How To Build An Effective Adwords Campaign In 11 Steps

When first starting out in PPC advertising, many times people will jump right in - without really understanding what to do.

Consequently, they might lose money right away, get frustrated, and never try PPC ads or affiliate marketing again.

Adwords campaigns are tricky enough as it grows ever more complicated when you throw in the effect of solid competition.

It's extremely important to know what your competitors are bidding on, how much they are paying, and how those keywords are performing.

No matter how many free tools crop up for e-commerce companies, a paid ad is sometimes the best bet for driving new web traffic to your website.  

Set-up Adwords Campaigns

The problem is that other e-commerce and even brick-and-mortar competitors are using the same terms and keywords you will be using too.

Not only do you have to know how to build an effective campaign through Google Adwords, you also need to know how to stand out from the crowd in the same Ad space. 


Here are 11 steps on how to build an effective Adwords Campaign


1. Get An Adwords Account

Before you can do anything, you'll need to visit the Adwords site and sign up for a free account. This involves some financial information so that Google can get paid for each click to your website, so be ready to fill in your credit card or bank information.

Once you have an account and you're ready to go, click the create your first campaign button to get started. 


2. Choose Campaign Type

Most would suggest starting with the "Search Network Only" option, but you can change this as you learn and grow. Next, you'll want to give your campaign a name so you can track results.

It's a good idea to start with a naming system that you will keep using, so you don't get confused somewhere down the line. 


3. Designate Geographic Area

Being an online shop does mean you're less concerned about geographic constraints, but it's still not a bad idea to consider where exactly the majority of your audience comes from.

If you don't know, then you may want to back up a step and consider your buyer personas first. Why spend money advertising to people in the East coast if the bulk of your customers live in Los Angeles?

You can also reach other countries if your e-commerce business serves international buyers. Just be sure you are prepared for any buyer who comes your way from an international location when they click on your Ads.

You might pay a lot of money for visitors who can't make a purchase if you are not paying attention to your budget. 


4. Set Your PPC Budget

This is a pretty important step in the ppc ad setup process. You want to include enough money to make a difference, but you really don't want to break the bank, so you have to measure out your Ad campaign goals.

You can manually set bids for clicks , which gives you more control. This also means your ads will stop showing once your budget is depleted, so you won't end up with a crazy bill later. 

Once you have the hang of everything, you can go back and change your settings to automatic or maybe even apply for a google credit line (Have to meet certain credentials to qualify).

Your daily budget is the maximum that Google is authorized to charge you per day. Chances are, you'll hit the maximum most days based on the keywords you chose and how their ranking in SERP fairs out.

Google offers several payment options:

You can make payments before your ads show (manual payments) or make payments after your ads show, and have those payments automatically deducted every billing cycle. 


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5. Write Your Ad

This is the most important aspect of your Adwords Education. The copy you use is what will convince potential buyers to click on your ads that show up during searches. You want to attract plenty of people, YES, but you also want those people to buy.

If they don't buy, you still pay for that click. So start with a great Headline that uses search terms for your niche. You only have 25 characters, so every word counts. You might even need to use abbreviations or you can search for shorter synonyms. 

The second and third lines allow for 35 characters of text each. In most markets, you'll be more successful if you describe a benefit on the second line, followed by a feature on the third line. Later on, you can test which order of text converts better. 


6. Add Your Display URL

It's important to notice the difference between the URL's you'll use in your ads. The display URL is the one you want people to remember.

It's the homepage to your website, the address people will type in if they visit without finding you through an ad.

This is what you want to display, example; (placing your domain name with no sub-pages)


7. Add Your Destination URL

Now, it's never a good idea to have a PPC ad that leads straight to the home page. You want a landing page that focuses on the product or service featured in the Adwords Campaign Ad.

If you send people straight to the home page, the'll have to do another search for the products they want, and they're not likely to stick around for that long. This is why it's so important to understand the difference between the display URL and destination URL.


8. Add You Keywords

Remember that you'll be competing against many other companies for the same audience. Take some time to think of keywords that will reach people who are ready to buy.

For instance, instead of using "luxury bags" in your PPC ad, you can use keywords such as "red bloom bags". Maybe you'll miss out on people who are looking for shoes of all types, but you'll snag those who have a particular bag in mind.

They'll be more likely to make a purchase if your ad leads to a landing page with "red bloom bags" and that will more than pay for their click through to your site.

You can also use negative keywords and save a lot of money on your clicks. This tells Adwords what you don't want your ad to show up for when triggered.


9. Bid On Your Click

Finally, you will need to tell Google how much you want to spend on your clicks. Remember that you are bidding on visibility here. Those willing to pay more for clicks will show up more often in google searches that contain the same keywords as your business.

You really do have to spedn money to make money, especially in the pay-per-click game of marketing. As long as you're manually controlling your budget, you can go all out for clicks until your cash runs out, all you do next is replenish your budget when ready to run ads again. 


10. Review Everything

Double-check your Ads and keywords to be sure they are the best possible match for your marketing campaign.

Check your Cost-per-click to be sure you get the position on the page you want (everyone wants to be on the first page, tell me about it) - Being on the first page for less is the sole goal. Check your daily budget to be sure you don't unwittingly drain your bank account right out the gate. 


11. Billing information completion

Your ads will go live after you confirm your payment information and click submit. 

Setting up a PPC campaign with Adwords can be tricky, if you happen to need help launching your Google Adwords Campaign.

Fill out the form below and one of our Adwords Experts will be in touch.

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