Getting Started with Google AdWords. Your step-by-step Safe-Start Guide.
This guide will direct you through the process to set up your first Google AdWords campaign and ad group. We'll get you started in the safest, lowest cost, way by bidding on your own Brands.
You can read through this guide or follow these links to your area of interest:
Select Language and Location Targeting
The next screen presents options to target the language and location of your audience with English and UK preselected as defaults.
The UK Location is a good place to start. You can easily add other countries later.
The term 'language targeting' here is not totally accurate.
You really target the language of your audience with the words that you will add as Keywords.
Google is filtering by the Interface Language preferences set on the visitor's search results page so your Search button becomes Suche, see left, when the preference is set to German.
Google is starting to suggest that you can select other languages. The suggestions, above, were for a Cambridge local campaign.
Will the Japanese Whisky buyer visiting Spayside change his settings on his laptop to English to see ads for Malt Whisky?
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When you progress to your products and services Ads, think about the native languages of your likely customers who will still be using English to search. Would a London plumber's merchant want to exclude Polish?
PPC Promotion will mostly tick all 41 languages available.
For your Brands Ad the default English and UK settings are fine so click the Continue button.
Create your first Ad
You will be presented with 5 lines to create your first Text Ad below the current default UK example Ad for a London Hotel. As you type into the five entry lines this will change to preview your AdWords text ad.
The four displayed lines limit the number of characters in English to
25 characters for your headline and 35 characters for the other three lines of description and display URL.
If your brand has a lot of good keywords for your business, which is very good on the internet generally, then you should be careful here!
Holmes Estate Agents for example, changed to Homes Estate Agents will be starting to compete will all Agents with an ad that is only targeting people who already know them.
A firm with historic names gets over 50 clicks a month @ 2p.
Their CTR of 10% proves customers use their old names
Brand & Material = 40% CTR @ 2p.
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Do you know any words, negative keywords, that would confirm that the searcher was NOT looking for your company.
If your company is one of several Jones' in town including a chain of butchers then put a minus sign in front, e.g. -butcher .
Decide on your Daily Budget and Maximum bid for each Click
Your Daily Budget limits the costs of your campaign. Google will not exceed this on average in any 30 day period. At this time put in a pound or two.
The aim of this exercise is to help you learn without wasting your cash.
Google gives no money-back promises if you make an expensive mistake!
See our Google Needs Watching page.
Remember when you add Ad Groups to your Campaign then you may need to increase your Daily Budget using Edit Campaign Settings, see later.
Next put a low figure into the Maximum CPC box, say 10p, if you have a unique brand.
In most cases your Ad will have little or no competition or the competing Ads will be badly targeted such as eBays.
Click on Googles View Traffic Estimator link to see what it says. If it predicts you budget will be spent then you can adjust and iteratively check again Typically the Traffic Estimator will not have enough data to go on as in the note below
An expensive prediction will probably reveal some keywords that are too general for your brand. Go back and remove these.
Google has started allowing advertisers to bid on their Competitors brands in the UK and Ireland since 2008.
If others ARE bidding then adding your own group, with the perfect match to your website will significantly increase the cost to your competitors for clicks. Your click-through-rate will also be much higher as your customers will be looking for you.
We have set up dozens of these Brands campaigns bringing a steady stream of visitors for under 5p per click.
If your Brands campaign brings in so many visitors, even at 2p, that is spends your budget then increase this since this is a small cost to be welcoming potential clients who are actively looking for you. But in this case check the keywords that are bringing in your visitors.
Should these search terms be finding your website at the top of Google's free listings?
Review your Keywords and Ad then create another one!
The real success of Google AdWords, generating the majority of Google Inc.'s billions, was as a result of testing.
They also allow every advertiser to test their messages. Your additional ads are shown in rotation until Google detects that one is getting a better response or click-through-rate. Then you can change the poor Ad copy and try to beat your better Ad.
This is an idea perfected in US magazines over 100 years ago with the codes in the corner of cut-out coupons and recorded in
Scientific Advertising by Claude Hopkins.
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Set up your payment method and start your Campaign.
The Google Adwords billing centre is changing for the better but we have not seen the new version in the UK yet. One major improvement will allow advertisers to easily switch from
pre-pay to post-payment options or 'manual payments' to 'automatic payments' so this is not the big decision it once was. The following guide will be updated when this change has been rolled out in the UK.
Click Continue to Billing Preferences or if you have missed this option click on the
My Account Tab then Billing Preferences and Account Setup.
Edit your Campaign Settings
The way your Ads will work on the content network, next to editorial content, is completely different.
You will target these differently and create completely different Ad copy. With search the user is looking for answers, in many cases
they find it best to actively look to the Sponsored Links for their answer.
With the content network their goal is to find out about the story that went with that intreagueing headline.
You will need to distract their attention to get them to browse away from the online magazine.
Learn about the search network first and discover your best keywords and Ad copy. Always create separate campaigns to bid on the content network. In these cases it is best to hire an expert!
Congratulations you've set up your first AdWords Campaign!
Have you found this easy to follow?
Just skimmed to here? Don't have the time to spare? Find this is all too detailed?
Look at Why Adwords? page and see some better things you can do with your time.
Have you created your first adwords group using your own company name or brands?
Do you want to carry on now with a book?
There are many good books in the bookshops, Amazon, etc.
Rob got started by downloading Perry Marshall's eBook, "The Ultimate Guide to Google AdWords", now also in paperback
This Google University Beginners Presentation is a 30 minute session using breeze technology & breezy Irish male & female voices.