Setting up AdWords


Setting up AdWords

Overview

AdWords is a Google advertising option that gives you full control over your ad campaigns. You’ll also have access to additional ad formats, settings, and features. When someone searches for your keywords on Google, Google Maps, and Google's partner sites, your ad can appear above or below search results.

With AdWords, you’re responsible for all aspects of your advertising campaign. You choose the keywords that can trigger your ads. You also determine a daily budget, how much to spend on each click, and where your ads can appear. You’ll pay only when someone clicks on your ad. AdWords also offers other ad formats, such as video ads and shopping ads.

 

Benefits

  • Pay only when someone clicks your ad
  • You choose your own keywords, set bid prices, and structure your account
  • Reach customers in any location that you choose
  • Advertise with special ad formats and detailed reporting

 

Setting up AdWords

If you’d like to set up an ad on AdWords go to adwords.google.com and select the “Skip the guided setup” link.

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Create a Campaign

Select the Campaigns tab on the menu to the left. Select the + icon to add a new campaign.

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Select a campaign type. For this example, we will select the Search campaign type.

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Select a goal for the campaign. For this example, we will select “Website Traffic.” You also have the option to create a campaign without a goal. Enter a URL to see keyword ideas when you set up your ad groups.

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Select Campaign Settings

Add a campaign name. Select the checkbox to include Google search partners (this is recommended since it helps you reach a larger audience). Select Yes/No to add a display network. Select the locations you would like to target.

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Add any additional languages your customers speak. Enter the average amount you want to spend each day on this campaign. Select “Delivery Method” and select Standard or Accelerated.

Standard Ad Delivery: With standard delivery, your entire budget may not be used. Google’s algorithm will look at previous data to see how often your keyword is likely to be triggered and how much it will cost. But the actual data might be different than the prediction. When the number of searches for your keyword isn’t as high (in volume or in cost) as the algorithm predicts, you will end up with an unspent budget.

Accelerated Ad Delivery: With accelerated delivery, there is a better chance your budget will be completely used each day. This is because Google enters your ad into every eligible ad auction until your limit is reached. If you have a high-volume keyword and a limited budget, your ad might stop showing around noon.

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You have the option to select the focus of the campaign. We recommend selecting “Conversions” and “Automatically maximize conversions.” There’s an option to set a target cost per action. Click “Select a bid strategy directly” to change the bid strategy. Select the dropdown menu to set the Start and End date of your campaign.

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Select “Save and continue.”

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Setting up Ad Groups

Select the dropdown arrow for Ad Group Type. There are two options: Standard and Dynamic.

Ad group types determine the kind of ads and targeting options you can have within your ad group.

  • Standard: Text ads written by you that show based on the keywords you select
  • Dynamic: Text ads with automatically generated headlines and landing pages that are based on the content from your website

Under “Get keyword ideas” type a specific service or product you offer. Select the + icon to add the keyword to the keyword field on the left. You can also manually add keywords (read the match types section). You can add another Ad Group by selecting the + icon or the dropdown arrow. Select “Save and continue.”

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Create Ads

Select “New Ad.”

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Final URL: The final URL is the URL people reach after clicking your ad. It should match what your ad promotes. You can’t use cross-domain redirects in your final URL. If you use tracking information, enter it in your tracking template.

Headline 1: Headline 1 appears at the top of your ad and can be up to 30 characters.

Your headlines and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when AdWords predicts that it may improve your performance.

Headline 2: Headline 2 appears after Headline 1 at the top of your ad and can be up to 30 characters. It will be separated from Headline 1 by a dash symbol ( - ), and on mobile devices it may wrap to the second line of your ad.

Your headlines and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when AdWords predicts that it may improve your performance.

Display Path: The Path fields are part of your display URL (the green text under your headline text) and can be up to 15 characters each.

To create your display URL, Google will combine the domain (ex: “www.google.com” in www.google.com/nonprofits) from your final URL and the path text (nonprofits). The display URL gives potential customers a clear idea of what webpage they’ll reach once they click your ad, so your path text should describe your ad's landing page.

Description: Your ad’s description appears below the display URL and can be up to 80 characters. 

Your description and other parts of your ad (including extensions) may show in different configurations based on the device that a potential customer is using, or when AdWords predicts that it may improve your performance. 

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You can view the ad in mobile and desktop format.

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Select “Done.”

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The add is now created. Select “Save and continue.”

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Review Settings

Confirm the campaign settings. Click “Continue to campaign.”

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