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Before we look at how to set up your pay-per-click marketing campaign, familiarize yourself with some Google Ads terminology and tools. Campaigns are the top-level organizational structure of your account within Google Ads.

They are usually organized to reflect a specific theme related to your business. You can have one or more campaigns within your Google account. Guidelines you set within a campaign include budget, language, location, distribution for the Google Network, and more. Within a campaign, you can have one or more ad group.

Ad groups are the next level of organization within your plan. You can have more than one ad group within a campaign. At this point, you can get more specific about a theme of your business. Each ad group contains one or more ads.

Keywords are the terms targeted within your campaign. You select the terms you think your audience will search for. When users search for those terms, they may see your search ad on SERPs. Ads are made up of the actual content and copy that users see on SERPs when they search for your target keywords.

PPC - Pay-Per-Click Google AdWords Made Easy

You have multiple options for how these ads look and what information they contain. Text ads always include two headline sections and a description line.

They can be expanded to include sitelink, callout, phone, and location extensions and more. You can also create rich product listings and image ads.

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Campaign types are the options you have for where you want your ads to appear. There are multiple campaign types, including display network, shopping campaign, and video campaign.

The campaign type that you would use for PPC lead generation is called a search network campaign. Ads created in a search network campaign appear as text ads in SERPs.

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Device targeting gives you options for which types of devices will be able to see your ads. You have options to target desktops, tablets, mobile devices, or a custom combination of the three. Depending on your ad types, you may want to focus on one device type. In general, search ads work well on every device. Location targeting gives you options to target specific geographic areas.

You can select this by multiple options, such as city name, zip code, or mile radius. This setting may be used by local businesses that only want to connect with people who live near their business.

Budget is the amount you want to spend on your campaign.

What is Pay-Per-Click Advertising?

As mentioned earlier, your Google account has a structure of campaigns and sub-groups of ad groups within those campaigns. Create a structure for how you want to organize that information.

For example, the shoe store could have the following structure. It will be easier to set up your account once you have this structure. Planning out your ad campaigns will also help you create more relevant and targeted ads with your Google ad groups. Once you have your campaign structure, look for the keywords to use in your ad group. Perform keyword research to identify the top keywords in your industry. Enter a topic related to your business, brand, or offerings and discover terms to use for your campaign.

Look for terms that have a high keyword popularity score, which indicates that users frequently search for these terms. In your keyword research, it helps to know which search terms are popular among users. It also helps to know which search terms are targeted by your competitors.