Running a Pay Per Click campaign to bring in new business and promote your website is necessary for local brands. With the majority of the world’s consumers using the internet to find local companies and services, it only makes sense to become a PPC master. Google Adwords is still the ultimate advertising weapon, displaying your ad on Google Search. We are going to lay out the first steps you need to understand when launching an Adwords campaign.
How to Use Google Adwords for a Successful PPC Campaign
- Setup an account. Like most of Google’s products, setting up an account and accessing Adwords is completely free. All it requires is a Gmail account, which you probably have.
- Create your campaign. Click on the “Campaigns” tab on the top menu. Name the Campaign after the purpose of having it. This allows you to organize your settings and keep track of multiple campaigns at once. To the right of the Campaign Name, there will be two options, “Standard” and “All Features” — I prefer the all features option, it allows for more choice when customizing how your ad appears.
The lower half of the campaign page gives you options for ad extensions. This allows you to customize your ad with links to other pages on your site, geographic location, and even reviews. These features can be used to enhance your ad’s appearance.
Advanced settings let you create a timeline for the campaign and has some other cool features. The more you use Adwords, the more proficient you will become.
- Search network display and keywords. This is the step where you are able to create the layout and focus on how people will see your ad.
Your “Final URL” is the homepage of your website.
Then you have the option for “Headline 1” and “Headline 2”, put an attention-grabbing title here (LINK TO TIPS ABOUT ATTENTION GRABBING HEADLINES).
The “Path” option allows you to link not only to your homepage but another page within your site. Perfect for having the ad transport the user to a contact me page.
The preview image on the right-hand part of the screen is a nice touch and lets you see what the ad will look like before publishing. Towards the bottom is a box to add your keywords. Pick phrases that someone searching for your business might use. There is plenty of room with this option, try to use every expression possible.
An example of some keyword phrases for a taco shop in Austin:
- Tacos in Austin
- Best taco shop
- Mexican food and tacos
- Taco restaurant
You get the idea.
Be creative and anticipate how people will search for your business. Finding the right keywords is a necessary process for launching a successful PPC campaign.
- Setup Billing and Manage Campaigns. If you haven’t already, be sure to activate your account and set up your billing information. Adwords is Google’s main source of revenue, and their billing process is straightforward and painless.
Your campaign page will have all your campaigns laid out and easy to see. From here, you can analyze their performance and how many people are clicking on them.
The “Keywords” tab lets you see how your keywords are working and will even offer suggested search terms.
The “Audiences” tab will show who is clicking on your ads and with what frequency. This is a great way to ensure you are reaching your target demographic.
The “Display Network” is your one-stop overview. All the data is visualized in easy to read graphs, breaking down your viewers by demographics.
Once your campaign is up and running, this is the page where you will be spending the majority of your time on. For the first few days of any campaign, it is a good idea to be as hands-on as possible. Customizing keywords and analyzing your demographic breakdown. Once your ad is running in a direction you approve, feel free to sit back. Google does a great job of running automating Adwords, allowing for peace of mind.
With all that free time, why not start another campaign? You can have as many as you want. Plus, you can even compare the data between all campaigns you have running.
Google Adwords is not Rocket Science
This is only a basic outline of how to use Google Adwords. The larger your campaigns, the more in-depth you can go. But understanding the ABC’s of Google is precisely what you need to successfully launch a marketing plan. Google is still the king of search and using their public reach to grow your business is a very smart method of advertising.