How To Set Up Your First Google AdWords Search Campaign 2016-2017 - Surfside PPC

Key Takeaways

hello and welcome today we're going to go over how to set up your first Google AdWords campaign um after you create an AdWords account you usually have a screen that looks like the one I'm showing now with a couple different sections one with a welcome to AdWords creating your first campaign um one with for experience advertisers some links down here about about getting everything set up and then some common questions for beginners that that might have might not really know what to do with AdWords yet so um to create your first camp what you want to do is click this button right here create your first campaign it'll bring you right into the next screen as you'll see there's four steps here um to get started it's it's very very simple to to go through this but you might just be a little nervous to take that first step so um let's just let's just name uh campaign one let's pretend I want to get uh some new PPC marketing clients and let's say let's go PPC marketing management um so when you're looking at type there's a lot of different types here um the twoe probably going to use most are search Network only and Display Network only what they automatically put you in is search network with display select which is something I really don't recommend to anybody because it's very difficult to manage your campaign when you're you're running it on the search and Display Network and I always prefer to split them up separately um shopping ads are for e-commerce websites you'll see them all the product listing ads that you see when you when you type in Google if you search right now Nike shoes you'll see some shopping ads um and then video ads those run on YouTube and also the Google Display Network um so you're obviously not going to do that right now so let's go with search Network only this is where you're targeting the Google search engine with keywords and um running your ads to send traffic to your website all right so search Network only um you want to include search Partners I always recommend including search Partners it gives you more volume and you could always exclude them later if you realize that your campaign isn't performing as well on the search partner Network um so with locations you have a lot of different options I mean you could choose places all over um you can go with one state let's just say I want to Target New Jersey okay let's go with an advanced search and let me show you a couple different options we have here so let's just say I want to Target a 30 mile radius radius around Washington so let's go with radius targeting um you'll see you have a pin here um you can enter an address here but let's go with a 30 mile radius you click the pin and you drop it right over Washington and now it doesn't add it automatically but you just click add here and now we're targeting a 30 mile radius around Washington so here's a couple different places where we're targeting um it's pretty good little option that you can see and there's there's a lot of different ways you can Target you could Target uh dma markets so let's say I want to Target Pittsburgh and you'll see congressional districts in here um so that's good for politics um but let's say you want to Target the dma region and it'll Target that whole spot here it usually expands your reach a lot rather than just targeting the city usually get more people and it it targets anybody who's within this kind of this urban area they they kind of identify anybody who kind of lives Within These urban areas so uh some different options for targeting let's just keep that let's pretend like that's what we want for now um languages you can obviously change this but we're going to go with English bid strategy they're going with an automated maximized clicks bid strategy there's a couple different options so what I usually recommend is manual CPC um maximize clicks will do the best to get you the most clicks within your budget which for some people might be a really good option but for most it's just Google's going to optimize to get you clicks and maybe not results um so really the perfect one is Target CPA where you're targeting a cost per acquisition so you're basically going to be bidding for conversions the problem is you need at least 15 conversions within a 30-day period to optimize for them so that Google AdWords has enough data to actually optimize so let's go with manual CPC um this is really the one that I recommend uh the default bid let's just start with $5 I know that PPC marketing management is going to be you know our campaign that we started up here I know it's going to be very competitive a lot of PPC advertising companies competing against each other so let's just start with a default bit of $5 um budget per day let's start with a $20 budget per day so add extensions um add extensions I always set up later um but you really want to add everything that makes sense for your business so for this one I definitely add site links I would add and we'll just get rid of that for now I would add call extensions I would add call out extensions I'd likely add structured Snippets too um location extensions makes a lot of sense if you have a small business with a storefront and you want people to visit you for PPC marketing it's probably not as important um if I'm going with a strictly local campaign then I might add the location extensions so from there let's save and continue so now the way AdWords works is you have a campaign with different ad groups and within each ad group you have keywords that you're targeting and you have a landing page that you're sending traffic to and really what you want to do is create your different ad or groups by theme so I'm going to create two right now so first one we're going to call PPC marketing management and with the second one we're going to call it PPC the advertising management now these two words are pretty inter interchangeable but it's it's I really just want to give you kind of an idea of of why I'm doing this um so let's just say I want to send people to my contact page go with h send people to my contact page for both of them I'll just leave that here guess it only has one uh One landing page at the to um Now keywords there's different match types with keywords um so the four main match types are broad match modified broad match phrase match and exact match so let's for this I I really don't recommend using broad match I really prefer to use modified broad match so let's just say I want to Target the keyword PPC marketing management so now if I only want to Target this keyword um what what I would want to set up is an exact match keyword um right now the way I have it it's set up as a broad match keyword there's no identifiers there's no anything like that so if I want to make it into an exact match keyword what you do is you put brackets around it so when you put brackets around it now it's an exact match keyword um I also want to Target the modified broad match keyword version of that so let's go with PPC marketing man management so what this is basically saying with the plus signs in front of the word is that these words must be in the user search query in order for my ads to show so if I were to get rid of let's say this plus sign then if someone goes into Google and searches you know Facebook marketing management then this keyword will match that however if I put this plus sign here I'm saying I want the words PPC marketing and management to be in that search term so this wouldn't work now if someone typed in let's say PPC marketing management companies then my ad will show for this keyword um because it has these three different words in it that I that I put for a modified broad match where I want these words in the in the search query and here they are PPC marketing management now the extra word companies this will still match because I want this to include really anything I mean you could do PPC marketing management for real estate agents and it'll match that too so what's good about this is when you have the exact term you want to set up your high volume search queries like something like PPC marketing management a good amount of people will search that monthly so you want to have an exact term for that one and you can see how that keyword performs um and what you generally want to do is Bid a little bit higher on your exact match keywords and a little bit lower on your modified broad match keywords and it could even be five cents difference um but just so your exact match keyword is matching the exact search query and so you can get accurate data and all that um so hopefully that all makes sense it's a it's difficult to kind of go over what the different match types are here as you can see here there's you know a link here where you can click about match types and learn a lot there's always you know articles online where you'll find more about match types but let's go with this we have here so right now this is an exact match and this is a modified broad match keyword and this is our first ad group now our second ad group let's just make this into AdWords management let's change this to AdWords management since that's what they're recommending over here um so this is kind of a cool little thing they have over here where you can see some different keywords they recommend so let's go with let's go with the keywords they recommend here we go get rid of my old one all right let's go with the keywords they recommend so they have a bunch of keywords in here and you can expand this field a little bit they have a bunch of keywords they put in here automatically that they feel are all the same now not every one of these includes the words AdWords management this is our our ad group so what I would do is get rid of keywords like this manage AdWords AdWords management pricing um this is fine but but I would actually get rid of it because people who are looking for pricing generally aren't looking for a company just yet they're looking for how much it's going to cost them um so you want to be front and center with them and you might kind of have a different strategy with a pricing keyword than you would with an agency as services or even like the broad keyword um so manage Google ads this is a good keyword but it doesn't match AdWords management so I'd get rid of that AdWords client manager I'd get rid of that one now the only one I'd keep out of these is best AdWords management company so let's go with now if you have a a big campaign with high bids and you're spending a lot you would actually break these into their own separate ad groups that's how that's really how organized you would want your campaign to be but just for for all intents and purposes let's just keep these together and let's just make these all exact match keywords okay so now we're bidding $5 on all these keywords and we have our second ad group so our one ad group is adwards management our other AD group is PPC marketing management so we can keep adding ad groups if we wanted to if I was setting this up right now to to go live then I would add probably all of these different ad groups that made a lot of sense especially anything that included management um um you can go to Def different pages here AdWords PPC management Google paperclick ads um you'd probably add a lot of these different types of keywords PPC agency um and again PPC management pricing you might set up a whole different strategy for but um you'd want to add all those keywords the more keywords you have the lower your costs end up being the more data you can collect and overall the better your campaign's going to perform in the long run so let's continue to ads so now we have our two ad groups created here we have all of our campaign setting set up now we're on step three creating ads so as you can see they have some example ads over here uh so you get some ideas you could preview mobile and desktop ads so we're going to start with the final URL this is where you're going to be sending your traffic um usually you would have tracking on this unless you set up tracking automatically through Google Analytics which is what I recommend um but let's just send people to the contact page so headline one right now we are doing this for PPC marketing management we obviously have our two ad groups here um so what I want to do is since I'm targeting that keyword it just go with so as you can see this is changing dynamically over here as we type in so you can get an idea of what your ad's going to look like over here the character counts so I still have six characters left here you get a total of 30 so now let's just say I say best PBC marketing company so now right now this is my headline I have PBC marketing management best PBC marketing company so people know this company is you know meant to adver to manage my AdWords being ads any type of paperclick marketing ads now description let's just say in the description I want I want to sign people up right away so I say limited time offer sign up now for one month of PPC marketing management free okay so now this is my ad and I want to give people away this one3 this is just an example um so this ad is is good and ready to go so all you do is create ad and now I have an ad for PPC marketing management what I would recommend is creating a second ad you usually want to put two or three ads against each other um even adword say it here we recommend that you create at least two ads that closely relate to the theme of your keywords so you you would want to create another ad here um for the sake of this example I'm just going to create one and I'm going to create one for AdWords maner management so as you can see this ad group matches this ad very well PPC marketing management you can see the keywords match the ad and when you go to the landing page what you would want the landing page to look like is something that matches that very closely so you want PPC marketing Services PPC marketing management you want something that really matches what you're targeting so that people click on your ad and get right to something where they're like okay this makes sense so now for AdWords management the best and I don't have a specific landing page on my website right now for this um but the best thing you can do is send people to a page that is specifically meant for AdWords management with a contact form or pricing or just information about managing their AdWords campaigns so let's create an ad here so we're going to go with our let's just pretend I do have this page made so let's just say I've AdWords I'll keep it lowercase so headline one so now it's AdWords management so here's what you can do is actually look at some of these different types of keywords here um so I would just go AdWords management company and we'll set up this add a little bit different um contact serf side PPC today and for description let's go you can also use some of these keywords right back up here again so let's just look at contact let's say contact Surf Side PPC the best AdWords management company and I still have more characters left you usually would want to use all your characters for now I'll just keep this as is um and right now I'm putting this in this group if you did want to add this to another ad group you could just click this and it'll add it to that one at the same time but I don't um so create ad so now we have two ads so we have our campaign set up we create our two ad groups PPC marketing management and AdWords management um now we're creating ads so we have an ad for each ad group so basically our campaign is all pretty much ready to go sometimes they'll have traffic estimates for you over here when you go to review um our daily budget's going to be $20 I showed some of the different options in terms of targeting a radius uh targeting a state targeting a neelon dma region we're going to be on the Google search and search partner Network that's what I'd recommend um English is our language setting since we're targeting people who speak English so let's just make this look a little nicer sometimes the lower cases bother me a little bit so now we're going to click save and finish we have everything set up here and as you can see we have our our first campaign all set up this is what your AdWords is going to look like so we go to all campaigns um what you're going to find is these are your two ad groups here so you're in the ad group section right now um if you go to Surfside PPC so if you come to this screen you'll see it has all your campaigns listed this is the one we just set up so it's a search campaign you can tell that with this little icon here it's called PPC marketing management um you'll see some of the different options that here um things you can look into so once you click on it you'll usually come to see your ad groups each of the individual ad groups will show up and you can see basically everything you need to here so let's just say we want to go into PPC marketing management it's going to automatically go into your keywords uh we bid $5 so one of the things that I'm going to recommend to you now is put your exact match so this is an ex exact match keyword you're going to put that up to $6 because you want to bid a little bit higher on your exact match keywords than you do on your modified broad match this will match a lot of different types of keywords um so let's go into the other one and do the same thing so anything do it a little quicker this time these all have brackets around them so let's go to change bids to $6 for these ones and what I would use usually do is copy and paste and then add the modified broad match but for the sake of uh this example we're going to leave it as is you can come into your ads and you'll see what your ads look like so that's that's basically the gist of it that's how you set up your first PPC marketing campaign through AdWords there's a lot more you can do with this but right now this this campaign is launched and it's ready to run and you know within a few days I would definitely have some volume here and what you would want to look at is are you hitting your daily budget too quickly can you lower bids can you increase bids if you're getting no volume at all then what you want to do is go into your keywords and and increase your bids for those keywords um so stay tuned we're going to have more episodes like this but this is our first episode setting up your first AdWords campaign I hope you learned something it's it's not too difficult to do it's just something where you kind of have to get into it and and understand all the different fields what they mean and and you learn more as you go so uh thank you for watching this video today I do appreciate it and uh please subscribe to our channel for more videos just like this one