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The Beginner's Guide For Uploading First Google AdWords Search Campaign
There are some basic steps to follow before the final upload for Google AdWords campaign. The following tips may prove useful:
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When you start your campaign, you come across several terms like bid changes, keyword additions, bid strategy and many more settings. Google AdWords Campaign isn't that hard as you may think it is.
But, there are some basic steps to follow before the final upload for Google AdWords campaign. Read on to learn them in detail.
Ad groups are like buckets which hold similar variations of a particular keyword. They should be tightly themed.
Example: Men Shoes Campaign has several Ad groups based on category + Brand combination (Nike Shoes, Puma Shoes, etc.).
Also, we should have more than one Ad so that we know the best one out of them after doing a/b test.
For starting with the Google AdWords Campaign, one must know the Golden Rule:
- The combination of Keyword + Ad impacts Click through Rate (CTR)
- The combination of Ad + Landing Page impacts Conversion Rate
Reviewing Campaign and Adjusting the Ad group settings:
Be careful while reviewing your Campaign and adjusting the Ad group settings. Set the below mentioned settings as per your needs.
Campaign Level Settings are:
1. Networks: Google divides network mainly into two parts-Google Search and Google Search Partners. Check search partners if you want to show your Ads on Google Search Partners like AOL.in in parallel to Google.co.in, else uncheck it.
2. Devices: Choose the devices on which you want your Ads to be shown. These devices include mobile phones, desktops, tablets, etc. The default selected setting is Desktop and Tablet. Till the time, your website is not mobile ready; make use of Mobile bid adjustments. (The recommended Mobile bid in this case is -100%).
3. Locations: One should target relevant locations to drive maximum sales. The feature is more important for accounts that are segmented by location.
Example: A food joint delivering in Delhi NCR should have location settings set as Delhi, Gurgaon, Faridabad, Noida and Ghaziabad.
Tip: You can make use of radius based location targeting, though they aren't accurate in India because IPs are jumbled.
4. Bid Strategy: Though common bidding strategy is Maximise Clicks, but you may consider other options based on Campaign requirements. The biding strategies available in Google AdWords are mentioned below:
-Target Search Page Location
-Target Outranking Share
-Target CPA (Cost per Acquisition)
-Enhanced CPC (Cost per Click)
-Target ROAS (Target Return on Ad Spend)
Tip: Uncheck the Enhanced CPC option, if you don't want Google Ad words to automatically raise more conversions based on historical data.
5. Budget per Day: Do not make mistakes while setting your budget. An extra 0 or comma (,) instead of decimal (.) when used may cause to spend high amount than it was actually required. Divide your budget by number of days of your Campaign will run and as per Campaign's search potential, and set it accordingly.
6. Delivery Method: The default option Standard Delivery shows Ad throughout the entire day. This makes sure that you don't spend your whole budget in the morning and also cause your Ads to stop showing for the rest of the day.
Accelerated Delivery shows your Ad more quickly until your budget is complete. This option stop showing your Ad after you budget is complete.
7. Ad Scheduling: Double check your Ad Scheduling settings. This has to be based on two things:
-Availability of service
Example: If pizza delivery is from 8 am to 8 pm, the schedule should be set accordingly.
-Click Volume and their Conversion Rate
Example: People research a lot during the day for Nike shoes, although they end up buying during the evening. Tapping these potential buyers during the specific time when they convert by showing Ads can be helpful.
8. Campaign Start/End Date: This simple setting allows you to set Start and End date for any Campaign.
Example: Ads about Diwali product offers should run up to the next 2 days of Diwali.
Therefore, the campaign Start and End dates should be set accordingly. This way the system will automatically start and stop Ads on the date and time selected.
9. Ad Rotation: Use this feature to rotate Ads evenly and optimise with the use of this data.
Example: An Ad groups about Nike Shoes should have more than one Ad for a/b test. The system will serve both the Ads evenly if we select the Rotate Evenly default option. This helps us to get data on CTR and conversion rates so that we can choose the best Ad.
At Ad group level, take care of the most integral part i.e. your Destination URL and Associated Bid. Negligence of this integral part may lead to failure of your Campaign.
Destination URLs (a.k.a. Final URLs):
After you are done uploading your Ad, check whether the destination URLs are correct.
Destination URLs or Final URLs can be checked for 404 error and UTM parameters.
404 errors can be fixed by correcting the Page URL. The UTM parameters have to be in proper syntax and set according to your tracking needs.
Tip: Use UTM parameters, if your Google Ad words and Google Analytics accounts are not linked to each other. Auto-tagging is a better option if your both accounts are linked to each other.
Bids at the Ad groups Level:
Check again if your bids are as per the vertical and country/region you are bidding.
Tip: Use Google AdWords keyword tool to get bid estimate for both geographical and vertical wise.
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.