What is Google AdWords?

Chapter 2

How Do You Set Up an AdWords Campaign?

Now that you know how things work in the Google AdWords Search and Display Ad Network it is time to go through the exact steps you need to take to start promoting your offers on the search engine with your first AdWords campaign.

An AdWords campaign is a set of ad groups (ads, keywords and bids) that have a common budget, location targeting, and other settings. You can set up and run multiple AdWords campaigns at one time.

To create your campaign go to Google AdWords and click Start Now to set up your account. Enter your email and website address and begin.

Select the desired campaign type:

Give your campaign a name and select the following campaign settings:

1. Location and Language: You can select the locations you want your ads to be promoted in and also pick the language. Google recommends you choose the language that you serve your customers in.

2. Bidding and Budget: You have the option to manually set your bids every time your ad gets clicked, you can also have AdWords automatically do this for you. The bidding strategy controls how you pay for users to interact with your ads. The bid limit you set is the maximum amount of money you’ll pay every time a user clicks your ad in a specific ad group. The campaign budget is the average amount you want to spend each day. You can choose the budget you feel comfortable with, plus you have the option to adjust at any time.

3. Devices: AdWords campaigns target all types of devices including desktops, tablets, and mobile devices. You can also customize different ads for different device types.

4. Ad extensions: Extensions help you include additional information with your ads to make them more comprehensive. Extensions include your phone number, location information etc.

5. Additional Settings: In the additional settings you can schedule your campaign i.e. select a start and end date. You can also do ad scheduling and only choose certain days or times when your ad would be visible. By choosing a specific ad delivery option you can choose to show your ads more evenly through the day.

You’re now ready to select your keywords and create your ad groups.

Keyword Optimization

Keyword selection is one of the most important components of an AdWords campaign. When you create your ads with keywords that your target audience is likely to search for, you’ve essentially optimized your keyword strategy.

Here are some keyword optimization tips:

1. Think like your customer: When selecting keywords for your campaign it’s important you think like a customer, get in your customers’ shoes and select keywords that your customers are likely to search for when seeking for a solution to their problem. For example, if you’re running a campaign for a free demo of your agency’s social media marketing tool, you should select keywords such as ‘free demo social media marketing tool’, ‘best social media marketing tool’ and ‘easiest to use social media marketing tool’.

2. Go for specific keywords: Choose specific keywords that revolve around your services, Google recommends choosing around 5-20 keywords per ad group if you have a lot of similar keywords.

3. Choose relevant keywords: Only bid on highly relevant keywords, because relevant keywords are cost effective for your online campaign. Long-tail keywords prove valuable for your campaign as they are longer and more specific keyword phrases that your audience is likely to use when they’re searching for a solution to their problem.

4. Use negative keywords: You should also add negative keywords i.e. keywords that your ads shouldn’t appear for in your campaign. Adding negative keywords ascertains that your ad isn’t clicked by someone who’s not your target audience. Imagine you’re selling a paid weather app, it makes sense then to remove the keyword ‘free weather app’ from your AdWords campaign, because visitors looking for a free option will not go for a paid one even if they click your ad, but you would’ve already paid for their click.

Negative keywords help streamline your campaign and only appeal to the target audience that is more likely to click through and convert.

You can use Google’s Keyword Planner to create keywords for your ad campaigns, the keyword planner helps estimate how many clicks a keyword is likely to get in a day. This helps you increase bids on the keywords that the keyword planner shows will get more clicks, improving your ad’s position and subsequently getting more clicks on it.

Creating Ad Groups

An ad group contains one or more ads that target a shared set of keywords. You set a bid to be used when a user enters a search term that triggers the ad to appear, this is known as the cost-per-click (CPC) bid.

You can also select prices for individual keywords within the ad group. You can use ad groups to organize common theme ads, for example, an ad group that’s promoting your online document tool to visitors can have the following keywords ‘organize your documents easily’, ‘how to create easy online documents’, ‘the simplest way to create online documents’ etc.

After you’ve selected your keywords, created ad groups, set up a budget, it’s time to create the ad and then connect it to a relevant post-click landing page – this is what we’ll be discussing in the next two chapters.

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