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Creating and Managing Google Ads with Hootsuite Ads

Creating and Managing Google Ads with Hootsuite Ads


You can now create and manage Google
search campaigns using Hootsuite ads. Hootsuite ads offers simplified campaign
creation and lets you manage your Google Ads alongside Facebook and Instagram.
using a standardized interface you can quickly shift budget toward better
performing venues and share assets across campaigns and channels. Get
started by connecting your Google Ads account in the ads dashboard. Under your settings, click AdWords then connect. Choose your Google account and accept
the prompts. If you’re not already logged into Google, you’ll be asked to do so.Iif
you don’t have a Google Ads account, no problem, just create an account on Google
and connect it to Hootsuite ads. Once connected, you’ll see a list of your ad
accounts. Please note that you can only have one Google Ad account connected at a time. To make your account more secure, we recommend removing any existing
software being used for managing paid ads. Click Google Ads to start creating a
new search Network campaign. The four steps involved are shown on the right.
First, enter a campaign name and a billing account. Make sure your campaign
is selected, then save and proceed. Second, pick your campaign settings. Choose the
networks where the ad should appear, for example, on Google Sites only or on
partner sites as well. Now specify the language and location for your campaign.
Selecting a location can be useful if for example, your messaging changes by
country. For your daily budget, pick standard to average out the spend over
the course of a day or accelerated if you have a certain amount to spend in a
shorter period, like two hours. It’s mandatory to specify your campaigns
start date, but you can leave the end date open if needed. For bidding, you
might base your bids on maximizing conversions, which is great for
performance campaigns, or clicks which works well for brand engagement
campaigns. Under Ad Extensions you can put more
links in your ad with site links, if, for example, you want to direct people to
store hours or a specific product. Third, set up your ad groups and individual ads.
Ad groups are a second level of targeting using keywords one campaign
can have several ad groups. Input your keywords. If you’re unsure, use ‘get
keyword’ ideas for suggestions. Just type in your website or the product or
service you’re selling and select the keywords from the list. Next, enter your
URL, headline, and description. Use the plus sign to add variations for each and
preview all the variations on the right. You can use display path to change how
the final URL will appear. This is useful for shortening long URLs like UTM
parameters. After you click Save, you’ll see every possible combination of the
individual elements you entered. Having multiple variations helps home in on the
combinations that resonate best with your target audience. When scrolling
through, you can remove any that don’t make sense. If necessary,
you can create additional ad variations or ad groups. For example, if you want to
target another batch of keywords for a/b testing, click proceed to review all your
campaign settings. If everything is in order, publish your campaign to Google Ads. Your campaign will still need to be approved
by Google before going live which typically takes about one working day. As
you progress through ad creation all your work is saved as a draft. Recover
drafts in ‘Your Campaigns. Simply type the campaign name into the search bar. Once
your Google Ads campaign is up and running, monitor and maintain it in the
account dashboard. Select your campaign, which brings up the campaign dashboard.
First, adjust the time range for the period you want to monitor.
Next, review important campaign metrics in the main graph. You can drill down
into daily, weekly, and monthly results. Under campaign details, you can edit
settings by clicking the pencil, for example, pause your campaign or adjust
its start date. The inspector breaks down your campaign data by elements like
device, gender, and age. Inspector data can be viewed alongside other campaign
information like spend and click-through rate. If your campaign isn’t performing
at the level you want it and you’d like an expert to vet your settings, use
‘request review’. A Hootsuite ads expert will create a short video for you
showing specifically how to improve your campaigns performance. Under the ad
groups tab, you can see how different baskets of keywords are performing
against each other at the ad group level. In the all ads tab you can also review
results at the individual ad level. If necessary, pause individual ads or ad
groups within their respective tabs. The Google Ads Campaign Page is where you
view all completed enabled and paused campaigns in one spot alongside their
essential metrics.

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