{"id":2835,"date":"2018-06-05T20:29:14","date_gmt":"2018-06-05T20:29:14","guid":{"rendered":"http:\/\/blog.jpegmini.com\/?p=2835"},"modified":"2018-06-05T20:29:14","modified_gmt":"2018-06-05T20:29:14","slug":"6-easy-steps-to-creating-a-simple-but-effective-google-adwords-search-marketing-campaign","status":"publish","type":"post","link":"https:\/\/blog.jpegmini.com\/es\/6-easy-steps-to-creating-a-simple-but-effective-google-adwords-search-marketing-campaign\/","title":{"rendered":"6 Easy Steps to Creating a Simple but Effective Google Adwords Search Marketing Campaign"},"content":{"rendered":"

I\u2019m a big advocate of paid search activity, but I recognise that it\u2019s part of a balanced approach to your website traffic and not the silver bullet that will drive your bookings for the year.<\/p>\n

As much as paid search plays a role for me, I still believe that investing time in on-site SEO (building your website pages to rank highly on search sites) and off-site SEO (optimising your website for relevance, trustworthiness, and authority) is your primary and longer-term traffic driving goal.<\/p>\n

That said, if you wanted to try paid search advertising for your business this simple step guide will help you put in place quick and effective campaign.<\/p>\n

I\u2019m going to assume that you\u2019ve set up an account on AdWords, but if you haven\u2019t visit https:\/\/adwords.google.com<\/a> to set up your account.<\/p>\n

Step 1. Select your campaign type<\/h5>\n

Your first choice is to select the campaign type you wish to use. AdWords gives you a great choice of mediums where your customers can see you, but for our purposes, I recommend a \u2018search\u2019 campaign as your starting point. Make sure you\u2019ve selected \u2018search network only\u2019.<\/p>\n

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This means your advert will appear as text style ads across the Google search network results pages and not on their display (banner promotions), shopping, video or app networks. If you wanted to see what I mean by this, google your camera brand and look along the top bar for the refined search options like \u2018shopping\u2019 or \u2018videos\u2019.<\/p>\n

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Step 2. Select your goal<\/h5>\n

AdWords now presents you with some objectives for your campaign at this stage, I recommend selecting \u2018website traffic\u2019.<\/p>\n

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It\u2019s tempting to click sales or leads, but these objectives are really focused on retailers or for an audience that knows exactly what they want to do next, for instance booking a concert ticket or buying some shoes. By choosing \u2018website traffic\u2019 you\u2019re giving yourself the best chance to drive relevant customers to your website and get them to see your portfolio.<\/p>\n

Once you\u2019ve clicked \u2018website traffic\u2019, you will then be asked to submit your website domain address.<\/p>\n

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Step 3. Building your campaign<\/h5>\n

Give your campaign a name, something that you will identify should you later decide to have more than one campaign.<\/p>\n

Important note. Make sure that you untick \u2018include Google Display Network\u2019 from your campaign build. As mentioned previously it\u2019s not required for a simple advertising campaign and could significantly impact your campaign performance and effectiveness.<\/p>\n

You should still have a tick in the checkbox that says \u2018Include Google search partners\u2019.<\/p>\n

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Geographic locations<\/h3>\n

Now we need to choose the geographic location of where you would like your ad to show. This really depends on how far and wide you want to travel for your business. I personally limit my location to people who live within a 60-mile radius of my home, simply because as a wedding photographer that\u2019s where I want to be capturing weddings. To do this, click on \u2018Enter another location\u2019 and then \u2018Advanced search\u2019.<\/p>\n

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You will be presented with a pop-up screen. Click on \u2018Radius\u2019 and enter your postcode or location along with the radius in miles or km. You will see a handy map on the right-hand side that will show you your reach from the desired location…keep editing it until you are happy, then save.<\/p>\n

Language<\/h3>\n

Pick your language. For my limited linguistic skills this stays as \u2018English\u2019 but by all means, add in any of your native tongues or learned languages.<\/p>\n

Budget<\/h3>\n

Now onto the biggie…your budget. I strongly advise to start low and work your way up to a budget that you are a) comfortable with and b) returns the number of clicks and conversions that make it profitable for you to earn leads via this route. As a suggestion start with \u00a35 per day. (Ignore any prompts for shared library or accelerated delivery methods.)<\/p>\n

Your daily budget is the maximum that Google is authorised to charge you per day. Chances are, you’ll hit that maximum most days.<\/p>\n

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Bidding<\/h3>\n

Bidding methods offer you a number of objectives based on your desired campaign outcome. My objective is to get clicks and visitors to my site, so I choose \u2018clicks\u2019. At this stage, you can either choose a maximum cost per click (CPC), which is essentially how much you are willing to give to google each time someone clicks on your advert. Remember that you\u2019re in competition for clicks with other photographers so you\u2019ve two options. 1) let Google optimise your cost per click for you, based on what other people are bidding, or 2) manage it yourself. Perhaps a good option is to let Google manage it for a few weeks and then take-over yourself when you\u2019re more familiar with the cost of each keyword, in which case leave this section blank.<\/p>\n

Lastly, you can set start and end dates, opt for dynamic search ads and choose your site extensions. These are an important part of your ad structure and worth adding in once you\u2019ve built your campaign, but for the purposes of getting a simple ad we will ignore them for now. Don\u2019t forget to go back and edit them later though.<\/p>\n

Click Save and Continue!<\/p>\n

Step 4. Setting up your Ad Groups<\/h5>\n

It\u2019s important to understand what Google means by an Ad Group, and it will enable you to better manage multiple Ad Groups for your business. I see Ad Groups as a way of grouping a topic or area I want to advertise around and as a wedding photographer looking for business this is typically either venues, counties or a style of wedding I would like to secure.<\/p>\n

Leaving the Ad Group type as \u2018Standard\u2019, give your Ad Group a name and then spend some time thinking about the types of terms that your audience will be searching for within this topic area \u2013 these are called keywords and will trigger your advert. For instance, if we used the example of an Ad Group called \u2018Barn Weddings\u2019, you might expect that the keywords people would search for in this category would be:<\/p>\n

\u2022 Barn wedding photographer
\n\u2022 Barn wedding photography
\n\u2022 Barn wedding photographers<\/p>\n

If you\u2019re stuck for inspiration then Google offer you some keyword ideas at this stage. My advice is to keep this simple and don\u2019t be tempted to dump lots of keywords in just yet, keep focussed, learn and build over time.<\/p>\n

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Keyword matching<\/strong><\/h4>\n

One very important point to get right here is your choice of keyword matching. Google offers several options to help you control your searches and ensure that you trigger ads when you want to present them. In a nutshell, there are 4 choices:<\/p>\n

\u2022 Broad Match<\/strong><\/h6>\n