Download - 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• [email protected]• @EightTrails• 602-361-2001