Getting Started in Google AdWords
Well folks, since it has been about a year I think it is time to blogging again. Since Adam and Mallory from our team are providing awesome tips and tools in the world of SEO and social media, I am going to start providing some insights and musings on paid search. To get back into the game, I think it is fitting to post some tips on foundational tips for getting started in Google AdWords. Once you have entered in your currency, your time zone, your administrative information, and your billing, it is time for the fun stuff. You have probably heard about how important it is to get your campaign started out right. With a high emphasis on Quality Score, today’s paid search game requires that you get things moving in the right direction right away.
As you start to form your campaigns, here is a quick 10 point checklist to get things started off right. Today, we will cover points 1-5. 6-10 are forthcoming. Keep in mind, these are all quick hitting tips. Each tip could warrant a deep examination and their own respective white paper.
1. Check your website
Are you ready for traffic? We always tell our clients, before you start, stop. Take a good look at your site. Check the content, the brand alignment, and the take action points. Are internal pages that will be target landing pages ready? Do they identify your potential client’s pain, demonstrate your benefit, build credibility, and have a clear take action point?
2. Google Analytics
Be sure that you have Google Analytics successfully installed on all pages of your website. Additionally, be sure that you link your AdWords and Analytics accounts with the same user account. This will enable you to use the Traffic Sources>AdWords section of your Google Analytics account.
3. Campaign Settings – Networks and Devices
Many campaign settings are very straightforward – name, geography, budget, etc. However, the most common error we see clients use is not selecting the right options for “Networks and devices”. The name can be a bit misleading – but costly. This is the option you can select for where you want your ads to display. Be sure to select the search option only and to click out of the display network settings. If you want to do a text ad placement campaign, set it up as a different campaign for your search campaign.
4. Keyword research
Your next important step is to identify the right keywords you want to pursue. Don’t just think about the keywords you want to pursue, but also think about the match types. Remember, there is broad match, “phrase
match”, and [exact match]. Each of these can be important as you structure your campaign and what you want your ads to be displayed for. As you select keywords, certainly use keyword research tools to help you select market demand, as well as popular variations.
The Google keyword tool is a good starter tool and when logged in you will see a good tool set. Keep in mind that initial volumes that are presented are broad matches which can be misleading. Be sure to check Broad, Phrase, and Exact checkboxes on the left hand side to help you decide which keyword variations to attack.
5. Keyword selection
Now that you have selected your keywords – keep in mind that it isn’t just the text of your variations that is important. As important, and often overlooked, is piece of this is deciding on match type. An average AdWords user simply uses broad match. Keep in mind that this can lead to poorly matched impressions to queries. The goal is click through rate. Select match phrase and exact match types can greatly increase your keywords’ chance to have strong matches with your ad copy and result in stronger click through rates which translates to better quality scores. A quick reminder on match types:
shoes broad match
“shoes” phrase match
+shoes modified broad match
[shoes] exact match
- crocks negative match
Later in the week, we will cover tips 6-10.
Joe is blogging again!