Google AdWords campaign Starting a Google AdWords campaign First set up a Google Ad Words account by setting up a new login. You can do this by clicking here. Alternatively you may use any Google services login you already have (Gmail, Google +, Google Analytics etc…). The campaign is composed of three distinct parts: 1. Keywords 2. Ads 3. Landing pages. 1. Select keywords Keywords are the user search words or phrases for which your ad will appear. It's important to select keywords carefully, as they'll determine the audience that will see your ads -- but don't worry about getting it exactly right the first time. You can always add new keywords, edit or delete existing ones after you've created your first campaign. Tips Put yourself in the shoes of your customers - Your keywords should be the words or phrases your customers would use when searching for your product or service. Relevance is key - If you're selling roses, use specific keywords such as "Buy red roses" rather than generic keywords like "Flowers”. AdWords takes into account how relevant your ad and your website are to each search query. If your keywords aren't relevant, your ad may appear at the bottom of the page or not at all. A step by step guide on using the keyword planner can be found here and a simple video can be found here. 2. Create Ads The ads are composed of: 1 twenty five character headline (including spaces) 2 thirty five character description lines (including spaces) 1 Display URL (doesn’t need to match the URL where it is sent to, but it must be relevant Tips Say how you're different - Tell the user what is your unique about your proposition. Have a call to action in your ad - Say "Buy flowers" rather than "Flowers for sale". ADDRESS 110 Lunn Avenue, Remuera, Auckland 1072, New Zealand TEL + 64 9 215 7858 EMAIL [email protected] WEB www.tactixnz.co.nz Use the most important keywords in the ad text – as they will appear in bold. This makes the ad stand out and will be clicked on more often 3. Creating Landing pages Most ads will click through to either a specific page on your website or a specially created landing page. There are 2 basic types of landing page, Click Through and Lead Generation. 1. Click through landing pages give information to ‘warm up’ a visitor before they clickthrough to another page to get more details, order or contact you, typically used in ecommerce funnels. You can find great click-through landing page examples here. 2. Lead generation pages are used to capture user data, such as a name and email address to allow you to market to and connect with the prospect at a subsequent time. These help to keep the lead ‘warm and informed’ before they are ready to purchase. Here are more great examples of landing pages. Ongoing Maintenance Keywords Once an account has been running for between 2 and 4 weeks it will start to become obvious which key words are most effective. Running a "search terms report" will provide you with information to help you find new keywords. Tips There is no right number of keywords to have Be creative with your key words and search terms, if there is a big event or news, it may be worth adding those keywords to your list for that period of time. You can have competitor product names as keywords to trigger your ads Review Ads A decent campaign will start with at least 8 and up to 20. A good campaign will eventually settle with having between 4 and 6 great ads. To do this the ads should be monitored in 2 week intervals to begin with. Ads with the lowest Click through rate should be paused until you have a handful of well performing ads. The budget and rates of conversion for an AdWords campaign can vary hugely from industry to industry . For more information and to discuss your options please contact us on +64 9 215 7858. ADDRESS 110 Lunn Avenue, Remuera, Auckland 1072, New Zealand TEL + 64 9 215 7858 EMAIL [email protected] WEB www.tactixnz.co.nz
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