Definite Guide for Creating google search campaigns – Best Practises

google best practices

Let’s put together a great search campaign which would deliver a above benchmark performance. Assuming,you’re familiar with of ad copy creation, ad extensions, bid strategy, keyword grouping, and negative keywords.Now lets see the best practices for search ads to setting up a campaign to improve the potential traffic & conversions.

Best Practices for search ads to create a campaign:

Campaign Settings :

Step : 1 Campaign name 

best practices for search ads:Campaign Name
Campaign Name

Name your campaign as you like. But in future if you have so many campaigns and you need to sort, filtering the name of the campaign should help. This is very subjective. Here’s how I name ,

Niche | Search   – Niche means the type of services, Search is search channel

Niche | display | India  – Niche means the type of services, Display means display channel, India is for the geography which is being targeted.

How to | Search | Top – The campaign contains how to queries, search is the channel, top is the top of the sales funnel.

Step 2  Type : Search network only

Choose : All features – All features and options available for search network

Google has predetermined options but it doesn’t hurt to setup a campaign with all features and options.

Step 3 Networks

It’s up to you. Can or can’t include google search partners. If i were creating a campaign , i would enable search partners and analyze the results and result quality in future.

Step 4 Locations

Best practices for search ads -Locations

 You should have good idea about which country /state /city to target. If you’re not sure, talk to senior management.

Language : Same as the location . Talk to sales too.

Step 5 Bid strategy

 Go for manual bidding. This will give you absolute control and you will be able to drive the campaign in the best way.

Step 6: Budget

There’s no limit for the maximum budget. But when considering minimum budget you should have a budget that will give you at least 100 clicks a day.

Minimum daily budget = Cpc * 100

Step 7: Extension

 Use as many as relevant ad extensions you could use. More the better.

Step 8 : Basic Stuffs

We just cover basic campaign creation stuffs.

Step 1

Ad group name : You can use relevant naming convention as of campaign level.

Step 2

Ad creation.

You should have at least 5 ad copies in the ad group. Because, having 5 copies will help google to determine which ad copies produces better results.  You have to choose optimize option in the ad rotation.

Step 3


In this step, you will be adding keywords which you want to target. If you have keywords that has high volume you can use exact match keywords.

Also, you need to have keyword grouping based on the guidelines followed here.

To know more, you can visit here.

Step 4

Maximum cost per click,

This is purely a arbitrary value when you starting a campaign. You can start with any cost and based on position your awarded in the auction you can increase or decrease the cost per click.

You can save the ad group.

Ad-on Setup

This contains setting up things like ad extensions, negative keywords.

Ad extensions

Google search - Ad extensions

Ad extensions helps you show more information along with the ad copies. You add as many relevant ad extensions for your campaign. You add extensions, by clicking on the ad extensions tab on the campaign view.

More information on the ad extensions are here.

Negative keywords

Google search ads - negative keywords

This could be my last step yet important step. You can add negative keywords in the ad group level, campaign & account levels. If you want to learn more on this negative keywords you can visit here 

By yathav

I'm very passionate about technology, marketing & analytics. Using WordPress and working on blogging & search engine optimization for almost 8+ years, I'd like to share my thoughts, hacks and best practices about what i do professionally & what I experience.

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