Making a Google AdWords campaign can seem like a daunting task, especially if your industry offers many products or services. Below is a guide to help you make sense of it all when building your first AdWords campaign.
Know the structure-
Before reading any further, make sure you understand how AdWords is structured. Listed below is a picture detailing the process, but in a few words, an AdWords account has one or more campaigns. Within campaigns are ad groups which contain keywords and ads.
Work from the top down-
When building a new AdWords account, start working on campaigns first, and then work towards keywords and ads. The first decision you have to make is how will you structure your campaigns. Some accounts may have no need for multiple campaigns, which makes this step easy. Other accounts may need to have multiple campaigns for targeting different geographic regions, advertising different groups of products/services, or campaigns may be structured by budget. Decide how you are going to structure your campaigns, name them and then get ready to build ad groups.
Ad Groups-
Most of the time, it is best to divide ad groups into various products/services that your company offers. You will surprise yourself with how many ad groups can go in one campaign! Make sure that you cover all product/service offerings available in your industry that users may be searching for.
Keywords-
When building a keyword list, make sure to research your keywords in Google’s keyword planner, which is found within AdWords. The keyword planner will give you an idea of which keywords will work best for your strategy, and how much you should bid for them. Make sure you don’t glance over negative keywords- they can make (or break) your campaign.
Ads-
This is my personal favorite part of building an AdWords campaign. Before writing any ad copy, analyze your landing page(s). Are there any promotions, unique selling propositions, or anything else that makes you stand out from the competition? If so, make sure that they make it into your ad copy. In my experience, promos in the ad copy is a great way to get people to click your ad. When you write your ad copy, you need to ask yourself a few questions:
When you write your ad copy, you need to ask yourself a few questions:
1)Am I going to use branded keywords in the headline or description?
2)What is the user looking for? How can I engage with them?
3)Understand why your customers are searching. Are your customers shopping around on the web, looking for a local service, or are they ready to buy now?
4)What problem does our product/service solve? Sometimes it’s best to highlight the problem that users are looking to solve
After you have asked yourself these questions, it is time to start writing ad copy. Make sure that your ad’s message is relevant to the keywords found within the ad group. This ensures that your ad is relevant to search queries that show your ad. It is good to keep in mind that slight changes in an ad can result in drastically different performance in terms of click-through-rate- or even conversions. It is good to have a few different variations of an ad, so you can see how they both perform side-by-side. Ultimately, you will need to revisit your ads to tweak them to optimise the performance of your campaign.
And there you have it! follow these steps, and you are sure to be well on your way to making a successful ad campaign.