Building an AdWords campaign
Create your AdWords account
Go to your MCM dashboard and create your new account.
If your client has already an AdWords account, then he must grant access to your account.
Link your AdWords account to the Google Analytics account
Press the gear symbol > Linked Accounts > Google Analytics and press Set up link for the account.
Create your first campaign
In your campaign settings, make sure that you follow the rules below:
Set your locations
Make sure that you set only the locations in which you want to target your audience.
Set your languages
If your language is not english, make sure that you add your native language as well.
Stick to one goal per campaign
Once you know what you want to do with your AdWords campaigns, it’s time to put your plan into action. Structure each campaign around just one goal – like increasing signups or selling more coffee beans. We suggest you separate campaigns by theme or product line (such as coffee beans, coffee gifts, teas). Or use the same structure for your campaigns as you do for your website.
Remember to keep your audience in mind. Target only the locations where you offer services, and target the language in which your ads are written. If you have an international audience, split your campaigns by country. Finally, give each campaign an appropriate name – such as its goal. This makes tracking and editing your campaigns much easier later on.
Split each campaign into ad groups
Ad groups let you segment your campaigns into multiple parts to achieve even greater focus and simplicity. Just like campaigns, each ad group should have one common theme – for instance, focusing on a single product or service that you offer. This makes it simpler to create focused, effective keywords and ads.
Writing Targeted Ads
Create your headline
The best headlines relate directly to the keywords being searched; this makes an ad seem especially relevant to the searcher’s interests. So it’s best to include one of your keywords in your headline. Plus, if any of the words in the keyword that triggers your ad are present in your headline or ad copy, they will appear in bold font in your ad.
Develop your description text
The description should convey both key details and benefits of your product or service. It should also include a call to action. Keep everything as short and simple as you can. To start, list the products or services in a particular ad group that you’re advertising (for example, gourmet coffee beans, specialty coffee). Then add the benefits (for example, bulk discounts, free shipping). Finally, put it all together with a call to action, such as order now or join today.
Make sure that you use keywords in the title of the ad, but also in the ad copy.
Designate display and destination URLs
The display URL (the web address users see when they view your ad) doesn’t have to be the same as your destination URL (where users land when they click your ad). But it must be an actual URL for your site. Choose a destination URL that promotes the exact product or service your audience is searching for, rather than your usual home page.
Set your keywords
If you use keyword phrases then:
Step 1. Tick your phrases and press “change match types”. Leave the default “Change match type to phrase match”.
Step 2. Copy your phrases and paste them. Tick your phrases and press “change match types”. Tick the “Change match type to exact match”.
For more about keyword match types click here.
Set a budget for your campaign
Make sure your keywords are triggering ads. To do so, visit the keywords tab. Click the speech bubble icon in the “Status” column to get information about whether a keyword is triggering your ads to appear.
Much of your effort is wasted if you’re not tracking your campaign’s effectiveness: the only way to determine the success of your PPC campaigns is by tracking the actions you want your customers to take on your website (filling out a contact form, downloading a white paper, making a purchase, etc.).
Setting up conversion tracking in AdWords is easy, and once it’s enabled you will be able to see which campaigns, ads, and keywords are bringing you the best ROI.
Just take notice that conversion will remain unverified until a conversion takes place and is successful in recording the conversion. So makey sure that you completed a test conversion yourself. Do a live search on one of your keywords, click on your own ad and complete a conversion.
Installation and verification
You can use an appropriate plugin according to your CMS to install the adwords scripts in your site.
Then, istall the Google Tag Assistant in your Chrome browser, visit your site and make sure that the adwords script work as expected.
If you are setting a new client, than you can call Google and ask for a coupon. They will also advise you depending your campaing, so feel free to call them. But make sure you call them right after you create your new account for your client. Or else (if for example ask for a coupon after 2 months of creating the account) they will not be able to give you a coupon.
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