Have you ever sat in the cockpit of an airplane and thought to yourself, “there are a million plus knobs and buttons here, does the pilot really know how to work these?” Well, I have. I bet that’s how people feel when they look at the Google AdWords panel; I know I did at first. But just like that pilot, once you learn them you realize using AdWords is a lot easier than you think. With these 3 easy steps, I will demonstrate that AdWords is not as scary as it looks and help you get started on your own campaign.
Step One: Keyword Analysis
Keywords are what trigger your ad to show when a consumer is searching the web. Meaning that when someone searches for “red shoes” on Google, Google’s system will review all potential matching ads containing the keywords “red”, “shoes,” and “red shoes.” Once the matches have been determined, said ads will be displayed on the result page allowing consumers to select the one most relevant to their needs.
Your keywords will be determined by what your product or service is. Google even has an extraordinary tool called Google Keyword Planner that you can use to check the number or monthly searches of specific keywords. You might want to use this tool to optimize your ads and ensure that you are getting keywords with higher reach and lower bid price.
One thing to note is that every time an ad is triggered by a keyword and then clicked, this action will cost you money based on the bid amount you set for that keyword. So, depending on my overall budget, I tend to set a maximum bid per keyword about 25% over the bid average to ensure a good spot for my ad. Depending on your budget you might want to increase the bid amount so you can ensure your ad to be placed first every time.
Step Two: Create Some Ads
This is the fun part, creating ads with content that will engage your audience and encourage them to clicking it. You already know your product and hopefully you also know how to get your audience’s attention. There are some things to keep in mind, though: you will create several ad groups for specific campaigns, as well as choose a campaign type.
Once you have the content of the ads, you want to create three or five. The reason you want an uneven number of ads is for optimization and A-B testing purposes. Having an uneven number of ads allows you to collect better data on the performance of the ads. You’ll be able to see which ones do better than the others without the possibility of a 50/50 split.
Moving on to the campaign types, you can read this article Google created explaining in detail what the campaign types are and how they work better. Some of the campaign types involve other Google products like AdSense, so keep that in mind in case you’re not familiar with it. But once you have your ad group created with its adequate ad type you can move on to the next step.
Step Three: Monitor Success and Optimize
Monitoring the success of your campaigns is one of the most rewarding and exciting parts of running an adwords campaign. On the campaign dashboard you’ll see all the information needed to decide which ads to keep and which to remove based on their success and cost.
This is a campaign I ran a couple months ago. Here you can see how the total CTR of the campaign was at 2.90% which is above the industry average of 2.00%. I set a budget with a maximum bid price per keyword at $2.00 and did a good job paying on average $1.37 per click. Now after this review, it only made sense to remove 2 ads, Better Mood and Improve Memory. Both ads were more expensive than the rest, and had marginally less impressions than the others.
Here you can have fun and really get into detail as to how you measure your success, one of the ads I decided to remove had a better CTR than the other ads, yet the number of impressions and the cost did not make sense. Someone else might decide to keep the Improve Memory ad and just optimize it to take advantage of the CTR, but in this case it didn’t make sense for me. Of course you can pause it and reinstate it again later.
As long as you are clever and know how to pick the right keywords and gain the attention of consumers on your ads your campaigns will always be successful. With these 3 steps you will be able to create a campaign and start tweaking it to meet your needs. In the end, like i said earlier, managing an adwords campaign is an ongoing process that will require monitoring constantly. As long as you get comfortable with how it works, it will be a piece of cake to optimize it and get the best results constantly. You know what they say, it’s just like piloting an airplane!