Small business success can start with Google AdWords. If you have no clue where to begin, this a great place to start. Grab a cup of coffee and read on.
To start your campaign, go to https://adwords.google.com, find the “Get started now” button, and sign up for an AdWords account. Once you're logged in, click the “Create your first campaign” button.
Campaign, Location, And Budget Decisions
Choose your campaign type. A good way to do this is to use the Search Network Only option. You then need to name your campaign, so keep it simple in understandable terms that relate. You’ll see a tick next to “include search partners,” and you’ll want to remove that for now; you can always change this down the road.
Decide on where you want your ads to show and choose that geographic location. Choose the area, large or small, that works best for your business. There are many options to consider for your target areas, such as:
- Regions of countries
- States & Provinces
- Cities & US Congressional districts
- Longitude-latitude coordinates
- The designated radius around a specific address
You’ll also need to set your daily budget and choose a Bid Strategy. If you change the default Bid Strategy to “I’ll manually set my bids for clicks,” you’ll have more control. You can always change to one of the many automatic options later. Your daily budget is the maximum that Google is authorized to charge you per day. Browse through and choose one of the several payment options that Google offers.
Create Your Ad
You’ll see a section called Ad Extensions, but you’ll want to leave it alone until you finish setting up your account. Just click Save and Continue. At this point, you’re ready to create your first ad group and write your first ad. Start by creating your headline and using keywords when you can. The character limit is 25, so think about abbreviations and 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 or offer on the third line. Later on, you can test which order converts better. The last line is your actual destination URL or your specific chosen landing page. You can also use a tracking link here.
It’s time to insert your keywords into the keyword field in your account. It’s not the best idea to throw in hundreds of keywords to start; just use a handful of the most important ones and go from there. Every keyword is theoretically a different market, which means that each of your major keywords will need a bid price of its own. Set your maximum price-per-click now; Google will let you set individual bids for each keyword later.
Last But Not Least
It’s time to review everything. This is an important area for your business and you want it to be an accurate representation of what you want and need. Go through and double-check your ad and your keywords to be sure they’re the best possible match. Review your cost-per-click to be sure you get the positions on the page you want. Double check your daily budget to be sure you don’t accidentally drain your bank account before you even begin.
Last, but certainly not least, it’s time to enter your billing information. Once you confirm your payment information, your ads will begin showing. Mission accomplished.
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