How to: AdWords Campaign Setup for Service Businesses
Want to create a new AdWords Campaign but don’t know how to start? Have little to no experience handling AdWords? Not to worry, we’re here to help you through this process. Below you will find a step-by-step guide on creating a small service business campaign on AdWords. Ready? Set? Let’s Go!
To start things off, you will need to have a AdWords account to start this whole process, not to worry you can create an account here and if you already have an account you’re half way there.
What kind of campaign do you want?
You need to decide which campaign suits your goals better, luckily Google AdWords has 6 different types of campaigns that you can choose from.
- Search Network with Display Select
- Search Network Only
- Display Network Only
- Universal App Campaign
I recommend using Search Network Only that way the campaign will be available on Google Search and their search partners. Also, for Small Service Business you should have 1 Ad Group per service. One of the reasons is that you can get an easy overview of the services and see how each of them compare to one another. Second, you can bid differently to each service, if you’re more competitive to a certain service you can focus more on that type of service. Lastly, you would want to keep your services separately because you can improve your quality score on each Ad Group. A higher quality score keeps your cost-per-click low, that way you can get more clicks within your budget. If you want to learn how to increase your quality score click here.
Here is a video going into detail regarding different campaign types.
Once you select your campaign, the next step is to create your Ad Groups. An Ad Group contains one or more ads which target a shared set of keywords. You set a bid, or a price to be used when an ad group’s keywords trigger an ad to appear. If you’re familiar with the term CPC or cost-per-click you will see it here. You can also set bids for individual keywords within the Ad Group.
After creating an Ad Group, you will add all of the keywords you want to show up on search engines for. There are 4 keyword match types that you will need to know, this will help you in creating the Ad Words campaign.
- Broad Match: lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, related searches and other relevant variations.
- Broad Match Modifier: Ads may show on searches that contain all of the words of the keyword (or close variations, but not synonyms), in any order. This is the one I recommend on using.
- Phrase Match: Ads may show on searches that are that exact phrase, and close variations of that phrase.
- Exact Match: Ads may show on searches that are an exact term and close variations of that exact term.
You can also use negative keywords. These are keywords you can use to exclude from the search results.
We just discussed 3 levels of Google AdWords: Campaigns, Ad Groups and Keywords. Are you still with me? Because we’re going to dive into campaign settings, the heart of your AdWords campaign.
You will notice that there is a settings tab on your AdWords window. There, you will name your campaign followed by your campaign type, this will determine where your ad shows with the settings and options available to you. Choosing the right campaign type is very important because it can help you tailor the campaign to your specific goals. As previously mentioned, when choosing a campaign type, Search Network Only- All Features is the right choice.
Then, you will select which network you want your ad to appear on the internet. I recommend Google Search: Search Partners because your campaign will get more visibility with this option. After that, you will choose Devices and Locations. Device targeting lets you choose the types of devices where your ad can appear. Targeting specific locations lets you show your ads to people located, show interest or are in a specific geographic location. For example when targeting your boutique shop in Madrid, you can choose to show ads only to people located in Madrid or that show interest in Madrid or even both.
When selecting languages, this part is very important since its not explained very well. The language you choose is not the language in which your target audience speaks, but instead the language their search browser is configured.
Next, we have Bid Strategy and Budget. With the Bid Strategy you can choose how you want AdWords to handle your daily budget. You can choose Manual CPC, in this case you set your own maximum cost-per-click (CPC) for your ads. I recommend using Maximize Clicks, with this option, AdWords automatically sets your bids to help get as many clicks as possible within your budget. An average daily budget for CPC is $5.00, you can edit your daily budget any time you want.
If you want to get a little more technical about your campaign in which I highly encourage, there is an Advanced Settings option. Here you can Schedule: start date, end date and ad scheduling. You can actually schedule your ads to appear only on specific days and/or during specific hours. Ad delivery, what’s that? you may ask. Ad delivery is a way to determine how quickly your ads are shown and how long your budget lasts during a given day. Ad rotation is a method in which if you have multiple ads in an ad group, they will allow you to choose which ads are shown more often. There are different types of Ad Rotations, I recommend using the Optimize for Clicks since it the most ideal setting for advertisers.
So you have Bid Strategy + Delivery Method + Ad Scheduling + Ad Rotation. This is a deadly combination of settings in which you can outsmart Google and help boost your campaign in the service business.
If you want to keep exploring the different options available, you will notice that there is a tab that says Ad Extensions. There are 8 Ad Extensions that you can use, these are:
- Sitelinks Extensions
- Location Extensions
- Call Extensions
- App Extensions
- Review Extensions
- Callout Extensions
- Structured Snippet Extensions
- Automated Extensions Report
Extensions show up together with the and take more real estate on the page making your ad look bigger. Having a bigger ad usually means getting a higher click-through-rate and in return a lower cost-per-click.
For any service campaign, I strongly recommend using: Sitelinks Extensions, Call Extensions, Callout Extensions. Sitelink Extensions add a link to any page of your website, Call Extensions show your phone number and Callout Extensions are an easy way to add text your ad. If you want to link your Google+ page, you can have a Location Extensions.
Here’s an example of Sitelinks Extensions:
If you’re on a small budget this is the campaign I feel it would be best for you. like you’re incomplete, you’re right, I haven’t done a section on the AdWords display network and that will be featured in another article.