AdWords Campaign Setup Guide

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AdWords Campaign Setup Guide

Simple AdWords Campaign Set-up

  1. Create a keyword list by researching according to location and geography using the Keyword Planner.


Take note of negative keywords you have to avoid using in your campaign.

  1. Determine your ideal budget and CPC for your campaign using the AdWords’ Traffic Estimator Tool.
  2. In the Google AdWords dashboard, click “Create your first campaign” and choose which campaign you want to create. Below are the following options:
  • Default
  • Display Network Only
  • Search Network Only
  • Display Network Only (Remarketing)
  • Search and Display Networks (Mobile)
  • Online Video
  1. Determine the location and language which your ad will appear in.
  2. Customise your ad according networks and devices you want your ad to appear in. Below are the options for you:
  • Google Search
  • Broad Reach (Within Display Network)
  • Display Network
  • Search Partners
  • Specific Reach (Within Display Network)
  • Devices
  1. Select the bidding option of your choice and determine your budget. Below are the bidding options available to you:
  • CPC or Cost-per-click
  • CPM or Cost-per-impression
  • CPA or Cost-per-acquisition

Note: You have the option to manually set this or let AdWords set the bids for you.

  1. You can choose to customise your ad campaign using Ad Extensions to add relevant business information such as:
  • Location
  • Sitelinks
  • Call
  • Social
  • Mobile App
  1. Should you wish to further customise your ad campaign, you may do so using the Advanced Settings

What to look for when someone sets up your AdWords campaign

  • If you’re paying someone to set up your AdWords, it’s important that you have visibility of the campaign. We’ve prepared a checklist below for common things that you should look for:
  • Are they breaking the campaign into clear Ad Groups which are segmented by Screenshot_21themes?
  • Are they building or asking to build specific landing pages on your website?
  • Have they linked a software such as Google Analytics?
  • Have they set up conversions?
  • Have they asked your questions such as your desirable CPA or CPC?
  • Have they tried to understand your business and its objectives and offer options?
  • Do they have a plan to test ad copies?
  • Are they working with any of your internal team to leverage their expertise?
  • Are they giving you a realistic plan for growth and not promising quick results?

If they fail on any of the criteria above, you may wish to get a second opinion.

What is your ad pointing? Why? What should it be pointing to?

Having a relevant landing page relevance to your query allows you to increase the conversion rate and engagement of users who visit your site. It also allows you to exhibit a personalised user experience, based on the segment to which you have advertised. Having a clear Call-To-Action which relates both to the user and the driving advertisement is also essential. If users are not directed into a funnel through your ad, your system needs patching up to capture the traffic that you are paying for.

Relevance is the key point here. For example, there has been debate around video content on landing pages. Should a video play automatically when a user visits the site, or should there be a ‘Play’ button for the user to click?

Internet gurus and self-proclaimed experts have run case studies and tests and it turns out that no-one can really give a definitive answer as to which one converts higher. No one can tell you whether making a video play automatically or not will give you higher conversions.

This is the reason: they don’t know what the user is expecting.

If the advertisement or channel which sent the user to the site said something to the effect of ‘Check out this video to find out *****’ , the user is expecting a video. It then follows that an autoplaying video will be received relatively warmly. However, if the ad simply advertises a page, and a video starts playing out of nowhere, it is unexpected, and more likely to be unwelcome and invasive.

Make sure your ad builds an expectation, and then meet that expectation.

Best Case Practice Example

Tom runs the AdWords for his small business after regular coaching by a local digital marketing firm. For his online pet shop, Tom has defined over a dozen specific campaigns targeting different products he sells and also some information products that he provides as information for prospective customers.

By spending time refining the AdWords on a regular basis, Tom has gained an understanding of his market and competitors. Tom has been able to define the value of different types of conversions on his website and link these back in to AdWords.

Tom knows when he spends $1000 on PPC, he can expect to get x value back in current and future sales.