Structuring your Google AdWords campaigns
At this stage, you should already know clearly:
- The products you sell or the services you provide
- The type of customers you’re looking for
Using this information, you’ll now be able to structure your first Google AdWords campaigns in a meaningful way, i.e. something that makes sense from your business’ monetary perspective.
Before going any further, please have a look at our article on “how to use Google AdWords for my website” where we explain the basics of setting up your first Google AdWords account, as well as your very first campaign.
Once that’s done, you can get started. To keep up with the Coinbase’s example, let’s see how they would structure their campaigns.
First, go to “All campaigns”, then “Campaigns” and click on the (+) symbol:
Then, you’ll be asked to decide on your campaign’s goal. And that’s why it’s important to define your goals prior to creating your campaigns. You need a clear idea of what you want to achieve: Are you an e-commerce that wants to make more sales? A consultancy company that wants to capture more leads? Do you want more phone calls?
In Coinbase’s case, we can assume that they’ll want to get new leads – for example, a campaign dedicated to getting more customers to sign up on their website and start buying or selling cryptocurrencies.
The two other options could be to get more website traffic or more brand awareness. But in both cases, while it’s possible to quantify in a technical manner how much of this traffic is generating new customers, it’s still rather like shooting in the dark compared to a full-fledged leads campaign.
You’ll then be prompted to select your campaign type. It could be one of the followings:
to display your textual ads to people who type specific queries on Google.com.
to display visual ads to people doing something that’s somewhat related to your keywords.
that’s mostly for e-commerces, when your campaigns are mostly product-focused.
that’s if you want to promote your business with videos on YouTube or other places of Google’s network that allow videos to be advertised.
In our case, we will focus on building a Search campaign. This way, we are sure that we’re showing textual ads to a relevant audience:
You now have to select the modalities by which you want to reach your goal. And here, Coinbase would mostly want website visitors rather than calls or visits to their local store (since they’re only online!):
If your start-up has a physical store and that you can handle phone calls, then tick phone calls and store visits as well.
Once that’s done, you’ll be prompted to name your campaign, along with decide whether you want it to be included on “Google search partners” and the “Google Display network”. Make sure to untick both as you don’t want your textual ads to be in competition with images, for example.
After this step, you’ll be asked to select your campaign’s location settings. For example, if Coinbase wanted to target people located in San Francisco, they would specify it.
Be careful because Google automatically targets “people in, or who show interest in, your targeted locations”, and excludes “people in, or who show interest in, your excluded locations”.
In Coinbase’s case, it means that your campaign would target people interested in both cryptocurrency and San Francisco as a location, instead of being actually located in San Francisco.
Same for the exclusion option – it would exclude people showing interest in your excluded locations. If for example it was Mexico, it would exclude people based in San Francisco and interested in Mexico.
After that step, you’ll be asked to select your audience. Keep it to “observation” for now, so that you can see who’s the most likely to be interested in your services or products, without restricting yourself to these audiences in particular.
In Coinbase’s case, they would probably observe audiences related to the financial industry and see for example if people looking for banking services are more interested in their products than people looking for financial services. In your case, pick the right industries so that you can start observing them:
After this step, you’ll have to decide which budget you want to spend on this campaign each day, and the kind of goals you want to measure. Make sure that the delivery method is set as “standard”, so that your ad is served evenly across the day.
In terms of the goals, since Coinbase would want to get more sign ups on its website, they would therefore want to track conversions. However, since their AdWords campaigns won’t have enough historical data to get started with conversion-based campaigns, it would be recommended to look for clicks in the first place.
In the case of a click-based campaign, you are allowed to set a “maximum cost per click bid limit”. In human words, that means that you can limit how much you will spend every time someone clicks on your ads. It’s an excellent way to control your budget and know exactly how much you’re going to spend for how much traffic:
Since you’re a start-up business, keep in mind that this kind of strategy is ideal if you want to test new ideas, new pages and get an overall sense of how the market reacts to your concept. And since you’re on a budget, you won’t have to worry about blowing up your whole budget. For example, if you have a $150 for this specific campaign, you can essentially decide how many clicks you want to get for these $150.
In some cases, the clicks will be too expensive and you won’t get any – but most of the time, you’ll end up with the number of clicks you wanted to get.
The last step to build your campaign is to set up “ad extensions”. These extensions help you provide more information in your ads such as a phone number, an address or a special offer. They’re very important and you should not overlook them:
Once you’re past this point, it means that your campaign is ready to go. You’ll now have to set up your ad groups and ad copies.