In this video lesson, we are going to walk you through how to setup a Google AdWords campaign step by step. From how to structure the campaign to actually doing it live.
Transcript of How To Setup A Google Adwords Campaign
Step 1: Creating a campaign
Once you’re logged into your account, click on campaigns on the left-hand side menu. Then to create a new campaign, click new campaign or the large blue circle with a plus on it. This will begin making a new campaign.
Step 2: Choosing the campaign type
The first choice to make is the campaign type. There are 5 types including search, display, shopping, video, and app.
- Search: Reach customers interested in your product or service with text ads.
- Display: Run different kinds of ads across the web.
- Shopping: Promot your products through Shopping Ads.
- Video: Reach and engage viewers on YouTube and across the web.
- Universal App: Drive app installs across Google’s networks.
We’re going to focus on making a search campaign so we click that.
Step 3: Pick a goal
Next, Google can make some automatic decisions suggestions based on what your goal is for the campaign.
The three choices are sales, which is for targeting customers ready to act and buy, leads, which is for attracting new people to your business and website traffic, which is for driving relevant customers to your website.
If you’d rather set up each piece of the campaign without a goal, simply choose the no goal option at the bottom.
- Sales: Drive sales online, in app, by phone, or in store. The sales goal recommends settings and features to help you reach customers who are ready to act.
- Leads: Get leads and other conversions by encouraging customers to take action. The leads goal recommends settings and features to help you attract people to your business.
- Website traffic: Get the right people to visit your website. The website traffic goal recommends settings and features to help you drive relevant customers to your website.
We’re going to choose the website traffic goal and then you want to fill in your site for which you are trying to increase traffic. Then click continue.
Step 4: Set the campaign settings:
We’re now at the main campaign settings page. The first step is to create a relevant name, but no need to worry, this is only for your own reference and won’t have any impact on what is actually shown in your ads later on.
Next, choose if you want your ads to appear on partner sites like google maps or google play. Then, choose if you want your ads to also show up in places other than google search like websites that have partnered with Google to show ads.
Now we choose where in the world we want and don’t want our ads shown. This can be very broad with an entire country or multiple countries or as specific as a city or town. It’s important to choose this carefully based on your needs.
If you are a bakery in Australia and don’t ship internationally or to Perth, then you want to make sure you limit your ads to only be shown to those potential customers looking for cakes in Australia but also use the exclude functionality to prevent ads being shown in Perth. You can also use the advanced search to be even more precise.
Next is the language which typically corresponds to the locations you’ve chosen and the language that your ads will be written.
Budget is the amount you want to spend each day on average.
Google makes sure you don’t pay more each month than what you want, but your spend each day may vary up and down.
Most of us will want to use the standard delivery method which helps your ads to be shown throughout the day, but if it’s important to you that your ads start showing in the morning and more quickly thereafter, you can choose the accelerated option.
Step 5: Choose a bidding strategy
Now we need to choose what we want to focus on as a goal from our ads, conversions, conversion value or simply clicks.
Although optional, if you don’t want to pay more than a certain amount for someone to click on your ad, then you can put in a maximum cost per click or CPC.
Under the bid strategy, there are more specific and advanced options. You can see each option performs slightly differently based on what your goal is for your ads. Then there is also the manual option to simply set the maximum amount you’re willing to spend per ad click.
- Conversion: Based on the selections, this campaign will use the Maximize conversions bid strategy.
- Conversion Value: Based on the selections, this campaign will use the Target ROAS bid strategy.
- Clicks: Based on the selections, this campaign will use the Maximize clicks bid strategy.
We’re going to choose to maximize clicks since we’re just setting this campaign up new and we want as many clicks as possible in order to gather the most data about who our ads are reaching and how they’re performing.
Step 6: Choose a start date
Next, choose your start date and an end date if you want one if it’s maybe a short time promotion campaign or something similar.
Google then provides an option for it to automatically create what are called dynamic search ads which are based on your website and the searches that potential customers make.
You can try this out and see if they work well for you or if you’d rather stick to your own self-created ads.