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SOP-138

Set up a Google Search campaign

Step-by-step guide to set up a Google Search campaign based on best practices

Setup & Install Campaign Launch Operations Google Ads
Type SOPs · PDF
Execution time 15 - 30 Mins
Last updated 28 March 2024
Who does this Marketing manager or person responsible for media buying
Length 21 pages
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Goal

Successfully set up a Google Search campaign for your website

Ideal outcome

An up and running Google search ad campaign to drive traffic to your website

Why it matters

Google Search ads allows you to focus on the people who are searching for what your business offers and convert them into visitors, leads, or customers

Before you start

You need a Google Ads account. If you don’t have one please follow SOP 014 (web version): Create a Google Ads account. Ideally, you will have done the keyword research necessary to launch the search campaign. If you have not, follow SOP 147 (web version): Perform Keyword research for Google Ads

Key steps 23 steps

What is inside 24 headings

1 Set up Google Search Campaign 23

  1. Head to Google Ads and log in to your account.
  2. Select an account that you want to create for the search campaign.
  3. Click “New Campaign”
  4. Select “Website traffic” since the purpose of this campaign is to drive traffic to your website.
  5. From the list of campaign types, select “Search”.
  6. Next, select “Website visits” from the list and type your website URL.
  7. Add your website URL:
  8. You will see a section to set up conversion tracking. Skip this for now as you can set it up later following: SOP 025: Adding Google Ads conversion tracking to a site (using GTM) (web version)
  9. Click “Continue”.
  10. Select locations to target.
  11. Select the language that your customer speaks.
  12. [Optional] Select audience segments.
  13. Click “Next”.
  14. In the ad group page, Google will help to add relevant keywords to your ads. Click “Get Started”:
  15. Copy and paste your company website link. Google will automatically suggest a few keywords by scanning your website.
  16. Enter a few words that are related to your products or services. Click “keyword suggestions” when you are done.
  17. Enter words or phrases that have been used to match your ads. You may refer to SOP 147: Perform Keyword research for Google ads (web version) for more information.
  18. Next, add the details and creatives of your assets including the final URL, headlines, descriptions, business name and logos, site links, and callouts. You should be able to see a preview on your right. Choose any ad display and device to preview as shown below:
  19. Add site link extensions for your ad. Fill in the ad copy details for your site link extensions. Then click “Save”.
  20. Once completed click “Done”.
  21. Next, you will be directed to the budget page, where you will need to key in your average daily budget and click “Next”.
  22. Finally, Google will review your campaign settings. Click “Publish campaign” on the bottom right corner of the review page.
  23. On the sidebar click “Settings” → “Campaign URL Options”.

The document 21 pages

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Up next · SOP-139 Set up a Remarketing Audience in Google Ads Manager Set up an audience segment that you can use to run remarketing campaigns to drive sales, lead or traffic to your website Unlock to read