AdWords Account and Campaign Tips for the New Advertiser
Ok, I don’t write much about Pay Per Click or AdWords but seeing I have been doing some work in that segment, I figured I should jot down some ideas, and adwords tips. So let’s see how this goes shall we?
For those of you are really really new to the subject, Google AdWords is probably the world’s best known form of paid search advertising, better known as Pay Per Click or PPC.
The system is quite simple if you get down to the basics. You create an Ad that you want displayed in Google Search Results, you add some keywords to associate with that ad and finally you decide on how much a click is worth for that ad.
Ok, that is really just the basics, and there is a lot more to it and that, so I figured to share some thoughts.
1. Create Multiple Campaigns in the account
You can literally have dozens of campaigns in your Google AdWords Account, and each will be scored individually and you will be able to track everything on a campaign level (And deeper of course)
How do you decide on your campaigns? Well, the easiest way is to categorize your website into themes and further down into keywords. The same basic model we use for SEO can also be used to organize your AdWords account. For example, if you have five key pages on your website, then you should aim at five campaigns (one for each landing page). If one or more of those pages are similar themed – Plumbers Melbourne, Blocked Drain Melbourne, Gas Melbourne – you could create a single campaign (in this case Melbourne) and divide the campaign up into AdGroups (see below)
2. Create AdGroups based on keyword themes
Under each of your campaigns you can and should have one or more adgroup. Ad Groups are a way to group similar keywords together and the ads that go along with them. Continuing the example above, you could have a Melbourne Campaign, and then a Group for Plumbers (including plumbing, plumber related keywords), Blocked Drains and also Gas Installers.
3. Ads
Each AdGroup must have a few ads as well. I base it on gut feeling and also looking at competitor ads. Also create two or more ads for each ad group. Google is smart enough that it will soon only show the more popular ad (usually the one scoring more clicks)
Each ad should land on a landing page – in the above example, you would have your Blocked Drains ads going to the Blocked Drains page. Quite logical
4. Keywords
Well, Keywords are effectively the last step in completing an AdWords Campaign but should be the first step before you even get started.
If your business has been running for a while, stop and take a look through your Google Analytics Data. There is priceless information in there already.
Second, use your head. You know your business. You know what five, 10, or even twenty words come to mind when you think of it. Jot those down. Be realistic though – don’t even think of going after plumbers, even if you have a branch in every state.
5. Review
Review everything above and neaten it up. One additional adwords tip is to create a Branded Campaign – this covers all things like your brand name, slogan, and the like.
That’s pretty much it. 5 simple tips to get you going on AdWords…
