Google Ads: Authorizing Your Assets

This article explains the essential step of authorizing your Google advertising assets before launching campaigns in Google Ads. Authorization ensures you have the necessary permissions to manage your advertising assets effectively.

Google Ads Asset Authorization Process

To authorize your Google advertising assets, follow these steps:

1. Set up conversion tracking in your Google Ads account. Refer to "Google Ads Conversion Tracking Settings" for guidance.
2. Ensure that your Google Account has admin access to the Google Ads account you intend to use: Log in to Google Ads, click the Admin icon, select Access and security, then add your Google Account with admin permissions.
3. If you haven't set up your Google Merchant Center (GMC), refer to "Google Merchant Center Setup" for instructions.
4. Link Google Ads and GMC: Log in to your GMC account, go to Settings, select Linked accounts, and click Link to Google Ads to add your Google Ads account to your GMC.

Self-Check: Ads Assets and Permissions

• Google Ads conversion tracking setup completed
• Admin access confirmed for your Google Account in Google Ads
• Google Merchant Center Account setup completed
• Google Ads Account linked with your GMC Account

Google Ads Best Practices

1. Familiarize yourself with Google Ads' advertising policies: 

• • Stay informed about the current policies: While most industries can advertise on Google, there may be restrictions based on current events. For example, during a pandemic or other sensitive international events, certain terms related to the situation may be restricted and the promotion of certain products or services may be prohibited.
  • Avoid prohibited content: This includes counterfeit products, deceptive practices, hazardous goods or services (such as chemicals and fireworks), and inappropriate content (e.g., bullying, racial discrimination).
  • Avoid restricted content: This includes adult content, alcohol, gambling, healthcare products, financial services, etc.

2. Promote Diversity and Avoid Gender Bias: Regulations in some regions prohibit advertising with gender stereotypes. Create inclusive and diverse ad creatives to reach a wider audience and avoid potential violations. Here are some tips:

• • Using a variety of creative materials to reach a wider audience.
  • Personalizing ad content to resonate with specific audience segments.
  • Maintain audience engagement with a diverse range of creatives.

3. Don't Search for Your Own Ads: Searching for your own ads on Google can negatively impact your campaign data. Here are two reasons:

• • Click-through rate (CTR) may be affected: CTR measures the percentage of users who see your ad and click on it. If you click your own ads while searching, it can impact the accuracy of your ad performance data.
  • Ad delivery may be impacted: If you repeatedly search for your own ads on Google without clicking on them, you might stop seeing them altogether because Google's system assumes you're not interested in those ads and will cease displaying them to you.

4. Respect Cultural Differences: When marketing internationally, research local culture, dietary habits, language expressions, and customs. Avoid content that could be offensive or disrespectful.
   
   
5. Utilize Different Keyword Match Types: Google Ads offers three main keyword match types: Broad match, Phrase match, and Exact match. 

Initially, many media buyers relied solely on broad match, which triggered ads for search queries containing similar words or any word between two specified terms. While broad match offers the advantage of generating higher traffic volumes, it also comes with clear drawbacks, such as potentially generating irrelevant inquiries. Therefore, when running ads, it's advisable to use a combination of keyword match types to attain more precise traffic.

6. Add Negative Keywords Regularly: 

Proactively block irrelevant traffic and improve targeting accuracy by adding negative keywords to your campaigns. Regularly review and update your negative keyword list. 

If your Google Ads campaign has been running for a while, but you only have a few negative keywords in your account, it's time to question the accuracy of your ad traffic.
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7. Write High-Quality Ad Text with Appropriate Language: When users search on Google, they see various Google ads, with some appearing on the first page and others at the bottom. So, what determines whether a user will click on your Google search ad?

The quality of your ad text is an important factor. We recommend that you:

• • Prioritize relevance: Create ad text that is relevant to the user's search query.
  • Avoid prohibited words: Ensure your ad text complies with Google Ads' advertising policies and avoid using prohibited words or phrases.‍

8. Optimize Your Landing Page for Conversions: 

The purpose of Google Ads is to drive relevant traffic to your landing page, where users can complete inquiries or purchases. These conversions are the desired outcomes for merchants.

If you notice a low overall conversion rate during your Google marketing campaign, it is important to:

• • Analyze your Ad settings: Ensure that your ad traffic and relevance are in order.
  • Enhance landing page content: Ensure product/service descriptions, market advantages, company qualifications, and customer testimonials are clear and persuasive.

9. Set Geographic and Language Targeting:

When setting up Google ad placements, remember to specify your target audience. By default, Google Ads target the entire globe. However, you can narrow down your target audience by specifying cities, provinces, countries, or even a specific radius. Language targeting is equally important, referring to the language of the user interface. If not defined, Google will default to targeting all languages.

Restricting geographic locations and languages for your Google Ads campaign is crucial to avoid wasting ad spend. For example, if you have a restaurant in New York City and want to target that specific area, ensure you choose the appropriate language(s) for your ads. Otherwise, leaving it to target all languages may result in search terms in other languages such as Spanish or French over time.