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Adwords campaigns: Miniguide to success for those starting from scratch

Valeria Faiola
campagne adwords miniguida

There are nearly 28 million online users in Italy (Source: Audiweb Data), and for more than 90 percent of Italians, search engines are the most useful means of finding information about products, services, people, locations and general information; more and more people are consulting them before buying in a store or on the Internet.

Making your business known on the Web is the key to being “visible” to a large audience potentially interested in your proposals. Google Adwords is, today, probably one of the most popular and effective tools for advertising your company or products on the Web. Text ads are displayed alongside search results on Google or partner sites on the Display Network. On the surface it is a very simple tool to use precisely because you can activate a Pay Per Click Campaign with just a few intuitive steps. In reality, in order for it to work effectively and be targeted to your intended audience, you need to use a number of tricks and tools provided by the platform itself.

Steps and Best Practices for setting up your first campaign

The Web and markets are constantly evolving, and Google periodically makes improvements to its products by adding new features. Therefore, the first useful tip is to keep up to date not only with regard to your target market and direct competitors, but also to the new possibilities offered by Adwords. Recently an interesting seminar was held by the Google team and we would like to share with all of you some of the tips that were given.

Before you begin, answer these questions:

  1. What goals do I want to achieve?
    All campaigns are not the same and should be structured according to the results you will want to achieve. Specifically:
    • Lead generation
    • E-commerce
    • Traffic and branding (infocommerce)
    • Buy
  2. What products or services do I intend to promote?
  3. What budget do I intend to invest? For how long? The Adwords system allows for maximum customization. A daily budget can be chosen, at which point the ads will no longer run; moreover, money will be taken from the account only for clicks actually received (Pay Per Click) and not for simple views.
  4. To whom do I intend to turn?Define the target audience for your ads by establishing age, gender and demographic area. Also determine what language you intend to communicate in, keeping in mind that setting up the same campaign in several different languages is generally not recommended.Understanding who you are talking to will help you choose more carefully what type of message to set up. Also, when setting up the campaign, you can select specific targeting by taking advantage of the potential of Google’s algorithms and its Database. Best Practice: It is advisable to use a maximum of two targeting because this way you can manage them serparately by integrating them (e.g., by offer or to limit a target). Adding a third may conflict and still would be handled with the default bid of the first two.

Start now

  1. I create my Adwords Accountinserta valid email address and choose my password; then confirm the registration by clicking on the link that was sent to the email address I provided. I perform the first login
  2. I set the campaignAsettings tab will open within which to define:
    • Campaign Name -By default it will be called “Campaign #1,” give it a name
    • Geographic targeting of ads more or less specific (country, region, city)
    • Audience language
    • Daily budget
    • Cost Per Click (CPC), which is how much you are willing to pay per click on your ad
  3. I structure my campaignBasedon my goals, the tools at my disposal, and the budget I have, I create diversified ad groups for products or services.Best Practice: Structure an account by copying the structuring of the site (Menu in Home) Create a tab for each product with diversified ad groups (as many as there are products). This strategy is very useful if you suspend a product line for a certain period (e.g., spaghetti) or a specific campaign (e.g., seasonal offers).
  4. I choosethe keywordsI choose the keywords with which I think users might search for my product or service. A good way to decide is to study the potential of a keyword with the keyword tool and activate keyword suggestions.Best practice: put yourself in your customer’s shoes: what are the words they will search for? Choosing specific keywords will contribute to the success of the campaign; the result will be to get targeted traffic for a higher ROI. It will also benefit the Rating of the ad itself! The best keywords are predominantly those composed of several terms, as they better define what you are talking about; better “Cheap London Hotels” than “Hotels.” In this second case the search volume is higher, but the percentage of people not interested in your ad because it is not relevant will also be higher.
  5. I compose the ad textThead must be clear and direct. It must satisfy a need or solve a problem and always end with a “call to action.” All ads must meet Adwords technical standards and comply with Google’s policy.

    Here is a clear example provided by Google

    Best Practice: create at least 2 or 3 posts for each product or service; include a keyword in the ad title.

  6. I choose the landing UrlForeach ad, choose a landing page relevant with the ad itself; specifically, if the ad is about shoe deals, the page the clicked user will have to land on must be about shoes and not, for example, handbags.Best Practice: create a Landing Page designed specifically for a specific ad. Customize the display Url so that it is relevant.
  7. Activating the campaignNowwe are ready: the campaign can start, we just have to wait a few days and then start monitoring the results.

I monitor the results

The progress of a campaign should be constantly monitored to test its effectiveness and, if necessary, make appropriate changes. Below are some useful tools suggested by Google staff:

The benefits of an Adwords campaign customized for your business

But ultimately why is it useful? If you are still wondering, we will try to briefly summarize the main advantages of this online advertising system:

  1. Ability to reach a targeted customer base and not disperse ads (as may happen in a leafleting effort, for example) by taking advantage of Google’s database and targeting
  2. Ability to constantly and in real time monitor the results and progress of the campaign
  3. possibility to change at 0 cost and at any time their ads and keywords;
  4. Ability to apply filters of any kind to your ads;
  5. ability to control spending, without having an entry fee: you choose, based on goals and availability, how much to invest and for how much;
  6. Ability to optimize campaigns and link them to the ecommerce platform to measure conversions
At a more advanced level, it is also possible to create illustrated ads and videos to take full advantage of the potential of Google’s Display Network.
New information soon…
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