The first and foremost step is to select and understand the objective of running the ads. It can be brand awareness, website traffic, lead generation, higher conversion and many more. According to the objective the ad research is being processed.
Keyword research is a very crucial part of the ad running process. The search queries and keywords are identified by their length (short Tail Keywords. Long Tail Keywords. Mid-Tail Keywords), buyer intent (Informational, Navigational, Commercial, Transactional), for a specific industry (Market Segment, Customer-Defining, Product, Geo-Targeted)
Text ads, search ads, dynamic search ads, display ads, image ads, video ads (google ads on youtube), shopping ads, and call-only ads at different placements of google search network. Selection of this need to be decided according to the objective of ad. Number of keyword, target audience, location are some of the parameters on which the budgeting is depend upon.
The performance of and analysis of google ads are being measured. By the we can change or improve the ad copies and keywords which we are bidding on.
Search Engine Marketing