Congratulations! You have begun to journey down the most exceptionally challenging and intelligent marketing rabbit hole one could hope to find. Show
Well, perhaps I am biased since that is my chosen field (and love), but truthfully, it's an exciting venture you are about to embark upon. Of course, it's at this point I need to shift away from stoking the fires of excitement, and shift to what more closely resembles pouring cold water upon those embers. PPC is an awesome field, but it requires a bit of work, discipline, and knowledge to get there and this series will be an excellent start for you. In this section of the series, we will be focusing specifically on getting Search campaigns up and running. I have discovered that setting up your account well in Search really cannot be understated in importance. Much like a great volleyball player, or the movie Batman Begins, building your account well will set you up for success in the future. Failing to build your account well on the other hand, can doom you to throwing your hands up after a few thousand (or hundred thousand) dollars in spend complaining about how Search Marketing “just doesn’t work” for you. It’s not PPC’s fault when it is user error. Jump to:
Get brand new Google ad strategies straight to your inbox every week. 23,739 people already are!Sign Me UpPart 1: Account setup - AdWords express or UI?In terms of setting up an account and building it well, the first step is to actually open an account. This may seem like a step you would want to skip over, but you might be surprised at a few of these handy tips if you are new to AdWords. One of the first crossroads you will hit on your new journey within Google Ads is the decision of whether to open an account with AdWords Express, or the traditional AdWords User Interface (UI, from here on out). While the AdWords UI offers all of the campaign settings and optimization opportunities a marketer would need to manage their campaigns well, AdWords Express is built for the… err, shall we say, less-invested marketer. It is pitched to SMB owners and managers as a way to advertise on Google without interrupting “your full-time job.” AdWords themselves claim: “Just set up your account and we’ll manage where and when your ads appear on Google. No keywords to choose, no online marketing strategies needed, and no ongoing maintenance.” The problem here, is that AdWords is an increasingly expensive route for SMBs and the very thing that can save the SMB advertiser against the deeper-pocketed competitor is an ultra-targeted strategy with specifically chosen keywords, smart ad tests, and… well, ongoing maintenance. Like much in life, there are no short-cuts in AdWords ,and AdWords Express is simply a get-rich-quick ruse destined to lead to disappointment. If you are going to do AdWords, you need to do it well and with access to all of the targeting-weapons in your arsenal, managed by a capable individual or team. Whether agency or in-house, my recommendation is to skip AdWords Express and go right to the more comprehensive (yet advanced) traditional AdWords UI. Account setup: Manager account?So you’ve decided on going the AdWords UI route, but there is one more question pre-setup to answer. Are you setting up multiple accounts for your business, or managing an agency? If it’s the latter, then you may want to consider a Manager Account (used to be the Multi-Client Center -MCC). A Manager Account allows you to manage multiple clients in one dashboard, and it is super handy to the larger in-house business or agency. You can even link Manager Accounts to other Manager Accounts. If you think you may need to go down the route of opening a Manager Account, go here: Opening an AdWords Manager Account. Account setup: Getting startedNow that you are ready to get rolling, go here and create an AdWords account with your gmail login. Let’s begin by setting up your first Search campaign. Part 2: Setting up Search campaigns, settingsSearch campaigns are the staple of AdWords. I’m obsessed with search marketing, and the reason is because there is an aspect that goes beyond any demographic or buying behavior data used in marketing before this point. With search marketing, you are connecting with a single individual who is revealing their deepest, darkest secret. That is, they are telling you their personal intention. When an individual types (or speaks.) into a search engine, that phrase or word they say is labeled a “search query” or “search term”. You will then bid on these search terms by choosing keywords you want to target. In this way, you can advertise only on the exact search terms you want to advertise on. Personal intent targeting at its finest. While you are likely familiar with a lot of this already, how does one actually go about setting up an AdWords campaign to accurately bid on keywords? Keep reading. Search campaigns: SettingsAs you begin your AdWords account, you now get to create your first campaign. |