AdWords can be as complicated or as simple as you need them to be. The final goal will always be to generate the best amount of traffic – in terms of volume and targeting – for your budget. The below 10 steps to setup a Google AdWords campaign highlight some of the basics regarding setup.
1. Editing Campaign Settings
The most common mistake that Google AdWords advertisers make is to leave the default settings on their campaigns. Most of these settings are geared towards maximum exposure on a constant basis across many media. Narrowing down your campaign settings will help your budget go a long way. Ideally it would be best to start running your campaign during business hours for Google Searches (I.e.: opt out of the content network initially).
2. Create Keyword Themes
Putting all your keywords in one group means that you cannot theme your AdText or direct a potential client to a landing page that relates specifically to the keyword they typed in. It is best to start off by creating keyword themes and make each of these an AdGroup. Put only one keyword in each group to begin with. Use the Google AdWords Keyword Tool to help get the creativity flowing.
3. Write the Keyword into the ad text
Writing your keyword into the ad text automatically links your Ad Text to the users search and Google awards relevance by increasing your quality score (hence reducing your average bidding price.) Do this for all your groups and ideally include your keyword into the title of your ad.
4. Keyword Matching
Never leave the keyword matching option on ‘broad’ without assessing the variations on a phrase that might be unrelated to your message. A broad phrase means that a user just needs to include your word or phrase in a search with any other combination of phrases. For example bidding on the broad phrase ‘accountant’ could mean that you show up for searches such as ‘be your own accountant’ or ‘accountant exam ‘. Studying up on how to match your keywords could save you on a lot of expensive clicks.
5. Negative Keywords
The negative keyword is a simple and often overlooked way to control what keywords your Ads displays on. Try including negative keywords to ensure you don’t display for phrases containing words like ‘free’, ‘training’, ‘howto’ or any other phrases that might not be relevant to your target audience.
Quite often you will find that the obsession for position 1 can push up the costs of an AdWords campaign faster than irrelevant keywords. Ideally you want to bid to get to the first page but not necessarily position 1 or 2. In all cases a third position Ad click will cost less and your budget will be able to go further.
7. Ad Text Variations
Write a second ad text variation in every group. Remember to still include your keyword but change your Unique Selling Point (USP) or ‘call to action’. 8. Build a large list of keywords Go into each group and build on your keyword theme by writing variations and long form versions of the phrase. Don’t forget to include locations where you can.
Steps 9 and 10 focus on what to do after you have been running your Google AdWords campaign for a month and you have been able to assess the performance of AdWords and AdText
9. Fine tuning Keywords and AdText
Adjust bids on keywords that work and pause keywords that do not work. Also Pause Ad Text Variations that get less clicks and try to add a new Ad Text variation every month to continuously fine tune the message.
10. Themed landing Pages & continuity
Most AdWords campaigns target the homepage of a website. Ideally you want to target a landing page that relates to both the keyword theme in an Ad Group as well as the Ad Text. Set up themed target pages for better conversions by ensuring it expands on your ‘call to action’ in the Ad Text with relevant information and make it as easy as possible for users to contact you by including a submission form or contact details on each page. Good news for advertisers is that the Google awards a higher quality score (and lower bid prices) for landing pages that are relevant to the User’s search.