New to Google Adwords? When it comes to marketing your brand through online advertising, getting through the technicalities can be tricky especially when you’re more of a creative. Problem solved – we’re here to walk you through the process and shed some light on how to set up Google Adwords and the best practices you can use to crush your KPI goals for 2018.
Create a campaign.
When you’re first getting started, you’ll want to select the type of campaign to run. If you’re focusing on customers who are going to find you through Google, we recommend choosing the ‘Search Network’ option. Give your campaign a name, such as ‘Branded Campaign 2018’.
Next, choose the geographic location that you’d like the campaign to target. This section completely depends on the needs of your business. If you’re a local company based out of Los Angeles, you may only be interested in targeting users living in that area. Conversely, if you’re an e-commerce store that ships worldwide, you may want to keep this section broad.
After this step, you’re going to select your bid strategy and set a daily budget. Again, the budget part is up to you. If you’re stuck on what daily budget to choose, try determining how much you’re willing to spend in a month and working backwards from there. If you’re a beginner, we suggest keeping the budget on the conservative side to begin with and scaling up from there. We also suggest setting the bidding strategy to ‘manual’ so that you have more control over what bids to set for clicks.
Now click ‘save’ – you’re ready to create your first ad group!
Creating an ad group and choosing the right keywords.
Ad groups are a great way to split up your ads by product category. For example, if you’re an online clothing retailer and you want to showcase the different products you have on sale, you could create one ad group for ‘Dresses’ and another one for ‘Tops’.
Each ad group has its own set of keywords that it bids on. You want to make sure to choose only the most relevant keywords for your ads. A good guideline to follow when choosing keywords is that it should be a Top Keyword, with a High Popularity Score, and a Low Competition Score. That is, it should be closely related to your product or business, relatively popular among your target audience with a healthy search volume, and have a lower competition rate.
When you set your overall campaign to ‘manual’ bid, you’re in charge of deciding how much money you want to bid for each keyword. Keyword bidding can be an art in itself, and can take a lot of trial and error to perfect. Ultimately, you want your final CPC (cost-per-click) to be as low as possible. This would mean that your ad is effective at driving people to your website and having them convert. We recommend bidding only what you’re comfortable with. For example, you could start with a maximum bid of $1 per keyword. As results start rolling in, the bid for each keyword can then be adjusted accordingly.
Writing effective text ads.
Having a strong ad group structure along with optimal keywords allows you to establish a strong foundation for your Google campaign. Now it’s time to flesh that out with some well-written text ads.
All Google text ads have the following components: A Headline, Description 1, Description 2, and Display URL. Text ads are then given a certain ‘Quality Score’ by Google, which plays a huge role in determining how well your ad places on search results. Here’s how we suggest filling out these sections in order to get the highest possible Quality Score:
Headline: The main goal here is to write a captivating headline that readers will be tempted to click on. Try including some type of call-to-action here to prompt them to take action.
Description 1: Use this to provide your readers with the Main Value Proposition of your business.
Description 2: You can incorporate another call-to-action here, or add in any other relevant information about your product/service that you see fit.
Display URL: This is where your ad will take people who click on it. It could be your website or a specific landing page.
Try coming up with a few different ad variations for each product category. That way, you can test them out and see which ad performs the best.
Track your goals, measure results, and review data.
Which brings us to the last section – tracking, measuring, and testing! It’s super important that you’re diligent about observing the results of your campaigns, and monitor them each week to make changes.
If you’re looking to track specific conversions on your website, such as a sale, we recommend setting up conversion tracking through Google Tag Manager. This involves placing a snippet of code on the backend of your website in order to track whenever someone makes a purchase on your site through your Google ad.
It’s a good idea to keep an eye on each keyword bid to determine where you’re spending too much or too little budget. You can go ahead and pause low-performing keywords, and put more budget behind high-performing ones.
Lastly, make sure to measure your results. Key metrics to look at here are the CPC, ad rank/position (a 1.0 means you’re at the top of the first page of search results), CTR (click-through-rate), and CR (conversion rate). Of course, your KPI’s may differ depending on the specific goals that you’re looking to accomplish.
With some keyword savvy and well-crafted text ads, you’ll be well on your way to meeting those advertising targets!
Jenny is a digital marketer based in Montreal, Canada. She’s the owner of Foster Digital, a marketing consulting agency dedicated to helping clients own their social media marketing, paid advertising, content marketing, and brand strategy across all platforms. Connect with Jenny at www.fosterdigital.com</a.