There is a lot to learn in order to make a success of your PPC campaign and this article
just covers the basics needed to get an account up and running.
Before you start, you should gather together the information that you will need to
open your account:
- An email account – This is for Google to send you the confirmation emails. It is also used as your username when you log into your Adwords account. If you already have an account with Google for Google mail, Ad Sense or iGoogle, you will be asked if you want to use your existing log in details or create new one just for Adwords. If you want to use your existing login, make sure you have the details to hand.
- Your VAT number – If you are VAT registered, Google will want your VAT number for billing purposes.
- A credit or debit card – Have your card details to hand.
Ok, Now you are now ready to set up your Adwords account.
Sign Up for Adwords:
1. Go to http://www.adwords.google.com
2. Click Start now.
3. You will then have two options: Starter Edition and Standard Edition. Select Standard Edition, and click Continue.
4. You will be asked whether you already have a Google account.
If you have a Google account you have two options:
1. Use your existing log in details; or
2. Create a new login just for Adwords
If you do not have a Google account, select I do not use these other services.
5. Click Create account (or Continue if you already have a Google Account):
● If you used an existing Google Account to create your AdWords account, you can now sign in to your account.
● If you used new login information, you will be sent a verification email. Click on the link in the email and then log into your account
Before We Continue with Creating Adwords Campaign…
Before you create your first campaign, it is important that you understand the structure of a Google Adwords account. When you first sign up, you will need to create a campaign. Generally you would only have one campaign, unless you had a number of businesses in which case you would set up a campaign for each business. Within the campaign you have Ad Groups. Each Ad Group contains a set of keywords and the advert(s) that will be shown when someone searches for one of the keywords with in the group. The diagram below may help to explain this a little better:
As you can see from the diagram things like language, location and daily budget are set at the Campaign level so, if you do have more than one Campaign, you can set a different daily budget for each.
Create Your First Google Adwords Campaign:
After signing into your Adwords account for the first time, you will see a button reading
Create your first campaign.
1. First you can choose your language and the country or countries you would like
your ad to be shown in. You can even choose to show your ads only to users in
specific cities or regions. Make your selection then click Continue.
2. Time to write your very first ad!
- Try and put your main keyword in your headline.
- Enter your web address as the display url (e.g. for our ads, we have Trafficclock.com)
- The destination url should be the page you want the visitor to be taken to when they click on your ad. For example, if you sell cameras and your ad is for Canon cameras, your ad would be deemed more relevant if your destination url was your Canon cameras page, not just your home page.
- Click Continue.
3. Now you need to enter some keywords that are relevant to your business.
- Try to keep the keywords relevant to the products and services you offer on your site – Google will reward you for it.
- Use multiple Keywords: Users are much more likely to type in two word or three work phases thank a single word. An Example would be canon digital camera rather than just Camera even if you sell cameras online.
4. Enter the amount you’re willing to spend on this ad campaign each day.
5. Enter the maximum amount you’re willing to pay each time a user clicks your ad (CPC or Cost per Click). Although you are asked to set a CPC for the entire campaign, you can actually change the CPC for individual keywords within each Ad Group. Doing this enables you to save money on the better performing keywords or those with less competition while bidding slightly higher on others.
6. Click Continue.
7. Review all the selections you’ve made. Click Edit to change any selection.
8. Click Continue to billing and then enter your billing information.
Tip to Consider: Using pre-pay is a good way to start with Adwords as you have full control over what is being spent. With prepay, you pay an amount into your account and Google will let you know when your balance is running low so that you can top it up.
And that’s it! You now have a Google Adwords account up and running. You should regularly look in on your account to improve your adverts and get the most out of your keywords in order to build a really successful campaign. It may take a little bit of time and effort to really start reaping the benefits of Adwords, but once you get going in the right direction, you get a snowball effect, with your Campaign going from strength to strength.
A Word of Advice on your Advertising Budget.
Never spend more than you can afford. It is easy to get carried away placing higher and higher bids on your keywords and before you know it you’ve spent a fortune! This is why it is always a good idea to start with pre-pay to keep control of what you are spending. Start small and once you have your Adwords account making YOU money with successful click throughs, then you can start investing a little more into your campaign.
About the Author
Veerender is a Digital Marketing Professional with more than 5 Years of Experience in Various Digital Marketing Activities such as Search Engine Marketing, Display Advertising, Email Marketing, Search Engine Optimization, Social Media Optimization and Affiliate Marketing.