Google ad Workflow

Google Adwords Express PPC

Task-1 Review the Ad Guidelines and Policies – 1 hour

  • Ad format requirements
  • Ad targeting
  • Abusing the ad network
  • Adult content
  • Alcohol
  • Copyrights
  • Counterfeit goods
  • Dangerous products or services
  • Data collection and use
  • Destination requirements
  • Editorial
  • Enabling dishonest behavior
  • Financial products and services
  • Gambling and games
  • Healthcare and medicines
  • Inappropriate content
  • Legal requirements
  • Misrepresentation
  • Other restricted businesses
  • Personalized advertising
  • Political content
  • Technical requirements
  • Trademarks

Refer link here:

Task-2 Analyze the Ad requirement – 2 hours

Analyze key points to create an ad.

  • Title: 25 Characters limit
  • Description: 35 characters – first line, 35 characters – Second line

Steps for analyzing-

             i) Prohibited content: Content you can’t advertise on the Google Search Engine Network.

            ii) Prohibited practices: Things you can’t do if you want to advertise with Google.

           iii) Restricted content: Content you can advertise, but with limitations.

           iv) Editorial and technical: Quality standards for your ads, websites, and apps.


Task-3 Keywords Identifying – 2 hours

Basic Idea

  • Keywords research should be low, medium competition with optimal bidding value.
  • Keywords should be quality and relevance.
  • Filter the keywords either high, low or medium according to your needs
  • Analyze the competitor’s ads to get an idea for basic keywords.




Steps for keywords identifying

  • After finalizing the list of topic related to the website industry.
  • Decide which keyword can be the target for the particular topic
  • Login to Google AdWords, find  tools-> keyword planner
  • Select the first option “Your products and services” and type basic keyword
  • Type the website or webpage URL in landing page section
  • Select location like country, city depending upon website promotion.

eg: United States. eg2: New Jersey

More help document for keyword identifying-

 how to use Google keyword planner tool


Task-4 Create Campaign – 1 hour

Select campaign type and name. Type of campaign:- PPC Ad & Ad Default to be Targeted

  • The default campaign is standard keywords based targeting.
  • For site ads, use search network only.
  • Include search partner network to show ads (optional)”

Steps for creating a campaign

  • To start your campaign, go to the “Get started now” button, and sign up for an AdWords account. Once you’re logged in, click the “Create your first campaign” button.
  • Select your campaign type and name – “Search Network only” option, then give your campaign a name
  • Choose the geographic location to show ad Either select (countries or cities or zip codes)
  • Choose your “bid strategy,” and set your daily budget. Bid strategy – I’ll manually set my bids for clicks.
  • Ad Extensions” (optional). It is site links that come along with the ad. 
  • Create your first ad group, and write your first ad. Note: Give a name for ad group with title: 25 characters, description: 35 characters – First line, 35 characters – Second line, website Url: www.example .com, Destination Url: Note: For destination URL you are not allowed to give affiliate link of other site or other website URL
  • Insert your keywordsNote: Should be medium or low competition with affordable keyword cost or depends upon client requirement. Note2: DO not Use the keywords in broad match.

          [Keyword] – Exact match

          “Keyword” – Phase match

          Insert all the relevant keywords for the ad with “Exact” and “phase” match.

  • Review everything on the campaign, location, budget, and bid, ad group, ad , keywords type match, cost etc.
  • Place the ad

      Enter your billing information and wait for Review from Google Ad.

Task-5 Target Location – 30 min

  • Target the location to promote ad.
  • Get suggestions from the clients need to be targeted.
  • Geographical location may be countries, cities, zip code of the state, etc.

Steps to set target location

  • Sign in to your AdWords accoun
  • Click the Campaigns tab at the top.
  • Click the Settings sub-tab.
  • Check the box next to any campaigns that you want to change.
  • From the Edit menu, select Location
  • In the box that appears, choose whether you would like to add locations to the selected campaigns or replace the locations of those campaigns.
  • Then type a location in the text field. After you select a location, additional text fields will appear where you can add more locations.
  • Optional: We recommend you click Preview changes to see how your campaigns’ location will change.
  • Click Make changes.

See how to set up location targeting for a campaign


watch the video

Task-6 Budget and Bid Strategy – 1 hour

  • The budget should be total budget and should be divided into the number of days to run the ads
  • The bid value of the keywords should be optimal or low cost.
  • Filter the keywords with low cost and high cost with competition
  • Identify the type of bid CPC, CPM or CPA.
  • Check and optimize bidding value keywords by 5% to 10% for more clicks”

Steps to select your bid strategy & daily budget

  • Sign in to your AdWords account.
  • Click the Campaigns tab.
  • Click the + Campaign button and choose a campaign type from the drop-down.
  • Scroll down to the “Bid strategy” section and select a bid strategy.
  • In the “Budget” section, enter your budget amount. The amount you enter should be the most you’re willing to spend on your campaign on average per day over a month.
  • You can also apply a shared budget that you’ve previously created in the Shared library.
  • Click Save and Continue (on the next settings page, you’ll be prompted to create and save your ad group).
  • You may edit your bid strategy and budget again at any time by returning to your campaign’s Settings tab.

Task-7 Creating Ad Group – 30 min

  • Identify similar ad groups from AdWords and apply to the ad.
  • Make every ad group with less than 15 – 20 keywords
  • Use 1 or 2 ad groups for each ad to common ad and organize site structure
  • For separate campaigns use different ad groups. 

Steps for creating an Ad group

  • Sign in to your AdWords account. 
  • Click the Campaigns tab.
  • Under All campaigns, click the name of the campaign that you’d like to add an ad group to.
  • Click the Ad groups tab.
  • Click the + Ad group button.
  • On the “Create ad group” page that appears, follow the instructions to complete your new ad group (you’ll be given the chance to create an initial ad and its keywords).
  • Click Save ad group.

Task-8 Insert Keywords – 30 min

  • Insert fine keywords for an ad with proper bidding value
  • Do match types like broad, exact and phrase match for the keywords.
  • Insert the new keywords to optimize campaign ad.


  • Edit multiple keywords with the Edit menu
  • If you want to save time, you can make the following changes to multiple keywords at once:

           i) Change the keyword text, bid, landing page, or tracking information

          ii) Change the keyword match type (Search Network only)

         iii) Pause or enable your keywords

         iv) Copy keywords to another ad group

         v) Set your keyword bids so your ads show up on the first page or top of first page (Search Network only)

  • To change multiple keywords:

Sign in to your AdWords account, click the Campaigns tab Search Network only,” “Search Network with Display Select,” or “Search and Display Networks”: Go to the Keywords tab. 

Display Network only“: Go to the Display Network tab, then to the Display Keywords tab. Select the checkboxes next to the keywords that you’d like to edit. The selected keywords will be highlighted. Click the Edit drop-down menu, then choose what type of change you’d like to make.

Task-9 Creating Ad for Existing Campaign – 1 hour

Create ad for landing page

  • Create a new title of 25 characters (at least 2)
  • Create a new description of 70 characters, 35 characters in 2 lines (at least 2)
  • Use the display URL for the ad.
  • Use the destination URL as either subdomain or use the landing page within the domain.

Hint: No third party URLs

Steps to create an Ad for existing campaign

  • Sign in to your AdWords account.
  • Click the Campaigns tab.
  • In the left menu, choose the campaign you’d like to add your new text ad to.
  • Click the Ads tab.
  • Click + Ad then select “Text ad.”
  • Click Choose… to select the ad group you’d like to add your new text ad to.
  • Enter a final URL, headline text, description text, and text in the optional “Path” fields. As you type, a mobile and desktop version of your ad will appear instantly in the “Ad preview.”
  • When you’re satisfied with your new text ad, click Save ad.

Task-10 Review the Ad – 30 min

  • Review the ad for changes and ad group, keywords.
  • Review the keyword for changes from higher authority. Note: After doing ad , review ad with higher authority.

Common Mistakes of an ad. Check out the video

Task-11 Enter Billing Information – 1 hour

  • Fill the billing information datails for ads.
  • Update payment via different formats to adwords like credit, bank payment or online payment.
  • Check and pay the right amount required to run ads.”

Steps to do that

  • Sign in to your AdWords account at
  • Click the gear icon and choose Billing.
  • Click the Billing settings link on the side of the page.
  • Find the appropriate payment method in the “Available payment methods” section, and click Edit.
  • Enter your updated information.
  • Review and accept the AdWords Terms and Conditions.
  • Click Submit and Activate.

What to expect for automatic payments: Once your account is activated and your billing information has been processed, any new ads and campaigns you create can begin running on Google. If you don’t want them to run immediately, be sure to pause your campaigns.

What to expect for manual payments: Your ads will run once you have money in your account. Click the gear icon and choose Billing, then click the Make a payment button to add money.

Get a better idea by watching this video:

Task-12 Optimize Campaign – 1 hour

  • Optimize ad title and description eg: regarding offers for conversion
  • Optimize keywords with modifiers like exact or phrase match or broad modifier keywords
  • Work on the improvement of a campaign if it is disapproved

            i) Reddit keywords with more specific

           ii) Change the destination URL with a fine tune or ask the designer for a more optimized page within the site.

          iii) Work on improving quality score

Task-13 Manage Campaigns – 30 min

  • Identify good campaigns and bad campaigns
  • Delete or optimize the campaigns for good results.

Delete Unwanted Campaign

  • Select the Campaigns tab.
  • Select one or more campaigns to edit.
  • In the edit panel, select a new Status in the drop-down menu. When more than one campaign is selected, the new status applies to all selected campaigns.

Read more about AdWords campaign management.

Task-14 Analyze Results – 30 min

Analyze the campaign ad performance for CTR, conversions rate, bid value, the quality score for ad, impression, cost, avg position, etc. 

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