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How to run a Google Adwords campaign

Google AdWords

The basics
Google Adwords can be a great way to position your brand effectively, capture new and returning clients, and advertise without large up-front costs. Here’s how you get started.

Establish goals, objectives and targets
Whether it is cost per click (CPC), monthly budget, number of resulting sales, time spent on site or whatever, the goals are important. Goals are the basis of your campaign. It will be different if you’re trying to position your brand or if you’re trying to attract repeat sales. Most businesses set goals at a budget, for example, you want to get 10 sales from £100 a month spent.

Build your keyword list
I suggest creating a campaign for brand terms (which are almost always more profitable than keyword terms) so you can establish some familiarity with the Adwords platform.

Create your AdWords Campaign
Login or signup to Google Adwords and create the campaign. Go to the login page , click on ‘Campaign Summary’ and then ‘keyword-targeted’. You’ll then be able to name your campaigns. After that, select your countries. The more countries, the more reach, but the traffic quality is usually less (why pay for a click when the user is out-of-reach for your services). The next step is to compose your advertisement. Try to be clear, concise and have a ‘call to action’.

Add in the keywords
Add the list of keywords you have created, you may want to include some of Googles recommendations and continue. Now for the money side. Set your budgets and default cost-per-click or the cost you’ll pay for each click unless you specify later. Higher CPCs usually lead to higher ad positions, which usually get more clicks. A decent starting CPC is £0.50p, but that will all depend on the keywords, number of keywords, budget, etc. I recommend setting a content bid of £0.01p (unless it’s brand terms), because the content network generally has lower quality traffic. Nearly finished.

Integrate tracking
Google Adwords integrates perfectly with Google Analytics. Link your accounts then sign up for conversion tracking through Google Adwords. You will be able to see which keyword the person was referred on, which will allow you to start putting a value on keywords to help determine ROI.

Add more
Go back into your campaign and create more ad copies. I suggest having a few (5 or so) running, because Google will find out which ads has the best CTR and start showing that ad more. After a week or so, delete the least performing ad and try an ad with different text. Always try to beat the current winning ad.

Continually monitor the account
Don’t set and forget. Add and delete keywords, optimizes ad copy, and play with your bids and daily budgets. Also, don’t forget that your landing page quality can be a powerful variable in how effective your Google AdWords campaign will be, so be sure you point your ads to the most relevant and conversion friendly page you can.

Hopefully you’re now ready to start using Google Adwords to increase your online sales, brand or just get a little more traffic.

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