The most important thing to take into account before deciding on an AdWords campaign are your goals, such as your customer reach and your advertising budget. While some campaigns are more difficult to manage and would need professional AdWords Services, others you can try and create yourself.
Once you have a clear idea of these goals, sign in to https://adwords.google.com, and click on the Campaigns tab.
Within the Campaigns tab, under All Online Campaigns, select +Campaign.
Decide between ‘Search Network only’ or Display Network only’, or both ‘Search and Display Networks’. How can you decide which Google Network is right for you?
Next select the kind of device, location, language, bidding and budgets and ad extensions. Once you are happy with your settings, click save and continue.
Next you will have to ‘Create ad and keywords’. The structure of each campaign allows for multiple ad groups, each containing its own keywords, bids and ads.
How to Create a Text Ad
When you see an ad, you like it to be clear, waffle-free and engaging. Put yourself in the shoes of a searcher to try and imagine what would appeal to them in an ad.
First of all, emphasize the best features about your business, whether it’s free shipping, a large range of products/services, or complimentary gifts. Choose a CTA that will drive customers to your business.
If you have special offers coming up or a sale, let customers know and set your ad exposure time for as long as your offer is available. Everyone loves a good deal!
Include at least one keyword in your text ad and bold your title to highlight those keywords: E.g. Buy the Best Football Equipment.
The page your ad points to is the landing page. Make sure your landing page is relevant and does not differ in prices/offerings, promotions or information that is stated in your text ad.
Variate your ads between desktop and mobile device use.
Using capitals for the first letter of a text ad title also captures a viewer’s attention. Which example looks better below?
Buy The Best Printers In Ireland
Buy the best printers in Ireland.
In an ad group try to make multiple ads to see which ones perform the best. What’s better is that AdWords can detect with ad performs better in an ad group and choose to display that over others.
Text ads typically have:
Headline: (max 25 characters)
Description Line 1: (max 35 characters)
Description Line 2: (max 35 characters)
Display URL: (max 35 characters)
Now, let’s get started! Within the Create an ad tab, click on Text ad. Fill in the display URL (usually your homepage, for example mybestgarden.com), destination URL (a page or category within your website, depending on what you are advertising. E.g. if you advertise ‘garden pots and tools’, you’d direct your viewers to mybestgarden.com/ garden-pots-tools/). Enter keywords between 10-3- keywords and click Save and continue to billing.
How to Create an Ad Group
After you’ve created an ad, it is important to create ad groups with similar or matching keywords, so that you don’t restrict yourself to just one ad but increase your visibility through many more. Google will determine which ad performs the best in an ad group and choose to display that more often over more poorly-performing ads.
Create or select an existing campaign. Under ‘All online campaigns’ click ‘Campaigns’ and ‘Ad groups’ tab. +Ad group will allow you to add another group.
1 campaign = Max of 20,000 ad groups
1 ad group= Max 50 text adds and 20,000 keywords, placements, audience lists etc.
Keywords are the terms viewers type into Google that will get them to the result they want.
In Google’s Search Network: You choose exactly which customers you want to see your ad by matching keywords. If Mick searched for ‘chocolate cake recipe’ and you have a bakery, he would only see your ad if you used the exact same keywords. You can also add negative keywords for words/phrases you don’t want your ads to appear. Negative keywords may help to increase your click-through-rate (CTR). If Mick wanted a ‘gluten free chocolate cake recipe’ but your bakery does not have this option, ‘gluten free’ would be a negative keyword, since you don’t want Mick to click on your ad, spend your money, only for him to leave your website as he hasn’t found what he is searching for. Consider negative keywords such as
-‘free’ (if your products/services are not free)
-‘jobs’ (if you are currently not hiring)
In Google’s Display Network: Based on your keywords, your ad may appear on websites with similar themes. If you have an online arts and crafts store, your ad may appear on blogs about art or creativity, for example.
Image, Video and Mobile Ads in Google AdWords
In the Google Display Network you can enhance your ads by adding images.
Each AdWords ad has a clickTAG variable which allows Google to track the history of that ad. This tag is also useful for marketers to see when and where their ad was clicked or displayed. If users don’t click on an ad, Google won’t track that.
You can upload your own image ad or you can use the Ad gallery and image templates to guide you.
Go to Campaigns, then click Ads, and +New ad followed by Image ad.
You’ll be asked to select an ad group and don’t forget to preview your ad before allowing it to go live!
How does Google make sure your ad does not violate their policies? In an effort to escape paying AdWords costs, an infringement such as eliminating the AdWords redirect URL within your ad can be deemed as violating Google AdWords protocol. Ads should also redirect to a separate URL that pertains to your ad, and not open a destination URL inside the ad iFrame. Google must register an impression and a click so that it can charge you for it and you comply with advertising laws based on Google’s services.
When displaying images on ads, Google won’t allow for flashing or throbbing, distracting images. If you have been on websites with ads that appear as Mac, Windows or Chrome error messages and you were tempted to click on them, Google AdWords won’t allow for those kind of ads, nor any warning or system messages that may alarm users. Google will also mark every ad as ‘Family Safe’ so that anyone exposed to the ad is not offended. Unclear and blurry images are also a risk to having your ad campaign rejected by Google. The Status column on your ads will say whether they are Eligible or Disapproved for display.
If a website is a partner of the Google Display Network, you can advertise with a video on them. Most common is YouTube, since Google owns it. Do prices vary for image and video advertising? Of course.
You can choose the bidding option CPV (cost-per-view). Only when your ad is viewed will you be charged. For this payment option, try TrueView video formats which work with AdWords.
Alternatively, you can opt for CPC or CPM bidding options.
Did you know you can also use the Ad gallery to upload videos, not just images? You are not stuck with just YouTube. You can upload various video formats that fulfill AdWords templates.
High-end mobile devices are smartphones like iPhone/Samsung etc. WAP phones are simple feature mobile phones. When ads display on either device, it impacts the quality and size of your ad. While high-end mobile devices display websites that appear almost the same as on a desktop, WAP phones are more restricted. When running ads on smartphones, keep videos to 320 x 50 in size. You can also add a call link so that viewers can call straight away, even if their device is not optimized for certain websites.
So there you have it, the key simple steps to creating campaigns and ads in Google AdWords. It may see like a long process, but once you have started, you’ll be on your way to driving lots of traffic to your website and your business.