Advanced Marketing LabThe online tools for a performance e-marketing strategy

Serena Pasqualetto

serena.pasqualetto@unipd.it

LESSON #5: SETTING UP A SEARCH CAMPAIGN WITH ADWORDS

Setting up a search campaignwith AdWords

LESSON #5

Some key facts

• 95% of Google revenue comes from advertising on Google AdWords

• AdWords make up 30% of all online ad revenue

• There are over 1,2 million businesses advertising on Google

• In 2015, revenue from Google AdWords was 52 billion $

Step 1. Define your keywords

Ask yourself “What would someone interested in my product/service type on Google?”

Come up with all possible keywords covering your ideal users’ queries.

Step 2. Group your keywords

Your keywords are heterogeneous. Try to group them into semantically consistent groups.

Consistency is key to a successful search campaign.

An example of consistent group of keywords is the following:

Augmented reality appAugmented reality applicationsAugmented reality app androidAR apps

Step 3. Create your campaign

adwords.google.com

Step 4. Select location & language

Select “search network only” because we are going to work on a search campaign.

Step 5. Select a daily budget

To start with, you can type “1€” as a placeholder budget. We are not going to run any campaign at this stage.

Step 6. Create your ad group(s)

Each ad group contains semantically-related keywords. Create as many ad groups as you find it relevant and give each ad group a name.

Please include at least 5-10 keywords in each group.

You can add suggested keywords if you consider them relevant for your group.

Remember to think like your final user: what would my ideal customer type on Google?

Step 6. Create your ad group(s)

Example.

We created a campaign in USA and UK. In the campaign, we created an ad group called “Augmented Reality”.The group contains the following keywords:

Step 7. Create & preview your ad

Each ad group should contain at least one ad.Ads are activated when someone types a keyword of your group.

Step 7. Create & preview your ad

Tips for writing your ad:

URL: in our case, our landing page will be augmentedtraveler.com

HEADLINES: include a keyword from your group, if possible, and the name of your product.

DISPLAY URL: add a keyword from you group, if possible.

DESCRIPTION: here you can include a piece of engaging copy from your website, or more additional information about your product. Finally, include also a call-to-action (e.g. Discover more / Shop now / Visit our website)

Step 7. Create & preview your ad

Remember you character limits:

HEADLINES: max 30 characters each headline

DISPLAY URL: max 15 characters

DESCRIPTION: max 80 characters

Step 7. Create & preview your ad

Remember you character limits:

HEADLINES: max 30 characters each headline

DISPLAY URL: max 15 characters

DESCRIPTION: max 80 characters

Step 7. Create & preview your ad

Example of ad for ad group “Augmented Reality”

Headlines contain a keyword from the group and the brand’s name

We have added a keyword (AR app) to the Display URL

vCopy taken from website AugmentedTraveler.com

Call-to-Action

Step 7. Create & preview your ad

Tips for writing effective text ads - by Google [VIDEO]

https://youtu.be/ayuUQQQe6NY

Task.

Given the keywords you selected for The Augmented Traveler, create your first search campaign targeting your main market(s).

In the campaign, create as many ad groups as needed, based on the keywords you selected at the beginning. For each group, add more suggested keywords if necessary.

For each group, write one or more ads. Make sure your ads are compelling and that they stand out.

References

Create effective ads (AdWords Official Support Guide)