On this post we’ll teach you how to plan and run your Google AdWords campaign. Disclaimer: Do not continue reading unless you managed to read part 1 of How to be Friends with Google AdWords without gawking.
1. Define your target audience
This is the easiest step because you already know who your customers are or at least who you want them to be: your site’s target audience should be your campaign’s target audience.
2. Define your campaign structure
What is a campaign structure you ask? Well, Google AdWords accounts all follow the same structure:
The best way to organize your products into Campaigns & Ad Groups is to copy the structure of your website. Each section of your site should be one campaign.
Example: You’re selling shoes, but you have flip-flops, sneakers, flats, heels and boots. Each of these should ideally have its own campaign.
If your products can be segmented in any way, each segment should have its own ad group.Example: running sneakers, basketball sneakers, skateboard sneakers. If you’re a reseller, you can group each product’s brands into separate ad groups, e.g. under the campaign “Sneakers” you have ad groups “Nike”, “Adidas” etc. Just remember that each ad group should have its own targeted ads and keywords.
3. Group keywords you want your ad to show for
Remember you want your ad to have as many relevant keywords as possible. How do you do that? Start by listing all the products/services you’re offering. Try and think up as many relevant keywords as possible that could be useful when someone searches for your product.
If you get stuck, try using Google Keyword Tool to generate more ideas. You don’t have to come up with tons of ideas, it’s perfectly OK to have up to a dozen relevant keywords per ad group. If you worry about ambiguous keywords that could have your ads showing up for irrelevant searches, make sure you include negative keywords (see example). They will prevent this and save your advertising budget for relevant searches only.
Example: You have a whole line of suede shoes. Suede is a material, but also a UK-based rock band. Either use matching types (Exact or phrase) or use –band to exclude all the searches.
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