With over 8 years’ experience in setting up successful Google Adwords campaigns, I like to think I know what I’m doing, which is why I decided to write this article on the 7 basic steps to setting up a Google Adwords pay-per-click campaign.
1. STRUCTURE YOUR CAMPAIGNS
When you create a campaign within your Adwords account, you need to consider how you want to structure all of your campaigns. It is important as the more campaigns you create (you can have up to 1000 campaigns within one account) the more difficult it will become to organise the campaign structure, and the budgets are set per campaign so you need to work out how you plan to manage your pay-per-click budgets.
The structure will depend on your business but we’ve found that using Product/Service or Geographic Location are some of the ways that work for us and our Clients.
2. CREATE AD GROUPS
Following the setup of your campaign, you will need to create Ad Groups to organise your campaign at the next level down. In my experience, most Ad Groups are organised by Products/Service or variations of a Product/Service.
3. RESEARCH YOUR KEYWORDS
You can use Adwords Keyword Planner to research your keywords. When doing so, you need to consider the following:
- Search volume – how many searches are there on a monthly basis for ideal terms? You want the highest volume key terms.
- Keyword relevancy – how relevant are the keywords you are choosing to your business and the content on your website? The content on your website should relevant to the keywords you are choosing or your Keyword Quality Score will remain low (the higher you get this (from 1 – 10), the lower cost-per-click (CPC) you will pay).
- Keyword intent – what do you think the users’ intentions are? For example, if your keywords was “buy bathrooms”, you can assume the user has the intent on purchasing and if that is your main objective, that key term is a priority for you.
- Competition – how competitive are the keywords you are choosing? The more competitive, the higher the CPC.
4. SET AD TARGETING
For each campaign, you must choose your Ad Targeting, which is whether you want to target Google’s Search Network, its Display Network, a combination of both, or remarketing. For businesses with small budgets, I usually find the Search Network only as the best option as its targeting users who are actively searching for something, which shows they are interested in that moment and timing is key to generating leads/sales.
5. ADD NEGATIVE KEYWORDS
An essential to all Adwords campaigns is negative keywords. Be sure to add any keywords you wish to exclude when you initially create the campaign but then continue to add these based on the search queries that drive traffic to your site. Your list of negative keywords will get longer and longer over time, which will help optimise your campaign for your targeted key terms only.
6. WRITE YOUR AD COPY
When you write Ad copy for each Ad Group, I have always found that at least 4 variations of Ads should be within each group so you can learn which ones are performing better and further optimise your campaigns.
It is best practice to focus on your USPs in the first description line (i.e. fast, reliable, cheap) then use the second description line for your call-to-action (CTA) (i.e. Bathrooms Suites – buy now!).
7. INCLUDE ADD EXTENSIONS
Add Extensions are a great way to get more retail space in Google’s search results so ensure you enhance your listing but adding the relevant extensions. In my experience, the most popular and helpful (for driving click-throughs) extensions are:
- Call extensions – the most popular extension, it allows you to add a ‘click to call’ button to your mobile listing with your phone number added to your listing.
- Review extensions – give users confidence in your Products/Services by adding reviews to your listing.
- Sitelinks – links to specific areas of your site; promote your services with these and direct traffic to the relevant pages
So I’ve covered off the 7 Steps to Setting Up a Google Adwords Campaign. If you’re planning on setting up a Google Adwords campaign, I hope you’ve found the 7 steps useful. If you’re looking for more advance tips, I’m more than happy to share this with you, just let me know by commenting on our Facebook page.
Ross Crawford, Director at Totem Marketing