AdWords Campaign Building: The Basics

So, you’ve signed up for your AdWords account, and now all you have to do is build your first campaign. Now what?

It’s understandable if you’ve got a bit of writer’s block. After all, you’re putting your own money into this, and you don’t want to waste it. But fight that panic, take a deep breath and read on for a few tips…

  • How’s your website? Have a long, hard look and answer yourself honestly. If it’s just one page of spiel and a phone number, you might need to think about improving it before you start bringing visitors to it with paid clicks. If people just hit the back button and go elsewhere, you’re making no profit and still paying for the click.
  • Take a look at what you’re offering. What are your biggest sellers? What products are under-selling, but would make you more profit with the right push? If you’re providing a service, what are your business’ unique selling points that make you a must?
  • How many ad groups do you need? Make sure you’re not advertising shoes in the same ad group as socks, and tailor your ads to your searchers.
  • How many keywords, and on what type of match? Be specific – but also realistic. It’s unlikely that people looking for lawn mowers will search for ‘Flymo Turbo Compact 330 Grass Collecting Electric Hover Lawn Mower’… unless, like I just did, they copy it from Amazon into Google to search for comparison prices. If you get stuck for ideas, use the keyword tool.
  • How much traffic does Google estimate you’ll get? Take a look at the traffic estimator, and type in the word ‘loans’. Scary, huh? How about the word ‘free’? Now, aren’t you glad you can set a limit of how much to spend per day? If you have keywords that cost more per day/per click than you can afford, narrow them down a bit… or a lot.
  • Negative keywords – don’t forget to set them! Unless you’re not all that bothered about making money, make sure you make ‘free’ one of them.
  • Write your ads – see this blog for a few tips.
  • Do you want to advertise on the content network? For a first campaign, I’d suggest starting off just on Google and its search partners. Think about the content network after you’ve got a feel for the basics.
  • What’s your daily budget? This should be within the realms of what you can afford, but enough that you’ll get a decent amount of traffic to your site per day. If the clicks within your industry are expensive, for example £2 each, your daily budget will need to be at least £4 – and even that will only get you two clicks before Google stops your ads running for the day!

This isn’t an exhaustive list, but it should help you to get the basics right. Good luck!