Ready to run your first AdWords campaign, but don’t know where to start? Check out these easy-to-follow steps.
Determine your goal at the start.
Do you want customers to contact you? Buy your product? Sign up for something? This goal should drive your AdWords campaign.
Plan out the flow.
Once someone clicks on your ad, what happens after that? Pay attention to the customer’s experience after they click through your ad.
Identify your budget vs. how much \$\$ you want to make.
Try to avoid spending more than you’re actually making from your AdWords campaign.
Get ready to measure your results.
It’s too easy to waste a lot of money without knowing if you’re doing well or doing poorly.
Check out your competition.
There’s no harm in looking at your competitors’ ads to see what’s working. Don’t forget to look at their keywords.
Use free keyword tools.
Your AdWords account can help you identify good keywords based on your website. SEMRush is another great tool for keyword research.
Choose the right settings.
As a beginner, you might want to start your campaigns on "Search Network & Google Partners Only" as it's much harder to control where your ads are getting shown on Display.
Localize your ad.
Set your ad’s location targeting to where you do business (by city, state, or radius). You don’t want to spend money on ads in areas that are just too far away from you!
Pay attention to volume.
Lots of volume is a good thing, but it could also be expensive. Find that middle ground between good volume at a decent price.
Put a cap on it.
If the keyword you want to bid on is too expensive, bid with a cap. This prevents you from spending more money than you’re comfortable with paying.
Sign up for AdWords.
Head to https://ads.google.com/home/ and claim your business’s Adwords account.
Write your first title.
Your first title should be up to 30 characters long and include the main keyword you’re targeting.
Get creative with the second title.
The second title (also 30 characters) should speak to the value that your business offers (e.g., affordable landscaping, fast tax prep, etc.).
Finish with a great description.
The description (80 characters) should feature your business’s strongest selling points, like discounts for first-time customers.
Test different messages.
You don’t have to stick with one message. Test different ads to see what works best.
Bid on long-tail keywords.
These keywords (which often look like phrases or questions) may not have a lot of volume, but they’re usually cheaper to bid on.
Pay attention to post-click action.
Getting a lot of clicks but no results? Try a more professional landing page that features your ad’s main keyword. Unbounce is great for landing page creation.
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I love writing about the small business experience because I happen to be a small business owner - I've had a freelance copywriting business for over 10 years. In addition to that, I also head up the content strategy here at Simply Business. Reach out if you have a great idea for an article or just want to say hi!
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