Skip to content
English
Sign in
Our Website
  • There are no suggestions because the search field is empty.

SOP 014: How to Create a Google Ads Account

Goal: 
To create a Google Ads account that is ready to start running your first campaign.
Ideal Outcome: 
You have access to your campaign dashboard and all the tools Google Ads has to offer.
Why this is important: 
With over 3.5 billion searches per day and over 2 million websites on the Display Network, Google Ads is one of the most powerful channels to advertise to your audience.
Where this is done: 
In Google Ads.
When is this done: 
When you need to create a new account.
Who does this: 
The person responsible for paid advertising.

Create a Google Ads Account

  1. Go to https://ads.google.com/home/

  2. Click on the blue, “Start Now” button:

  3. [Optional] If you already have other Google Ad accounts under the email address you’re currently logged in with, you will need to click “New Google Ads Account”.

  4. At this point, you will be presented with the default “guided setup” in which Google will try to get you to launch an ad from scratch. We recommend skipping the guided setup because it will allow you to use other tools (e.g. Keyword Planner) to plan your campaigns.

  1. To skip the guided setup, scroll down and click on the link titled “Switch to Expert Mode”

  2. Next, click on “Create an account without a campaign”

  1. Fill in your details and press “Save and continue”. Note: Be sure to select the currency you want to be billed in fort his Google Ads account since this can not be changed later.

  2. That’s it! You should now be in your account dashboard. Note: By skipping the guided setup you didn’t set up any payment method yet. You will need to do so before your campaigns start running.

 

Enabling Auto-tagging

Note: Auto-tagging is optional but recommended as a Google Ads feature that will automatically add a parameter to your URL and will tell Google Analytics which ad the user is coming from. This saves you the work of manually tagging each of your campaigns and saves you from potential human error while at the same time allowing for more detailed Google Analytics reports. Having said that the most updated version of Google ads has recently switched the name to “Campaign URL options” found within the campaign ad page.

  1. Go to https://ads.google.com/and log in to your account.

  2. Before you can enable auto-tagging, you will need to create a dummy campaign (this campaign won’t be live and won’t spend any budget). Click on “New campaign”.

  3. From the list of goals, select “Sales” and click “Continue”.

  4. From the list of campaign types, select “Search”.

  5. Next, select “Website visits” from the list and type your website URL.

  6. Then add your campaign name and click ‘Continue’.

  7. In the bid settings, click on the drop-down menu to set what type of bid you want to focus on. If you would like to set a maximum cost-per-click bid limit, tick the box below and enter an amount.

  8. Next, under “Customer acquisition”, it is recommended to tick the box below to bid for new customers for your new campaign. Alternatively, if you already have an existing customer list, you may leave the box empty and click “Next”. By default, your campaign bids equally for new and existing customers

  1. [Google Ads new update] If you are new to Google ads and do not have an existing customer list or would like to target more new customers than existing customers, click ‘define existing customer list’.

  2. Next, click ‘audience manager’ and update your customer segments. You may refer to the  type of audience segments here before following further instructions to edit your customer list.

  1. On the campaign settings page:

  1. Select locations to target.

  2. Select the language that your customer speaks.

  3. [Optional] Select audience segments.

  4. Click “Next”.

  1. In the ad group page, Google will help to add relevant keywords to your ads. Click “Get Started”:

  1. Copy and paste your company website link. Google will automatically suggest a few keywords by scanning your website.

  2. Enter a few words that are related to your products or services. Click “keyword suggestions” when you are done.

  3. Enter words or phrases that have been used to match your ads. You may refer to SOP 147: Perform Keyword Research for Google Ads for more information.

  1. 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.

  2. On the budget page, key in your average daily budget and click “Next”.

  3. Finally, Google will review your campaign settings. Click “Publish campaign” on the bottom right corner of the review page.

  4. Now that your dummy campaign has been published, you can enable auto-tagging. Click on the Google Ads logo in the top navigation bar.

  1. On the sidebar click “Settings” → “Campaign URL Options”.

  1. ‎‎‎

  1. Enter the landing page URL for your campaign.

  2. Enter the final URL suffix. This field allows you to enter parameters that will be attached to the end of your landing page URL in order to track information.

  3. Customize the parameters.

  4. Test it to check that your tracking is set up correctly.

  5. Click “Save”.

  6. Note: You may refer to this page here for more information. This is the new update from Google Ads and it no longer labels this feature as “auto-tagging”.

  1. Next, another recommendation would be to activate “Dynamic Search Ads”. This setting uses your URLs to automatically create ads to match people’s searches. Enter your website URL and preferred language and click “Save”.

  2. That’s all! You should start seeing your Google Ads traffic information inside Google Analytics in the first 24 h after your ads have started running.

  3. Once done, make sure to pause/remove the dummy campaign. You can pause the campaign from your ad campaigns page in the top left corner.