Google Adwords Campaign provides an amazing way to reach your target customers by displaying highly targeted and relevant Ads to people who use Google services such as Google Search, GMail, YouTube and also on other websites that display Google Ads.
How to Create a Google Adwords Campaign
Here are the steps to set up your Google Adwords Campaign.
1. Sign up for Google Adwords Account
Go to Google Adwords. If you already have a Google Account that you use for other Google Services such as GMail, YouTube, Google Analytics, then sign in by clicking on Sign In link on top right corner of your page and log in. This will create a Google Adwords Account linked to your Google Account. Else click on Start Now button and complete the sign up process.
2. Select your Campaign Type & Name
Once you create your Google Adwords Account, you’ll need to log into Google Adwords. After logging in, click Create Your First Campaign. Now you can create your first PPC Advertising Campaign using Google Adwords.
Next, you’ll see a form where you need to fill out the Campaign Settings about your Google Adwords Campaign. First choose campaign type. It’s recommended that you choose Search Network Only, and also type in a campaign name.
Also, remove the tick next to Include Search Partners for now. This ensures that your ads are displayed in google search results only. Otherwise, your ad may be displayed on unfamiliar websites and you may lose money on them. You can always change these options later.
Bonus Read: 5 Best PPC Management Software to manage your PPC Advertising Campaigns.
3. Select Geographic Locations where you want to display Ads
Next, decide where you want to display your Ads. Google Adwords provides tons of options to choose your target geographies. You can choose a list of countries, regions, states, cities, provinces and even zip codes.
You can also choose custom areas using longitudes & latitudes, or by providing a radius of a set number of miles or kilometers around an address. Click “Let me choose…” and search for geographical areas according to your requirement.
Check out our list of Best Performing Google AdSense Ad Units.
4. Choose your Bid Strategy & set your daily budget
Next you need to set your bid strategy & set your daily limit. Google Adwords provides many automatic bidding strategies to accomplish various kinds of objectives – maximize clicks, maximize conversion, target CPA, etc. It also allows you to set your daily budget.
In automated bidding, there is not limit to your bid amount and you may end up exhausting your budget in a very short time. It is not recommended unless you’re an expert in running Google Adwords Campaign. So change the default bid strategy to Manual CPC under Manual Bidding.
This will give you more control and you can quickly understand Google Adwords better. You can always switch to one of the automated options later.
Enter the default bid amount and maximum daily budget. Your daily budget is the maximum amount you’re willing to pay google every day, to display your ads. You can pay manually before your ads show, or afterwards using automatic credit card payment. Businesses are also eligible for a monthly credit line, if they’ve been spending a lot on Google Ads. Your daily budget is great way to protect yourself, in case of big mistakes. You can always increase or decrease it based on your daily ad spend.
5. Enable Ad Extensions, if needed
Ad Extensions are additional information that you can display in your ad to attract more clicks – information such as location, phone number, callouts, structured rich snippets, sitelinks and even maps. In the long run, you need to test each options and see which ones drive more clicks. According to Google, Ad Extensions drive 15% more click-throughs. You can read more about Ad Extensions in their Guide.
Next, click Save and Continue
6. Create an Ad Group
Next, you need to create an Ad Group. An Ad Group is a set of ads that target a shared set of keywords. You set a bid, or price to be used when an ad group’s keywords trigger an ad to be displayed.
Enter a name for Ad Group and provide a landing page for your ads in it. Paste your keywords in the Keywords field, one keyword per line. When you press the return key, Google Adwords will automatically show keyword suggestions with their monthly search volume, on the right. You can add these suggestions to your existing list if you want, or get more keyword suggestions from Google. It is similar to how you use Google Keyword Planner Tool for SEO.
It’s recommended to start with a handful of important keywords, and change it based on your Ad performance. Also, ensure that your keywords are very relevant to your ad, as it will help Improve Google Adwords Quality Score.
7. Set Maximum Cost-per-click
Also, set your Maximum Cost-per-click, in the Bid field. Please note, each keyword is a different market so you’ll need to set individual bid prices for each each keyword. Google allows you to set individual bids for each keyword later.
Unless you have a high ad budget, it’s recommended to bid on low-cost keywords to maximize the reach of your Google Ads. If you go after high-priced keywords, you’ll exhaust your budget quickly and your ads will be displayed only during a part of the day rather than for a full 24 hours.
Next, click Continue to Ads
8. Create your Ad
Here’s where you create your Ad. Google provides the following settings to design your Ads. As you enter or update each of the following details, Google will show you an Ad preview on the right, so you understand what your Ad will look like.
- Final URL: The final URL is the URL that people reach after clicking your ad. It should match what your ad promotes. You can’t use cross-domain redirects in your final URL. If you use tracking information, enter it in your tracking template.
- Headline 1: Headline 1 appears at the top of your ad and can be up to 30 characters.
- Headline 2: Headline 2 appears after Headline 1 at the top of your ad and can be up to 30 characters. It will be separated from Headline 1 by a dash symbol (“-“), and on mobile devices it may wrap to the second line of your ad.Your headlines and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when AdWords predicts that it may improve your performance.
- Path: The “Path” fields are part of your display URL (the green text under your headline text) and can be up to 15 characters each.To create your display URL, AdWords will combine the domain (ex: “www.google.com” in “www.google.com/nonprofits”) from your final URL and the path text (“nonprofits”). The display URL gives potential customers a clear idea of what webpage they’ll reach once they click your ad, so your path text should describe your ad’s landing page.
- Description: Your ad’s description appears below the display URL and can be up to 80 characters.Your description and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when AdWords predicts that it may improve your performance.
9. Review your Ad
Double check your Google Adwords Campaign Settings to ensure that you’re targeting the best possible keywords. Check your cost-per-click to ensure that you get the desired positions on the pages you’re targeting. Also, check the daily budget amount to ensure that you don’t accidentally lose a lot of money, in case you make any mistakes.
Bonus Read : 3 Best Google Adwords Reports to Optimize your PPC Marketing Campaigns
10. Enter your billing information
Enter your billing information based on your mode of payment and save the campaign. As soon as you confirm your payment information, your ads will start showing. That’s it! Now you can run a google adwords campaign.
You can use Google Adwords Preview Tool to test if your Google Ads appear for your target keywords, how they look on different devices and improve them. You can also read how Google Adwords works under the hood to optimize your Google Ad Campaign Performance and lower your Google Adwords Cost.
You can also learn how to retarget people who visited your website using Google Adwords Remarketing Ads.
The key to creating a successful Google AdWords Campaign is to pick the keywords that are relevant to your business and have low competition, choose a low daily budget initially and increase it based on your ad performance, and create an ad that includes these keywords and has a clickworthy copy.
Check out our 7 Google Adwords Campaign Examples to Boost your PPC Click-throughs and conversion rates
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