The Complete Guide to Google Adwords Management for 2018

  • 14th September 2018

Google AdWords is a formidable tool that can give you high returns. That is, however, if you use it correctly.

Even today, not all advertisers know how to maximize the AdWords services and features to boost their campaigns. Google AdWords management is another matter since there’s a surprisingly high number of people who don’t check their accounts after setting it up.

It’s hard work, but it’s nothing that you can’t learn.

If you want to optimize your campaigns, let’s take a closer look at AdWords.

What is Google AdWords

Google AdWords is an online advertising system by Google where advertisers can bid on certain keywords. When they bid on a keyword, their ad will appear in the search results of that keyword.

Google then charges money every time a searcher clicks on that ad. This is what we call a pay-per-click campaign.

Since you, an advertiser, is paying for those clicks, you’d want to make each one count. They key to this is proper Google AdWords management. Let us show you what steps you can take to make your campaign a success.

How to Use Google AdWords

Setting up AdWords and then optimizing it can be time-consuming, but we can break down the process into four steps.

Setting Up the Campaign

First, you need to choose the campaign type depending on your goals. This will determine where your ads will appear.

The first campaign type is “Search Network with Display Select,” which allows you to reach consumers who use Google search and those who visit websites. There’s a “Search Network only” option, which then only targets people who search for keywords related to your ad campaign.

Then we have the “Google Display Network” campaign type that shows your ads to people viewing a YouTube video, using their Gmail account, using mobile phones and apps, or those simply browsing websites.

Online retailers can use the “Shopping” campaign type. This lets them showcase their products as ads, giving them better-qualified leads.

If you want to show video ads, choose the “Video” type. If you want to advertise your app, the “Universal App” campaign will let you promote it on Google’s properties.

Each campaign type has different features, so it’s important to reach one that will match your goals.

Budgeting

We mentioned earlier that you’re going to pay for every click on your ad. Now, you’ll have to set how much you want to pay.

Determine how much you’re willing to spend in a month, then divide that by 30.4 to come up with how many clicks per day you can pay.

For this step, you’ll need to consider how much your competitors are spending and the cost per click (CPC) of the keywords you’re bidding on.

You can use tools to see where your competitors are spending their money on. Then, use this information along with the cost of the keywords to develop a budgeting strategy.

You may choose cheaper keywords with low competition instead. You’d also want to choose ones with high-traffic and with commercial intent. Let’s talk about how to choose the right keywords further.

Keyword Research

Sometimes, the right keywords are the ones you wouldn’t have thought of bidding on. Thankfully, Google AdWords gives you access to the search engine’s Keyword Planner.

This tool allows you to search for new keywords and see how they might perform. You can get statistics, like search volume, and forecasts, like estimated conversions, to help you get new ideas on which keywords to bid on and what budget you’ll need to set.

You can even use Keyword Planner to see what keywords a website is bidding on.

It’s important to note that your keyword list is the backbone of your campaign. You need to do this step properly before you start, and then afterward to expand or build a new campaign.

Keep in mind that your keywords should be relevant to your website and they should target your audience as well. You wouldn’t want everyone clicking on your ad if they’re not the right type of consumer.

You might have to come up with new keywords regularly. Don’t worry if the first ones you choose don’t work. It will take some time before you find the right phrases for your business.

Optimization

To help you find the right keywords more quickly, you’ll need to optimize your list. The first step is to check the performance of your keywords.

Go to your AdWords account, click the “Keywords” tab, and then click the “Search terms” subtab. This will show you a list of keyword phrases where your ad appeared. It will also show you the number of clicks, CTR, cost, converted clicks, and such of each keyword.

Then, delete the underperforming keywords and those that aren’t relevant to your products. There are three ways of pruning the list.

Using Negative Keywords

Negative keywords are filters that allow you to select which audiences don’t get to see your ads. When you add a negative keyword to your ad group or campaign, Google then blocks your ads from appearing on search queries containing that negative keyword.

This way, you’ll get better-qualified leads and you’ll save money.

Checking the Quality Score

There’s also a metric Google calls the Quality Score, which the search engine measures using three factors:

  • the relevance of the ad
  • the expected click-through rate
  • the behaviour of the visitors who click the ad.

The highest score is 10 and the lowest is 1. We suggest you remove those with a QS of 3 and below, while you work on improving those with a QS of 4 to 6.

Google also provides an evaluation of the three factors, which can help you pinpoint the weaknesses. Fix these and the quality score might improve.

Checking the Cost Per Conversion

The important part is that your ads are giving you conversions at a profitable rate. Make sure to set up AdWords conversion tracking so you can check the CPC of your keywords.

This will let you see if you’re making a profit with each conversion. If not, try lowering your bid. If the keyword isn’t still profitable, you may have to remove that keyword.

Better Google AdWords Management

There’s a lot to consider about Google AdWords management. Getting it right can guarantee highly profitable PPC campaign. Also, keep in mind that perfecting AdWords is only half the battle – you still have to complement it with a great SEO campaign too.

Still a bit confused? If you need some help, contact us now and let’s discuss how we can manage your campaigns and ad groups for you.

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