How To Create A Google Adwords Campaign For Your Business



One of the fastest ways to grow your online business traffic is through Google Adwords campaigns. While it is not a cheap system, it allows you to control your expenses very specifically, making it an option that fits perfectly into any pocket and budget. Creating a campaign on Google Adwords is not overly complicated either, but you need to have some basics to see the results of your efforts almost instantly.
Here's how you can create a Google Adwords campaign to grow traffic to your website quickly and efficiently.

Create a campaign in Google AdWords

If you regularly use Google, you are likely to have seen and clicked on an Adwords ad. These campaigns can have several different formats, but the easiest is to start with search ads. Search ads are like the usual organic search results but are placed above these and appear with the green ad tag.


These ads are selected based on the keywords that have been written in the search engine. And for this reason they are so effective: because they are related to what the user wants to find. In the case of your online business these ads can be very effective if you choose the right keywords.

Before starting

This article aims to familiarize you with using Google AdWords to get initial traffic for your new online business. But it takes time and experience to develop a cost-effective, large-scale campaign. If you are looking for faster results you can hire an expert right now by clicking on this banner.

Once you've created your Google AdWords account, Google invites you to start your campaign immediately. However, creating a campaign on Google Adwords requires careful thought and preparation. We recommend that you first think carefully about the following topics:
  • How will the copy of your ad be.
  • What keywords you want to position yourself in.
  • What is your budget.

The ad copy

Choosing compelling text for your ad is a somewhat difficult task. The best thing is that you have at least 2 or 3 versions, although you can start with just one.
A search ad or a standard text ad contains these five elements:
  • Owner (maximum 25 characters)
The headline is the first line that people read. It is usually a good idea to write a call to action (CTA) that relates to the keywords in which you want to position yourself. For example, if you have a bicycle rental business, "Bicycle Rental" could be a good title.

  • Description line 1 (maximum 35 characters)
This line is displayed to the right of the headline or as the first sentence below the display URL. The location depends on the resolution of the device and the user's screen. In other words, it has to work whether it is an extension of the headline or a descriptive introduction.
This is a good place to share your unique value proposition. To follow the example of the bicycle rental business: Is it easier to rent a bicycle in your company? Or cheaper? Or faster?

  • Description line 2 (maximum 35 characters)
This is the final part of your ad description. You can use it to extend your unique value proposal or to include another message that convinces users to click.

  • Display URL
This is the web address highlighted in green that shows users where they are going to arrive. You can use your normal domain name here, or a domain with a subfolder. If you're thinking about directing users to a specific page, it might be a good idea to show it in the URL. For example, you can use
Www.alquilaunabici.com/madrid if your ad is specifically aimed at renting bicycles in Madrid.
  • Final URL
This is the real link to which users will be directed. It can be as long as you want. If you use a web analytics service like Google Analytics, you can add UTM tracking tags to the URL. This will allow you to track the effectiveness of your different campaigns. (Note that if you use Google Analytics, you need to connect to Google AdWords with your Analytics account for automated tracking.)

Keywords

This is possibly the most important part of your campaign. The keywords determine when your ad will show and how much it will cost you. The goal here is to be as accurate as possible and at the same time be broad enough to get traffic.
A good strategy to start is to open a spreadsheet and list all the keywords you can imagine. Ask yourself what phrases you could write to someone who is looking for what your business offers . You do not need to list all the possible variations, such as the plurals and the different order of words.
  • Keyword Matching Types
Do you know how Google keyword matching works? It is an incredibly intelligent system. With broad match if "bike rental" is used as the keyword, the ad will also be displayed for users looking for related phrases, such as "renting a bike." This may work for certain online businesses, but if your keyword is too broad, the ad will also be shown for unrelated searches.
You can choose a more restrictive match type using phrase match , which will only show your ad when your query includes your keywords. The phrase's concordance offers a degree of segmentation greater than the predetermined broad match and more flexibility than the exact match . To use this type of match you only have to add quotes around the keywords. For example, with "bicycle rental", your ad will not be displayed for the phrase "rent a bicycle", but it will appear for "rental bikes", "bicycle rental", "bicycle rental site", and others Variations.
If you want to be very precise, you can use the exact match , putting your phrase in parentheses. This way [Bicycle rental] will only be displayed for "bike rental" and slight variations of the exact phrase.
The last match type is negative , which excludes searches with the specified keyword. These should be written by adding the minus sign (-) in front of the keyword. In our example, we should exclude "-mobile" or "-motor", so that our advertisement is not displayed for people looking for motorbike rental.
Let's take as an example that your business only offers its services to the city of Madrid. To start your campaign, your keyword list might look like this:
  • General keywords
Bicycle rental Madrid
Bicycles for rent Madrid
Bicycle rentals El Retiro
Bicycles for rent Retiro
Rent a bike Madrid
etc.
  • Negative keywords
-motor
-scooter
-car
Here are some of the keywords you could include. There is an overlap between some of the phrases that might correspond to the same search query. But this will not hurt your list since Google will take the closest value.

Ad Groups

As you can see in the list of example keywords, some of them are specifically addressed to certain places in Madrid. This is because, for our business, we want to group our offer by location. It is very likely that users are looking to rent a bicycle in a certain area, so our grouping makes sense. Your own online business will most likely also have a similar way of grouping or categorizing your bids. If your business is about catering services, for example, you could have categories for breakfast, lunch and dinner, or for vegetarians, vegans, and gluten-free foods.
If you have these types of categories or subcategories it is recommended to make ad groups for each one.
To understand why you need to know the hierarchical structure of Google AdWords a bit:
Your AdWords account can contain multiple campaigns. A campaign can contain multiple ad groups. An ad group consists of at least one keyword and one ad, but may contain many of each. Each keyword in an ad group can trigger any ads in that group. Ad groups must be based on related keyword sets, and ads must have titles and descriptions related to the set of keywords in the group. The budget (we'll talk about it later) is set at the campaign level, so no matter how many ad groups you have, it will be easy to control expenses.
To return to our example, placements are a natural choice for ad groups. "El Retiro" would contain all the keywords related to El Retiro and its ads would contain "El Retiro" in the titleholder and / or description. Ideally, in this case the destination URL would point to a start page that shows all available bicycles in that area.
Your ads are much more likely to receive clicks when they contain the exact words that potential customers are looking for, such as "Bicycle Rentals in El Retiro." This will improve the clickthrough rate (CTR), which in turn will improve the quality level (more on this later).

Budget and offer

Now that we've talked about the copy of the ad and the keywords, let's go back to what would probably be the first question that crossed your mind: how much is it going to cost me? This depends (almost) entirely on you. The price is determined by your budget. You can set a daily budget for your campaign that will be respected by Google. One day you can spend a little more, and some days a little less.
The number of clicks you get from that budget is less easy. You pay Google for every click your ad receives, so it depends on the cost per click or CPC. The CPC is determined by the demand it has. Some keywords can be very cheap because they have low demand or advertisers. While other keywords are more popular and therefore much more expensive. Other factors, such as the quality of the ad and the combination of keywords, also influence the price, but that is something that we will worry about later. In very general terms, you need to exceed the competition bid for a particular keyword in order for your ad to show .
This can all be tricky, especially if you are unfamiliar with these terms. Therefore , when making a bid for a keyword, using an automatic bidding strategy is a good idea to start with. Since the goal of your campaign is to increase traffic to your website, a Maximize clicks bid will probably be the most appropriate. All you have to decide is the budget you want to spend.
Keep in mind that it may take a bit of time to make your campaign run efficiently. This is because Google needs to know which keywords and ad combinations are most effective for your campaign. It is best to start with a low budget, and see how little is working.

Analyze your campaign

Keeping track of your Google AdWords campaign is key to optimizing your performance. As we mentioned before, if you connect Adwords with Analytics you will be able to see the traffic that enters your web through that campaign. If, for example, the dropout rate is too high, you might want to rethink your keywords.
Another good strategy to improve your campaign is to test different versions of the ad . It is unlikely that the first hit with the best call to action. Improving ad copy will improve your CTR, and ad quality score, which will reduce your cost-per-click.
It is best to write a totally different alternative text to the first version. If you only make small adjustments it will take longer to know which ad is working the best.

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