The document provides an overview of the basic structure and components of a Google Ads account for budgets under $500, including how to set up campaigns, ad groups, keywords, audiences, and landing pages. It also offers tips for managing bids and budgets as well as resources for additional support in using Google Ads and growing a small business advertising budget.

1. Google Ads Management
A 101 guide to managing your Google Ads account for budgets under $500

2. Account Structure Basics
Campaign
Ad Group
Ad Group
Ad Ad Ad Ad

3. Account Structure Basics (cont’d)
Yoga
Yoga Studio
Yoga Class
Ad Ad Ad Ad

4. Account Structure Basics
When getting into your Google Ads account, it’s important to know how it is structured so that you
can run your account properly. The way you setup your account is also important for budget
management and quality score.
● Budgets are set up at the campaign level
● Keywords are set up at the ad group level
Some things you can set up at both levels:
● Negative Keywords
● Ad Extensions

5. Ads & Extensions
There are several types of ad types that you’ll come across:
● Expanded text ads
● Responsive search ads
● Call ads
● Display ads
Each serve a unique purpose and you aren’t limited to using only one ad type.
You can and should test out several options based on your business goals.
ie; Display ads are generally a lower cost per click (CPC) and are great for brand
awareness

6. Ads & Extensions (cont’d)
Ad extensions are a great way to
enhance your ad and provide unique
callouts about your business
● Sitelinks
● Callouts
● Call Extension
● Location Extension
● Promotion Extension

7. Landing Page Basics
● Each ad has a landing page that you
choose to send an ad’s traffic to
● Your landing page should include
the keywords you’re targeting so
that your ad is relevant and gets a
high quality score (which can lower your
cost per click over time)
○ Include in your H1 or H2 tags
○ Include in body text
Landing page resource: Unbounce

8. Landing Page Basics (cont’d)
● Your landing page should provide the
searcher with a good experience and they
should expect to find what they saw in your
ad
● Your landing page should be simple and to
the point so that the searcher can find what
they’re looking for quickly and easily
● Your landing page should load fast,
especially on mobile

9. Keywords
Search Keywords
● Your search keywords are the words you are
actively bidding on
● There are several keyword “match types” to
be aware of. They affect if your ad shows up
or not
○ Broad match: yoga classes
○ Modified broad match: +yoga +classes
○ Phrase match: “yoga classes”
○ Exact match: [yoga classes]

10. Keywords (cont’d)
Google Ads Help keyword match types: https://support.google.com/google-ads/answer/7478529

11. Keywords (cont’d)
Search Terms
● The search term report shows you the
exact search term or keywords
someone used when finding your ad
and clicking on it
● This report can be useful to identify
negative keywords, as well as new
keyword targeting opportunities

12. Keywords (cont’d)
Negative Keywords
● Negative keywords are words you don’t want your ads to show up for. This is
important because you don’t want to be spending money on things you aren’t
relevant for.
● A good way to find negative keywords is to go through your search term
report every week or two and see if there are any ones you can add to your
list.
● There are also lists you can find online that are common ones most people
add to their accounts that you can use as a starting point.

13. Audiences
● You can show your ads to specific audiences
based on who they are, their interests and
habits, what they’re actively researching, or
how they’ve interacted with your business
● The ability to show your ads to people with
specific interests can help you reach the right
customers and you can do this by adding
audiences to your ad groups
Google Ads Help audience targeting: https://support.google.com/google-ads/answer/2497940?hl=en

14. Demographics
Adding demographic targeting to your ad
groups allows you to reach customers that
fall into certain demographics:
● Age
● Income
● Gender
● Parental Status
Using this targeting can really dial in your
account, especially when you’re working
with a smaller budget!
Google Ads Help Demographics Targeting: https://support.google.com/google-ads/answer/2580282

15. Budget & Bidding
● Budget is controlled at the campaign level
● Choosing manual bidding over automated
bidding can better when running a small
account (Google tends to not spend your money
as efficiently)
● Make sure to monitor your keywords and the
bids if you are doing manual bidding so you
know if you showing up on the first page,
updating your Max CPC, etc.
Google Ads Help - Budgets & Billing: https://support.google.com/google-ads/topic/3119127?hl=en&ref_topic=3119122

16. PPC Pro Tips & Caveats
● You can outperform advertisers with larger budgets by getting creative with
your ads by writing top-notch ad copy, fine tuning your targeting, targeting
searchers that are visiting your competitors, etc.
● Google reps may reach out to you to help you with your account in the
beginning, but they really only help advertisers with much larger budgets, so
don’t rely on them being there long term to help you.

17. Google Ads & PPC Resources
Google Ads Training Videos
Google Ads Help
Unbounce (Landing pages)
Wordstream (tutorials)

18. Want help managing your Google Ads account?
If the thought of managing the account on your own is overwhelming, or you just
don’t have time for it, we are here for you!
Send an email to rachel@bite-sizedmedia.com
Or book an appointment to chat: https://calendly.com/bitesizedmedia