How to create a Google AdWords campaign in 2022
Google’s search engine receives an average of 40,000 searches per second. Yes, that’s over 3.5 billion searches a day.
Search engines like Google can be your answer to unlocking a powerful and effective digital marketing strategy.
Both paid advertising and Search Engine Optimisation can help you make the best of the online audiences out there and boost your digital reach.
Google AdWords, particularly, offers business owners a great means of accessing paid online advertising at an affordable rate.
If you’re on the verge of dipping your toe into the world of digital marketing, launching a Google AdWords campaign may seem a bit intimidating. However, you don’t need a background in marketing to tackle AdWords.
This article contains details on how to create a Google Adwords campaign successfully!
1. Identify Your Marketing Goal
Before you get going on your AdWords campaign, it’s important to have a strategy in mind. Most marketing strategies begin with identifying a goal or desired outcome. Your goal at this stage in the game may be simple. Perhaps you’re a startup seeking any kind of digital visibility. Maybe you are exploring paid advertising for the first time after trying your hand at Search Engine Optimisation.
This is all very well. However, do your best to choose solid and achievable goals when developing a digital marketing strategy of any kind. This is particularly important when setting up an AdWords campaign.
A standard Google ad appears in prominent places on the search results pages. This may be at the very top of displays or in the right-hand margin. You’ve likely glimpsed AdWords campaigns of all kinds in prior Google searches.
These ads do not rely on images. In fact, they just contain a handful of words.
The words you incorporate into one of these ads are more likely to resonate with viewers if they are backed by an actionable goal!
Examples of actionable goals include elevating an existing conversion rate.
You may also want to generate more site traffic from individuals of a specific age group or income bracket. Perhaps you’re keen to lower your bounce rate or boost the visibility of a certain blog post or service.
The foremost part of these example goals is the fact that they are small. Smaller goals are often more attainable and manageable. Both of these qualities are ideal for any AdWords campaign.
2. Spend Some Time On Your Online Content
Ads are, by creation, designed to urge more clicks through to your online content. They may direct visitors to the homepage of your website.
Google ads can also channel users to a product information page, blog post, or social media profile.
When it comes to how to set up a Google AdWords campaign, spending some time honing your digital content before launching any ads is critical. A successful ad does more than engage initial interest, after all.
A successful digital ad should send users to a page that will continue to capture their interest and (hopefully) stimulate conversions.
Don’t send users away with wanting or second-rate content!
Your website should be in tip-top shape before you initiate an AdWords campaign. Any Google AdWords tutorial will tell you this.
If your ads are designed to send visitors to your website—and most do—ensure that your site is responsively designed. This means its content will adapt to fit any screen size used to access it.
This is crucial, as mobile optimisation takes advantage of the over 4 billion mobile phone users out there.
Ensure that your website is easy to navigate and is free of any obvious content errors. All pages should be distinct and incorporate relevant information. Customers should, most importantly, be able to conveniently access contact information or your online store.
3. Incorporate Search Engine Optimisation (SEO)
This part of your Google AdWords tutorial is indispensable. You might be thinking, ‘We’re on step 3 and we haven’t even begun to create our Google ad?!’
In fact, the more ‘groundwork’ you can do for your AdWords campaign, the more likely you are to attain success. This applies to any digital marketing campaign.
Google ads require advertisers to select keywords they’d like their ad to be searchable using. If your content is already optimised for search engine use, you’ll likely be more astute at selecting AdWords keywords.
If you are new to SEO, use Google’s Keyword Planner to brainstorm trending keywords. This tool also joins neatly with any AdWords campaign.
Make sure to optimize individual pages on your website for different keywords. This is more likely to result in a higher Google ranking, which can leverage your AdWords campaign further.
You can always defer to experts when it comes to website optimisation. Hiring an expert can ensure that your website is in prime condition for a high-powered Google Adwords campaign.
4. Claim Your Google Listing
If you are a local business of any kind, it’s essential to gather a few local references prior to launching an AdWords campaign. This means claiming a Google listing so that you will appear on Google Maps and in local searches.
Register for your Google My Business account here. https://www.google.com/intl/en_gb/business/
It also means setting up accounts on local review portals, such as Yelp, Angie’s List, Yellow Pages, and/or TripAdvisor. Ensure that your contact information is consistent on all of these platforms.
Establishing a powerful local presence online can increase your digital visibility and leverage a paid advertising campaign.
5. Craft Individual Campaigns
Now that your online content is in tip-top condition for digital marketing, it’s time to gain an understanding of how to set up a Google AdWords campaign itself.
In general, we recommend starting out with several different campaigns. For example, if you own an online clothing store, one of your campaigns may focus on advertising for ‘Women’s Clothing.’
Break these individual campaigns into ad groups themselves, which may include ‘Women’s tops,’ ‘Women’s professional attire,’ and ‘Women’s hats.’ These ad groups can then be broken down into itemized ads.
This method of campaign outlining is relatively simple if you are advertising a variety of products. However, it is also applicable to businesses offering intangibles, such as services.
A Web Design Agency, for example, may choose a campaign for ‘Web Design.’ Ad groups for this campaign might include ‘SEO Consulting,’ ‘Content Strategy,’ and ‘Cloud Hosting’
When you set up your AdWords account, you’ll be able to organize your campaigns in this way.
6. You must decide on a Budget
Google AdWords is a paid form of online advertising, so you will have to account for finances when setting up a campaign. Most marketers choose a daily advertising budget and a bid amount.
We recommend deciding a specific budget per campaign, especially if you want to boost the visibility of a certain product over another. When embarking upon this strategy, do keep a long-term vision of your advertising budget in mind.
Whenever someone clicks on your Google ad, you will have to pay a ‘bid’ price for that click. Consequently, when setting up your AdWords campaigns, you will have to pick a bid price for each campaign. This is the maximum amount you wish to pay per click.
The bid you select will clearly be determined by your overall budget. But do keep in mind that bids can also dictate your ad ranking.
7. Choose Your Keywords
Now comes the exciting part of your Google AdWords tutorial—selecting your keywords! Just like your online content, Google ads are discoverable via favoured keyword searches.
As a result, any AdWords campaign requires heedful choosing of keywords.
If you’ve already implemented Search Engine Optimisation or are familiar with SEO best practices, this step may be straightforward. If not, it’s still worth using Google’s free Keyword Planner to single out keyword competitiveness and bid prices.
In general, the more competitive a keyword is, the higher its bid price is likely to be. In this sense, your keyword selection may be guided initially by your daily budget.
If you are experiencing difficulties selecting keywords, an SEO expert can help. Contact us today to learn more about honing your AdWords campaign!
Once you have hand-picked your keywords, you will have further options for bolstering your ad’s visibility. You can select different match types, for example, that can help you hone your target audience to a greater extent.
A broad match keyword will enable your ad to appear for any searches that contain parts of the keyword in any order. Exact matches, on the other hand, are exactly what they sound like: your ad will appear only when the exact keyword is searched.
AdWords will set your keywords to a ‘broad match’ setting by default.
8. Select the Landing Page
Every ad that you float through Google acts as a traffic channel. It’s vital to decide where you want to send users once they actually click on your Google ad.
This is called your landing page. A lot of marketers will send users to the homepage of their websites, if applicable.
Others send clicks to more tailored content, such as a product information page or blog post. For the most part, it’s important to guide users to the most appropriate page given your ad’s content. In the majority of cases, this is a page with more specific content than a homepage.
After all, your goal is to maximize user retention in addition to getting valuable clicks.
9. It’s Time To Write Your Ad Content
At this point in the process, you’re ready to write the content for your ad itself! This may be a bit daunting, especially if you are new to the world of digital ads.
Have your keywords and landing page information handy as you craft your ad content. Don’t forget about your campaign goals, either.
Well-founded keywords can help make the writing of your ad content effortless. In general, successful ads are concise, free of grammatical or spelling errors, and contain an element of urgency.
The greatest ads will have some sort of call for action in them. A call to action (CTA) can be as simple as a ‘Get more information!’ or ‘Sale ends soon.’ Such a direction can compel a click comfortably.
If you are battling to generate captivating ad content, perform a few organic Google searches of your own to check out some examples. Make a note of the ads that grab your attention the most. Also, note the ones that seem a bit lacklustre.
This type of research can give you a sense of the type of content your ads should include in order to generate a reaction.
10. Performance Reporting
A thriving digital marketing campaign is a living digital marketing campaign. Any marketing effort that involves Google is particularly fluid, considering the fact that search engine marketing depends on keyword favour.
After all, keyword popularity is at the grace of Google’s preferences and consumers’ needs.
Make sure that your Google AdWords account is linked to Google Analytics, a free tool that enables you to track your advertising performance through valuable metrics.
These metrics can help you polish your campaign further to generate the results you need. They may help you modify your keyword choices or give you an awareness of the kind of ad content you need to write.
Metrics can also help you make the right financial decisions within the extent of your marketing budget.
Google should be a powerful constituent of every business’s digital marketing program. If you’ve already taken advantage of SEO, it’s time to harness the possibilities of Google AdWords.
Set yourself up for success by identifying your Google advertising goals from outset. Make sure that your landing pages are in prime condition prior to launching any marketing campaign. This includes website optimisation.
When you do set up your AdWords account, build individual, distinct campaigns. Make bid selections based on budget boundaries and keyword popularity. Generate rich and enthralling ad content likely to generate a click.
You can figure out how to set up a Google AdWords campaign that is effective with the help of experts.
We relish the thought of connecting clients to the resources they need when it comes to significant digital marketing strategies.
Start a conversation with an SEO expert today!
What we do
At Andrew Talbot Design we aspire to create original website designs that will enhance and promote your business to the full. Maximising the chances of increasing your website traffic.
All websites are designed and built here in the UK by our exceptional Bristol web designers and developers who are always on hand to help you.
Our services include:
The work featured on our portfolio page is just a small sample of the many websites we have created. We would love to add yours to the list?
We are eager to hear about your project and in turn share our ideas and expertise with you.
What we don't do
We don't overcharge.
We don't over commit.
And we definitely don't under deliver.
“Andrew is a delight to work with. He rescued us after an incumbent designer ceased trading, with a virtually seamless transition. He brought great advice…”