Google Adwords is a great platform for your small business’ digital marketing efforts. In this blog post, we’ll go over the basics of setting up a Google Adwords campaign strategy. With Google Adwords, your small business can generate search traffic without spending months moving up the search rankings using SEO alone.
Adwords has several benefits for marketers:
- You can generate traffic immediately,
- You can easily track your conversion rates and results using the Google Adwords platform,
- And Google Adwords helps you find your most profitable keywords so you can more quickly and accurately figure out your specific marketing budget details.
How do you create a Google Adwords strategy?
It’s a relatively straightforward process. You start by creating a campaign. Google Adwords is split into two networks. The first is the search network, which is made up of text ads displayed alongside Google’s search results. You can search network ads when you search using Google. The second is the display network. The display network is made up of image, video, and interactive ads which are displayed on publisher websites. These are ads you see beside YouTube videos and inside the AdSense units on news websites and blogs.
Both of these networks, search and display, are driven by keywords. However, we will deal mostly with the search network here. Why? That is where most of your PPC ads will be shown. To create a campaign, just click on the “+Campaign” button. Then, select “Search Only” from the drop-down menu. On the next page, you’ll give your campaign a name and select the ad type you’d like to display. For most small businesses, you’ll select standard keyword-targeted Adwords. This will give you the best results. You can also select the types of devices you’d like to include in your campaign. We suggest using as many devices as possible, but you can just use mobile or desktops if you so choose.
Next, you will choose your target location.
Google Adwords allows you to select entire countries, regions, or even specific towns or cities. You must decide which is best for your campaign. Choosing a target location will limit your audience, but that is not a bad thing. Once you’ve selected the location, you can decide which language to display your ad in. We think it’s best to use one language per campaign. If your company is multinational, it’s best to set up campaigns in each of the languages you use.
At this point, you set a bid. You may not have any information on the cost of target keywords, although that will change after you use the ad for a while. This information will make it easier to determine what cost you need to set your bid to. Adwords makes it easy for you to change the cost at any time. It’s best to start with a relatively low bid that you can modify later. Sometimes, we do a $5.00 a day bid to see how much it actually costs to get one bid. We believe that most businesses should never pay more than a $1.00 for a bid.
Finally, Google Adwords for small business splits campaigns into ad groups. These are groups of similar keywords which are related thematically. You can create an ad group depending on your target keyword. Google will then recommend keywords for each ad group based on your landing page’s content. You can accept Google’s suggestions and we think generally you should. They know a little something about what users are looking for. Shoot for about 5-10 keywords for each group. If you have too many keywords, you can run the risk of reducing the relevance of your ads.
At a later date, we’ll discuss how you can set up your ad and any more specifics, but these Google Adwords strategies will help get you started and familiar with the platform. Stay tuned to our blog for more information on Google Adwords and other good SEO practices.