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The Michelin-Star Guide to Running Google Ads

Updated: Mar 6

Put on your chef's hat and get ready to sizzle up some steaming-hot Google Ads campaigns! 

Whether you're a seasoned PPC pro or a culinary novice in the digital kitchen, this guide will be your roadmap to Google Ads mastery. Ditch the Smart campaign defaults and grab the reins with expert mode. We'll walk you through each step, from picking your campaign type (think soufflé for brand awareness, steak for conversions) to crafting delicious ads and plating them with irresistible extensions.

Step 1: Choose Your Meal (Campaign Type)

Just like you wouldn't serve enchiladas for breakfast, there's a perfect campaign type for every objective. Want website traffic? Search ads are your simmering stew. Building brand awareness? Display ads are your oven-roasted delight. We'll guide you through the options and help you pick the perfect dish for your marketing goals.

Step 2: Prep the Kitchen (Campaign Settings)

Before you fire up the grill, you need to set the scene. Let's name your campaign (remember, "Michelin Mystery Meat" might not be the best choice) and adjust settings like network and schedule. Think of it as preheating the oven – getting everything ready for the main course.

Step 3: Set Your Dinner Date (Ad Schedule)

No one wants burned toast at midnight, so let's control when your ads appear. Pick your start and end dates and schedule your ad like a perfectly timed soufflé – rising during peak hours and resting when the restaurant's closed.

Step 4: Create Your Guest List (Location & Language)

You wouldn't invite everyone you know to your dinner party, so why show your ads to the whole world? Choose your target location and language, like inviting Parisian palates for your croissant campaign. Remember, precision is key to a successful PPC feast.

Step 5: Seasoning Just Right (Budget)

Budgeting for PPC is like seasoning your food – too little and it's bland, too much and it's overpowering. We'll help you calculate the perfect daily budget, like a sprinkle of paprika that elevates your campaign without breaking the bank.

Step 6: Choose Your Cooking Method (Bidding Strategy)

Do you want to manually control every ingredient (manual bidding) or trust the kitchen staff (automated bidding)? We'll explore both options and help you find the perfect recipe for success. Remember, flexibility is key, so don't be afraid to adjust your approach as you go.

Step 7: Gather Your Ingredients (Keywords)

Keywords are the lifeblood of your campaign – the fresh tomatoes and juicy steaks that make your dish sing. We'll show you how to research and choose the perfect keywords, from broad match (think inviting all the neighborhood foodies) to exact match (finding your most discerning diners).

Step 8: Plate Your Masterpiece (Ad Creation)

Time to unleash your inner Picasso! Craft attention-grabbing ad copy with clear CTAs and irresistible headlines. Remember, presentation is everything – make your ad the most tempting dish on the SERP menu.

Step 9: Sides and Sauces (Ad Extensions)

Elevate your ad experience with extensions like sitelinks and call extensions. Think of them as the roasted vegetables and creamy sauce that complement your main course. They add flavor, information, and can boost your click-through rate.

Step 10: Device Preferences (Device Targeting)

Not everyone enjoys their steak rare, so let's tailor your ad delivery to different devices. You can adjust bids or even exclude certain platforms to focus on the diners who appreciate your culinary creation the most.

Step 11: Don't Forget Dessert (Landing Page)

A delicious ad deserves a delightful landing page. Make sure your website is optimized for conversions, with a clear call to action and a user-friendly design. Remember, the journey doesn't end with the click – keep your guests satisfied until they leave full and happy.

Step 12: Serve It Up! (Launch Campaign)

With all your ducks in a row, it's time to set your campaign live! Bon appétit!

Step 13: Savor the Experience (Monitor & Optimize)

Running a successful PPC campaign is an ongoing process. Regularly monitor your performance, analyze data, and adjust your approach like a seasoned chef fine-tuning their recipe. With continued monitoring and optimization, your Google Ads campaign will be the talk of the town!

Bonus Tip: Download our free "PPC Spice Rack" guide for even more tips and tricks to turn your Google Ads kitchen into a Michelin-starred haven!

**So, there you have it! Your complete guide to running Google Ads like a culinary master. Remember, with the right ingredients


Salty Red Dog Marketing, LLC is a marketing agency in Red Bank, NJ, Westport, CT, and everywhere. We service businesses with marketing strategies, digital marketing, social media, and consultations.

Phone: NJ (732) 897-5769 // CT (203) 429-9664

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