Google provides a very powerful tool – Google Adwords for attracting new visitors to your company website using paid search options, it can be very effective if used well. This type of service is also called PPC(Pay-Per-Click), and it is part of the internet marketing form called SEM (Search Engine Marketing), which involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
Since this article is for those of you who are new to Google AdWords, we need to start from the beginning; which is setting up your first campaign. Here are 9 easy steps to setup your first AdWords Campaign:
1. Setup Your New Google AdWords Account
Before you start planning on your first AdWords campaign, you have to open a Google AdWords account, so how do you do that? It is very simple; you just have to follow a couple of steps:
Create a Log in. To open an AdWords account, you need to provide a valid gmail address, so if you don’t have already one, you can get it here.
Billing Information. You have to provide your billing information in order to be able to start using your AdWords account; you can follow the instructions here.
2. Choose Your Campaign Type and Sub-type
Once you have your AdWords account, then you can select your campaign type and your campaign sub-type.
a) Campaign Type (you can pick either one or both of them)
Search Network. Your ads will be shown in Google Search, other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites (like AOL) that show AdWords ads matched to search results. With this type of campaign, you can reach customers actively searching for your specific product or service.
Display Network. Your ads will be shown in a collection of Google websites like Google Finance, Gmail, Blogger, and YouTube, partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page. With this type of campaign, you can reach a wide range of customers with broad interests and build brand awareness and customer loyalty.
b) Campaign Sub-type
Standard. This option is generally used by people who are new to AdWords. If you prefer a simpler overview of your campaign and you just want to setup your campaign quickly, then this is the best option for you.
All Features. If you are a daily AdWords user and if you want to use all available campaign and feature options, then this is the best option for you.
3. Select the Geographic Locations Where You Want Your Ads to Show
In the location settings, you have to select the geographic areas where your ads can appear. You can select entire countries, individual regions or cities within a country, or certain distances around your business location.
It is very important to select the right locations where you want your ad to be shown, otherwise, you will be targeting the wrong audience and your campaigns will not be effective.
4. Set Your Bid
Once you have selected the geographic location for your ads, you have to set your bid strategy. A bid is the amount of money that you are willing to spend every time that someone clicks on one of your ads.
AdWords offers several bid strategies that are tailored to different types of campaigns. However, the most popular for new advertisers is the following:
There are two options for you to set CPC bids for your ads. Cost Per Click (CPC) refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.
Manual bidding : Manually you set your own maximum cost-per-click (CPC) for your ads.
Automated bidding :Google will aomatically sets your first page bidding amount to help you in getting as many clicks as possible within your budget.
5. Set Your Budget
Your daily budget is the amount that you set for each campaign to indicate how much, on average, you are willing to spend per day. You should choose a daily budget for each campaign based on your advertising goals and the general amount you are comfortable with spending each day. Keep in mind that you will only be charged when someone clicks on any of your ads.
6. Organize Your Ad Groups
Before you can create an ad, first you need to create ad groups; every campaign needs at least one ad group and every ad group needs at least two ads. As a general best practice, you will want to create a separate ad group for each theme or product that you offer. Each ad group contains a set of keywords, ads, and bids that you manage.
7. Create Your Ads
Once you have created an ad group, then it is time to build your first ad. Depending on the type of campaign you create, different types of ads formats and ad extensions should be used to include relevant business information with your ads like location, sitelinks and contact informations. Keep in mind that all ads go through an approval process, Google reviews your active and paused ads, keywords, and website according to their advertising policies.
8. Choose the Right Keywords:
Keyword research is very crucial for any successful PPC campaign. Choosing the best keywords and the amount you bid on that along with the quality score are most likely the factors which decides clicks and conversions rate.
For your ads to show in people’s search for products and services like yours, you want to choose keywords similar to the words or phrases that people might use when conducting their search.
AdWords offers several tools to help you build your campaigns and achieve your advertising goals, including Keyword Planner and Display Planner.
You can use Keyword Planner to build your Search Network campaigns, getting keyword and ad groups ideas along with search traffic estimates. Or, you can use the Display Planner to plan your Display Network campaigns, getting targeting ideas along with impression estimates. Both tools allow you to add your plan to new campaigns or existing ones, or download your plan to share with clients and colleagues.
It is better to go for long-tail kewords ratherthan going for a broad keywords or short tail keywords with higher search volume, because long-tail keywords are very specific, less competitive and therefore the conversion rate will be high.
Once the keyword list is ready, we need to sort the list into small, targeted groups of keywords that are closely related to each other. Each goup will correspond to their ad group in a campaign.
Keyword match types :
Optimizing your use of keyword match types is crucial because it allows you to reach your target audience while avoiding unnecessary spend on irrelevant clicks. There are four keyword match types are there each with its own advantages and disadvantages.
Broad match type : Is the default match type with widest audience reachability. When you use broad match, your ad will be triggerd whenever a user’s search query includes any word of your keyword. With broad match we may reach widest possible audience, but we will be paying for irrelevant traffic that doesn’t convert.
Modified broad match : This is the more restrictive match type compared to broad match. Here we will be using plus sign “+” in front of the words of a keyword which we want to see in the user’s search query. So our ad will be shown only to the users’s query which includes + marked terms.
Phrase match type : Our ad will be triggered when a user’s query matches exactly to our keyword phrase, but query can contain text before or after our keywords.
Exact match type : Is the most specific and restrictive compared to other keyword match types. With this match type, our ad wil be triggered when the user’s query exactly matches with our keyword phrase. Exact match type will reduce irrelevant traffic clicking our ad, inturn reduce unwanted costs and keep conversion rates high. But the number of impressions will be less because more specific search queries have lower search volume.
So optimizing the use of keyword match types is very crucial in order to reach our target audience while avoiding unnecessary spend on irrelevant clicks.
9. Identify Search Terms that You Don’t Want to Trigger Your Ad
You can also add negative keywords for campaigns that show ads on the Search Network or keyword exclusions for campaigns that show ads on the Display Network. Negative keywords prevent your ads from showing to people searching for those terms or visiting sites that contain those terms. They are an important part of any campaign, because they help to control costs and keep your ad targeting as relevant as possible.
Follow these simple steps and you will be ready to start promoting your business in Google AdWords. However, as mentioned before, just keep in mind that in order for you to see positive results, you will need to invest time learning about how AdWords works and creating different campaigns until you identify the ones that are really effective for your business.