Google AdWords allows you to create ads on the search results page of Google. Even within ads there is competition to be ranked higher than other ads. Many factors play in to the rankings but the main factors are bids, keywords, extensions and page content. It is important to know that even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.
- Register an AdWords account if you have not already done so.
- Create a new campaign by selecting Data > Add new > Add a new campaign.
- Select the campaign type. Generally, we will use Search Network Only with the All Features settings selected.
- Name the campaign with the customer’s name.
- Check the boxes for Google Search Network and Include search partners
- Choose the geographic location. Typically, this will be the United States but this could vary based on the customer’s location or target demographic.
- Choose the language. Google AdWords does not translate the ads into different languages so choose the language for the target demographic.
- Choose the bid strategy. Select Maximize clicks.
- Set the maximin CPC bid limit to $2.00
- To calculate the budget per day, take the customer’s monthly budget and divide that number by thirty. Enter in the result into the Budget per day field.
- Add extensions.
- If the customer uses Navis then create a tracking link and call tracking extension for the ad.
- If you are creating an ad for a bnb or inn then using the location extension may be useful to show the address.
- Remember that extensions can potentially cause the ad to rank higher so review Google’s types of extensions.
- Create ad groups. Create different ads based on different searches that a user may type in to Google. e.g. Vacation Rentals, Cabin Rentals, Pet Friendly Rentals, etc.
- Add keywords to the ad groups. Put brackets around every keyword phrase in order to tell Google that you want an exact match of that keyword and no LSI’s. The number of keywords depends on the customers budget but generally 10 – 20 keywords is a good number.
- Create the ad.
- Find URL. Put the destination URL of the ad here. Note: If an ad group is more specific (e.g. Pet Friendly Rentals) then direct the customer to the relevant landing page for that specific search, not the home page.
- Headline. This is the bold title of the ad. This will catch the user’s eye.
- Description. Briefly describe the ad.
- Displayed URL. This URL will be displayed on the ad but it will not be the destination URL.
Try to create 3 – 5 ads per group. Also, try to create different types of ads e.g. fact based ads, emotional ads, call to action ads, etc.
Make sure to link the AdWords account with the Analytics account.