Designing effective AdWords campaigns
Advice taken from Google, re-written by us:
translated into no-nonsense advice!
Rule One: Organise your campaign correctly
Break your campaign goals into specific groups
- Create relevant 'Campaigns' for your product ranges & types of services you offer
- Next, create Ad Groups to create adverts for particular products
- Create relevant keyword lists for each Ad Group, ads and optimised landing pages
Your Google account is the entry point to all your AdWord campaigns. You need to start by creating 'campaigns' for your various products and servies.
Firstly: Create your campaigns
Start by grouping your products and services into distinct categories. Don't be too general. For example, look at Google's example (fig. 1) of a fashion retailer. They could have created a campaign called 'Clothing' but that would have been to general. Instead they give the example of creating a campaign specifically for each type of product they sell.
Why break down your campaigns into finer groups?
- "Selection of jeans avalable on our online shop"
Compared to a competing advert:
- "New blue jeans, sale now on".
ZMOT, is being the one (business, supplier, person) who sucessfully provides the very thing that the person is wanting. Convenience, and authenticity. ZMOT acknowledges that today people will research what they want before they buy, and attribute much higher value to personal recommendations. Give people exactly want they want, when they want it and most of all be informed and genuine.Our take on ZMOT, grossly condensed.
Create your Ad Groups
Ad Groups are the individual product / service promotions.
What is an Ad Group?
Ad Groups are a way of creating adverts for each specific item you're wanting to sell. For each item, you then create a list of keywords relating to it, and a selection of adverts for these products.
Step one: Create an Ad Group
For example, see the 'Denim' Ad Group circled in red. Google again uses the example of a fashion retailer. The 'top-level' campaign is called 'Jackets' and two Ad Groups 'Denim' and 'Vests' created below. This allows more specific and targeted adverts to be created, relevant to your customers. Rather than show customers a generic 'Jackets' advert, show them refined adverts for the exact product they are interested in.
Step two: Create a keyword list for this Ad Group that is relevant
Example keyword list for an Ad Group
This is an example to help you create a keyword list for your own Ad Groups.
Money-saving tip: avoid wasted AdWord clicks:
When creating your own list, keep in your mind your specific products, their brand, material type. What is particular about the product or service you sell? Include these factors in your Ad Group's keyword list. For example, if you sell 'Dry Denim jeans', but you don't sell 'Stretch Denim jeans' consider only putting 'Dry Denim jeans' in your keyword list. Don't blindly put 'Denim jeans' because this is too broad.
Remember, every click costs you money
"If you want to get the most bang for your buck, select specific keywords that directly relate to your ad's theme."Google, how to build the best keyword list
If you don't do this, as a smaller advertiser you run the risk seeing your AdWords budget dry out fast by being too general about your products Ad Group. This results in your adverts being shown to people who are less likley to buy- less of a ZMOT!
A example list might look somthing like this for a highly targeted campaign by an Fashion SME selling Dry Denim jeans:
- Dry Denim jeans
- Fashionable Dry Denim jeans
- Buy Dry Denim jeans
- Dry Dry Denim jeans shop
- Best Dry Denim jeans
- Dry denim jeans ideas
- Dry denim jeans review
- Vintage dry denim jeans
The above last examples would not serve the campaigns aims as well becuse it's unclear whether these search terms are demonstrating the 'buying mindset' and for lower budget targeted campaigns, you only have the one shot so your keyword lists are better focussed on the individuals who are searching in the buying mindset. These searches are more likely to result in conversions and sales!
Step three: Create your text ads!
These are the adverts that appear on the Google Search results page. Make them relevant & action oriented.
Parts of your text ad
You create text ads for each of your Ad Groups. In fact, you can create more than one ad for each Ad Group. This is engouraged because it allows you to experiment with different wording / styles of your adverts. When you do this, Google 'learns' the most effective adverts within your Ad Group set, and you can use the more impactful ads more frequently, AND use the feedback as a guide to further improve your other ads to increase their effectiveness.
There are three components to creating a Google text ad. These are:
- Headline - Grad attention!
- Web address - Shown to the user, known as the 'display url' to show customer where they'll be taken if they click your ad.
- Two line desciption - "Used to make your ad stand out, and let them know exactly what they'll find on your site." (Google - Tips for creating successful text ads)
Writing a great AdWords headline
Experiment, that's why you're able to create multiple ads per Ad Group!
Display web address
Two description lines
- Make it explicitly clear to the customer what your're offering
- Include an action e.g 'order online!'
- Include keyword(s) from your keyword list
Have a splendid landing page
If your landing page sucks, you have wasted all your time and money at the last hurdle.
"The landing page shoud allow them to do what your ad promises."Google, 5 Tips for creating text ads
Key take-away points from this page:
- A campaign is simply the overall name for your marketing initiative. It sits above all of your 'Ad Groups'.
- Ad Groups are well-defined collections of keywords which target a specific section of your target customers.
- Create perfect landing pages for your ads by matching expectations stated on your ad with what is found on the landing page. Otherwise you are throwing money down the toilet at the last hurdle!
- Experiment with many ads per Ad Group to find out which keywords, phrases perform best