Marketing and Sales with Google Ads in 15 Easy Steps – Part Two

Marketing and Sales with Google Ads in 15 Easy Steps – Part Two


In the dynamic business environment we live in today, platforms such as GoogleFacebookLinkedIn, and others give us the great opportunity to advertise our business in an easy and quick way in order to get the most out of people who are most likely to have interest in what we offer.

Today, we will focus on Google advertising, where there are many ways to specifically target ads, regardless of the type of business you have and manage.

Here are the other 8 Steps (if you missed the first 7 Steps, you can catch up very quickly here) to launch yourGoogle Ads campaign in order to generate more sales and business growth.





Ad extensions are very important, and I would say mandatory for the success of your campaign, that will increase the frequency of your ad clicks. Here, of course, add business-friendly extensions to your business. Among them are address, phone number, site links, service descriptions/products, prices, and more.


ExpandX- Google- Ads




When creating your campaign, you have the option to pre-select and create ad schedule with the days and hours in which you want your ads to be active and displayed or select the start and end date (period) for your campaign to be active. This will not only optimize the budget but also the overall performance of the ad campaign.

On the other hand, the advice here is that if you are just starting with a new product or service ad, and you are in a test period where you are still studying your audience, it is advisable not to limit the campaign to a certain schedule by days and hours. It is best to be active for a longer period of time and for a broader audience while keeping track and analyzing the results throughout the entire period. Once you have statistics for a specific marketing campaign, then you can set a specific schedule with certain hours and days in which your ads are active.



A marketing strategy or, in other words, this is the plan designed to achieve the core business and marketing goals and the tools for achieving them.

The main idea of ​​the marketing strategy is to put ourselves in the shoes of the people we want to reach. Moreover, to analyze each stage of the buyer’s journey, so that we will engage him the most, so that he asks for more information and eventually lead us, as a business, to the ultimate goal we have set – sales, traffic, lead generation or other.

For a marketing campaign (1 month) or a complete strategy (6-12 months) to be successful, the most important thing is to start with a solid, clear and concrete foundation.

Here, it is important to determine the overall marketing goal of your campaign(s), build your Buyer Personas accounts and overall marketing funnel management. If all these elements are built, applied, managed, analyzed and developed properly, they will bring the desired results. Setting a timeframe for realizing and measuring results is also very important.



Brand identity is absolutely critical to a business. It’s the overall impact it makes on it and its customers. Branding is all about awareness, recognition, trust and it can change how people perceive your brand.

So when you create ads, always adhere to your brand identity to corporate colors, logos, fonts, and emotions you create. This will surely stand out in the minds and thoughts of your customers when they hear about your business.

If you want to find out more about brand strategy in business, read our article on the topic.



Speaking from experience, the Ad copy and image are the first steps in succeeding when launching an online ad. These are the things that will set you aside from the millions of campaigns out there. So, the Ad copy is responsible for attracting just the right people for your business (as well as the right technical targeting). On the other hand, the Images you choose for your ads need to grab the attention of your potential customer and make them want to click on your ad.

Here, it is advisable to put a few different ad texts or images within one ad group and track and analyze which ones are the most engaging with the users and convert more successfully for your business goals.


ExpandX- Google- Ads



The landing page is the final destination to which you take the users from the ad, and on which the overall performance of your campaign depends on to a large extent.

This page may be on your website or it may be a separate landing page where the user can get more detailed information about a specific product or service. So when optimizing your landing pages, don’t forget to optimize your information, emotional images, user experience (UX) and user interface (UI), CTA (call-to-action) to help you get the most out of your reach.


ExpandX- Google- Ads




If you thought that setting up your campaign according to the steps described above is enough and that it would magically lead to the results you want, I have bad news – that’s not enough!

Once you create your Google Ads campaign, it is necessary to monitor it on a daily basis and analyze the results at least once a week. The elements to analyze, track and edit as needed are ad texts, images, ad extensions, campaign results statistics, Google Analytics results, and whether they are attractive enough to generate clicks on your ad. Last but not least, we put the optimization of the keywords according to which are the most relevant to your business and the products/services you offer.



Google Analytics is a very good tool that can easily analyze your users’ behavior. It will help you track how your website traffic is generated, what is the number of pages viewed, the devices that are used by users, location, and more. Therefore, it is important to link your accounts to Google Ads and Analytics to track and optimize the performance of the campaigns you create based on this valuable information and data.


In conclusion, I would say that it is important to know the technical part of how to create and advertise your business through Google and all other digital marketing platforms and channels, but that is not enough to make your business successful and profitable. In our agency, we always recommend to our clients, regardless of what channels and tools they use in their digital strategy, always to follow the fundamental rules, steps, and strategies that are part of the marketing mix and marketing as a whole.

And of course, above all, strive to create and deliver messages, emotions, and feelings that will not only create a strong brand, added value for the client, but will also make the magic called digital marketing successful and profitable for your business!

Do you use Google Ads to increase your sales?

Share your experience and ideas in the comments below!  🙂





Senior Digital Marketing Specialist
ExpandX Marketing & Web


By the way, did you DOWNLOAD our

FREE Marketing Strategies Booklet?

Download HERE

ExpandX | Marketing & Web



Do you have questions or you want to learn more about the topic ?

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Marketing and Sales with Google Ads in 15 Easy Steps – Part 1

Marketing and Sales with Google Ads in 15 Easy Steps – Part 1



In the dynamic business environment we live in today, platforms such as Google, Facebook, LinkedIn, and others give us the great opportunity to advertise our business in an easy and quick way in order to get the most out of people who are most likely to have interest in what we offer.

Today, we will focus on advertising on Google, where there are many ways to specifically target ads, regardless of the type of business you have and manage.

Do you wonder how this is possible?

If you often ask yourself how to start with Google Ads or:

  • What marketing goal and strategy do I apply?
  • What audience do I target?
  • What visions and creative strategies do I apply?
  • How do I communicate the value of my business more effectively to potential customers?
  • How do I optimize my landing pages and website?
  • How do I create a working sales funnel?
  • What keywords and phrases can I use?
  • What bidding strategy and budget will be best for my marketing goal?

Well, you are in the right place!

Find out the first 7 Steps needed to launch your Google Ads campaign in order to generate sales and business growth.





Defining the marketing goal of your Google Ads campaign is the first step to creating a successful campaign.

Depending on the type of business you have, you can define 6 Google Marketing Ads Overlay goals for your business needs:

  • Sales
  • Website traffic
  • Leads
  • Product consideration
  • Brand consideration
  • Brand awareness & reach


And if none of these goals meet the business needs you have, you can create a campaign without linking it to a specific goal.

What is important when setting goals and analyzing them later is to clearly define your KPIs (Key Performance Indicators), which can then measure and determine how successful your campaign has been?




A well-structured account will ensure that searches that trigger your ads are relevant to your target audience, resulting in better quality results and lower prices. Keep in mind that ads and ad groups in each campaign must be closely related to specific products/services and topics, so you can then create themed ads around them.

For example, if you have an online shop that offers different categories of products – clothes, shoes, handbags, you should know that if these categories are in separate ad groups but in a single campaign, they will share the same budget. In this way, the entire budget set for this campaign will be distributed across all ad groups based on user demand rather than evenly.

So, in order for your ad group results to be more accurate, the best approach is to create a separate campaign for each ad group (product category) and allocate your budget between them.

ExpandX- Google- Ads





The types of keywords match that trigger your ads can be in 3 major keyword types: Broad Match, Phrase Match и Exact Match.

  • Broad Match – This is a standard way to enter keywords or even be called: broad match, which means your ads can also show on searches that include incorrect spelling, synonyms, related searches, and more.


  • Phrase Match

Here, the keyword is entered with quotation marks and the ads can appear on searches that are a phrase and its close variants.

For example: In order to use the expression “Web site design”, you should enter the keyword as “web site design”. This way, the ad will appear similar to these options.

  • Exact Match – With this type of exact match search, your ad can show up for searches that are an exact phrase, sentence, or term.

For example: If you enter the word web site development, you have to put it like [web site development]. This will ensure that your ad will only appear to users looking for a website.

There is another type of keyword that you must use:

  • Negative Keyword that you should use to exclude inappropriate or irrelevant keywords for your business, thus focusing only on those keywords that are most important to your customers, and your business. The negative keyword can be of 3 types – with broad match, phrase match, or an exact match.

As negative keywords, it is advisable to use words generated by user queries based on how they search for information in the search engine and how relevant they are to your business. Of course, it’s always a good idea to use a Google Keyword Planner tool that will show you what to use for better results for your advertising campaigns.

The tip here is: If you start running ads on Google, it’s good to use broad match, in order not to miss the display of your ads. After some time and after analysis, you can change the keyword to phrase or an exact match.




Before you start advertising, it is very important to analyze the keywords you will use. To do this, you can use both the Google search engine and the Google Keyword Planner tool specifically created by Google.

You can easily find the approximate cost-per-click, as well as the monthly search for the keywords you are thinking of using, as well as other keyword suggestions related to your products /services.





Google Ads settings and choice of a target audience are made at the campaign level. The criteria and options on which you can fine-tune the Target Group for your marketing goal and campaign can be:

  • Gender
  • Age
  • Geographic location
  • Language
  • Parental status
  • Income level


The other criteria are the choice of budget and bidding strategy, which we will discuss later.




My advice here is when you start your Google Ads campaign, allocate your entire budget (i.e. monthly) to the daily sums you would like to spend on the basis of the research findings that have been made in relation to your market and target group.

Even if the campaign does not meet the expectations at the outset, it’s good to wait a week or two to collect enough data based on ad performance so far. This will allow you to make the campaign easier by observing and analyzing the traffic, thus not losing your entire budget in the first few days (in order to achieve an overnight success), which is not really possible without achieving the right ratio between CPC and geographical coverage.


ExpandX- Google-ads




 Google has two main types of bidding strategies from which you can choose:

  1. Manual bid strategy
  2. Automated bid strategies


Manual bid strategy

The option you have here is Manual CPC or Manual bidding. This is the easiest bidding strategy in Google Ads, with advertisers setting your bids manually at the keyword level. The downside here is that setting up this type of strategy takes more time and requires continuous tracking and changes to the keyword’s bid based on its performance.

The Google Ads Аutomated bidding options are numerous and vary according to the marketing goal you’ve set.

Let’s start with one of the most simple and easy-to-use strategies offered by the Google Ads Platform, namely Maximize Conversions. This is a fully automated bidding strategy, which means that there is no individual bidding for a keyword by advertisers.

Another suitable strategy, especially for generating traffic, is Maximize Clicks. With this strategy, Google will work to get as many clicks as possible while spending the daily budget.

Target CPA (Cost per Acquisition) or Target cost acquisition is a fully automated bidding strategy. Advertisers set a target CPA with Google, and Google sets the buckets in a way that generates as many conversions as possible for that CPA.

These are just some of the bidding strategies you should start with if you are new to advertising on Google Ads.

Among other strategies you can use are Target ROAS, Enhanced Cost per Click, and more.


Well, these were the first 7 tips on how to successfully advertise on Google.

Do not miss Part two of the article with the other 8 Steps for Successful Business Development in the Digital World…




Senior Digital Marketing Specialist
ExpandX Marketing & Web


By the way, did you DOWNLOAD our

FREE Marketing Strategies Booklet?

Download HERE

ExpandX | Marketing & Web



Do you have questions or you want to learn more about the topic ?

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MarkeThinX CONF | 31 May | Sofia | Digital Marketing Conference

MarkeThinX CONF | 31 May | Sofia | Digital Marketing Conference

Sofia will host the first of its kind Marketing Conference with Focus on Digital, Innovation and Entrepreneurship.


MarkeThinX CONF 2019 brings the industry together in one place in search of the “X” factor of the successful and sustainable development, marketing and commercialization of businesses.


Sofia will host the first of its kind Marketing Conference with a focus on Digital, Innovation and Entrepreneurship in Bulgaria. MarkeThinX CONF 2019 will take place on May 31, 2019, Friday from 09:00 to 17:00 in New York City Hall located in the iconic skyscraper, Capital Fort.

The innovative forum will bring together representatives of the marketing industry, online businesses, the tech and the digital sector. The conference consists of 5 theme panels and 20 trainings, workshops, interactive sessions and lectures, a Think X Challenge, a Discussion Panel and a Networking X in the gardens of Capital Fort.




The conference will be attended by business owners, company directors and experts in the field of digital economy, digital marketing, web, innovations, tech, online business, online marketing, entrepreneurship, e-commerce, trade and many others.

The MarkeThinX CONF 2019 Conference has over 50 key partnerships and is supported by leading industry organizations, key e-commerce, advertising, marketing, strategic business organizations and clubs at regional, national and intermediate level, leading media, companies, professionals and business hubs, and NGOs.

MarkeThinX CONF

The Speakers which are expected to exceed 30 will interact with the audience and will provide you with a practical and interactive content that you can immediately apply in your business. Some among them are: Matteo Forte, Partner and CEO of Be Loud who worked with the Vatican, leading fashion, production and design companies in Italy as well as in Europe); Hristo Nikolinski, Manager of Etarget and member of the Management Board of IAB Bulgaria; Toufic Hawley, Founder and CEO of Feronialab and Vp Sales; Att. Polina Terziyska, Managing Partner at Prosperamo Legal / Terziyska and Partners Law Firm /, who will also talk about the currently hot topics related to “digital law” and many others.




The MarkeThinX CONF 2019, created and developed by ExpandX Marketing & Web, aims to bring the industry together in search of the X factor of the successful development, marketing and commercialization of the businesses in a dynamic business environment. Within MarkeThinX CONF 2019, Bulgaria and in particular, Sofia will be represented as a strategic hub for business development, startup and international companies.

MarkeThinX CONF

Promotional Tickets are already on sale and the interest is very high. So far speakers at our previous conferences have been representatives from Google, Thomson Reuters, World Economic Forum, World Business Dialogue, Fortune 500 Companies, University of Oxford and many others.



MarkeThinX CONF 2019 will give you all the practical knowledge you need. Take advantage of the special PROMO PRICES until March 31!  -50% ⚠ Early Booking Discounts! Or take COMBO Ticket for Two 🍻 Why wait till the very last moment ?!

🔥 30+ Speakers
🔥 20+ Interactive Sessions / Workshops / KeyNotes
🔥 1 THINK X Challenge
🔥 5 Panels
🔥 30+ Countries
🔥 50+ Partners
🔥1 Networking X










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