Google still leads the market as the top search engine, and there’s no better way to get your show in front of potential customers than through a Google Ads campaign. You can set up 1) a search campaign so your site shows up ahead of organic search results, 2) a YouTube campaign so your digital video spot runs in a pre, mid or post-roll ad (before, during or after the video), 3) a display campaign so your static or animated image is featured across websites as an embedded ad or 4) a Performance Max campaign to bundle all of these into one.
For now, we’ll look at setting up a search campaign for success.
1. Set a reasonable daily budget
Google may bid 10-20% higher than the average cost-per-click on keywords, so when calculating your daily spend and setting it in Google Ads, you can set a lower amount to have some wiggle room. If a keyword has an average cost-per-click of $1.00, Google may bid $1.10 to $1.20. But how much Google bids depends on the bid strategy, how much the ad aligns with the user’s search intent and how much the keyword aligns with the landing page content. So in that case, it’s best to underbudget.
