Getting started with Google Adwords advertising

10 Jun

By Dee Jardine

Adwords can be a bit overwhelming when you first get started.  However it’s definitely worth the effort. It’s a great way to promote your business, manage your spend, review results and tweak as necessary.

There’s so much detail we could go into, check out Google partners learning material if you want more in depth info. Today we are going to keep it short with a brief overview, but over the next few weeks we’ll go into more detail on those all important stages.

1. Goals

Make sure you get the most of your money by having goals from the outset.  Do you want your Ads to result in direct sales, capture data or create awareness of your brand.  You need to decide this sooner rather than later as it will affect your choices in the next stages.  For example if you want brand awareness you will want a wider audience, however ever you want direct sales you want to keep things specific.

The biggest mistake we see is when people jump in and bid on the most competitive terms without thinking about how many clicks they need to get a return on investment.

e.g. You know that on average, 2% of visitors to your page will go on and make an enquiry, you have a £50 per day Adwords budget, but you are bidding on a popular term at £5 per click. Your budget will be used up after 10 clicks and you’re looking at a cost per enquiry of £50, which you might find a bit expensive?

2. Account set up

Setting up an account is the easiest part but there is still room for error.  Take your time, make sure you select the right currency and time zone because if you skip this part you won’t be able to change it later.

account set up

3. Campaign

When you first set up a campaign you will be prompted to select your settings.  The two main types of campaign are Search and Display, or you can use a combination of both.  Search Ads appear alongside Google’s and Google partner’s (aol etc) search results, as shown below and are text only.

search Ads

Whereas display ads can be media rich; images, video or text and can appear on websites and Apps within the Google Network, as shown below.

display ads

You can select the region you want your campaign to run in, the language and set a daily budget.  You can also choose whether you want your Ads to appear on mobile devices or desktop only, this is especially handy if your website is not mobile friendly as you would not want these Ads to appear on mobile search if they eat into your budget but provide limited return on investment.  Alternatively you can target specific mobile devices, such as iphone user only and target an Ad specifically to them.

4. Ad Groups

It’s important to structure your campaign properly in order to create effective Ads that target specific queries and customers, so that your Ads are relevant and more likely to convert.  This will also improve the quality score of your Ads, improving the their chances of ranking higher than competitors and also reducing their cost per click.

Below outlines how to divide your campaign into Ad Groups for each product type or service.

adgroups

5. Getting your Keywords right

Within each Ad Group choose relevant keywords to bid on and target your Ads to as shown below.

keywords

When choosing your keywords you have to getting into the mind of your customer and what they might be searching for.  For example a fashion retailer might have specific name for a style of wedges,  however if this is industry jargon their customers won’t be searching for it.

Fortunately Google Adwords has a Keyword Planner under the Tools section to help with this process.

keyword planner

Select to search for new keywords and group ideas. Enter in the keyword ideas that come to mind and the region your Ads will be shown in (as shown below) and hit get ideas.

keyword finder

Google will then indicate how frequently the search terms you entered are being searched for, how competitive these keywords are and how much you will need to pay per click if you want your Ads to show for these terms.

keyword ideas

Google will also suggest similar terms that people in the area are searching for to give you ideas as to what to bid on.  You can use this to decide what you can afford to bid on with your budget, if a cost per click is more than you are willing to pay for a competitive highly searched term you can pick less commonly searched term that will cost you less.

keyword suggestions

At Navajo Talk we tend to export these keyword suggestions to a Excel CSV document and use this to refine the list to the ones we would like to use for our campaign.  We can then upload this Excel document onto our favourite Adwords Tool, “Adwords Editor”.  The editor allows us to group keywords into Ad Groups, edit the match type of keywords to broad, phrase or exact, and tweak bids to suit our budget, all while offline and without making anything live until we are ready.

Negative keywords

To avoid irrelevant clicks you can add negative keywords to an Ad Group so searches with these words or terms are excluded.  Commonly used negative keywords include words like “FREE”, “REVIEWS” and “JOBS”.  However you have to think about similar products as well for example if your product is “flat shoes” you should add negative keywords like “rent” to avoid showing for queries such as “flat for rent”.

Match types

Selecting the right match type will also ensure you don’t show up for irrelevant queries.

Broad match allows you to target a wider search base as any of part of your keyword can trigger your Ads. It will include close variations such as plurals, synonyms and possible misspellings.  Google will set your Ads to broad match by default, which may be too general and cause more irrelevant click throughs, leading to a higher bounce rate, resulting in a lower quality score and in the long run costing you more.  If you are using broad match to save time as the plurals will be included be sure to use a lot of negative keywords. Broad match can have advantages however for those whose aim is general awareness as opposed to direct sales.

Phrase match allows for your Ads to appear in search when a users queries includes more words before or after your phrase.  For example if your keyword is “red high heels” your Ad will still appear if “Diamante red high heels” is searched for, however if they searched “red diamante high heels” your Ads will not appear.

Exact match means your Ads will only appear when users have search for your keyword and no more.  This means your Ads can be more specific and therefore more likely to gain a higher click through rate.  If your aim is direct conversions and return on investment exact match should be your preference.  However you will have to invest a lot of time into thinking up as many keyword variations as possible to ensure you get in front of your audience.  For this reason we generally prefer phrase match along with the use of negative keywords.

Bidding

Set the most you’re willing to pay per click from each keyword.  You can always come back and tweak this while your Ads are running to ensure your aren’t paying too much.  Often you will pay less than your maximum bid and still rank in first place.  This is because with each search query there is a bidding auction where your rank is decided based on the quality score of your Ads and your maximum bid compared to competitors.

6. Writing click enticing Ads

As well as managing our keywords Adwords Editor also allows us to write Ads specific to each Ad Group and review these ideas before making them live on the campaign.  The editor will also indicate for us if we have entered too many characters.

Ad text

The headline should say exactly what the product or service is so that potential customers can easily identify that it meets their search criteria.  Compelling text Ads show what sets you apart from your competitors and should include a firm call to action,  for example “Order By Midnight Today For Free Delivery” or “Buy now for 20% Discount: Limited Offer”.

The above is just an outline to get you started, otherwise we could be here all day! Next week we’ll look more closely at choosing your keywords.   Alternatively if it all seems a bit too much get in touch with us at Navajo Talk.

 

 

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2 Responses to “Getting started with Google Adwords advertising”

Trackbacks/Pingbacks

  1. Stop wasting money. Use these keyword research tips. | Digital Marketing NI Blog - July 1, 2014

    […] you aren’t sure what we mean by any of the below check out our previous Adword’s blogs, Getting started with Adwords and Adword’s jargon […]

  2. A Simple Guide to Twitter Advertising | Digital Marketing NI Blog - July 22, 2014

    […] find out more about Broad matches and Phrase matches click here and learn about match […]

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