Setting up an AdWords campaign does not happen overnight. There are several steps involved to make sure your campaign is good to go before you make your ads live. From ads to ad extensions, search engine markets should be sure to cross their proverbial t’s and dot their proverbial i’s before launch. Below are just a few ways in which advertisers can make sure their campaign is fully-optimized before the first dollar is spent.
The essence of AdWords is to pay for increased visibility on Google SERPs for keywords that are meaningful to your business. Use AdWords’ keyword planner to come up with a keyword list that makes sense for your business and will help you reach your target customers. A common mistake made by advertisers is to include too many keywords in their campaign pre-launch. Come up with a list of 10-20 keywords that you really want to focus on – you can always add and subtract from this list as you go. If your keywords are ambiguous, consider adding negative keywords to avoid spending your budget on terms irrelevant to your business.
Take that list of core keywords and divide it up into Ad Groups. Ad Groups help you organize your keywords by common themes, products and services. Assigning your keywords to specific Ad Groups helps advertisers ensure that they are showing ads for precisely what customers are searching. Assigning keywords to Ad Groups also allows advertisers to bid more aggressively for a particular subset of your product or service offerings.
Writing effective ads is, unsurprisingly, a critical part of a successful AdWords campaign. Take a glance over your ads before launch – this is an opportunity to catch any last-minute typos or incorrect landing page URLs. It is a best practice to also make sure that you have a mobile ad to go along with your desktop ads to account for the growing market of smartphone users.
Although technically optional, ad extensions are a core component of any well-optimized campaign. Extensions afford advertisers additional opportunities to attract potential customers. Advertisers can add their business’ phone number, address, links to their site, reviews, product catalog and a wealth of other calls-to-action to their ads. Callout extensions, which are simply additional lines of text underneath the main body of an ad, are particularly useful for differentiating from competitors – especially for competitive keywords.
Before launching your campaign, make sure you have conversions set up so that you may properly track the success of your campaign. Examples of conversions include phone calls, contact form submissions and for e-commerce businesses, purchases or adding a product to a shopping cart. Advertisers may also link their Analytics account to import pre-established goals into their AdWords campaign(s).
Finally, double check your bids. Whether you decide to manually bid on your keywords or have AdWords automatically set bids, you should be confident and consistent in your approach. As with keywords, advertisers may always adjust their bidding strategy on the go.