Why and How to Start a Google AdWords Advertising Campaign

With 95% of Americans and 55% of Europeans purchase online yearly, almost every company have to advertise on the Internet. This is where the question how to promote your products online arises. The choice of marketing instruments and methods is vast: search engine optimization (SEO), contextual advertising (PPC), social media, email marketing, and some more.

After a quick analysis, companies often opt for either SEO or PPC. The former is a longer yet highly effective way to attract traffic to your site. The latter is a quicker way to gain traffic and interact with your target audience. You create an ad, place it, and pay when interested users interact with it. Sounds simple enough. However, setting up an advertising campaign from scratch in Google AdWords, the biggest advertising system, may take from one to a couple of weeks. It is faster and easier to do step-by-step.

Step 1: Set Marketing Goals

Be sure to set realistiс marketing goals. Would you like to focus on attracting a particular audience? Is it important for you to lead the visitors to a certain landing page? What action do you consider the desired conversion? Take your time to understand what your business goals are and how reaching marketing goals can help you achieve them.

Step 2: Collect the Relevant Search Queries

Select all possible semantic keywords: high-frequency, mid-frequency, and low-frequency queries; focusing on the frequency of keywords that is appropriate to your business. For example, use low-frequency keywords if there are many competitors in your niche who occupy the top positions for high-frequency queries.

Got tired of low conversions?

Our certificated experts know how to optimise your Google AdWords campaigns so that conversions increase by 35%

By clicking this button you agree to our terms & conditions

To collect the main keywords and latent semantic indexing keywords (related keywords or synonyms) on your subject, you can use the Google AdWords Keyword Planner. This is a convenient tool useful for most campaigns. For advanced research, use tools such as SEMrush, iSpionage, or SpyWords.

Step 3: Select the Type and Identify the Structure of Your Campaign

Considering the goals of your campaign, select one of the available types:

If you select the “Search Network Only” type, your ads will be displayed on the Google results page, Google Maps, and Google search partner sites. If you select the “Display Network only” type, your ads will be shown on websites that have installed Google ad units, videos on YouTube, mobile apps, and some Google services. The “Search Network with Display Select” type combines the benefits of the two previous options. The “Shopping” type is a good choice for advertising specific products, and “Video” campaigns on the Internet are designed to demonstrate video advertising.

Before creating a campaign or ad groups, you need to define the structure of your site and launch a separate campaign for each product or service. For example, you can run two separate campaigns for “Home Flowers” and “Flower Seeds” and create separate ad groups within each of the campaigns.

It is necessary to break up the collected keywords into narrow theme groups. For example, requests such as “Buy Flowers,””Flowers Kiev,” and “Flowers Affordable” should be in different groups. Use Spreadsheets to work with the keywords with ease.

You can end up with many campaigns and groups depending on the popularity of your niche and the number of priority products.

Step 4: Add Negative Keywords

Negative keywords help you avoid irrelevant displays that will not lead to the target action. You can add them at a campaign or a group level. There are ready-made lists of negative keywords, both general and specific ones for different niches.

You can also ass negative keywords based on search queries in already running campaigns. It makes sense to add inefficient queries to negative keyword lists too. This will help you keep your campaigns focused on the keywords important to your target audience.

Step 5: Create Ads

Before you open the corresponding menu in Google AdWords, study the following useful recommendations:

  1. 1. Mention your competitive advantages and unique differences to stand out from the competitors.
  2. 2. Add a keyword in a title.
  3. 3. Put a dot at the end of the first header, this will increase its size.
  4. 4. Include a call to action in the second header.
  5. 5. Supplement ad extinctions.

Step 6: Select Ad Display Placements

To select quality placements for your ads on the Google Display Network, do not rely only on the automatically offered options. They may be too general for your website. Try to search and add relevant sites manually.

It’s also important to turn off impressions in mobile games and apps if this is irrelevant to your product. To do this, add the following sites as excluded:

These sites often bring irrelevant traffic because the mobile display ads are small enough so that the user can accidentally click on the ads while playing games without intending to actually interact with your brand.

Step 7: Set Up Analytics

To assess the effectiveness of your ads, you should set up analytics, collect the right data, and analyze it. There is a clear sequence of steps you should complete:

  1. 1. Link Google AdWords with Google Analytics.
  2. 2. Check that the Analytics tracking code is correctly configured and installed on your website.
  3. 3. Check whether GCLID and UTM tags work correctly, e.g. using this tool.
  4. 4. Set up a purchase goal in Google Analytics.
  5. 5. Import a purchase goal from Google Analytics to Google AdWords.
  6. 6. Install an AdWords conversion tracking tag.
  7. 7. Install an AdWords remarketing tracking tag.
  8. 8. Set up micro goals, e.g. adding to a shopping cart, clicking on a “Purchase” button, etc., in Google Analytics.
  9. 9. Configure a purchase goal in Yandex.Metrics if applicable.
  10. 10. Enable remarketing and reporting features for ads in Google Analytics.
  11. 11. Enable collection of user data in Google Analytics.

For more details on how to create, edit, and share goals in Google Analytics, check out this article.

Step 8: Evaluate Your Campaign Performance

Evaluation of effectiveness is important for further actions. It is necessary to constantly analyze your campaigns to understand what works best, what does not work at all, and what formats are worth trying depending on your niche and market needs.

Pay close attention to the following parameters:

  • • Ad quality score,
  • • CTR (click-through rate, number of impressions that lead to a click),
  • • Conversion rate (proportion of visitors to a website who performed a target action),
  • • CPC (cost per click),
  • • CPA (cost per action).

You should regularly optimize campaigns, check search queries, and clean them from irrelevant keywords by adding the latter to negative keywords.

Negative keywords should be added in a broad match at a group or campaign level. Meanwhile, it’s worth adding relevant search queries to keywords in the appropriate ad group. Please note, it is recommended to add using exact and phrase matching.

The process of campaign optimization is continuous. It is necessary to constantly monitor your campaigns, as you can hardly set up Google AdWords once and for all.

  • • Ensure that you have time to improve your campaigns after their launch.
  • • Test different types of ads.
  • • Collect different remarketing lists.
  • • Divide campaigns by region.
  • • Make separate campaigns for search and the Google Display Network.
  • • Design high-quality banners.
  • • Use video ads.

Wrap Up

Each niche has its own characteristics, which should be taken into account when setting up contextual advertising. In general, to see the results of contextual advertising, it will take you about 3-4 months. To do this, you need to regularly revise, supplement, make adjustments, test, and optimize your campaigns.

1
Leave a Reply

avatar
1 Comment threads
0 Thread replies
0 Followers
 
Most reacted comment
Hottest comment thread
1 Comment authors
Naseem Kaloo Recent comment authors
  Subscribe  
newest oldest most voted
Notify of
Naseem Kaloo
Guest

A complete beginner’s guide. Thanks for the brief post.

Recent posts

A Beginner’s Guide to Key Performance Indicators for Online Stores

April 19, 2019

Tracking and measuring online store key performance indicators is a critical component of any digital marketing campaign. High-quality web analytics helps to properly allocate your budget investments and stop investing in campaigns that don’t drive revenue. It enables you to measure whether the work you do delivers outcomes and if yes, then what the outcomes Continue reading >

How to Improve Sales Performance with Dashboards

April 17, 2019

Whatever ecommerce niche you work in, different types of dashboards may help you simplify evaluating the performance of your online marketing initiatives. These can be both independent platforms and supplementary services. For example, Facebook offers online businesses the opportunity to connect online and offline marketing channels for their ecommerce projects in the In-Store menu. In Continue reading >

Promodo Partners Ecommerce Export Conference — Istanbul, 2019

April 3, 2019

The ninth Promodo Partners conference was held on March 22nd in Istanbul, the largest city of Turkey. The decision to focus on e-export was due to a number of reasons. First of all, Turkey is the 4th largest export market in the EU, secondly, this vertical is extremely interesting for large-scale businesses, and thirdly, we Continue reading >

What Marketing Channels Were Effective For Different eCommerce Niches In 2018 (Part 2)

March 29, 2019

Although all marketing channels are aimed to help businesses attract new customers and retain existing buyers, the specifics of each particular niche effect the efficiency of each channel. Our findings in the CEE Ecommerce report can make it easier for retailers to understand how to allocate their marketing budget to receive better results within their Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
7848 W. Sahara Ave.
NV 89117

State Of Ecommerce 2018 (Poland)

TOP 50 Market Players & Their Traffic Analysis

enter correct name, please
enter correct e-mail, please

Why and How to Start a Google AdWords Advertising Campaign

1
start now

Start now