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How To Work With Google Adwords
Creating Your First Campaign
Once you are ready to create your first campaign, proceed by clicking on — you guessed it — Create your first campaign . Campaign
Ad campaign settings step.
Campaign Settings
Before you go on to the next step you’ll need to take care of a few
things.
1. Be as descriptive as possible for your campaign name. You could, for example, use your main keyword topic as the name of your campaign. If you advertise in multiple countries, you could also include the country code in the campaign name, such as AU, SG, US or UK.
Under Location, Languages and Demographics:
2. Select the targeted country or countries by clicking Select one or more other locations. Next, select your chosen languages for the campaign.
3. Networks, devices, and extensions. It’s important to choose the Network carefully because you don’t want to mix Content Network and Search Network. As described earlier, the Content Network displays ads on Google’s partner websites. The Search Network displays them in the Google search results pages. Uncheck the Content Network option .
Specifying your network.
If you choose Devices, make sure to test out your actual website on an iPhone or another smartphone before opting to display ads in mobile browsers.
4. Bidding and budget. Even if this is the first time you’ve used AdWords, choose manual bidding for clicks to give yourself a greater level of control over the campaign. Knowing your cost per click ahead of time will
allow you to determine whether or not your campaign is
Setting your budget.
potentially profitably, given the price point of your product or service. Allowing AdWords to automatically bid to maximize your clicks can lower your return on investment. To work out your daily budget, take the amount you are willing to spend per month and divide it by 30.
If you are not sure how much your daily budget should be, put in a low figure. Be safe in the knowledge that you can revise it upwards later.
Under Position preference, delivery method (advanced), don’t change anything for now. It’s not recommended to alter these settings until you are extremely familiar with how Google AdWords works.
Under Advanced Settings:
5. Start date/End date: It’s very important to set an end date because if you don’t your ads will run indefinitely — or until you max out your credit card!
6. Ad scheduling: leave it set to Show ads all days and hours.
7. Ad delivery: Ad rotation, frequency capping. Leave these settings at default.
Click Save and continue, then click Create ad and keywords.
Setting your ad scheduling options.
Ad Copy
Though we have the ability to create image ads, let’s stick to text for now. Each text ad has four available lines:
1. Headline: maximum of 25 characters including spaces.
2. Description line 1: maximum of 35 characters including spaces.
3. Description line 2: maximum of 35 characters including spaces.
4. Display URL: maximum of 35 characters. Destination URL specifies the page you want people to be taken to when they click on your ad.
Though there are plenty of different ways to create a good text ad, common sense suggests that the ad should:
1. Be specific and relevant to search queries and the content of your landing page. For example, if someone searches for “free flash templates” they are unlikely to click an ad for “$49 Flash Components”.
2. Clearly and concisely explain unique selling points. What makes your product, service or website different from all its competitors? Maybe it’s your super-fast delivery, high quality, rock-bottom prices, or your 100% money-back guarantee?
3. Be led by your current promotions (if you have any). For example, if you’re running a sale, you should mention you’re giving a 10% discount.
4. Be time sensitive, meaning the searcher will miss an opportunity if they don’t click.
5. Represent your brand accurately. The style and tone of your copy should reflect how the customer should experience your product or service. If your brand is serious and authoritative,don’t load your ad copy with smiley faces and exclamation points.
6. Comply with Google’s guidelines. In most cases you’ll satisfy this requirement without even trying, but if you’re unsure, make sure to read the guidelines for what is acceptable to advertise.
In addition, your ad copy should serve as a filter for traffic. You pay for every click, so you need to get a return on your investment for as many clicks as possible. Don’t use cheap tricks to attract people to click, only for them to find your site, service or product isn’t relevant to them, or not what you advertised. You’ll only end up paying for clicks that don’t lead to purchases.
Next, let’s look at some real-life ad copy. Go to the Google home page and type in “local florist”. You can imagine that someone would use that search phrase when looking for a service to help them find florists in their area. At the time of writing this, the following ads appear on search results page for http://google.com.au .
Sample search results for “local florist”.
You can see that results are displayed more prominently at the top of the search results, and less prominently to their right. The ads at the top have parts of their title in bold, which is very good
for catching your eye. They display their unique selling points clearly in each ad’s descriptive text: huge range, same day delivery, etc. On the right, we see another ad for the same keyword .Unfortunately, this ad isn’t relevant to someone in Australia searching for “local florist”. The lower relevance of the ad copy would result in a lower Quality Score (see the “Understanding Quality Score” section later in this chapter), which might explain why the ad is stuck in the right-hand sidebar, rather than being displayed with the most relevant advertisers at the top of search results.
Making Your Ad Bold
Words in your ad will appear in bold when they match or closely resemble the user’s search query. We searched for “local florist” and the headline for one of the ads was “Find Local Florist”. It displayed it as “Find Local Florist” because the words in bold were also in our search query.
For the same search query, one of the ad headlines was “UK Florists”. Though we searched for florists singular, the plural version of most words will also appear in bold.
If we accidentally searched for “shangrri la” and the display URL for one of the ads was “www.shangri-la.com”, this would partially display in bold. Common abbreviations and misspellings of search
terms will also often appear in bold.
A few things to note:
1. Taking advantage of the ad bolding feature is the only way for your ad text to appear in bold. You can’t manually create bold, italicized, underlined, or any other kind of formatted
ad text.
2. Any part of your ad has the potential to appear in bold, including the title, body, and display URL.
Your ad copy can strongly affect how likely people are to clickthrough to your landing page. Google has provided this helpful table of suggestions for ad copy testing, and comparisons you can make to review your ad.
Setting Up an Account with Google
The site is located at http://adwords.google.com/. Follow the signup process by clicking Start Now.
1. Create a new Google Account or use an existing account.
1. Create a new Google Account or use an existing account.
Where to start.
2. Select your time zone and country. Please choose carefully because you can’t change the time zone or the currency of your account later. The selected time zone will be used for your account reporting and billing. You will be making payments in your selected currency.
Once you are done, you’ll see something like this:
Dialog after creating an AdWords account.
Signing in to Your AdWords Account
Take a few minutes to watch the tutorial video, Getting Started with Google AdWords. It’s a useful introduction to the interface.
The AdWords video tutorial.
Keyword Research
The keywords you choose to target will determine who sees your ad. You need to pick keywords that are already being used by your target audience to look for websites, products or services like yours. This may sound a little like mind reading, but it’s not as hard as you think.
First, let’s quickly go through the five key steps to picking the best keywords for your campaign:
1. If someone was using Google to look for your kind of website, product or service, what would they type into the search box?
2. What other searches could someone plausibly use? Each search, such as “low fares”, “cheap tickets” or “discount travel” is a keyword. List potential keywords to describe your product.
3. Use the Google AdWords Keyword Tool to generate additional related keywords from your initial keyword list. We’ll walk through the Keyword Tool in-depth very soon.
4. Add and download the list of keywords that you want to use.
5. Scout your competition. In order to better understand the steps involved in creating a campaign, let’s go through a couple of examples.
Example One: ThemeForest
Our first example is ThemeForest, an online marketplace for website themes. The themes are much cheaper than a unique web design and are ideal for website owners who don’t have the time to create a design for their site, or the money to hire someone to do it for them. Aside from theme buyers, the site also tries to attract theme creators to sell their theme files in the ThemeForest marketplace. In this example we’ll set up a campaign to attract buyers of themes.
ThemeForest.net
Step 1: What is Your Audience Searching For?
We’re hoping to attract people who want to buy website themes — in particular, “WordPress themes”, “Joomla themes” and “Drupal themes”. These are only the most basic keywords that a searcher might type into Google, but they’re a good starting point for further brainstorming.
Step 2: List Potential Keywords
Next, begin listing keywords that describe your product and are likely to appeal to your target audience. Think of as many as you can, but if you’re having trouble, three or four different keywords or phrases should be enough to get started with.Our target market is most likely to be searching for the specific type of theme they want to find. Our example list of search phrases looks like this:
• html template
• wordpress theme
• joomla theme
• drupal theme
Note that plural versions of the above search phrases are keywords in their own right. There are many keywords whose plural version has a much higher or lower monthly search volume than the singular version. At the time of this writing, the Google AdWords Keyword Tool reports that “html template” receives 14,800 exact match searches per month (“exact match” means that only the keyword was typed into Google, with no additional words or characters), while “html templates” receives 27,100 searches per month. Never take small differences between keywords for granted. Consider the context: since searchers are looking for a selection of themes and templates, it would make sense for the plural versions to get more searches.
Now, define the objective of your Google AdWords campaign. In this case, it is to attract potential buyers who are looking for cheap, high-quality website themes and templates. If your main goal was to sell WordPress themes you’d need to tweak your keywords accordingly. Your keyword choices should always be guided by your campaign goals. Let’s make our list more specific:
• cheap html templates
• premium wordpress themes
• premium joomla templates
• best drupal themes
We’re trying to make educated guesses about how searchers would most likely express their intent. One hypothesis is that people are more likely to enter “premium wordpress themes” into Google than “high-quality wordpress themes”.
Step 3: Build Up Your Keyword List
We’re not search engines, so it can be tough to guess at the many hundreds of different search terms a person could use when looking for something like your product. Fortunately, Google has created their excellent Keyword Tool to help us. You can access it at https://adwords.google.com/select/KeywordToolExternal.Note that the default language setting and location in the Keyword Tool is English and United States. You can change these default settings by expanding the advanced options directly above the Search button. Click the “+” sign to the left of Advanced options to reveal these options.
Change the language setting if your audience speaks more than one language. To select multiple languages or countries, hold down ‘Ctrl’ or ‘Cmd’ as you click.
One quick way to generate a list of relevant keywords is to enter the URL of your closest competitor’s site into the Website field. While this can provide you with some good keywords, they’re not
Your default language setting.
Changing the default language setting.
The more commonly used method for generating an extensivelist of keywords is to enter your initial keywords into the Word orphrase field, then click Search
Entering keywords to check their popularity.
This book will only use this more common method. Let’s say you want to see what the search volume is like for keywords related to “cheap html templates” and “premium wordpress themes”. The screenshot below is an example of the results you’ll get after clicking Search.
The search results provide us with a wealth of useful information:
• The first column lists suggested keywords. They are sorted by relevance to the keywords you type in.
• The next column indicates advertiser competition, i.e. the amount of bidding activity, in relative values for Australia (your target market).
• The third column shows an estimate of how many Australiabased searches have been carried out for each term.
Keyword popularity results table.
• The fourth column is an estimate of the global monthly search volume for all countries and languages.
You can sort the data based on a particular column by clicking on the column’s header — the first click will sort in descending order, the second click will switch it to ascending order. You can also sort by clicking the button to the right of the Sorted by caption, which is necessary to return to sorting by Relevance (for which there’s no column header). The question mark icon next to each column header contains an explanation from Google about what that particular column means. In our case, the result shows that there are a lot of people searching for website templates in Australia and the competition among advertisers is fierce.
One useful column to add that’s not visible by default is the “Estimated Avg. CPC”. Select this by clicking the Columns button, above and to the right of the headers, then selecting the Estimated Avg. CPC checkbox followed by the Save button. The Cost Per Click not only tells you what you can expect to pay to advertise on a particular keyword, but also signifies how valuable it is to other advertisers. In this niche of website themes and templates, you should pay closer attention to the keywords with a CPC higher than $0.05, since they’re more likely to have commercial intent. If you see any keywords you like, click Add. The keyword will appear on the far right column under Selected Keywords.
Google’s suggestions for alternate keywords appears to the right.
If you add any keywords by accident, click Remove next to the keyword and it will disappear from the selected list.
Step 4: Add and Download a List of Keywords
You Want to Use After adding in all the keywords you have for “html template” or “website template”, click Download ➤ All to save the results as text, CSV (for Excel) or plain CSV (comma separated values) format . Though the demand for “website templates” is huge in Australia, the competition for this phrase is fierce. Researching more specific
Download the list in one of several formats.
keywords can help you find choices which better target traffic and have less competition. In our case, we should do a keyword analysis for “premium wordpress themes”, “premium joomla themes” and “best drupal themes” to see how their traffic and competition compares. Let’s focus on Drupal themes and templates for the moment. The phrases “drupal theme” and “drupal template” yield the following results (Fig. 2-8): while the search volume is substantially reduced, so is the level of competition. Searching for more specific keywords is a great way to find new phrases for your campaign.
Keyword results.Keyword results.
After you have completed your analysis of local traffic (in this case, from Australia), you can move on to investigating your second or third regional market.
Step 5: Checking Out the Competition
The Advertiser Competition column doesn’t tell you much. It won’t help you to find out who is advertising and what ads they are running. For this reason, it’s important to run your own Google search for your keywords and inspect the results. The results that appear under the Ads heading are your competitors.What Can AdWords Do for Me?
Let’s talk about the main benefits of using Google AdWords.
• You reach the right audience. By selecting the right keywords, you can capture searchers who are already looking for a product or service like yours. For example, a searcher looking for a website template will probably search for “HTML template” or “CSS template”.• You promote the right message. By using a headline and two lines of descriptive text in your ad copy, you have the opportunity to communicate the main benefits of your website, service or product, to potential customers before they’ve even visited your site.
• You only pay for engagement. You only need to pay if someone clicks on your ad, but your ad will still be displayed on search results regardless. Google AdWords (or Search Engine Marketing in general) is effective because it helps advertisers reach interested audience at the precise moment that they indicate their need. We often refer to this as the “magic moment.”
• Campaigns are easy to start and manage. Anyone with a website and a credit card can have their ads live on Google in 15 minutes. You can stop campaigns whenever you like and make changes and tweaks easily.
