Advertising plays an extremely important role in promoting a product and expanding its customer base. However, not every aspiring entrepreneur has the necessary knowledge and skills in order to independently conduct a marketing campaign. However, the Google AdWords tool can help these users. It is important to know a number of details about him. What is a Google AdWords Planner? How is it used to create contextual advertising? Where can I get the training you need to work with Google AdWords? Detailed instructions for using the platform in question will be given in this article. The information below will greatly facilitate your work with this system.
What makes Google AdWords unique
The contextual advertising system under consideration has gained unprecedented popularity around the world. What attracts users in it so much? Since the Google search engine is the first most popular in the world, it accounts for more than half of all search queries. And this means that users of the platform in question get access to the widest functionality of this resource.
What is contextual advertising? This shows a wide range of users of a number of advertising messages that are fully consistent with the topics of their personal search queries. What does this mean in practice? As soon as the user asks the search engine a query, for example, “dog clothes”, he sees on the search page not only the results reflecting the natural ranking of the sites, but also individual advertisements from Google AdWords. Internet surfers see such ads directly on web pages that are part of the company's wide advertising network. In such a situation, the topic on which the user sees the advertisement depends on the site of which content is open and what are the interests of a particular user.
Why should the question of how to set up Google AdWords concern advertisers in the Russian Federation? The following system features should be considered:
- Facilitated company management. Now you don’t have to additionally receive special knowledge to create contextual advertising for Google AdWords. The interface is so comfortable that it allows you to do it intuitively.
- To attract to the site content the first visitors who make a purchase or use the services that you offer. The first Google AdWords advertising campaign is usually set up within one hour.
- The user can independently choose the sites on which the ads will be displayed. Among the sites that are part of the Display Network of the company in question, you must select the appropriate resources.
- Another benefit is the incredibly flexible budgeting settings. You, as an advertiser, can independently approve the daily budget, as well as change it if necessary.
How to set up Google AdWords? This will be discussed later in this article.
How to create a Google AdWords account
To understand how Google AdWords works, you need to create a personal account. This is where the process of creating a new advertising campaign begins. To do this, perform the steps in the following sequence:
- Using your personal Gmail account, created earlier, you will need to log in to the client center, created on the basis of Google AdWords.
- Click on the "Create Account" button.
- After that, you will need to determine the name of the account and specify the time zone.If you find it necessary, at this stage you can subscribe to the newsletter of specialized recommendations that help to increase the overall effectiveness of advertising. It is also possible to give your colleagues access to the use of the account in question. After that, you can complete its formation.
Now you can independently create such advertising campaigns that will be useful and effective.
How to create an advertising campaign
More information on how to set up Google AdWords is outlined below. For example, how can I create an advertising campaign?
Firstly, you need to log in to your account. After this, you must perform the following steps:
- Use the "Create Campaign" button.
- Indicate its name, as well as select the appropriate type. Those for whom this is the first Google AdWords ad are generally encouraged to start with the Search Network type. This option has several internal alternatives, each of which has its own advantages. You can choose the one whose conditions suit you as much as possible.
- Highlight the option "All functions". Now you can decide for yourself which type of ad you want to create (for example, rich media, text, video or image). The "Standard" mode will provide access exclusively to text options.
- Identify your target audience by geography. Select the desired city in the "Location" tab.
- Determine the campaign budget and the method by which bids will be assigned. For beginners, it is recommended to turn on automatic mode. When you have more experience, you can manually configure this item.
- If you want to limit your expenses, it is recommended to specify the marginal cost of one click in advance. So your daily budget will not be squandered too quickly.
- You can also use extensions in your ads. What it is? Such extensions are additional elements that may include, for example, the Call button. You can choose the option that suits you, as well as determine the location of its placement, in the menu settings.
- Advanced settings also provide the ability to schedule campaign dates. If this is your first campaign, it’s best to leave the default settings.
So, your first campaign is ready. The next step is to create an ad directly.
How to create Google AdWords ads
Any created contextual ads can be combined into groups that vary in number. For example, they can become the main criterion by which Google AdWords ads, message keywords are grouped.
So how would it be right to create ads and groups?
- Give a name to a specific ad group.
- Form the text. It is recommended that its title must contain one of the key phrases; end the sentence with a punctuation mark to extend the title; Let the announcement contain a motivation for action; Determine the benefits of your offer.
Clearly identify exactly which keywords your particular ad will show. If you still do not have enough experience to determine them for a specific case, then select some of the proposed system, this will somewhat simplify the task. Save the changes.
It's time to start filling out your billing information.
- Indicate in which state you live, click "Continue".
- Fill in the fields with tax data, click "Finish registration".
If all the necessary data for making a payment were specified correctly, then as soon as you complete all the above steps, potential customers will be able to see all published ads.
How to use different types of AdWords ads
It is possible to use video ads, text, mobile, image or dynamic messages (advertising).
In order to create an image ad, you need to take a series of actions. Among them are the following:
- Indicate the necessary group and click on the “+ Announcement” button.
- Next, you need to choose the appropriate method of generating an ad. The button "Download announcement" will help to download a ready-made form. In turn, the Create an Ad function will automatically create an ad. The content contained on a particular site will be used. This method is recommended only when there is no way to use the services of a designer.
- Indicate the ad variant that suits you best. If in the future there is a need to correct it, this can be done using the "Change" function.
- The editing mode allows you to change the logo, image of the ad, as well as the text and color of the button and background. Once the process is completed, click "Finish".
- As soon as you click "Save", this ad will be able to see your potential customers. It can always be edited. Prior to posting, you can evaluate the look of your ad using the preview feature.
How to create a sample ad from the AdWords gallery
The Google Adwords system - support for those who are not too familiar with the process of creating contextual advertising. Using it, you can create dynamic, video, and animated ads without much difficulty. How to put this into practice? The following algorithm exists:
- Go to the "+ Ad" menu, and then select the "Ad Format Gallery" tab.
- If a dynamic ad suits you, then choose the appropriate template from the proposed ones. After that enter the text. If you find it necessary, you can upload a logo image. When editing is complete, save the changes. Once competent Google employees review the ad, it will be available for viewing by other users.
- You also have the option of creating an animated type ad. To begin with, just as in the previous case, you will need to choose a suitable template. Formulate a headline and fill out a description. Specify the new button text. Upload a new image if you think it is necessary. Save the changes. Adjust your ad sizes. It is recommended to use absolutely all of the proposed.
- To start creating a video ad, check the appropriate format in the gallery. Upload the video file you need to the resource. Pick up a new logo. As soon as the relevant specialists of the company in question carefully check the announcement, it will be available for viewing by the target audience.
- It is also possible to create advertising applications for gadgets (smartphones and tablets). Click on the "+ Announcement" link and use the "Application Advertising" function. Indicate the appropriate application store, as well as the name of the product directly. State the title and fill out the description of the application. Indicate what type of devices users will be able to see the ad you created. Save all updates.
Do not think that using absolutely all types of ads that are available to you will significantly increase the effectiveness of the advertising campaign. Be selective and combine them wisely.
How to track the performance of Google AdWords campaigns
What if advertising does not seem to you too effective, while you have much higher requests in this regard? Google AdWords provides an opportunity for users to regularly monitor how effective your ad is. There are several ways to carry out this action. How to determine which one suits you? This, as a rule, depends on what goal you are pursuing when starting a new marketing campaign. For example, with the help of contextual ads you can encourage customers to perform targeted actions both on your site and offline, or make calls to your company.
This platform allows you to evaluate a number of indicators:
- Actual target actions: phone calls, placed orders, subscriptions to newsletters or pages, registering on a site or visiting certain pages.
- The exact number of individual visits to the site made using advertising links.
- Economic indicators: number of transactions, revenue, average order value.
How to track targeted actions on the site
The described problem can be solved by two different methods. The first way: specify goals and monitor their achievement in Google Analytics. Second method: sync your goals with your Google AdWords account. To do this, he and the Google Analytics account must be linked.
How to set a goal?
- It is important to go to the "Administrator" menu, select the "Goals" item and select "Add target".
- Find the right target template for you. If the standard options do not suit you, then you can use the "Select" function and choose an individual option.
- Define the name of the goal. Indicate its type. For example, the goal is a user visiting a page that can only be opened after a subscription has been made or an order has been placed.
- Indicate the path to the goal. Creation completed.
How do I import goals from my Google Analytics account into my Google AdWords account?
- Log in to your account. Visit the Tools - Conversions menu.
- Select the Google Analytics feature located in the vertical menu.
- Indicate which goals from the list you would like to track. Click on the "Continue" button.
- Pay attention to the conversion setting. You may need to determine the accounting method, as well as its period, value, conversion category. The value of the Optimization field is best left unchanged. After that, you can import targets using the special button.
From now on, using the "Tools - Conversions" menu, you get the opportunity to monitor campaign performance.
How to track calls
But the call tracking function in this system how does it work? Google AdWords lets you do this manually. How to do this? You need to highlight a specific phone number, and then indicate this number in the ads that will be created. The system allows you to take into account not only the quantity, but also the effectiveness of individual calls.
The main advantage of this method is the absolute absence of costs. At the same time, it has some disadvantages. For example, lack of information. This is reflected in the fact that the user of the program cannot track keywords, traffic sources, search queries and ad groups of individual users.
How do I set up Google AdWords for call tracking? To do this, you need to use a specialized system tool, which provides for monitoring conversions. What actions will be required for this?
- First you need to log in to your personal Google AdWords account, and then select the "Tools - Conversions" menu there.
- Click on the “+ Conversion” button.
- You must specify “Phone Calls” as the conversion source.
- You will need the function “Clicks by phone number on a mobile site”. Any other similar options are not available today in the Russian Federation.
- After that, pay attention to the conversion settings. Write down the name; if necessary, indicate the value, as well as determine the accounting period and the conversion method. After that, select the appropriate category and save all changes made.
- As a final step, you should add the generated tag directly to the site code, and then save the changes.
After all the steps described above are completed, you can regularly monitor the calls of all users who, using mobile gadgets, paid attention to your Google AdWords ad and called the number indicated in it.
In addition, there are other services that allow you to track calls.As a rule, they provide the opportunity to use their services exclusively for a fee.
Conclusion
So, in order to run your own contextual advertising, you do not need as much as it seems. It is enough to use a quality platform that has an official certificate. Google AdWords is just that kind of system. It allows you to create high-quality contextual advertising without significant time and money. In order to work in it, it is important to understand how to place Google AdWords tags, create and edit ads, track calls and performance.
Still think marketing is not for you? Use Google AdWords.