By Andy Beohar
AdWords can be a beautiful thing—but for some, it can be a nightmare. Setting up the right AdWords account structure is crucial to campaign success, but it’s not as easy as one might believe. But I’m here to settle your fears. The truth is that once you get the hang of it, AdWords isn’t all that bad. In fact, it’s pretty great.
In this post, we’ll go over some of our PPC management agency’s tips for setting up a solid AdWords account structure. With a bit of study, analysis, and a dash of elbow grease (index finger grease?) your AdWords account structure will be the envy of all other PPC managers. So, sigh a big breath of relief, and prepare to get your campaigns roaring on the right track.
Tip 1: Stay Away from AdWords Express
You know how back-to-school shopping can help students start off the year on the right foot? The same goes with your AdWords account structure. You need to start with a solid foundation before you can expect success. Poor AdWords account structure can lead to unruly campaigns, and thousands of dollars in wasted ad spend.
When opening an AdWords account, some businesses—especially small businesses without marketing teams—opt for AdWords Express. It’s easy to understand why since it’s marketed as the sliced bread of paid advertising. No need to waste your time choosing keywords or building out PPC strategies—AdWords Express will do all the hard work for you.
But, much like an all-bacon diet or that five-second pizza cooker in Back to the Future, this tool is too good to be true. In fact, its limitation of user control is exactly the problem. Remember, you’re going up against thousands of other businesses, many of which have PPC managers that spend a great deal of time on keyword selection, bidding optimization, and other strategies. In fact, the inability to fully manage and monitor your campaigns will ultimately waste money.
So, in this case, blind automation is going to do you a great disservice. Instead, opt for the ol’ standby: AdWords User Interface (UI). AdWords AI gives you much more control over settings and optimization, making it the smarter and more powerful option.
Tip 2: Pay Special Attention to Your Campaign Settings
Once you’ve completed your account setup and added your billing information, you’re ready to start running your search campaigns! Well, almost…
First, let’s make sure you understand what a search marketing is and why it’s so beneficial.
Search marketing can be an incredibly powerful advertising tool for one unique reason: the people who see your ads are already looking for products and services like yours. It’s like shooting fish in a barrel, as they say. But, in order to increase the chances that those people viewing your ad will be interested, you need to correctly setup your campaign and choose the right keywords and settings:
Naming Your Campaign: Don’t Be Generic
One of the first steps in setting up your search campaign is to give it a name. Instead of giving your campaign a generic name like “Campaign Go to the full article.
Source:: Business 2 Community