The initial construction and setup of your Google AdWords account goes a long way in helping you reach your paid search objectives new customer acquisition, lead generation, efficient e-commerce sales, or branding and awareness. Prior to actually creating your Google AdWords account conceptualize the way you prefer to format your account. Synch up your item categories and subcategories to paid search campaigns and ad groups.
Campaigns are generally best employed to house a merchandise category. The ad groups that show up beneath the campaigns give you the freedom to explain distinct features of the product the campaign represents. Ad groups also are where you are going to be assigning an applicable list of keywords and ad copy that will reflect the item and its characteristics. Breaking your campaigns and ad groups in a granular manner from the beginning helps to make your ad copy relevant to the customer’s search. The more focused the ad copy you write for every ad group is to the user’s query, the more efficient your program will likely be.
The Basic Setup
After you log in, you will be required to name your first campaign and set up where you would like your ads to appear. You will have the ability to go back and update this information if you ever need to at a later date.
Networks: Following this you will need to determine what networks you want your ads to show up on. You will come across options for both search and display.
Search: Inside of Search, you are able to elect to display your ads on Google only, or across Google and its Search partners. Search partners are additional search engines that can assist in driving incremental traffic.
Display: Google’s Display Network can also create volume by serving your ads (both picture and text) within subject matter on corresponding web pages like NYTimes.com and About.com.
Devices: You must also consider the equipment your ads may appear on. Desktops and laptop computers may be a no-brainer, but iPhones and other mobile gadgets must be awarded some attention. If your mobile shopping experience is awkward, consider opting out of mobile devices to start.
Bidding and budget: To keep things functioning adequately, especially in the early stages of your campaigns, you should choose Manual bidding for clicks. This will call for extra labor once you start running your campaigns – but the payoff is going to be worth it. Manual bidding helps keep your program in check and let you make bidding actions according to your objectives. Furthermore you will set your daily budget here. You can easily (and will) adjust this in the future as you learn through your campaign.
Position preference: Within the Bidding and budget section you are instructed to establish your Position preference. This designates which position your ad will display within the search results page.
We will commonly set this to the “off” position, managing the campaign to cost-per-click (CPC) levels that will ultimately gain at an efficient return on investment (ROI) — as opposed to defining a specific position range. Enable your bids to shape your position, not the other way around.
Delivery method: It is often better to start by selecting Standard, which will display your ads evenly over time. This will be helpful if you are working with a limited budget, as your budget will be paced over time during the day as opposed to being used up within a matter of hours.
Ad extensions: These features are specific to Google AdWords. Google Sitelinks for instance, allows an advertiser to add up to four additional links, with unique destination URLS, beneath the standard ad.
Ad schedule: Additional selections within the basic setup include scheduling a start and end date for your campaign, and setting the days and times you want your ads to appear.
Ad rotation: Select the preferred ad rotation for your campaign. It’s always best to run multiple ads in an ad group and determine top performers through testing. Google will serve ads one of two ways:
Rotate: Showing all ads evenly over time.
Optimize: Showing ads with higher click-through rates (CTRs) more frequently.
If you plan on being very hands-on with the management of your account then select Rotate to show your ads evenly. If you have three ads in an ad group Google should serve these ads evenly. This will allow you to quickly isolate under-performing ads as they will all receive similar exposure in Google. Underperformers should be paused, and new ads should be created that contain elements of your better performing ads. Running this process on an ongoing basis will keep your campaigns fresh and performing at a high level.
Creating Ad Groups, Ads, and Keywords
Now that you have the basics set for your campaign, create your first ad group, which will fall under the campaign that was created. Ad groups will house your ads and keywords, and will be related to attributes of the product you’re advertising. Name your ad group then create your first ad.
Five mandatory fields need to be filled out when creating your ad. There are limits of 25 characters for your Headline and 35 characters for your Description lines 1 and 2.
Adding keywords is the next step. With the help of a keyword tool, you can populate your keywords into the open field in the interface or upload a keyword spreadsheet.
Test out multiple keyword-match type combinations to figure out the type(s) that will help you achieve your goals.
Once you have your basic setting in place, your first ad group is created, your ads written, and your keywords loaded up, there is still an important step that needs to be completed before you launch: billing.You will be taken here after you create your ads and keywords.
This is Just The Beginning…
Setting up an account’s first campaign and ad group is the beginning to a much more comprehensive process of building multiple campaigns and ad groups, and most importantly optimizing the account based on your performance goals. The ongoing optimization and management process will ultimately determine how successful your account is.
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