To get started in running your ads on Google, you will first need to create a campaign. Below is a step-by-step guide in building a basic AdWords campaign.
Creating a Google AdWords Campaign
1. Log in to your AdWords account and make sure you’re on the Campaigns Tab. Click on “Create your first campaign”.
2. Select the campaign settings.
a. Enter a name for the campaign. The name can be a description of the products or services you are promoting in this campaign.
b. Then, select a Campaign Type. By default, “Search and Display Networks” is selected. However you can also select “Search Network Only”, or “Display Network Only”.
On the right side, you’ll also choose whether to have a standard campaign or a campaign with all features. For this example, we will use “Standard”.
c. For the Networks, since “Search and Display Networks” is selected for the Campaign Type, then both networks are selected.
Notice that you have the option to include/exclude Search Partners. Search Partners are sites in the Search Network that partner with Google to show ads.
d. Next is Devices. You’d like to determine the types of devices where your ads will appear. However, this is available with the Legacy settings. Since we now have the Enhanced Campaigns settings, the ads will be eligible to run across all devices, and what you can do is adjust the bids by device.
e. Next is Location. You want to determine in what location your ads will appear. There are some pre-selected locations that you can select, and of course you can also enter the location in the box.
f. Also, select the Language of the sites that your ads can appear on.
g. Choose a Bidding option. Since we are creating a very basic campaign, we’ll keep the Basic Options. There are 2 bidding options- Automatic and Manual.
“Manual” allows you to set your bids for clicks, while “Automatic” means you let AdWords set your bids to help maximize clicks
For this example, we will go with Manual. Enter a default bid in the Default Bid field.
h. Then, enter a budget for the campaign. Budget will be the amount you’re comfortable spending each day on this campaign.
i. Click on “Save and continue”.
3. Create an Ad group.
If there are several products or services to be promoted under one campaign, these can be organized by coming up with multiple ad groups. In this way, you can make the keywords and the landing pages tightly themed. (In this example, let’s say a business offers web design services – personal and business. You can then create 2 ad groups – Web Design and Business Web Design.)
a. Enter an Ad group name.
b. Next, create a text ad. It is important to have a compelling text ad to get customers’ attention.
The first line is the Headline, it can be something that highlights what you offer.
The next 2 lines are the Description Lines where you can enter a description about the product or the service, plus a “call to action” phrase that can help you encourage people to connect to your business. It also tells people what you want them to do (For example, “Call today, Learn more, etc.).
Then the Display URL and the Destination URL, the Display URL is the website address that appears with your ad. Destination URL is the page where customers are taken after clicking on your ad.
An Ad Preview is available on the right side of the page so you can see how the text ad will be shown.
Please note that you are allowed to enter only a limited number of characters per line. (Headline – 25 characters; Description Lines 1 and 2, and Destination URL – 35 characters each)
c. Select keywords. Choose words or phrases that customers would use to search for your products or services. Using more specific keywords would mean that your ad only appears for terms that apply to your business.
d. Enter your Default Bid for the ad group.
If you target both the Search and Display Networks, you can use a different bid for each network. You can also leave it blank to use the default bid.
e. Then click on “Save and Continue”. In case you have not set up your Billing Profile yet, you’ll have the options “Save and continue to billing” or “Set up billing later”.
And done! You have just created your first campaign.
Split Testing Text Ads
However, a tip in setting up a campaign is to have more than one text ad to be able to do a split test. Split Testing allows you to determine which text ad performs better. What you can do is change the wording, the ‘call to action’ phrase, or include information that’s not in the first text ad.
The steps below will show you how to create another text ad:
a. Under the Campaigns Tab, go to the Ads sub-tab, then click on “+ New Ad”.
b. You will be shown a window where you can create a new ad. Enter the new text ad, and click on “Save ad”.
Since you’ll be running 2 text ads, after some time, you will be able to know which ad gives you good numbers (For example, high CTR or high conversion rate).
Once you have determined the better-performing ad, you can do another split test by creating a new ad. In that way, you’ll have continuous optimization with your text ads.
Creating Multiple Ad Groups
In this example, it was mentioned earlier that 2 ad groups will be created as there are 2 types of services you would like to promote.
It is important to properly structure your campaign. As a user searches for a keyword, you would want to show the ad that’s relevant to that search. And also, take that potential customer to a webpage that shows the user what he needs.
Since we’re done with the Web Design ad group, we’ll create a new one for Business Web Design which is another type of service the business offers.
a. To do this, go to the “Ad groups” sub-tab, and click “+ New ad group”.
b. You will just need to follow the steps earlier in setting up an ad group – enter an ad group name, create a text ad, and select keywords. This time, it will be for another service which is Business Web Design. And like the first ad group in which we have 2 ads to be able to do a split test, we recommend that you do the same for the new ad group.
Once done, if you select “All online campaigns” on the left-hand side, and click on the “Ad groups” sub-tab, the campaign will look like this.
Under the Campaign “John’s Web Design”, there are 2 ad groups named Web Design and Business Web Design.
When you click the “Ads” sub-tab, you will see a total of 4 text ads.
It is a good practice to start organizing your campaigns and ad groups as you set them up. In this way, it will be much easier for you to make improvements when doing optimizations.
If you’d like to get expert help in setting up AdWords campaigns for your business, please contact our pay per click marketing agency.
Download this tutorial here.