***GOOGLE HAS SINCE UPDATED THEIR INTERFACE AND IF YOU WANT TO SEE A MORE CURRENT TUTORIAL, CHECK OUT THIS POST!
In this video, I guide you through creating our first Google AdWords campaign/ad group/ad.
The reason for why there are 3 ‘levels’ is because we are able to split up and diversify our ads across different dimensions – the campaign level is generally different in terms of… everything – age, gender, geographic location, time of ads, etc… The ad group is generally different based on keywords, and the ads differ only on ad copy (title, description, URL).
The first step we need to take is to actually create our first campaign, and we do that by clicking on the little plus sign on your main Google AdWords screen – just make sure that you select ‘campaigns’ at the top.
You will then need to select whether you want to display videos, search network, display network, or both display and search. Search network will provide you with the most fine-tuned customers assuming your keywords are specific enough. With display settings, your ads will be shown on various websites that you don’t have control over, so your traffic generation is likely to be far higher – but not as effective.
You will then need to create a Google AdWords campaign name first, and I would recommend naming it specific to what dimension you will be running ads in that campaign to. So if you are focusing on males age 50-64 in this campaign for diabetes, I would suggest naming your campaign something related to that, because it will get messy later on when we mass product and copy paste our existing ads and campaigns over and over again with different dimensions to test out.
You will then be able to select the geographic location you want your ads to be displayed in, and the device bid adjustments so that you can control what devices your ads will show to the most. We will get to device bid adjustments later on, but for geographic location, you can select entire countries, states, provinces, cities, etc. If you select ‘people living in this area’, your ads will show only to people who currently live in that area. If you select ‘show to people searching for this location’, then your ads will show to anyone who searches for your product in addition to your location – especially useful if you are selling some tourist products and thus don’t want your ads to show to people who LIVE in the country you will be touring.
Next, we will need to select the budget and the bid. You should set your budget equal to the amount of money you will be OK with losing assuming you don’t sell anything at all that day. Don’t start throwing in tens of dollars if you know absolutely nothing about your niche!
In regards to the bid, this is the amount you set that shows how much you are willing to pay per keyword for your ad to be displayed to others. You are not the only person in the world selling something and targeting a specific keyword – so Google places bids to determine who gets the winning spot for their ad to appear. The higher the bid – the higher the chances that you ad will be displayed, and also the faster you are to run out of your budget. Remember, a bid is a cost PER CLICK, so make sure to set the bid wisely!
You can either use manual bidding, where you set your own bid, or enhance bids based on clicks or conversions. This allows Google to play around with your bids and increase your bid at certain intervals if it finds that someone is close to clicking your ad.
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