GROWTH MARKETING

The Basics: Paid Search Campaign Set Up.

Natalie Gray

Natalie Gray

Marketing Executive
Search and Growth

23rd October 2018Growth Marketing

There was a time when Paid Search ads were considered harmful and users didn’t want to click on them in fear of corrupting their device. Now, it’s a completely different story.

Users naturally expect adverts to appear so they can quickly find what they are looking for. If I [the user] run a Google search for ‘Shoes’, I’m going to be hit with a text result from the likes of Clarks or Marks and Spencer’s with a clearly labelled ‘Ad’ icon. Indicating it’s a paid search ad. As a user I will decide if these ads suit my needs or whether I should proceed to scroll down to the organic listings where I may find other brands listed such as ASOS or Office.

So, if you’re a business who wants to rank on top for users’ searches, like Clarks or M&S, you need to implement a smart paid search campaign that matches your overall marketing efforts.

The Paid Search Campaign Set Up

For those who are new to Google AdWords it can be overwhelming to navigate the interface let alone set up a campaign. In fact, we’ve even had clients come to Origin Digital whose accounts have been poorly managed by ‘experts’ previously.  Either way, your account should be regularly worked on to ensure you have smart, optimised ads that gain exposure, encourage user engagement and ultimately drive conversions that meet your goals.

‘How To’

Step 1: Keywords

Start by developing a list of keywords based on your company’s offering and feel free to refer to your website’s copy, other search results or Google’s keyword planner for inspiration. A good tip is to build out your keywords before directly uploading onto AdWords.  This will allow you to easily identify the structure of your Ad Groups, helping to form the backbone of your campaign.

When you understand what your customer wants, you’ll easily be able to build out keywords with better intent. Try to include keywords that call out a problem, answer a questions and don’t be afraid to avail of both branded and non-branded words.

Step 2: Develop Your Ad Groups

Don’t use one paid search campaign with a lots of keywords attached or alternatively hundreds of campaigns with no structure. Believe us we’ve seen this before! It proves messy and will make analysing your results difficult. Carefully build out a manageable amount of Ad Groups per Campaign and associated ads that speak specifically to these sub categories.

Step 3: Campaign Settings

For paid search adverts you’re going to prompted to fill in details about location, language, devices, bids and budgets. When it comes to budget, feel free to adjust this along the way to suit the performance of each Ad Group.

Oh and don’t be afraid to avail of ad extensions such as; sitelinks and call extensions – the more information you share with users the better. So make the most of your advert real estate!

Step 4: Paid Search Ad Copy

Time to be creative with the limited character space you have. You want to entice users to click on your Ad over competitors so be sure to use compelling ad copy. If I’m looking to buy a product I’m more likely to click on adverts that include an incentive such as; free delivery, free returns or 10% off.

However, you need to get a balance between creativity and ensuring your text relates back to your selected keywords and landing page. This will help your Quality Score, which in turn will give your ads a better chance of appearing on the Google SERPs. 

Step 5: Review

Once your paid search campaign is live make sure you regularly check it. By smartly optimising your account (bidding adjustments, keyword adjustments, URLs attached, etc) your campaign should enjoy stronger click through rates and conversions.

Alternatively, if poorly managed, your paid search campaign could see the reverse.

Fancy a Coffee

We know the set up and management of PPC can be challenging which is why we’d love to help. Contact Origin Digital to learn how we can help your business.

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