The Ultimate Guide To Creating A Google AdWords Account
If you’re having a difficult time trying to create a Google AdWords campaign from scratch or presently have an AdWords campaign, but want to improve the overall performance, this is an article you do not want to pass on.
I have had the chance to inquire hundreds of Google AdWords campaigns from individuals who managed their own campaigns and one thing I can express is that 95% of the time, business owners are throwing money out the window. If you want to learn how to save money on your current Google AdWords campaign, click here. With that being stated, I have created a guide that highlights the best tips to use when creating or optimizing a Google AdWords search campaign.
Understanding Your Search Audience
It’s very important when creating a campaign to understand the type of audience you want to attract. If you provide simple keywords that emphasize “cheap, affordable, low-cost, pricing, etc.” don’t be surprised when you get calls from individuals’ wanting the best deal, service, or product at a low cost. When creating a campaign, I usually ask “what is your initial goal? What type of customers do you want to attract?” More often than not, they don’t have an answer. They know that they want more customers, but they do not know they type of customers that they want to attract.
When I create an AdWords campaign, I am very specific when it comes to the intent behind the users search. Depending on the vertical you are working with, the intent behind that search can make all the difference. I’ll use a limousine company as an example.
First, I need to look at my fleet. “Do I have party buses? Do I have sedans? Do I have town cars?”
Next, I seek how often customers use my services. Off the top of my head I can think of the following:
- Weddings
- Prom Nights
- Birthdays
- Anniversaries
- Bachelorette Parties
- Bachelor Parties
- Wine Tours
- Airport Pickups
After that, we need to figure out the reason behind the search. This is usually broken down into 4 categories:
- Informational: answers a question or clarifies an uncertainty.
- Navigational: drives the searcher to a pre-determined destination.
- Commercial Investigation: aids researching while implies a future transaction.
- Transactional: aids the searcher in making a purchase or completing a specific task.
Since we’re a service based company, our goal is to focus on the categories that convert quickly, which are Commercial Investigation and Transactional. We want to attract customers who are in the market to purchase. Knowing this, I create the Google AdWords campaign like so:
Campaign 1 — Party Buses
Ad Group 1 — Weddings
Keyword Examples:
- “party buses for weddings”
- “best party bus for weddings”
- “affordable party bus for weddings”
- “top party buses for weddings”
Your Ad Should Look Like:
AdGroup 2 — Prom Night
- “party buses for prom night”
- “best party bus for prom night”
- “affordable party bus for prom night”
- “top party buses for prom night”
Your Ad Should Look Like:
Campaign 2 — Limousines
Ad Group 1 — Weddings
Keywords:
- “limousines for weddings”
- “limousines bus for weddings”
- “affordable limousines for weddings”
- “top limousines for weddings”
Your Ads Should Look Like This:
Ad Group 2 — Prom Night
Keywords:
- “limousines for prom night”
- “limousines for prom night”
- “affordable limousines for prom night”
- “top limousines for prom night”
Your Ads Should Look Like This:
Get the idea? Great! You can even take it a step further and create ad groups based on cost, location or quality.
The last thing you need to take consideration in is directing your web traffic to the proper landing page on your website. The worst thing you can do is direct your traffic to the homepage. Keep directing your web traffic until you have very specific audiences that you are trying to target. Once this is completed, there will be an increase in the quality of your campaign performance. This also raises the quality score which, in return, lowers your cost-per-click.
In conclusion, if you are willing to take the time to map out your campaign before you create it, you will save yourself a lot of time and money in the future. If you have any questions about how to improve your Google AdWords campaign, feel free to contact me.
