Your first step is to determine your goals. What are you trying your ads to do? You certainly don’t want to use homepage as your landing page to send visitors to. You either should have a specific webpage or create a unique landing page relevant to your ads.
Starting Your Google AdWords Account
In order to create a Google AdWords account, go to: https://adwords.google.com/home/ and create an account.
To create a campaign, you have to make decisions about the following settings:
Come up with a name that works for your company so you can easily scan and identify your campaign. You may have several campaigns in the future running at the same time.
Google allows their users to set their ad type based on goals such as Search and Display. Search will give you a better ROI than Display.
Location and Language
You can choose options for your ad to display only for people searching in certain areas. The language is related to the areas selected for your ads to be displayed. If you live in U.S. and this is your first time using AdWords, you can choose the entire country unless you want to sell locally. You can adjust this setting later as you see what areas are more profitable.
Network and Devices
You can target all or certain devices, such as desktop/laptop, tablets, or mobile. If you don’t want your ads to be displayed on mobile phones, use –100 for this device.
Bidding and Budget
You will need to set your bids and budgets. Your bid is the amount you’re willing to pay per click for ads in your Ad Group. Your budget is the amount you want to spend each day. You can start with a daily budget as low as $5.00.
You can include additional information on your ads such as phone number, sitelinks, etc.
This is just to give you overall ideas. However, it takes more than just ideas to start and run a successful campaign.
Define Your Audience
By defining your audience, you can focus more on keyword research specific to your target market.
Based on the goals of your campaign, ask yourself the following questions:
By answering the above questions, you can have a better understanding of your ad copy, landing page copy, and some of the search keywords for your target audience.
How to Choose Your Keywords
The best place to start is with brainstorming, looking at your company’s brochures, catalogs, and any marketing material you might have to come up with a preliminary list of keywords and phrases.
You need to put yourself in place of your customers and think as one of your potential customer in order to create a better list of keywords. If you’re a customer looking for that specific product or service, what term would you choose to enter into the search box?
Take your preliminary list out and start entering those keywords and key phrases into the Google’s search box to see what sites will shows up and what suggestions Google provides. This is the time to start adding additional keywords and key phrases to your preliminary list.
Google AdWords (https://adwords.google.com/home/) provide a Keyword Planner under ‘Tools and Analysis’. This is a free tool, but you have to create an account before you’re allowed to access and use it.
The tool shows you relevant keywords, average monthly searches, competition, and average cost-per-click (CPC). You can start entering keywords and key phrases from your preliminary list you have created into this tool to get the actual keywords people use relevant to your offer. The information you gather with Keyword Planner can help you determine which keywords are your best bet for your campaign.
When you’re ready to start your campaign, you need to combine closely related keywords together to form Ad Groups. The best practice is to have 10-15 keywords per Ad Group.
You also need to choose negative keywords. Meaning, you should choose keywords that will not trigger your ad. For example, if you are selling digital cameras, you don’t want keywords such as free, cheap, used, and so on to trigger your ads. Negative keywords help you with unwanted clicks and non-customer traffic. It helps you with your budget because you will pay each time someone clicks your ad to visit your landing page.
Once you have selected your keywords, ask yourself:
Creating Your Ad
You have limited space for your PPC ads to entice potential customers to click. Google allows 25 characters for headline and two 35-characters lines for description.
It is a good practice to write two ads to test your copy as you start your campaign. After getting adequate clicks, you can pause the underperforming ad at any time you decide.
Here are some rules to keep in mind whenever writing ads:
Always make sure to test your headlines because it is the most important element of your ad. Then test the description. Keep testing until you’re satisfied with your CTR and conversion.
Remember that a wining headline grabs the attention of your target audience. About 80 percent of people will only read the headline and only 20 percent read the whole ads. Try to use emotional language in your headline and speak directly and clearly to your target market. Let them know that you have the real solution to their problem.
Your ad copy is also critical in order to trigger clicks and conversions. It must show value, honesty, credibility, and must stand out. It must speak directly to your audience and include a compelling reason for them to act.
Creating a PPC ad
You should now be in a position to actually create your ad using Google AdWords.
1. Sign in to your Google AdWords account and click Create Your First Campaign.
2. Fill in the following information:
3. You next step is to select your keywords, ad groups, and create the ad. It is a good idea to start with two ads to perform A/B split tests to determine the better ad, and pause the underperforming one after you have adequate number of clicks.
4. Google AdWords has a preview screen on the right side so you can see what your ad looks like. If you’re happy with your ad, click Save and Continue, then enter your billing information.
You can easily adjust your ad, so it’s important to monitor the results in order to optimize your ads.
By Stanford – 2019
Copyright © 2019 Allied Publishing
For additional articles written by John Stanford, see
alliedpublishing.com/ppc. John Stanford is the author of Ultimate Guide to Profitable Pay-Per-Click Advertising.