Setting Up Your First AdWords Search Campaign
In the last lesson, we spoke about a number of different channels that offer PPC marketing for advertisers. Sadly, we can’t go into detail about setting up campaigns for each of them. AdWords is the most popular PPC search engine marketing channel, so it makes sense to focus on this one. There’s a number of different campaigns AdWords offers, and the ones you pick will depend on your business objectives. In this lesson, we’re focusing our attention on creating a Search campaign on AdWords.
First, let’s go into a bit of detail about the ad auction that we briefly talked about in the first lesson.
The ad auction simply refers to the process that decides which ads appear where on a search results page. Every time someone enters a search query into Google, Google will decide if any paid ads will feature on that search results page. If they will feature, Google will then determine which advertisers are eligible to appear in that auction. If a potential customer is searching for “running trainers,” the AdWords system will find all ads targeting keywords that match that search term. The ads that are eligible to show will then be ranked using AdWords’ AdRank, which looks at ad quality, landing page relevance, and the expected impact of ad extensions. These are all elements of Google’s Quality Score, a variable that makes sure users are receiving a relevant and useful experience when they click on paid ads. It also considers the maximum you’re willing to bid in that auction (your cost-per-click, or CPC). So to determine which position on the search results page ads appear on, the formula looks like this:
AdRank = maximum CPC x Quality Score
When setting your maximum CPC, consider the suggested bid in AdWords’ Keyword Planner, as well as your budget and the value of the product you’re advertising. Remember that not everyone who clicks on an ad will convert. If your budget is £20.00 per day, you will quickly spend your budget if your CPCs are £5.
Once you’ve set up your AdWords account, you’ll need to consider your account structure. Accounts are made up of campaigns (think of each campaign as a particular theme of product you sell), and within those, ad groups. Each ad group contains keywords relevant to your business that you want to target or bid on.
Let’s say you own an online shop selling running wear in the UK and your main product lines are running tops, running shorts, trainers, and accessories. These main product lines would work well as your four individual campaigns. Within your accessories campaign, you could have separate ad groups targeting keywords related to the specific accessories you sell: water bottles, headbands, socks, and so on.
To choose which keywords to target, consider what terms your customers would use to describe your service or product. Check out AdWords’ Keyword Planner for ideas too!
In each campaign, you also have a number of targeting options, with location and language as the main ones. Once you’ve picked what keywords you want to target and set up your first campaign, it’s time to get creative and write some compelling ads—my favorite part! That’s one for tomorrow’s lesson, so get ready!
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