An article for beginners to adwords discussing about how to setup google adwords campaign. Value precautionary steps before running it live.
When
you gonna setup a campaign for advertising either your own business through Pay
per Click (PPC) or working for a client in order to earn maximum return
on investment (ROI) you have to consider a several things before you get
started. Definitely, advertising with Google Adwords is an effective way for
promoting a product, service or website but achieving the set goals through it
is not a simple deal. This article will help those who are novice to PPC
Advertising.
Consider the following points to learning about how to set up your google adwords campaign. It is worth studying if you are new to search engine marketing using google adwords.
Signing Up for Adwords
Before
you start with Adwords you must have to sign up for Google Adwords to move
further. If you already have a Google Account, you can sign it in and find
Adwords in Products section otherwise you have to go to http://adwords.google.com and sign up. You
don’t have to bother for using different email address for it if you already have
a Google Account.
Setting Objectives and Foresee Targets
Its
up to you that you focus on per click cost (CPC) or want to limit your campaign
for a daily or monthly budget while planning to invest but you must set what
your objective is. Mostly, it will be subject to the nature of your
business/website.
If you are setting up campaign for a business, your objective
will be to increase the sales from your targeted regions. If you have to make
campaign for promoting a website, your objective might be to increase sign ups
or any activities on your website. In case you have to increase the sale, you
could setup your objective like getting minimum 2 sales within a week with consuming
maximum $50 as your budget.
Whatever
it is, important thing is to set it and foresee what target you have to achieve.
Structuring Your Adwords Account
The next deal is how to structure your adwords account.
Campaign(s) >> Ad Groups >> Ad Copies + Keywords
Structuring
your Adwords account is very crucial and important to the effectiveness and achievement
of your Adwords Campaign objectives.
Therefore, first you need to create a new
campaign with the basic settings you have to go for. You have to put your daily
budget, target locations (countries, states, cities etc) and other basic
settings. You can create a new campaign in your account from 'Campaigns' tab clicking on 'New Campaign' button as shown in the visual (Click on image for enlarged view).
 |
| Create New Campaign |
As you have created your campaign, you would have to make your account structured by creating Ad Groups and
identifying keywords for each Ad Group.
You can make ad groups by gathering
related keywords in the ad group; it depends upon your product or service that
how many ad groups you need to create.
Let’s assume you have a line
of bags which you have to promote for sale through Google Adwords. You have following
types of bags which you have to sell:
- Tote Bags
- Shopping Bags
- Gift Bags
- Grocery Bags
So you would create four ad
groups namely Tote Bags, Shopping Bags, Gift Bags and Grocery Bags. For each Ad
Group you will select the keywords and insert into the relevant Ad Group. Let’s
take an example as for Tote Bags you would select ‘tote bags’, ‘quality tote
bags’, ‘promotional tote bags’ and so on.
You will repeat the
insertion of related keywords for each Ad Group. Not necessarily select the
same keywords for each Ad Group but select keywords by Keyword Tool of Adwords
which will show you Max CPC, number of searches monthly/globally and other useful
details for your keywords.
Creating Ads in Your Ad Groups
After
picking up the final keywords you have to create ads that will show on Google
when searched in the regions you targeted in your campaign.
Consider
grouping the keywords that are closely related so you can make separate ads for
those related keywords and to avoid messing up within the list of keywords and
ads. This will also help you organize your campaigns and to gauge performance
of keywords, ads and Ad Groups as well. It is a useful practice to create
Multiple Ad Copies to test which ad copy performs better so you can continue
with the better performing ad copy and drop the one with lower performance.
It
must be at least 3 or more ad copies can be perfect to control the situation. This
helps out Google in finding out which type of ads have been the best CTR and it
begins showing the ad more. Soon after a complete week is over, you can delete
the less effective ad and use some other ad having different text. You must
keep trying to beat the existing winning ads.
Keep Monitoring the Campaign Performance
Optimizing
campaigns by the time is the key to success towards your objectives of ppc
advertisement. Do not underestimate its importance and keep check on your
campaign and upcoming statistics of clicks, CTR, impressions and other segments.
Keep making changes in your keywords,
finding out search terms to check if there is need to put any words into your
negative keywords list. Keep optimizing your ad copies and moving ahead to an
ad copy which maximum CTR. Keep eye on your daily budget and bids of the
keywords, altering them smartly for efficiency and effectiveness of your
campaign.
Also, never forget the landing pages of your
websites and make sure your landing pages are perfectly relevant to each of
your keywords. Checking Bounce Rate of your Campaigns is also a good option to
analyze the time, visitors stay on your landing pages. You can check by
associating your campaign with Google Analytics.
Seems you can set up your Adwords Campaign
to achieve your business objectives.
P.S. Please share your thoughts and leave
comments for this write up. You can discuss any other question or topic on adwords forum.
