The majority of people agree that the most obvious way to create search campaigns in Google is to create it in Google Ads (Adwords). It is not a big deal to create an ad campaign with ad groups. After that add 2−3 ads with 1 to 10 keywords in each of them. This is a simple and logical approach for advertisers with a small number of keywords.

But difficulties may arise if there are more than 500 keywords. Even if the keywords are grouped, the process of campaign creation through Google interface will still take a long time. Microsoft Excel and Google Ads Editor can simplify and speed up the ad campaign creation process. You can download Google Editor through this link.

In this article we will discuss two ways to quickly create an ad campaign:

  • Single-Keyword Ad Groups, AKA SKAGs

  • The general way of setting up an ad campaign involves each ad group containing two (or more) ads and several similar keywords.

Single Keyword Ad Groups, SKAGs

To begin, let’s consider the pros and cons of this campaign creation method.

Pros:

  • Ads are as relevant to keywords as possible;

  • Campaign creation takes a little time;

  • In some analytics and call tracking systems, it is convenient to work with such campaigns.

Cons:

  • The number of ad groups is equal to the number of keywords which can lead to an enormous amount of ad groups;

  • There is no clear structure within the account.

This method of campaign creation is convenient for advertisers with a small number of keywords.

Checklist before you start:

  • You have a list of keywords;

  • You have a Google Ads account;

  • You have already installed Microsoft Excel and Google Ads Editor.

Step 1. Preparing an ad campaign

Follow the link to download a simplified Excel table template for creating an advertising campaign and fill in all the columns.

Let’s consider all of the elements of the table in more detail:

  • Campaign. This column contains the name of the future advertising campaign. The name is the same in all cells.

  • Campaign Daily Budget. You will have the opportunity to change your daily budget in the Editor or in the Google Ads web interface.

  • AdGroup. When creating a SKAG campaign, each ad group has a unique name. The most convenient way to name ad groups is by the keywords included in them.

  • KeyWord. Do not forget about keyword matching options.

  • Headline 1 (up to 30 characters). This is the first headline of the ad. It most often repeats a keyword or at least part of a keyword phrase.

  • Headline 2 (up to 30 characters). In the second headline, you can indicate the USP, emphasize the advantages and benefits, and add a call to action.

  • Headline 3 (up to 30 characters). The third title is not always shown. So, make it short and do not include in it something without as the entire advertising creative will lose its meaning.

  • Description 1 (up to 80 characters). The text usually contains interesting information about a product or service that can draw customer attention (competitive advantages and call to action etc). It is also important to specify keywords in the ad text which will increase its relevance.

  • Description 2 (up to 90 characters). The second description should include information about the product or your company although it is not always displayed (as well as ad extensions).

  • Final URL. URL of a webpage to which the user will transfer to after clicking on the ad. The landing page must be relevant to the keyword and the ad.

  • Path 1 and Path 2 (up to 15 characters for each). These are elements of the displayed link that the customer will see. You can specify keywords which will be highlighted in bold.

  • Max CPC — the maximum cost per click for an ad group. It is set for all ad groups and is used only if no CPC is specified at the keyword level.

  • Final mobile URL — the address of the landing page for smartphone users. This column should be filled in if there is a mobile version of the site, the URL of which is different from the main website URL. For example, if the final URL is site.com and the final mobile URL is mobile.site.com, then both of these columns should be filled.

  • The columns under the names H1, H2, D, P1, P2 contain formulas for calculating the number of characters in the related cells =LEN (cell). For example, in cell M2, the formula =LEN (E2) is indicated. Header 1 shows that the first group of ads has 13 characters, and if you wish, you can increase it by 17 characters.

  • Also for the columns H1, H2, D, P1, P2, the cell selection rule is applied by the condition «> More». Mark columns H1 and H2 if there are more than 30 characters; Column D for more than 80; and column P1 and P2 for more than 15 characters. This rule allows you to determine if the number of characters in the title, description, or path has been exceeded.

The main elements of the ad:

After filling in the table it is necessary to upload the data to Google Editor.

Step 2. Import an advertising campaign to Google Ads Editor

  • First of all, copy the first four columns: Campaign, Campaign Daily Budget, Ad Group, KeyWord.

  • Upload the columns to Google Editor: Account — Import — Paste Text.

In the window that opens, click the Paste from clipboard button. It is important to check that the name of each column is correctly determined in accordance with the column names in the advertising campaign.

How to fill in columns in Google Ads Editor:

  • Check the column titles for errors. Correct any errors in order to complete the import successfully.

  • After successfully copying the first four columns of the table, click the Process button. Google Ads Editor will determine the number of items to import. If there are no errors, click on the Finish and review changes button.

After that, in the main window of the Editor, click the Keep button in the upper area of ​​the main Google Ads Editor window.

Now you need to import the ads.

Step 3. Import ads

To import created ads into the related groups you need to copy all of the data in the table except for the last five columns. After that, repeat the data insertion: Account — Import — Paste text.

IMPORTANT: After clicking the Paste from clipboard button, you need to find the KeyWord column and change it to Not importing.

Import data and replace the KeyWord column name.

After that, click on the Process button. Google Ads Editor will determine the number of imported expanded ads. The number should match the number of ad groups. If there are no errors, click Finish and review changes.

In the main window, click Keep. Ad Campaign Import completed in Google Ads Editor.

Next, you can directly set all of the necessary parameters of the advertising campaign in Google Ads Editor and post the changes to the finished campaign. Alternatively, you can post the campaign first and then configure it in the web interface. Whatever works better for you.

To publish a new advertising campaign, click on the Post button.

A window will open to upload the changes to your account. Indicate the type and number of changes that will be published. Then press the Post button:

If there are no errors in the elements of the advertising campaign the publication will be successful. If there are errors, the system will display them in the right column Won't post. You will need to make the necessary changes and publish the changes again.

The publication is complete! You can go to the Google Ads web interface and continue to work with the advertising campaign.

The second way: The general way of setting up an ad campaign involves each ad group (containing two or more ads) and several similar keywords.

Let’s consider a way to create a campaign where there are several similar key phrases and ads in each ad group. The pros and cons of this method are:

Pros:

  • A/B test with different headers and texts;

  • Combining key phrases into groups makes it easier to navigate within your account.

Cons:

  • You need more time to create an ad campaign;

  • Chances of achieving the maximum quality score for all keywords in a group are slim to none;

  • Some analytics and call tracking systems do not understand such advertising campaign structure and cannot determine which keyword triggered an ad for the search term.

This method is especially useful for advertisers with a large number of keywords since it will significantly reduce the number of ad groups per campaign.

Step 1. Preparing an advertising campaign

The Excel spreadsheet template remains the same as in the first method.

  • Campaign. This column contains the name of the future advertising campaign. The name is the same in all cells.

  • Campaign Daily Budget. You will have an opportunity to change your daily budget in the Editor or in the Google Ads web interface.

  • AdGroup is the name of the ad group. When creating an ad campaign according to this method, each ad group may include several keywords. Therefore, in some lines the name of the ad groups will be repeated.

  • KeyWord. Keywords must be presorted and grouped into groups related to ad groups. It is easier to first insert all the keywords into the table and then put the group name opposite the appropriate keyword.

  • Headline 1, Headline 2, Headline 3, Description 1, Description 2, Final URL, Path 1, Path 2, Mobile final URL are added in two variants for each ad group.

  • Max CPC is set for all ad groups, the value of the maximum cost per click can be doubled to all lines.

Step 2. Import an advertising campaign to Google Ads Editor

When all the data is inserted into the spreadsheet, you need to import it into Google Ads Editor. The import process is the same as described above.

Important: After publishing an advertising campaign, make sure that each ad group has the correct number of extended ads and keywords in the web interface.

Conclusion

There are many different ways to structure an ad campaign. Each advertiser can choose the most optimal structure to suit their specific situation based on the size of the project, personal experience, and beliefs.

If you are new to Google Ads, the advice is to try different methods to identify the method that best suits your goals. Without experimenting with all options, the advertiser cannot determine which method will work best in their specific campaign.

If you are a PPC specialist, you should also constantly experiment with ads to improve technical (quality score and CTR) and business indicators (conversion rate and ROI).

Marketing Specialist