Setting up first few Adwords campaigns can be daunting. However follow these steps to ensure that you are not missing on any of the optimization techniques.
- Campaign Settings
When you set up your campaign, it’s ideal to choose search network and uncheck display network unless your business objective is branding. Pick your geo and language.
If you are on a new Adwords account, go for manual bidding, observe results and as soon as some conversions come in, Smart bidding options can be selected. Smart bidding will work based on your objective. For example, what we love to use is maximize conversions, as the Google algorithm will show our ads only when conversion chances are at higher percentage.
Keep the delivery method to standard and ad rotation to serve the best performing ads.
2. Segmenting campaign(s) into ad groups
For big companies with thousands of keywords, it’s critical to segment into even ad groups, which leads to easy and smooth management of the campaign. Different Adwords professional follow different methods. There are some who bifurcate based on match types. However what we recommend is to bundle based on product lines. For example, if we are selling shoes, we will build a campaign- Sports Shoes and have ad groups under men’s sport shoes, women’s sport shoes and kid’s sports shoes.
3.Choosing the best keywords and types
Keywords are the pillar of your Adwords account. There are different match types to leverage a keyword- broad, broad modifier, phrase and exact. If you are on a tight budget, phrase and exact make more sense, as they will be closest to the keyword selected. If expanding is more critical, use a mix of broad modifier as well as phrase match. We do not recommend broad keywords as their cost per conversion is usually high.
4. Negative Keywords
A must for any campaign, using negative keywords will ensure that ads are shown for specific words put under the list. There are generic words like free, pdf, discount etc that can be used to stop showing your ads in conjunction with your chosen primary keywords. The best way to find out negative keywords is to use the search terms report.
5. Ads and Ad extensions
The point of running an ad is to have people click on an ad and come to the website that result in conversion. To make people come to the website, one of the key metrics is click through rate (CTR). Enough guides are available on how to improve CTR, however we recommend doing the basics- be clear, highlight the selling point and have a clear call to action.
Ad extensions display along with your ads and increase the real estate area of your ad. There are 11 types of ad extensions, use as many as possible. All extensions may not show at the same time, it will largely be decided by Google algorithm.
The people familiar with your brand have higher probability of converting. If your website visitor count is over 1000, then set up remarketing list for search ads (also called RLSA). Once RLSA is defined in your audiences, make bid adjustments so that you can bid higher for these specific audiences in your search ads.
For example, if you set bid adjustment of 20%, your bid of $2 becomes $2.20, which can help in your better ad placement.
These allow you to bid more or less based on your requirements. For example, there is no direct way to run ads on just computer (in case your website is not mobile friendly). However in devices section, if you set bid adjustment of -100%, your ads will obviously not show. Bid adjustments can be done on audiences, devices, and demographics.