How to Use AdWords (Google Ads): From Account Creation to Campaign Delivery

"I want to start AdWords, but I don't know how to proceed from creating an account." For those of you in that situation, this article explains the flow from creating a Google Ads account to actually delivering a campaign, following the steps in order. First, as a premise: the service once called "Google AdWords" has now been renamed "Google Ads." The name has changed, but the basic mechanism centered on search-linked advertising is the same. This article proceeds along the screens of the current Google Ads.

What Is AdWords? Its Relationship to Google Ads

AdWords is the former name of the managed advertising service provided by Google. In 2018, the brand name was changed to "Google Ads." As a result, even if you search for information today using the word "AdWords," what you actually operate is the "Google Ads" management screen.

With Google Ads, in addition to the text ads displayed in search results (search ads), you can deliver display ads shown on websites and apps, video ads on YouTube, and multiple other ad formats. The basic model is that cost is incurred only when an ad is clicked (cost-per-click), and a characteristic is that you can start even with a small budget.

The Account Structure to Know Before Delivering

Before you start operating, understanding the account structure of Google Ads makes setup smoother. Google Ads is composed of the following three tiers.

• Account: the top-level unit that manages all advertising activity. It manages information such as payment details.
• Campaign: the unit where you set the budget, delivery region, ad goals, and so on. Create them separately by purpose.
• Ad group: a unit you create within a campaign, which manages keywords and the ad content (headlines and descriptions).

To deliver ads, you need at minimum one campaign, one or more ad groups within it, and the settings for the ad itself. Keeping this structure in mind also makes later operation and results verification easier.

What to Prepare Before Creating an Account

To make account setup go smoothly, prepare the following information in advance.

• A Google account (such as a Gmail address)
• The name of the business you want to advertise and the URL of your website's landing page (LP)
• Basic information such as the business's phone number and location
• Payment information such as a credit card for billing

Steps from Creating an Account to Delivering a Campaign

From here, we explain the actual operation in five steps. Access the official Google Ads site and proceed based on the information you prepared above.

Step 1: Create a Google Ads Account

Access the official Google Ads site and click the "Start now" button. When you log in with the Google account you'll use, the account creation process begins. Following the guidance, enter basic information such as your business name and website URL.

Step 2: Choose the Campaign Goal and Type

Next, select the goal you want to achieve with the campaign (sales, acquiring leads, website traffic, etc.). When you choose a goal, Google suggests a campaign type suited to it. If you want to show text ads in search results, choose a "Search" campaign. You can also create a campaign without setting a goal.

Step 3: Set Targeting and Budget

Set the delivery region and language, and the daily budget. The budget can be set even at a small amount and can be changed later. Along with that, choose a bidding strategy that automatically adjusts the bid amount according to ad performance. For beginners, starting with automated bidding is easier to handle.

Step 4: Create Keywords and Ads

Create an ad group and register within it the keywords that indicate "what search terms you want your ad to appear for." Next, enter the headline and description of the ad that will actually be shown. Aim for messaging that matches the user's search intent and makes them want to click. Set the URL of the destination LP here as well.

Step 5: Set Payment Information and Start Delivery

Finally, register your payment information (such as a credit card). When you submit all the settings, the ad you created enters Google's review. Once it passes review, delivery begins, and your ad will actually appear in search results and elsewhere. Review usually takes a few business days.

Once Delivery Starts, Measure Results and Improve

Ads don't end at delivery. In the management screen, check numbers such as clicks, impressions, cost, and conversions, and verify results. By reviewing low-performing keywords and ad copy and adjusting budget allocation, you raise cost-effectiveness. In particular, setting up conversion tracking lets you grasp which ads led to results, which raises the precision of your improvements.

Summary

"AdWords" is the former name of today's Google Ads, and the actual operation is done in the Google Ads management screen. The flow up to delivery follows five basic steps: create an account, choose the campaign goal and type, set targeting and budget, create keywords and ads, and set payment before starting delivery. Understanding the three-tier structure of account, campaign, and ad group, starting from a small budget, and repeatedly measuring results and improving are the points for making Google Ads a success.