Launching your first Google AdWords campaign probably sounds about as easy as fighting off a pack of rabid wolves, especially if you’re new to running a business. The fastest way to kill the fear, however, is to get started. If you’re thinking about launching an ad campaign, but aren’t sure how to begin, follow these easy steps.
1. Choose an Ad Focus for Your Google Adwords Campaign
If you’re like most businesses, you probably offer multiple products and/or services. For your first Google AdWords campaign, don’t shoot for the moon. Instead, focus on a narrower subset of your offerings. If you run a bike shop, for instance, you might choose to advertise your bike maintenance classes, or you might want to focus on bike part sales. Narrowing your focus will help you research keywords more effectively and create compelling copy for your ads.
2. Set Up Ad Groups for Your Google Adwords Campaign
Ad groups help you break down your various Google AdWords campaign prongs. Your bike maintenance courses, for instance, might be divided into mountain bikes and road bikes, so you’ll want to keep them organized for your reference. Keep in mind that only you see your ad groups and that they are only for your convenience so don’t worry overmuch about doing it “right.” If it makes sense to you, it’s good enough for now. You can delve deeper into ad group structure as you get more comfortable with building your own campaigns.
3. Determine Keyword Profitability for Your Google Adwords Campaign
This is a bit tricky, but well worth the investment in learning how to do it right. First search for keywords using the Google AdWords Keyword Planner; once you’ve settled on a couple that have high search relevance, you need to make sure you can afford to advertise on them. To do this, use a simple equation:
Max CPC = (profit per customer) x (1 – profit margin) x (website conversion rate)
Plugging in these numbers will tell you the most you can afford to pay on any given keyword, so you can figure out which ones are within your price range.
4. Write Great Ad Copy for Your Google Adwords Campaign
Unfortunately, writing good copy seems so non-techy that people tend to dismiss it. Especially when first launching a Google AdWords campaign, which already seems so scary, they assume that something “easy” doesn’t matter that much. False. Your copy matters a lot, so it’s best to learn how to do it right. You want to be specific, approachable, interesting, eye-catching and entertaining. If your potential clients and customers aren’t drawn to your best one-liner, there’s a scant chance they’ll care to hear your whole sales pitch. Use your keywords in your headline and body copy, and don’t shy away from injecting a little personality into your writing.
5. Send Visitors to the Right Place from Your Google Adwords Campaign
It’s pointless to spend all this time setting up your campaign if you don’t send traffic to a conversion-generating landing page. When you hook potential clients or customers, you don’t want to then send them on to your website and hope they can find a way to get in touch with you or buy from you. Instead, send them to an optimized landing page where they’ll find exactly what you promised them in your ad. Perhaps it’s an email signup, a purchase page or a more in-depth look at your services with a signup form at the bottom.
Running an effective Google AdWords campaign is about more than being willing to pay for it. You also need to devote time and energy to learning how to set up and manage a campaign, then stick with it long enough to see what works and adjust accordingly. Within just a few weeks, you’ll feel confident and start to see real results.