To have an effective digital marketing strategy you need to include search engine advertising in…
Whether it’s a Search, Display, Remarketing, App or shopping campaign you want to setup in Google AdWords, it’s important that you follow a process.
Search campaigns are obviously the most popular. And most advertisers will start by setting up a Search campaign before exploring other campaign types. So this is the campaign type we will focus on here.
Here’s a process to follow in setting up a google AdWords Search campaign:
Just make sure they are relevant to your products or services. Download them into a spreadsheet and their suggested ad groups and you can regroup them later to make them more tightly themed.
Next you’ll setup the campaign by choosing the campaign type and naming it. This will be a Search campaign so it will be a Search Network Only Campaign.
Add campaign settings
Now you’ll choose the campaign settings that will determine such things as:
⁃ which locations your ads will appear in
⁃ How much you want to spend daily
⁃ How much you want to bid for your keywords
⁃ When your ads will appear (days and hours)
⁃ Which devices ads should appear on
These are the main features you’ll set at the campaign level. You can come back to them later to make changes based on performance.
Some of these features you can set at the account level and apply them to many of your campaigns. This will save you a lot of time.
Create first ad group
Next, you’ll create your first ad group. This is where you’ll add some keywords and create your first list of text ads. You should add between 3-5 Ads per Ad group – mainly for testing purposes.
The keywords tab will also provide some suggestions which you can add here.
Add more ad groups
Now you’ll go back to the keyword spreadsheet that you created during keyword research. For each ad group you should create related text ads. Try to make sure that you have the main keywords in Headline 1 of the Ads.
You can upload the spreadsheet into Google Ads or copy and paste it. You can also use the AdWords Editor tool to upload them into Google Ads.
Add negative keywords
Next you want to add negative keywords to block all searches that aren’t relevant. You’ll find these negative keywords when you do your keyword research
Add Ad Extensions
Next you should add as many ad extensions as possible. Ad extensions appear with your normal ad and highlight other important parts of your business or website
These are the important ad extensions you should add at a minimum:
⁃ Structured snippet
Of course the extensions you add will depend on the nature of your business.
Finally, you should launch the campaign. This will usually happen automatically when the ads have been approved. Or if you’ve paused it after setup, you can launch it later when you’re ready to start advertising.