Join Brad Batesole for an in-depth discussion in this video Launch text search ads, part of Online Marketing Foundations.
- [Voiceover] Let's walk through building our first paper click search advertisement. So here, I'm logged into my AdWords account at adwords.google.com, and we're on the dashboard view. So the first step is going to be creating a campaign, and to do that, I'll choose "campaigns" from the navigation menu at the top of the screen. If this is your first time creating a campaign, you'll choose the option, "create your first "campaign," here in the upper left hand corner. If you've created one before, you'll have a different option, which is to create a new campaign.
So let's select this option, and it's going to go ahead and move us through the workflow of creating our first campaign. Now, the first thing we want to do, instead of jumping in and editing our campaign name, is to first select the type of campaign. When we change the type of campaign option, Google's going to refresh this page, which will make us lose any information that we've already put in. When you select the drop-down next to the type menu, you're going to have several options available to you.
Here we have search network, display network, shopping, and so on. You may also have an option for a search network with display, select. Let me explain this to you briefly. The search network is going to display your ad when someone is actually conducting a search. This could be on Google, or another one of their search partners. But the key thing about the search network is that someone is actually typing in the keywords and showing intent. The display network shows your ads on websites and applications, where your keywords are related to that site's content.
And search network with display select, which isn't in the list here, shows up both on searches for your keywords, as well as relevant pages on the web. Now, for your first ad, I really recommend you start by selecting search network. I'll do that, and now the page is set up for the search network campaign. First thing we need to do is give this campaign a name. I'll do that by selecting in the field where it says "Campaign number one," and replacing the text. You'll want to name your campaign something very specific.
This is so that it's easy for you to understand everything that's going on when you look at your reporting. For this example, I'm creating an advertisement for H+. It's a sports drink company, and our advertisement will be offering a free sample. So I wanna name this campaign specific enough so that I know what's happening when I look at the reports. To the right of type, you're going to have several options. Here we have standard, all features, mobile app installs, and so on. Standard is a great starting point, and that's the one that Google is going to default for you.
If you choose all features, you'll just have more variables that allow you to customize various options in these ads. I'm leaving this selected as standard, and I'm going to continue scrolling down the page. First things first is we have our network section. And this is where we're choosing which network our ads are going to show on. We're defaulted to the Google search network, which includes search partners. These search partners are hundreds of non-Google websites, like AOL and YouTube. If you don't want to show your ads on these sites, you can de-select this option.
If you're just starting out, I really like to leave it as just the Google search network, because it really helps you refine and understand your data, and then you can scale up from there. But do whatever makes sense for your business objectives. Below this, you can select whether you're interested including display network partner websites. Since we only want the search network, we'll select no. As we scroll down, you'll see devices, and this is Google confirming that your ads are going to show up on all eligible devices by default. If you wanna customize this later, you're going to do that using bid modifiers, but that's beyond what we're doing today.
Below this, you'll double-check that your locations are selected properly. You really want your targets to be specific. So only use locations that you absolutely need to have. If you're a local business, start local. You could select into the enter location box, and begin typing your city, for example, Santa Barbara. And we can make a selection from the drop-down menu that appears. When you make your selection, you'll be able to see the reach of this city, and you can add it, exclude it, or select the nearby option to include nearby locations.
That'll bring open another dialogue box, which will allow you to navigate and explore various options to see exactly what's being targeted. I'm going to close out of this by choosing the X in the upper right hand corner. You can also search for zip code, for example, 93101, or we can choose for a county, such as Los Angeles. Select what makes sense for your ad. Now, for this example, I'm going to choose something very broad, and leave it selected at United States and Canada.
As I continue scrolling down, Google's going to offer up some suggestions around languages. Now, because we've targeted Canada, Google knows that people in Canada also speak French, and it's suggesting I might wanna target people that use the interface in French. However, if my ads are only going to be in English, I only wanna target the English language. As we scroll down, we now have the option to interact with our bid strategy. Now, your default bid strategy is going to have Google automating the bids to maximize clicks.
This means they're going to set the actual bid on a per-click basis. So to the right, you could say, I wanna set a maximum CPC, so I'm not willing to pay more than $2 per click, CPC being the cost per click. If you leave that blank, Google's going to spend as much money as it thinks it needs to spend to maximize the amount of clicks against your daily budget. So if you budget, say, $10 per day, Google's going to figure out how to get you as many clicks as possible within that budget.
If you want some more control over this, you can select from the drop-down menu and choose manual CPC bidding. This allows you to set a default bid for those CPCs, and you can edit that later on a per-keyword basis. You'll also add your budget, as well. There are other automated bid strategies that you can select from, however, I'm not going to go into any of those strategies today. When you're ready to dive deeper into AdWords, you can hop over onto my course all about Google AdWords. Let's go back, and we'll choose the automated bid strategy, maximize clicks, and let's set a per budget of $25 per day.
Think about the daily budget as a way that allows your ads to run so they'll meet your goals. So let's say things are averaging about $0.10 per click. If you want 100 clicks a day, then you'll need to budget at least $10 per day. As you grow, you'll be able to see the potential to earn more traffic, and Google's going to offer you some recommended budgets as you go. The best way to start is to select an amount of money that you're willing to spend to educate yourself. As you invest in Google AdWords, you're going to look at the data, and you'll see the results, and you'll be able to manage those bids.
You may wanna spend more money, you may wanna spend less money. You may wanna spend more money on particular keywords at particular times of the day. All of that is customizable as you get further and further into AdWords. We'll start with that $25 per day budget, and we'll scroll down. The last section here is labeled, "ad extensions." If you'd like to learn more about ad extensions, select the "Take a tour" link, and Google's going to explain to you what ad extensions are. Now, ad extensions tend to improve the quality of your ads, they tend to improve the click-through rate on your ads, and they also tend to allow you to spend a little bit less money against competitors that aren't using ad extensions.
I highly recommend you explore using ad extensions, and see if they make sense for your specific goals. After you've evaluated and set up your ad extensions, you're ready to go. From here, I'll choose "Save and Continue," in the bottom left hand corner. So at this point, we've set up our first campaign. But we still have some work to do. What we need to do now is create our ad group, and if you remember, our add group is going to contain our targeting options. So we wanna be very specific here about what we enter into this section.
Now, when we think of ad groups, your ad groups are going to contain several ads that are all pointed at one focused topic of keywords. So your ad groups are going to be very specific to keywords that are all related, and typically, you want about 15 to 20 keywords in a particular ad group. The first thing we wanna do is enter in our landing page. You can do this if you'd like Google to give you some ideas based on that landing page. You can also select, "My landing page isn't ready," and you can get ad group ideas instead by selecting an alternative website, or entering in your product or service.
Now, I'm going to go through this process manually, but feel free to explore either of those options on your own. So the first thing we'll do is give our ad group a name. Now remember, since you're going to have multiple ad groups, you'll want to name this something specific, so you'll know what this ad group is all about. For this example, I'm going to set up an ad group that is giving away a free sample, and this particular ad group is going to focus on people searching for brand name sports groups. Next, we're going to enter in our keywords. And these keywords are going to dictate when our ad may show up.
Now, in this case, we want our ad to appear when people are looking for brand name sports drinks. And I'm going to offer them a free sample in the advertisement text that displays. So I'm going to add some keywords. Let's say, for example, Gatorade. On the right hand side, you'll notice that Google is going to give you some additional ideas as you enter in keywords. Here I can see that there is a topic labeled "Sports Drinks," and below that, we have some keywords. I selected the keyword option there, and we can see that Google's showing us g2 sports drink, sports drink ads, and so on.
Therefore, I must be able to believe that g2 sports drink is another type of sports drink. In this case, it's a Gatorade brand. I'll type in, "g2 sports drink." We can type in, "Gatorade drink." We can type in, "Powerade, Powerade drink," and so on, and so forth. Now typically, you'll want about 15 to 20 related keywords specific to your ad groups. I'm just sort of working on a very generic setup here, just to give you some ideas. So I'm not going to follow my own best practices, but I think you get the idea as we explore this together.
Now from here, as I scroll down the page, you have the option to add in another ad group. So here you could immediately get set up, and set up another ad group for another set of themes. So perhaps we wanna search for anyone looking for sports drinks in the generic format, so people looking for the "best sports drink," or, "the most flavorful sports drink," or, "newest sports drink," and so on, and so forth. When you're just getting started, you wanna keep things as tightly contained as possible, so that you have a good sense of where you're spending your money, and how you're optimizing things.
So only invest in the setup that you feel comfortable that you can manage to start out. Now, before we continue to this section, I do wanna come back and spend a little bit more time talking about keywords. Right now, anything you enter into this list is going to be considered a broad match. And what happens here is that Google will let the modified term work as well. So in this case, all relevant misspellings, synonyms, and related searches will work. So let's say, for example, I added the keyword, "best sports drink." Now, that in itself, as a broad match, would mean that if someone looked for "best sports beverage," or "best game drink," Google is still going to show the ad.
That's very broad. If you wanted to resolve that, you could add a plus symbol in front of the words. When you add a plus symbol, it's going to tell google that you want a broad matched modified search time. And what this does it is will be a modified term, but not any synonyms, only very close variations. So when you do it like this, it can now show up in any order, so you could still search for "drinks for sports that are the best," and Google's going to show the ad. You could also type into Google, "What are the best sports drinks?" If you want to control the order that the words must appear, you wanna instead put them in parentheses.
So we could type in quotes, "best sports drink," and in this case, what you have is a broadly matched phrase. So Google's going to say, "Hey, these words "need to appear in this order, "but the words can vary slightly." Now, there are a lot more things that you can do within keywords. You can add a minus symbol, for example, and remove any types of words that you don't want to be associated with broad match. So I could type minus reviews, and this would mean I don't want any search terms that include the word, "review." So if someone typed, "Gatorade reviews," I wouldn't want my add to show up, even though I'm bidding on the broad keyword term.
Now, there's a lot more that you can be doing with keywords. If you wanna get even more in-depth, take a look at the match types link here to learn all about the match types on Google's support forums. Or, take a look at my Google AdWords essential training course, here on lynda.com, which'll walk you through, in even more depth, how these keywords work. From here, let's go ahead and choose "continue to ads" at the bottom of the screen. First things first, we're going to be put into an editor for our particular ad. You'll notice at the top of the screen, Google's going to show us the name of our ad group.
Below it, it's going to show us some of the keywords that we're targeting. And below this is where we create our actual ad. The first thing we need to do is enter in the final URL, and this is where people are going to go once they click on your advertisement. If you remember from earlier, we want any page that the user arrives on, essentially the landing page, to be very relevant to what we're talking about. So if we're going to offer a free sample, the page that the user lands on should have very clear instructions on how to get that free sample.
Sending them to the home page would be a really bad idea. I'm going to go ahead and type in our destination URL now. Next, I'm going to select, into the headline box, to continue this process. It's here that we'll actually start creating our ad. And when you create your ad, you wanna focus on your shared value. What is it you have that people want? Is it free shipping, low prices? Whatever it is, you wanna make it known. So in this case, we're offering a free sample of a sports beverage, so I might just go ahead and write that out.
That's a pretty compelling headline that's going to draw some attention. Now, you'll notice that as you begin to type your headline, you're going to see a little bar appear underneath that text box. And this is Google letting you know how many characters you have remaining. So you'll see if I keep typing more words, for example, Google's going to highlight that section in red and tell me that the information I've entered is too long. I'll have to remove those words and play around with it to get an ad headline that fits. From here, we're going to create the text that appears under the ad headline.
Now, you get two lines of description for that. You'll notice on the right hand side of the screen, we have a preview of this, so we can see the first line and the second line description when the ad is in the side of Google. If the ad is on the top and the bottom of Google, you'll notice that the descriptions are going to run together, so lines one and lines two will really appear on one line. As we modify these descriptions, you'll notice how the ad shapes up in this preview panel. As you think about writing your copy, the first thing you should think about is including your prices upfront.
You only pay for a click. So if someone clicks and decides your product is too expensive based on the landing page, that was a waste of a click. So you could try sharing the price upfront, so people who arrive already know what they're getting themselves into. Now, that's a very generic statement, and it's not going to work for every vertical. So play around with ad language that makes sense for your demographic. You always also want to include a called action, though, and these are words like, "Buy now," "Call today," "Order," "Browse," "Sign up," and so on. These are all very important to include.
Another thing that's really valuable is including at least one of your keywords. When the user conducts a search on Google, the ads are going to bold any text in the advertisement that matches the keyword the user typed in. So if someone found this ad by searching for sports drink, the word "sports drink" in the center of the headline would be bold. And that's going to draw attention to that advertisement. You can get very granular by creating ad groups that have very few keyword topics, and this way, your ads can be very specific. I'll go ahead and type in the description now, so you can see what that looks like.
Once I've got the ad contents in, we'll need to select our display URL. And the display URL can be something that is different from the actual destination URL. So display URL can be really nice and user-friendly, if your final URL is really long. Now, as you get set up with your analytics and all of your tracking, I highly recommend that your final URL really include some of that UTM tracking. So we'd like to see the medium, the source, and the campaign set within the URL. Now, there are some special setups where you can allow Google to automatically distribute that information into those final URLs, and we're not going to get into that in this course, but you can learn all about that by watching my course, "Google Analytics "Essential Training," or, "Google AdWords "Essential Training." But let's say that you do have a really long final URL.
You can instead put in a nice, clean display URL, so, hplussport.com/free-sample, for example. Now, Google does have some rules about making sure that that display URL isn't so far off from your final URL. You can't mislead people with what you display there. Now, you will notice that you have the option to select mobile as your device preference. What this does is, one, it's going to show you what the mobile ad looks like on the right hand side of the screen. And two, it's going to indicate to Google that your landing page and your ad is optimized for the mobile experience.
If you'd like to learn more, you can hover over the question icon to see all about that section. I'm going to de-select that, and choose, "Create ad." From here, you'll confirm that everything looks good. You can go through and select the plus icon here on the screen to add in additional ads. Now, I do recommend that you have two to three ads for each ad group, which will allow Google to optimize the best performing ad. Once you're ready, you'll choose, "Review campaign." You can explore all of the details, and then choose, "Save and finish" to get on your way.
If you haven't set your billing information up, you'll notice Google's going to give you an error message, as it did for me. You'll wanna go through by selecting "Fix it" to get your billing information set up. Once your billing's in, you'll confirm your budget and you'll get going. Give your ads a day or so to get running, and then check back frequently to measure their performance.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.