Are you looking to run Google Ads in 2020 (or ever!?) 

Have you been “planning” to do this for a while (but you haven’t found the flippin’ time to sit down and learn how the heck this whole “paid ads” thing works? 

I hear ya. 

Or maybe you’re already using Google ads to grow your online biz (snaps to you) but someone else is managing it for you, and you’re not exactly sure what the heck goes on inside that black box called “Google Ads”. 

Totes normal.

Well, I’m hear to give you the lowdown on what it takes to make paid ads werk for your biz in 2020. 

Let’s go!

1. You Have To Shift That Mindset

Yeah, yeah. Mindset schmindset. What’s that got to do with running ads? 

Well, my friend, mindset is a huge puzzle piece that I recommend you focusing on, if you want to succeed when it comes to Google Ads. 

If you decide to run paid ads (whether that’s FB or Google or anything else) you need to reframe your mindset to be one of an experimenting, testing and investment mindset. 

You’re not going to set up your ads today, and become a millionaire tomorrow. It doesn’t work like that. You need to commit to the long game, be patient and realise that everything is a working in progress, baby. 

As long as your consistent and committed to improving (ahem, also called “optimizing”), than you’ve nailed half of it. 

2. You Need To Be Ok With Progress, Not Perfection

Like I said in #1, things are going to take time. And I’m like you, an impatient so and so. I know what it’s like to need results, and need them now. 

But what you need to do is commit to learning a totally new system and framework as it applies to Google Ads. Yes, some of your experience from running FB ads will have cross over to Google, but a lot of what you’ll be doing will be brand spankin’ new. 

And that’s ok.

As long as you remember that you need to learn and be patient. 

3. Set Realistic Expectations

Remember when I said you’re not going to become a millionaire overnight (I wish!)

Well, you need to use that to set realistic expectations. You’re not going to put $1 into Google Ads and get $1k back. This is where you need to crunch the numbers a bit and use the data from the backend of your Shopify or WordPress or Analytics to understand what your conversion rate is and what your like average cost per click is, and then work backwards to understand a rough picture of how much you’ll be investing to acquire a new customer. 

4. Develop Your Measurement Metric

Measurement metric, WTF?!

A measurement metric ties in neatly with point #3. After you’ve crunched the numbers, understanding what your conversion rate is and a ballpark average cost per click, next you’re going to use this to establish your account goal. 

That is, how are you going to determine whether running paid ads is profitable for your business. This is different for every single business. For some, paying $20 to get a sale is pennies. For another business, this might be unprofitable. It all comes down to your individual COGS, shipping costs, operating costs, margins etc. 

5. Commit To The Long Game

If you’re going to dip your toe in the Google Ads game, don’t just “try and see” for a month. You need to commit to at least testing, learning and experimenting over a 6 month period to establish whether it’s right for your biz. 

I’m not saying that you won’t be profitable within this time frame, far from it. What I am saying is that you can’t run an ad on one day, not make a sale and then lose all faith and patience in the platform. You do need to give it time, as nothing will be perfect straight away. 

6. Have A Clear Target Market

Have you noticed that we’re already at #6 and I haven’t even mentioned setting up an account? There’s a lot of strategy and planning that goes into things before you even run your first ad. And that’s because I want you to do things the clever way. 

Knowing your target market is critical when it comes to Google Ads. And I’m not talking about a wishy washy “all females who love icecream!” kinda target market. I’m talking about a clear, defined set of characteristics that make up your perfect set o’ people. 

Once you’re clear on your target market, you’ll be able to bid on better keywords, get higher conversion rates and write better copy. 

7. Set Up Conversion Tracking

Ahh… the techy stuff. What a pain in the y’know what. 

BUT. You CANNOT (repeat, cannot!) run Google Ads without setting up the tech side of things. 

Conversion tracking means setting up code on your website so you can track when people place an order after clicking on one of your ads. 

The order value will be attributed to the keyword that caused the sale, and then you will be able to optimize your account using this performance data to “get more of the good stuff”. 

Without conversion tracking, it’s impossible to establish how well your $$ is doing. And I never, EVER recommend running ads without being able to track things back, otherwise you’re just throwing money out and hoping that it’s working .

8. Decide How Much You Want To Spend Each Day

Before setting any campaigns up, you need to decide how much you actually want to spend each day. I recommend a minimum of $20 here. Anything less than this, and it’s hard to test and find out what is working and not working and you’ll end up frustrated by the slow results. 

Once you decide how much you can afford to invest per day/month, you can then begin to plan (in the next step) how many keywords you will be setting up. 

9. Do Keyword Research

After deciding what your test daily budget will be, you can then start to perform keyword research using the Keyword Planner tool within Google Ads. 

You can type in your website and Google will return a list of relevant keywords. 

Think critically here. You are trying to balance search volume vs profitability. You want to find keywords that are relevant to your business, but aren’t so broad that you end up wasting money on irrelevant traffic. It’s a bit of an art and science at this stage. 

10. Set Up Your Search Campaigns 

After doing your keyword research, you want to set up your search campaigns, adgroups and keywords. This involves writing ad copy, choosing your landing pages and the whole nine yards. 

11. Use Ad Extensions 

Make sure you’re taking advantage of all the relevant ad extensions that you can add to your search campaigns to give them that much more ‘juice’.

Ad extensions are like the cherry on top of your search campaigns, they give your potential customers more info about your biz, and more reason to click on your ad, over your competitors. 

What’s not to love? 

12. Set Up Your Shopping Campaigns

Repeat after me. Every Single E-Comm Biz Should Have Shopping Campaigns. 

Got it? 

Shopping campaigns (also known as “product listing ads”) are the bees knees when it comes to online stores. 

99% of the time you’ll have higher click through rates, lower click costs, higher conversion rates, and lower costs to acquire customers using shopping ads. 

In short, they’re the best bang for your buck. Use them!

13. Optimize, Baby

Optimizing is the process of tweaking areas of your account using performance data. 

It all sounds a bit confusing, but really, it just is encouraging Google to get your more of the good stuff, and less of the sh*t stuff! 

You need to commit to optimizing at least once every two weeks, so that you can make changes and improve. 

14. Look At Your Website

No matter how good your ads are, if your website is crummy, it’ll never make sales. Make sure your product images are gorgeous, your descriptions are sassy and informative and your policies are easy to find. 

The ol’ adage “you can lead a horse to water but you can’t make him drink” rings true hear. 

15. Get Some Help

I’m not going to lie. Google Ads is flippin’ confusing. 

I’ve been in the game for 7 years and I still find things confusing (sometimes, most times I’m a total wizard). 

For someone, even someone that’s as clever as you, that is just getting started, things are going to boggle your brain. 

You need a clear, step by step path from an expert that has been in your shoes. 

Find someone you can learn from. It might cost more at the start, but you’ll save bucketloads on the backend once you understand what it takes to run ads profitably. 

I’m running some free online masterclasses teaching businesses how to profit from Google Ads. If you want to secure your spot, you can do that here


Kaity Griffin