set up your google adwords campaign

Set Up Your Google AdWords Campaign

August 12, 2010

Let’s Get Acquainted

• Ed Tankersley• Principal of Eight

Trails• Smarter websites and

online marketing• 20+ years advertising and marketing• Interactive director• Creative director• Writer

• Led the design and development of more than 50 websites

What is AdWords?

• AdWords is Google’s PPC advertising program

What is PPC?

• PPC is pay-per-click, also known as paid search

• PPC is one component of SEM

What is SEM?

Find those potentialcustomers while they’re

actively searching foryour product or service!

Natural search vs paid search

(SEO vs PPC)

SEO vs PPC

• SEO helps you with your organic search rankings

• PPC is a way to pay for position on the search results pages (and other websites, too)

• PPC is not affected by what you do with SEO

• SEO is not affected by what you do with PPC

AdWords Nitty Gritty

• Benefits of AdWords• Reach• Targeting• Flexibility• Measurability

AdWords Nitty Gritty

• AdWords is an auction• The higher you bid, the higher

your ads appear (generally)

AdWords Nitty Gritty

• You pay only when someone clicks on your ad

• Hence, pay-per-click• There is no minimum budget

requirement• Spend as much or as little as

works for you

AdWords Nitty Gritty

• Your bid price for a given position is determined by competition AND your Quality Score

• With a good Quality Score, you could rank higher than a competitor for a lower bid price

AdWords Nitty Gritty

• Your Quality Score is determined by• The relevance of your ad• The relevance of your landing

page• Your clickthrough rate• Other mysterious factors

AdWords Nitty Gritty

• AdWords comprises:• Search Network• Google search• Search partners (AOL, Earthlink)

• Display Network (formerly Content Network)• Hundreds of thousands of websites

Set Up Your First AdWords Campaign, Step by Step

• Create an Account the Right Way the First Time

• Your Secret Advantage – Irresistible Ads• The Lowdown on Keywords• Organize Your Ad Groups for Success• 4 Defaults That Can Bite You• Bonus Tips for Insiders Only

Create an Account the Right Way the First Time

Start at adwords.google.com

Create an Account the Right Way the First Time

• Use an existing email tied to your Google accounts or create a new one

• Set your time zone – can’t be changed

• Set your currency – can’t be changed

• Confirm your email

Create an Account the Right Way the First Time

• Use an existing email tied to your Google accounts or create a new one

• Set your time zone – can’t be changed

• Set your currency – can’t be changed

• Confirm your email

Create an Account the Right Way the First Time

• Use an existing email tied to your Google accounts or create a new one

• Set your time zone – can’t be changed

• Set your currency – can’t be changed

• Confirm your email

Create an Account the Right Way the First Time

That’s it! You have an AdWords account

(sort of…)

Create an Account the Right Way the First Time

• Use the Load Settings option to choose Search Network Only

• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Set Position Preference to On• Leave Delivery Method set to Standard• Ad Extensions for storefront businesses

Create an Account the Right Way the First Time

• Use the Load Settings option to choose Search Network Only

• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Set Position Preference to On• Leave Delivery Method set to Standard• Ad Extensions for storefront businesses

Create an Account the Right Way the First Time

• Use the Load Settings option to choose Search Network Only

• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Set Position Preference to On• Leave Delivery Method set to Standard• Ad Extensions for storefront businesses

Create an Account the Right Way the First Time

• Use the Load Settings option to choose Search Network Only

• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Set Position Preference to On• Leave Delivery Method set to Standard• Ad Extensions for storefront businesses

Create an Account the Right Way the First Time

• Use the Load Settings option to choose Search Network Only

• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Set Position Preference to On• Leave Delivery Method set to Standard• Ad Extensions for storefront businesses

Create an Account the Right Way the First Time

• Use the Load Settings option to choose Search Network Only

• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Set Position Preference to On• Leave Delivery Method set to Standard• Ad Extensions for storefront businesses

Create an Account the Right Way the First Time

• Use the Load Settings option to choose Search Network Only

• Name your campaign• Set your Locations• Set your Languages• Leave the Networks and Devices as it is• Leave Bidding Options set to Basic• Choose Manual Bidding• Set Daily Budget• Set Position Preference to On• Leave Delivery Method set to Standard• Ad Extensions for storefront businesses

Create an Account the Right Way the First Time

• Advanced Settings• Schedule• Start date• End date• Ad Scheduling• Ad Delivery: Set Ad Rotation to Rotate

Create an Account the Right Way the First Time

• Advanced Settings• Schedule• Start date• End date• Ad Scheduling• Ad Delivery: Set Ad Rotation to

Rotate

Create an Account the Right Way the First Time

• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing

Create an Account the Right Way the First Time

• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing

Create an Account the Right Way the First Time

• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing

Create an Account the Right Way the First Time

• Create an ad• Select keywords• Set your maximum bid• Save and continue to billing

Create an Account the Right Way the First Time

• Enter your billing information• Select automatic payments or

manual payments• Pay a one-time AdWords

activation fee of $5

Create an Account the Right Way the First Time

NOW you have an AdWords account

CAUTION!

Unless you chose a start date in the future, your ads will now start

displaying and you’ll be spending money!

Your Secret Advantage – Irresistible Ads

• Write a great ad• The purpose of your ad is to get

people to click on your ad

Your Secret Advantage – Irresistible Ads

• Use your top keyword in your ad headline

Your Secret Advantage – Irresistible Ads

• People don’t need a drill. They need a hole.

Your Secret Advantage – Irresistible Ads

Your Secret Advantage – Irresistible Ads

• Include a call to action and make it specific

Your Secret Advantage – Irresistible Ads

• Put your price in your ad• Spy on your competitors, then

differentiate

Your Secret Advantage – Irresistible Ads

• Write two ads and let them battle

The Lowdown on Keywords

• Choose long tail keywords

The Lowdown on Keywords

• Use all three match types of each keyword

The Lowdown on Keywords

• Use negative keywords

The Lowdown on Keywords

• Put your most popular keywords in their own group

• Put lots of keywords in your campaign

• Add new keywords regularly

Organize Your Ad Groups for Success

• Create tightly focused ad groups• One product or service per ad

group, for example

4 Defaults That Can Bite You

• Display Network – turn it off• Ad Rotation – change to rotate

so you can compare ad performance

• Position Preference – change to positions 4 to 11

• Delivery – Choose Standard to display your ads evenly over time

Bonus Tips for Insiders Only

• Create a separate campaign for your branded keywords• Company name• Website• Variations

• Keeps these top performers from skewing your other metrics

Bonus Tips for Insiders Only

• If you’re a 9 to 5 biz, test Ad Scheduling for those hours

• The top 3 positions are for suckers

• Don’t make changes too frequently

• Don’t delete ads; pause and replace

Bookmark These

• EightTrails.com• adwords.google.com• google.com/adwords/

learningcenter• google.com/intl/en/ads/faq –

step-by-step sign up instructions

• adwords.google.com/select/KeywordToolExternal – keyword tool

Questions? Effusive Praise?

• Ed Tankersley • EightTrails.com• ed@eighttrails.com• @EightTrails• 602-361-2001