Setting up Google AdWords Campaigns for Beginners Using AdWords

Posted on October 22, 2009
Google AdWords, Google Updates, Pay Per Click, Toronto Marketing Consultant, Toronto SEM Consulting |

Google AdWords can be a difficult process for individuals or companies to harness the true power of PPC marketing through Google. Understanding how Google Adwords works and the basic concept behind their pay per click program can be defined as such:

Campaign  - Ad Group – Keyword Selection – AD Copy – Landing Page

Campaign:

A Google AdWords campaign is the top level of the pay per click module within AdWords. Here is where the campaigns can be named. All pertinent information such as billing, account information, reporting and settings are set in this top level. You can run multiple campaigns within your account. This is done to specifically break down themed, relevant campaign projects. Multiple campaigns, with related focuses should be set up and built out if you are planning on running larger projects

Ad Groups

Within each campaign are ad groups. Multiple ad groups can be set up within a campaign to deliver a focused theme and to ensure separation of keyword selections. An example of this would be

Campaign - Law

Ad Groups ; Personal injury, Criminal, Immigration , Motor Vehicle Accidents, Wrongful Death, etc….

Setting up only one ad group to cover the above themes will lower your Quality Score and also increase your cost per click, Google is looking for separation of relevance to each ad group. This will also allow you to set up specific key phrases in each group with themed ads and landing pages, all connected to increase the most relevant path for the end user. It also aids in the management of your campaign. Each ad group can now support specific key phrase terms related to those ad groups and let you define AD copy related to the theme of the ad group. Specific landing pages can now be developed for just that ad group. Create as many ad groups that you have specific verticals to cover, it will aid in a more flexible campaign

Keyword Selection

Keyword selections should be made that pertain only to one themed ad group. If you have created many ad groups, place only the related terms into one specific ad group. For example: you would not place immigration key phrases within the criminal ad group. Google will lower your Quality Score and increase your cost. Since the cross over population of unrelated terms within an ad group, also reflects on the AD Copy and landing page assigned to that ad group. If the correct term focus is not within the correct ad group, Google will penalise you through poor Quality Score and high cost per click charges.

Ad Copy

Ad copy is what will be displayed on Google when someone searches for the terms within your ad group. Ad copy will be your “call to action” that engages a web surfer to click on. This ad copy should be clear and concise, the copy that is displayed must convey an exact themed, relevant offering. It is recommend that you set up 3-4 ads per ad group. Ads that are served equally over a period of time will allow you to see exactly which ads convert to clicks better.

Landing Pages

Aside from ad copy that creates click conversions, the final step in the equation is the landing page. You should create multiple landing pages for testing purposes to see which are most effective in overall conversions. Each landing page should be specific to each individual ad group, thus in turn is related to the key phrases within your ad group. Each landing page must have a call to action on it. There could be forms for harvesting customer information or direct sales call to action through order forms

Conclusion:

From the initial setup you can now see that each area of AdWords campaign development is entwined. The goal of a successful AdWords campaign is to increase sales and lower conversion costs to ensure the highest return on investment. In later posts we will break down the optimization of each section above.

Keywordspy

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