Google AdWords Campaigns
DaveN has asked me to look into Google AdWords and use a campaign for one of our customers. The customer has a site ready built with products in a highly competitive market.
Google Ad words Professional
Firstly, I must point out I’m NOT Google adwords accredited. Boo hiss lol (Google tells me I would be a highly skilled professional if I took the exam etc etc)
Unfortunately then folks I can’t use the nice little logo that Google provides as a mark of recognition for this accolade or give you any vouchers, also im now worried that I will have nothing to talk about at those select dinner events I’m frequently invited to.
Seriously, I’ve never been one for taking exams and would always prefer hands on experience of any topic, but would love to know your thoughts on Google accreditation?
Google Ad words Editor
There’s quite a lot to wade through and it feels like wading in concrete boots through a bog of Google mud. It might just be me but the Google adwords interface is a tad confusing for the beginner, for me there are simply too many separate tags to view what’s going on. So I decided to use the Ad Words Editor which I downloaded, this presented things in a more comprehensive format and enabled me to proceed with greater ease.
Let loose on a campaign with a daily budget is quite a daunting task and I want to get it right.
SEO Experience counts…..
Speaking to a well experienced SEO is always a bonus in these matters and Rich (UKgimp) tells me it’s no more than being “systematic” in your approach.
Somewhat vague I thought at first, but if you think about it long and hard enough it actually makes sense.
First thing I realise is its much easier to split up the campaign into relevant Ad Groups not try to bundle them all into one, separation of groups makes it easier to see what’s going on. There doesn’t seem to be any hard fast rules on how to set this up, but to my mind I would say with adgroups make them so you can find your products/services easily.
Use multiple Ad Groups with few keywords
I set up the campaign firstly naming it as the company name, then by setting up Ad Groups for each product category sold on the site; it’s worth noting that all Ad Groups within a campaign will be supported by the budget of that Campaign. But if you run into problems with this you can always set up another campaign.
Due to budget constraints (Although DaveN hasn’t set any) I’m trying to keep the CPC down to a minimum, So much so in fact that my initial ad words campaign would have had less visibility than a mole in a black hole.
Fortunately, I had the UKGimp look over the campaign who did say “don’t worry Dan test it out see how it goes but up your daily budget.”
I try and target my keywords looking at the most generic ones first and then sort of go backwards to reach more specific ones; with products it became more specific on the actual product numbers.
For this Ad words campaign I used the obvious generic ones located on the website and sniffed around the web for what people maybe searching for related to those products.
I also used the Google Keyword Tool to give me more ideas and then looked at misspellings, keywords with spaces etc and was consistent in adding these to each Ad Group.
UKGimp gave me a very useful spreadsheet which utilises concatenation of keywords this certainly helped a great deal and gave reassurance that I hadn’t missed any out.
Calls to action
No point having an ad really unless it relays the correct message.
The other thing I’m thinking is that not every call to action has to make a sale; it could be a newsletter subscription, entry to competition or simply get them to click to your specific target page.
So what is a call to action, well with all products they vary don’t they…?
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I have decided to use ad variation to see which adverts perform best, for e.g.:
Apparently Google automatically rotates these ads so you can see which one performs better, in the testing I’m only going to change one thing at a time so I can keep a hold of what’s going on.
I’m now going keep my eyes open on the Google Ads to see what the Clicks, Impressions and more importantly CTR.
To be continued…