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How To Setup A Google Adwords PPC Campaign – A Step-by-Step Guide

Are you looking to do PPC for your business but don’t know where to start? Here is a comprehensive guide on how to set up your PPC account from start to finish. We will walk you through it step-by-step and explain to you the different features. Here are the different topics that we will cover in the guide and for your own quick reference the links below will take you directly to that section.

  1. How to set your PPC budget
  2. Location targeting to improve your PPC campaign
  3. Choosing the right network settings
  4. PPC keyword research tips
  5. But how much should I bid?
  6. Text Ads optimisation and best practices
  7. Understanding your billing options

A How-To Guide To Setting Up Your PPC

Google is the largest search engine in the world. Every second, over 50,000 search queries are carried out on the search engine giant, and the company announced earlier this year that there are at least 2 trillion searches every year. This isn’t news: Google’s dominance has long been established – back in 2013, Google went down for a mere 5 minutes and global internet traffic dropped by a phenomenal 40%, which only reinforces how influential the search giant is!

People visit Google not just for products, but for advice, guidance and support. They go there when they have questions that need answering; whether they need a new kettle or a how-to guide on cleaning the drains. Google is many things to many people. So where does Google Adwords (Pay-Per-Click advertising) come in?

When people search for a product or service, Google AdWords gives you the opportunity to show up as one of the top search results for keywords and phrases that you are bidding on. This helps to expose your website to relevant customers.

Within AdWords there are 3 main types of advertising. These are:

  • Search Network (Often referred to as PPC which stands for Pay-Per-Click)

This shows people your advert as a search engine result when people search for the particular keyword/phrase that you are bidding on.

 

Google AdWords adverts are indicated by the square green box in the top left of the search engine results which read “Ad”. The AdWords adverts tend to be the top 4 results on the search engine results page depending on how many people are bidding on the keyword. For example with this particular results page the keyword ‘PPC’ has 4 bidders showing up for that keyword. The organic results page is beneath them.

 

  • Display Advertising

Google has a network of websites which allow you to show your advert. These usually appear along the side or top of a website page to people visiting that particular website.

 

Here are examples of display adverts. As you can see we are on the Manchester Evening News website and there are display adverts along the top and side of the web page. This is an example of how display advertising can be used to target people on certain websites. When you click on the ad the advertiser is charged and goes through to a landing page.

  • Google Shopping Adverts

Google Shopping Ads enable businesses to insert product adverts with pictures on search engine results.

The guide for today will focus on PPC. However, there will be future guides on Display Advertising and Google Shopping Adverts.

 

Google shopping ads are becoming ever increasingly more popular and in ecommerce they can be incredibly effective.

Within #GoogleAdWords there are 3 main types of advertising: shopping, display & search. #PPC Click To Tweet

Google sells advertising space on the search engine results pages (SERPs) through ‘AdWords’, which is Google’s own advertising platform. There are three networks in which you can advertise on AdWords;

  • Search Network
  • Display Network
  • Shopping

It allows businesses and organisations to get in front of the right people at the right time, in a very targeted way. It allows you to show your adverts to people who are actively looking for your product or service, which is why it is so effective. The Google Display Network is a large collection of websites that you can show your adverts on, which Google reports can reach over 90% of internet users.

OK, Let’s Get Started…

Assuming you don’t already have an AdWords account, we’ll now go through the account set up. It’s a relatively simple process, so we’ll talk about how to create your campaigns in-depth shortly! so you can get the best out of your ad spend.

**Before we begin, you need to have a Gmail account; if you don’t have one already, sign up and create a Gmail account here.

 

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Make sure you choose “Switch to AdWords” so you can have more control than the express version where you google makes most of the decisions for you.

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So these are the different settings you will come across when you first create your account.

  • Budget
  • Location
  • Network
  • Keywords
  • Bid
  • Text Ad

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What we’ll do is go over them briefly so you can create an account and start working on your campaign. What this particular section allows you to do is to create a single campaign. There are certain settings which you can’t manipulate in the initial set up in which you can once you have set up the account, which we will look into further.

How to set your PPC budget

Your budget is the daily amount you are willing to spend. Be aware that your cost per click can go over the amount you set by up to 20% every day. If you have a monthly budget we’d recommend dividing that by 30 (the average number of days in a month) and that will give you your daily budget.

#PPCtip Did you know you can set an AdWords reminder? Google will send you an email or text when you reach 90% of your budget.

Note: Since AdWords works like an auction, expect your costs to vary from day to day. It will depend on how much other people are bidding and how many people are searching and clicking through to your adverts on the day.

All campaigns perform differently; you can’t always predict how each campaign will perform until you start them. Sometimes they underperform, other times they’re a huge success. It takes time and data to refine the account, so it would be a good idea to start on a lower budget so you can gather data and start throwing more money at it once you see what is working and what’s not. I’d suggest maybe doing this for the first 1-2 weeks. As a PPC agency in Manchester, we’ll work with you to create high-impact campaigns that increase your conversion rate AND lower your cost per click (CPC).

#Adwords can exceed daily budget by up to 20%, Use Custom Alerts to avoid overspend. #goodtoknow Click To Tweet

Location targeting to improve your PPC campaign

The location setting is important because it determines where your ads will be shown. If your business is based in Sheffield and your ads are showing in New York, there‘s going to be wasted ad spend. In WordStream’s research they found that 25% of AdWords spend is wasted. Therefore, it’s important to target the right locations that are more likely to convert. For example, if you are a local bread baker in Stockport and you were trying to get more customers to sign up to your weekly bread loaf deliveries, you would want to make sure you target Stockport specifically and nowhere else.

When you are setting up the campaign and it is your first time it can be a bit daunting. I remember when I first had a go at this I was afraid of pressing something and the world exploding. Luckily, that didn’t happen. The thing is with all these initial settings you can change them all further down the line.

Google has a wide network of search partners, Google are particularly vague about who their search partners are the only one they explicitly mention to begin with deselect include search partners.

  • Location settings

You can waste a lot of money targeting people outside of your target location. If your logistics only allow you to deliver around the UK and your AdWords account is set to target in the USA and Europe you would be wasting a lot of unnecessary money.

25% of PPC budgets are wasted! Geotargeting is a great tactic to reduce wasted #PPCbudget. Click To Tweet

With location targeting you can even exclude certain areas. For example if you are a cleaning company and you are only interested in targeting customers in Leeds, you can set it so that the ads will only show up to people in Leeds and the surrounding area.

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  • Location options (advanced)

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So, let’s say you own a cleaning company in Sheffield and you want to run a PPC ad that only targets people in that area. If a Londoner conducted a Google search about Sheffield and they wrote a really descriptive search query about Sheffield the ad would still not show for them because your ad will ONLY show to people in the area of Sheffield, not London.

You can also exclude people from your targeting. So, if you only offered plumbing services in your small town, say Keswick in the Lake District, you may want to exclude people searching for plumbing services all the way down in London or Devon.

 

Choosing the right network settings

When you create a campaign AdWords will automatically select “Search Network with Display Select” for you. We would recommend you un-select this as it tends to cause a lot of wasted ad spend. This is because you are showing on two different advertising networks with an entirely different set of challenges.

The Search Networks are targeting people who are searching for your specific keyword, so you are generally providing an answer to a question. But display marketing is interruption marketing, where you are trying to get someone’s attention whilst they are going about their day. We can talk more about display advertising in another guide.

Remember, the whole point of this guide is to help you become a more conscious and tactful marketer, so for the purpose of your first campaign select “Search Network” only.

PPC keyword research tips

Keyword research is one of the most important parts of a PPC campaign. When you are doing keyword research it is important to choose targeted keywords that are going attract the right people. In digital marketing, keywords tend to be grouped into head, body and long tail keywords.

Head keywords tend to be general keywords like ‘trainers’, which is an incredibly broad term. A body keyword would be ‘Nike trainers’, which is a bit more specific and targeted. Then a long tail keyword could be ‘red Nike trainers size 9’, which is incredibly specific.

The key is to start with head keywords and work your way towards long tail keywords which are indicative of search by people who know what they want and are more likely to buy. Someone who is looking for trainers overall is most likely in the research stage.

Understanding how your customers search for products will improve your #Conversions. #PayPerClick Click To Tweet

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But how much should I bid?

When you are setting up the Bids on your AdWords account, Google will automatically have the account set to “AdWords automatically sets your bids to help you get as many clicks as possible with your budget”. Do not leave it on this setting. Make sure you change the setting to “I’ll set my bids manually”. Set your bids manually. If you let AdWords set your bids it can quickly waste a lot of money.

When you select ‘I’ll manually set my bids for clicks’, remember to set a default bid and a budget for the day. If you set a daily £20 budget you can spend around 10%-15% under or over. Don’t worry too much about this during set-up as you can come back to change it after you’ve set up the billing on your account.

A high daily budgets tends to waste a lot of money FAST. However, if your daily budget is too low, you may not be getting the best out of your AdWords account. The key is to find the perfect balance, but that will take testing. One way to do it is to decide how much you want to spend each month, divide that by 30 and then divide that by the number of campaigns you have to spread them out evenly to begin with. Adjust accordingly when you have your account set up with enough data.

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Text Ads optimisation and best practices

So when you are writing your text ads it is important to communicate what your landing page and product/service is about in order to entice customers to click through to your website. There are a few best practices that will help you on your way.

  • Make sure you put the most important information in the headline, as this is the most prominent part of the advert.
  • Try to use the word count that is available to you, make use of the space to sell your product/service.
  • Keep the searchers intent in mind, what is it they are trying to find with their search? Try to answer their query.

 

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Understanding your billing options

When you are setting your AdWords account make sure you set up the country and time zone correctly and set it to the time zone you are looking to advertise in. If you are scheduling your campaigns to go out say from 5pm till 7pm and the account has been set up in USA time, but you were targeting people in the UK. They would be shown at an incorrect time as the USA is behind on hours.

Make sure your account is set to run in the same time zone as your customers! Click To Tweet

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After you sign up and are ready to set up your first campaign, you will be taken through the preliminary account settings. Once you have done this it allows you access more advanced features.

Did You Find This PPC Guide Helpful?

At Coffeepot Digital, we help businesses across the UK grow and save money on their PPC campaigns. We are a Manchester-based PPC agency with a passion for all things marketing. If you found this guide useful, please share it on your Twitter or Facebook page! If you’d like to find out more about our digital marketing services, or you need any help managing your Pay-Per-Click AdWords campaign, please don’t hesitate to get in touch. Speak to one of our experts on 0161 236 0390 today.

Reference:

http://www.internetlivestats.com/one-second/#google-band
http://uk.businessinsider.com/google-search-engine-facts-2016-3?r=US&IR=T/#for-each-one-google-takes-over-200-factors-into-account-before-delivering-you-the-best-results-to-any-query-in-18-of-a-second-4



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