Google AdWords advice for anyone wishing to set up their own Pay per Click (PPC) campaign.
When a user searches on Google, the websites that appear down the left-hand side are those that are classed as ‘organic' or ‘natural' search results.
Up until early 2016, the results that appeared down the right-hand side of the page were those sites that were advertising through the Google AdWords PPC platform.
For some time, adverts that are performing well (or, advertisers bidding very high!) can appear above the organic results in a pale yellow box. From March 2016, Google started removing the right side ads in favour of just four ads appearing at the top of the search results. The official line for this to bring consistency to the desktop and mobile experience.
You don't pay for traffic with AdWords unless a visitor actually clicks on your advert and visits your website.
Clearly, there's no substitute for either studying AdWords, or outsourcing to a qualified AdWords professional, but if you are going to build your own campaigns, the following may just save you some time and/or money.
AdWords Process Overview
- Carry out research into what your potential customers are searching for
- Build your keyword list
- Review your own website
- Create your AdWords account
- Submit your first campaign
Once you've registered with AdWords, you can set up your first campaign. This is the subject of the product or service you are looking to promote.
You then set up ‘ad groups' within campaigns and basically you should expect to have many groups if you have done your keyword/ad copy matching correctly.
Analyse and Optimise
You need to track your campaign and be prepared to delete keywords, add new ones and edit adverts. This is particularly important in the early stages to ensure your marketing budget doesn't just vanish without trace!
Repeat the process until you're happy with your campaign performance. Keep expanding your campaigns by adding new ad groups using additional, relevant keywords to expand your reach. Google's own keyword tool will help with this but there are many professional level solutions that will provide additional keyword ideas if required.
The really great thing about AdWords is that you can set a daily budget at the campaign level but can also pause specific ad groups. This allows you to trial and adjust as you go. Keywords within ad groups can have individual bid amounts so you can retain complete control over your costs.
Combine this with the fact that you also have language targeting, geo-targeting options and time of day ad scheduling and you end up with an online advertising system with which you have complete and total control.
AdWords Advice and Tips
- Perform keyword research prior to creating campaigns
- Understand the difference between ‘search' and ‘display' campaigns
- Use unique landing pages
- Set a realistic budget. Start small and grow as your confidence does
- Use conversion tracking
- Know your typical sales value and margin
- Work to achieve a high Click through Rate (CTR)
- Write effective ad copy (this helps with CTR)
- Ensure keywords and adverts are tightly aligned to your landing pages
- Make sure you understand the different keyword match types
- Use negative keywords to prevent your ad being displayed for irrelevant searches
The key to successful Google Ads campaign is to keep testing and tweaking until you're happy with your return on investment.
Hopefully, this guide to AdWords will help you build a targeted campaign that will make you more sales and reduce wasted spend. If you need further help, try our AdWords tutorials. These are videos where we share some best practice tips. Good luck!