Google Adwords Intro
Google Adwords is one of Google’s most popular advertising products, allowing you to buy advertising real estate right next to relevant search results. The new version of Google Adwords was launched in February 2012 and includes a range of improvements that make it easier than ever before to run successful campaigns. And if you don’t have much experience with running online ad campaigns then read on... because we’re going to show you how it works!
Step 1 - Create an Account
Before you can start advertising, you need to create a Google account. This process is easy and quick—just provide your name, email address, password, and a few other basic details. After creating an account, take some time to navigate through Google AdWords. Get familiar with how it all works before diving in and spending money on actual advertising campaigns. You’ll want to make sure you’re comfortable with all of AdWords’ features before putting any of your own money into it.
Step 2 - Set Up Your First Campaign
To get started, you’ll want to add your first campaign. Campaigns are a grouping of similar ad groups and allow you to better organize your campaigns and keep track of them. To do so, navigate to Campaigns in your Google Ads account, then click +Campaign in the left navigation bar. Alternatively, if you’re already adding an ad group, select +Create New Campaign from that screen.
Step 3 - Set Up Ad Groups and Keywords
After you've created your campaigns, it's time to start filling them with real ads. In Google Ads, each campaign has a set of groups (up to 20 per campaign) that contain individual ads. To begin with, we recommend creating one ad group for each broad topic or product category you'll be targeting in your campaign.
Step 4 - Target Your Audience with Bid Strategies
In Google AdWords, you can bid either automatically or manually. But when it comes to targeting your audience, manual bidding isn’t as powerful as automatic bidding - which is why it’s important that your ads have a good automatic bid strategy. For more information about how each bid strategy works, check out our Google AdWords help guide . Here are some of our top suggestions for targeting your audience with Bid Strategies
Step 5 - Test, Test, Test... Track, Track, Track... Profit?
Now that you have all of your content created, it’s time to test it. Share some (or all) of your content with a smaller audience and get their feedback before sending them back out into the world. You may find that some people love one particular topic, but don’t respond well to another, or that there are certain words and phrases you didn’t catch in an early draft that need better clarification.
Step 6 - Understanding Display & Remarketing
Google Adwords uses a variety of tools. One of those is Google Remarketing, which allows you to reach people who have already visited your website, in hopes that they will come back or purchase something else from you. In today’s session we’ll take a look at how remarketing works, and how you can use it!
Step 7 - Testing Landing Pages (A MUST)
So now we have our articles and we're ready to post them. The next step is critical - we need to test landing pages. I'm going over some free and paid options in my book (see below), but there are also some other great resources out there as well (i.e., you don't need to re-invent the wheel). Here's what you do: Write 1 or 2 variations of your title and description, then send people from Facebook traffic straight through to one of these landing pages.
Step 8 - Multivariate Testing vs AB Testing
In Google Adwords, there are two ways you can test your ads and landing pages. The first is by using Landing Page Variations (LPsV) or running A/B Testing. LPsV lets you control your ad creative while A/B testing (or split testing) controls only your landing page. There are pros and cons of each method that we will discuss below in detail.
Step 9 - Learning the Language of Google Analytics (and why it matters)
Google Analytics is a free platform offered by Google that allows you to track and measure traffic, conversions, sales and much more. Knowing how to use Analytics will give you an invaluable insight into your websites performance so you can easily see what's working and what's not. In order to get started with Google Analytics it's important that you know what all of these terms mean so let me quickly define each one: Clicks - Clicks are when someone clicks on an ad or link.
Step 10 - Create a Conversion Funnel That Works For You (and fix it if it's broken)
After you've followed all these steps, it's time to track your progress and make sure that your conversion funnel is working. If it's not, then you'll need to go back through each step of your conversion funnel and improve anything that isn't working. If some steps aren't converting well then remove them from your conversion funnel, as they're wasting money.