywords

Customer demand is essential to a working Google Ads campaign.

Google Ads Keyword Suggestion Tool is a great way to determine search volume/customer demand for the product or service you offer. To get the most out of this tool:

1. Make sure Advanced Options are set.
2. Set your location to your home country, and your language to the native/dominant language for where you live.
3. Change the device (desktop, tablet, mobile) according to which users your campaign is targeting.
4. Click on the Columns drop and check Competition, Local Monthly Searches, and Approximate CPC (cost per click). This will give you the maximum amount of insight into the keywords you’re considering.

We suggest setting your match type to phrase match since many people type phrases rather than individual words when searching on Google. At the end of the day, the ideal keywords for your campaign will be:

• Searched in Google
• Used by your Ideal Customer/Target Market
• Within Your Budget

Do the Math

You want to make sure you don’t waste money on Google Ads. That means it’s time to do some math and determine your maximum cost-per-click (CPC) by estimating your conversion rate, profit per customer, and your target margin for advertising.

Once you have that number, compare it to the estimated CPC provided by the keyword tool. If it’s close, there’s a good chance it will be profitable for you. We have found this formula helpful:

Max CPC = (profit per customer) x (1 – profit margin) x (website conversion rate)

Know Your Competition

This is easier than you think. You can use a tool like a keyword spy to check out the keywords of your competitors and review their ad copy. Obviously, your strategy shouldn’t be identical to theirs, but knowing it is a great way to give yourself— and your Google Ads campaigns—a competitive edge.

Offer Real Value

Now that you know how you’ll structure your strategy, you need a great copy for your Google Ads campaigns. This starts with a strong value proposition, in which you say—in clear and concise terms—what value your product or service offers customers. When you’re crafting a value proposition, think about:

• What sets you apart from the competition
• Why your customers do business with you (ask them, look at your best reviews, etc.)
• What your customers aren’t offering (and fill in those gaps)

Make an Offer They Can’t Refuse

Your copy should make it a no-brainer for your customers to act. You don’t have much room to make a great impression either. Your text ads consist of the following (we’ve added some examples):

1. Headline: Joe’s Game Day Pizza is half-off Saturday only!
2. Description line: Feed the whole family this Father’s Day weekend with dad’s favorite
3. Description line 2: the Game Day Pizza from Joe’s
4. Display URL: <<joespizza.com>>

The best copy we’ve crafted for clients has some fundamental things in common:

• Value > Price
• Believable reason for the offer
• Low-Risk
• Call-to-Action (CTA)
• Compelling
• Eye-Catching

Track Your Conversions

The final step to a successful DIY Google Ads campaign is good conversion tracking.

You can do this in your Google Ads account:

1. Go to Tools and Analysis > Conversions
2. Click the [+ Conversion] button define your conversion.
3. Add the code to your order or opt-in form

Now you not only have a campaign you set up yourself—but a way to evaluate its success. Congratulations! Now you’re a Google Ads pro. Don’t worry—if you get stuck—we’re here to help!