Your Campaigns and Ad Groups – Google AdWords An AdWords campaign is simply an ad campaign through Google AdWords. It is made up of several ad groups, which …
Your Campaigns and Ad Groups – Google AdWords
An AdWords campaign is simply an ad campaign through Google AdWords. It is made up of several ad groups, which are made up of ads and keywords. Campaigns and ad groups are where you build out your account. At this point you have most likely set up an AdWords account and modified your account settings to your liking. Now, you are ready to start on your first campaigns and ad groups. Your campaigns are the next level beneath your overarching account. Campaigns are large divisions of your business’s categories or themes. They consist of your ad groups, which correspond with specific goods or services that you offer. Your campaign should have several ad groups, but the amount ultimately will depend on your business. Ad groups are made up, mainly, of your ads and keywords. The ads are simply advertisements for the products or services that go with that ad group. Keywords are words or phrases that relate to the ad group.
Campaign – Google AdWords
Your campaign should be a reflection of your business’s website. When you create a campaign, AdWords will have you set up several things for it. This portion of the chapter will go through the steps of creating your first campaign, while explaining each step.
1. Log into your AdWords account
2. Go to the “Campaigns” tab
3. Select the “+Campaigns” button
4. Select the campaign type you want from the drop-down menu. The three types of campaigns are: “Search Network Only,” “Display Network Only,” and “Search Network with Display Select.”
The difference between, and details for each of these types will be discussed in the next chapter.
5. Name your campaign. After you choose your campaign type you will be taken to the “Select Campaign Settings” page. There will be a box beside the words “Campaign Name.” Type in your name for the campaign. The name you choose should refer to a major category or theme of your business.
6. Choose your bid strategy from the “Bid Strategy” section. There are two strategy types: Manual and Automatic.
Manual: this is AdWords’ default bid strategy. With this strategy you set your maximum CPC for your ad groups or each keyword. This approach gives you more control.
Automatic: using this strategy all you do is set up your average daily budget (you can also set a maximum CPC bid if you would like to) and AdWords takes it from there by controlling your bids to get as many clicks as it can while staying within your budget.
After choosing your strategy type in your default bid.
7. Create your budget. This budget is for the campaign- not your entire account. You will set up a budget for each campaign that you create. This budget indicates the typical amount that you are capable of spending each day for that campaign.
8. Set up your location targeting. Choose a geographic location where you want your ads to show. You can choose a location as broad as an entire countries or multiple countries, or as exact as a specific radius within a city.
9. Choose the language you want to target. In most cases you will want to choose the language that you will use to serve your customers in. Should correspond with your location targets.
10. “Save and Continue”
Ad groups are subsets under the campaign consisting of ads, keywords, and bids. They group together keywords with related ads. That is how you control your relevance. By making sure the ads that show for an ad group are consistent with the keywords, you maintain your relevance. After you finish the campaign steps you will be ready to create your first ad group for the new campaign. A page will appear after you click “save and continue.” This page will be labeled “Create Ad and Keywords,” and it will prompt you to make your ad group. Here you will select ad format, write ads, create keywords that you anticipate your customers will use when searching for your products or services. If you have just finished creating a campaign, and you are going to create your ad group, then just keep following the prompts.
1. Log into your AdWords account
2. Go to the “Campaigns” tab
3. Select the campaign that you want to add an ad group to. You will find your campaigns under “All Online Campaigns.”
4. Select the “Ad Groups” tab
5. Select the “+Ad Group” button
6. You will be redirected to the “Create Ad Group” page.
*At the top of this page you will be given an option to type in your landing page address and have AdWords give you possible keyword ideas.
7. Name the ad group. Remember, your ad group is a subdivision of the large business category you chose for the campaign, and will be more focused to an actual product or service.
8. Create keywords. Enter the keywords you have chosen into the keywords box. You can either type them in one per line, or separate each one with a comma.
9. Click “+New Ad Group” to make another ad group, or click “Continue to Ads,” or click “Save and Create Ads Later.”
After your first ad group is finished you will continue to add ad groups to your campaign and keywords to your ad groups. Simply, go to the ad group and select either the “Ads” or “Keywords” tab depending on which you want to add.
Creating a New Text Ad
If you are going right from the “Create Ad Group” page then start with step 2.
1. Choose which campaign or ad group that you want to make the ad for
2. Type your headline (25 characters). Headlines are what get your customer’s attention. You will want to use your keywords somewhere in the headline. Doing so will inform your customers that where this clicking this ad takes them they will find what they searched for.
3. Type a short description (2 lines with 35 characters per line). Prove some details about your business, especially what sets you apart from your competitors. Give details about sales or promotions. Give a call to action.
4. Ender your display and destination URLs. These tell your customers where they are going.
5. “Save Ad”
-Your ad will show in the “ad preview section” as you type in the information. This allows you to see what the ad will look like- you will see what your customers see. -When you create an additional ad for an ad group you will be able to make a “mobile-optimized ad” if you want to. If you do, just click the “mobile” checkbox (next to the “device preference” setting). -Test out a few ads.
Google AdWords Editor
Editor is a fantastic AdWords editing application that assists you as you maintain and edit your account. This is an efficient, convenient, and FREE way to make changes to your account. Editor allows you to do so much with your account. You can add/edit/remove campaigns, ad groups, ads, keywords, and placements. You can make large scale changes that affect your entire account, or small changes to a single keyword. It is a great place to organize and examine your account’s statistics. You can work across your campaigns and ad groups, by copying and moving items within them. You can also export or import files to share, store, and/or edit. Finally, one of the best benefits of it: you can work offline. To download this amazing and free app, go to: http://www.google.com/intl/en/adwordseditor/ you can download either the windows or mac version. (The steps listed in this article are for editing in AdWords.)
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