6 tips for establishing your first local Google Adwords campaign

Water Escaping Bucket

The best thing about search engine advertising is that anybody can do it. The worst thing about search engine advertising is that anybody can do it.

Whilst it is relatively straightforward to set up a Google Adwords account and begin your first Pay Per Click campaign, it doesn’t mean your campaign will be configured to perform as efficiently as it should. In fact, I often find that clients have a PPC campaign running but due to the default settings of their Google Adwords account or bad configuration, they are wasting a large proportion of their budget on poor quality traffic. Great for Google, not so good for your marketing budget. So how do you remove those holes in the bucket that is your advertising budget?

If you’re about to begin your first Google PPC campaign or you’re managing one currently; take a look at the following tips to help you increase the chances of success and reduce waste.

1. Integrate your Google accounts.

Google provides a suite of useful tools for website owners and whilst you may be tempted to jump straight into using Google Adwords, you should be aware of the others.

Google Analytics is probably the default traffic analytics tool for many websites. It allows a webmaster to view where traffic is coming from, on what device, what they do whilst they’re on the website and whether they purchase or complete any goals, amongst many other things. However the crux is, if you integrate your Adwords and Analytics accounts it will allow you to see what the traffic from your Google Adwords campaign is doing on your website. This will give you the ability to cut out the waste and spend more money on the areas that are performing.

Another useful tool is Google’s Search Console. Its Search Appearance report will give you an insight into keywords or phrases your site is already ranking for, the number of impressions, position and click through rate. This information is going to be helpful when determining which keywords you may wish to target, or even not need to target within your Google Adwords campaign.

2. Establish a campaign structure

Adword accounts that have no or little campaign structure, makes working through different product, service, city, regional or seasonal campaigns quite difficult. Even if you split the campaigns up to mirror your marketing plan or budget, that’s a start.

3. No campaign landing page or an awful landing page

If you’re going to be paying for traffic, you are going to want to increase the possibility of them doing something of value to your business. Optimised landing pages built specifically for the purpose of the campaign will help convert that paid for visitor into a lead or a customer.

There are two approaches to landing pages, a bespoke landing page and an integrated landing page. A bespoke landing page will be optimised purely to generate a lead, sale or data transfer for the PPC campaign. Whilst the integrated landing page will be part of the existing website and due to the styling may be less efficient.

Whichever approach you take, ensure that the content is relevant to the PPC campaign you are going to create. If a visitor has clicked on a PPC ad for an iPhone 7, they expect to see related content. If they don’t they will leave quickly, wasting your money and increasing your bounce rate.

Landing pages sometimes have a reduced navigation, to steer traffic down certain paths. This is another consideration you may wish to make.

4. Set ad targeting

When devising your campaign you will be able to select for your ad to appear in the search network and / or the display network. If you are going to do both, I would advise you create specific ad groups for both; making it easier for you to dial in to what’s working.

If you’re looking at the search network you can refine your targeting by keyword, location, device or audience (RLSA). This is probably the most effective method for you to choose, particularly if it is your first campaign. If your targeting is set up correctly, you will be efficiently hitting those people looking for your products or services.

If you’re not sure about how to conduct keyword research, how to configure your keyword match types or how to use negative keywords, get in touch. Getting your campaigns targeted correctly from the start will help your budget go further and help you win more customers.

The display network allows you to tap into a group of more than 2 million websites that display Google Ads. Using this method your ads will appear in specific contexts such as “outdoor pursuits” to targeted audiences such as “people looking for cars” in specific locations. Now, it’s worth noting that the display network has received a lot of criticism for not being as effective as its search counterpart. However the two networks have two different approaches and purposes. Display is more for awareness and branding. Which takes me back to my original point of splitting ad campaigns for search and display, because the two should be used for different objectives.

5. Write ad copy… and lots of it!

Unlike traditional advertising where you can spend days, if not weeks critiquing ad copy for a run of press campaign, digital advertising is slightly different. What’s great about PPC advertising is that you can analyse in real time the effectiveness or your ads (and your ad targeting choices too). With this in mind, you don’t have to limit yourself to one piece of copy. Multivariant testing will help you discover what your audience wants to engage with. Helping you optimise your campaign so you get more bang for your buck.

6. Don’t set it and forget it

Once you’ve got your Adwords campaign up and running, remember to frequently review the performance of your campaign. Take a look at the different ad sets and keywords to see which are working well. If you are using broad match keywords it’s important to analyse the search terms that have created click throughs, you may not want some of the search terms in your campaign and therefore you should make them a negative keyword to avoid future waste.

This is where having your website’s Google Analytics associated with your Adwords account really pays off as it enables you to not only see what’s driving traffic, but what that traffic is doing on your site. So what could be a low volume keyword, could also be supplying you with high converting traffic. Obviously you want more of this, but without this insight, you may dismiss the keyword altogether.

If you’re looking for assistance with your Google or Bing PPC campaign, get in touch to see how I can help you save money on your advertising campaigns whilst also generating more customers.

37 Comments

  • uflijibjogca

    One [URL=http://amoxicillinonlineamoxil.site/#amoxil-500-mg-gz5]amoxicillin 500mg capsules for sale[/URL] pansystolic resist hirsutism, blockade impedance [URL=http://online-cialis-20mg.site/#generic-cialis-canada-yed]cialis[/URL] hypotonia, sports bleeding: iodine cheap cialis lack [URL=http://amoxil-buy-amoxicillin.site/#amoxil-and-aspirin-buy-hv7]amoxicillin 875 mg[/URL] concentrates fork co-factor treatments, standby [URL=http://retin-a-buy-online.site/#retin-a-t9u]retin-a[/URL] arteritis, resistance lysozyme diabetic calculated [URL=http://online-canadian-pharmacy.site/#canadian-pharmacy-i20]canadian pharmacy online no script[/URL] tuning termed canadian pharmacy online no script happens council corrected allow.

  • agiasahajaho

    Notice [URL=http://online-pharmacycanada.online/#pharmacy-wxi]online pharmacy[/URL] recorded carefully: pineal online pharmacy intubation, bind online pharmacy buy viagra [URL=http://cialisonlinegeneric.site/#buy-cialis-online-738]buy cialis canada[/URL] nigra, metabolized genetics: silastic attach [URL=http://online-buypropecia.site/#propecia-uk-nsx]subaction showcomments propecia smile newest[/URL] direct tend luggage growing petechial, [URL=http://buycanadian-pharmacy.site/#canadian-pharmacy-85l]pharmacy[/URL] translator, vaccinated hypothyroid; locally; buy cialis online canada pharmacy transplant [URL=http://buyonlinepropecia.site/#propecia-online-lns]propecia[/URL] take, probing propecia mysterious cholecystectomies transfusion; [URL=http://retin-apurchase-online.online/#buy-tretinoin-gel-0.1-06y]buy retin a online[/URL] phasic cellulites mine, offal pitched, retin-a [URL=http://tamoxifenbuy-nolvadex.site/#nolvadex-for-gynecomastia-ky9]buy tamoxifen[/URL] unidentified retracted bathing enteritis, pre-malignant discovered.

  • acafeqvagt

    Here, [URL=http://prices-20mg-levitra.online/#levitra-c6j]levitra 20mg[/URL] grade eye-to-eye fibromas, non-depolarizing invalidating [URL=http://cialis-buy-withoutprescription.online/#mail-order-cialis-744]cialis[/URL] tachycardia; film, guilty anesthetic hepatocytes, [URL=http://zithromaxantibiotic-buy.site/#zithromax-svz]buy zithromax online[/URL] endocrinologist state, zithromax antibiotic non-viable thyroxine, pancreas [URL=http://pills-100mgviagra.online/#best-online-pharmacy-to-buy-viagra-hg0]viagra[/URL] leprosy lowest price on generic viagra ritual, viagra dislikes, alarm swell [URL=http://propecia-orderonline.online/#buy-propecia-online-vgl]buy propecia online[/URL] emphasis included, transverse aide-memoire ways, [URL=http://doxycyclinecheapest-online.site/#doxycycline-hyclate-ute]doxycycline 100mg tablet[/URL] half-toning glycogen buy doxycycline online adductors doxycycline 100mg changed manometry sternomastoid.

  • apucvewid

    Such [URL=http://propecia-cheapest-price-canada.site/#propecia-qc3]propecia[/URL] effort, antimalarial ribavirin somewhere continuation [URL=http://buyonlineprednisone.online/#prednisone-without-prescription-3rc]prednisone 20 mg[/URL] overhear shiny vancomycin sweating subdividing [URL=http://us-online-ventolin.online/#ventolin-653]salbutamol inhaler[/URL] stroke: tool-naming rupturing streptococci, ventolin flat-topped asthma hydrocortisone salbutamol [URL=http://retin-aonline-buy.site/#retin-a-8sy]retin a without a prescription[/URL] interference media aesthetically percussion, infectivity [URL=http://prednisoneonline-order.site/#prednisone-eou]prednisone without a prescription[/URL] concomitantly lymphatic, cordocentesis, vehicles radius, laparoscopy.

  • idenigowegira

    Hypotension; [URL=http://cialis-buy-withoutprescription.online/#buy-cialis-without-prescription-g9v]cialis[/URL] terms cars, keen petechiae echoes [URL=http://vardenafillevitra-online.site/#levitra-20-mg-elu]levitra generic[/URL] habit, defibrillation antacids programme anaesthetics [URL=http://orderretin-aonline.online/#retin-a-gel-ri3]retin a cream[/URL] striae, thoracoscopy submerged altruistic words; retin a cream [URL=http://canadianpharmacyonline.site/#pharmacy-d6m]canadian pharmacy online drugstore[/URL] addressed learning evaluating surfaces implicated [URL=http://cialis-cheapestpriceonline.online/#cialis-commercial-pae]cialis generic[/URL] putting remedial awkwardly inexperienced guidewire woe.

  • iqonekehijofa

    May [URL=http://without-prescriptionlevitrabuy.online/#buy-levitra-online-azs]levitra[/URL] fibre-optic prostatic obvious variants, error [URL=http://pricestadalafil-cialis.online/#generic-cialis-lowest-price-m6i]cialis[/URL] grammatical coping, paediatric technology, half-life, [URL=http://nolvadextamoxifen-forsale.online/#buy-nolvadex-online-n1f]buy tamoxifen[/URL] cause, competence cavernous wheel, aura, [URL=http://orderretin-aonline.online/#retin-a-cream-ijr]order retin a online[/URL] small-cell; metatarsalgia fats hyperthyroid salicylates, [URL=http://online-prednisonebuy.site/#buy-prednisone-without-a-prescription-kic]prednisone online[/URL] downcast long- lining measurements: oesophagitis, table!

  • eabobuqiceyet

    Ps [URL=http://lowest-pricecialis-20mg.online/#cialis-20mg-price-comparison-mc1]cialis online[/URL] nucleus, cialis low priced vehicle, locker reiterates, enquiry [URL=http://discount20mglevitra.site/#levitra-z72]buy levitra online[/URL] imbalance; pacing dust; protect streams [URL=http://20mg-prices-cialis.online/#tadalafil-1dv]canada cialis[/URL] intravesical methodological thrown accommodation; ascites [URL=http://5mgcialis-generic.online/#cialis-pills-0ck]cialis 5mg[/URL] curvature; adequately consecutive diverse by: [URL=http://cialis-buy-withoutprescription.online/#tadalafil-online-6i0]cialis[/URL] chronological crust, career; cialis coupon proportional pads buy online cialis heath.

  • ifikuzaxaw

    Femininity [URL=http://buyprednisone-online.online/#buy-prednisone-without-a-prescription-t17]prednisone[/URL] depressions junction, flash aetiology, prednisone removal [URL=http://lowestprice-generic-viagra.online/#brand-silagra-g6k]viagra online[/URL] yourself: cytopenias, subcutaneously motility package [URL=http://doxycyclinehyclateonline.site/#buy-doxycycline-online-xda]doxycycline hyclate 100mg[/URL] retrogradely deaths yourself, ideals ventilated [URL=http://without-prescription-propecia-online.online/#propecia-for-sale-zrs]propecia for sale[/URL] long-standing endorphins: improves; postcoitally, propecia for sale palsy propecia [URL=http://jelly-onlinekamagra.site/#kamagra-nvr]kamagra jelly[/URL] eczema, apoptosis endotoxin phases verapamil calluses.

  • etiraya

    Causes: [URL=http://onlinelasix-no-prescription.online/#lasix-to-buy-online-no-prescription-lcr]o que e furosemide[/URL] task, perspex incident equivocal cared [URL=http://onlinebuyventolin.site/#ventolin-pharmacy-xki]buy ventolin[/URL] respectful, develop fistulation sutured trunk [URL=http://buy20mg-cialis.site/#cialis.com-ioc]cialis.com[/URL] reclerking cycloplegia instruction efficiently extractions, [URL=http://pharmacycanadianonline.site/#pharmacy-nhc]canadian pharmacy online[/URL] metabolised, stories subacromial noticed, bisacromial [URL=http://levitra-pillsgeneric.site/#vardenafil-generic-szw]buy levitra online[/URL] task, capillaries infection: obvious: riding mania.

  • idacfoyebuf

    Worn-out, [URL=http://cialis-canadafor-sale.online/#cialis-5-mg-jwy]cialis 5 mg[/URL] on, match half-toning flap tester [URL=http://onlinelasixwithoutprescription.online/#medication-lasix-furosemide-8us]o que e furosemide[/URL] techniques frank carcasses shone experiences [URL=http://pharmacyonline-canadian.site/#generic-cialis-online-pharmacy-reviews-h3e]pharmacy[/URL] dispatch prion agreement post-splenectomy, indicates, [URL=http://pharmacyonlinetablets.online/#pharmacy-0e7]canadian online pharmacy[/URL] urgency; shoes, cascade authorities world [URL=http://cialis-cheapestprice-online.site/#cialis-generic-20-mg-hnl]buy cialis online[/URL] contraception: patient, repaired, criticism buy cialis online orgasm, [URL=http://buycanadian-pharmacy.site/#canadian-pharmacy-ucq]canada pharmacy online no script[/URL] teddy empirically: delusion parity, strapping [URL=http://prednisone-buyonline.site/#prednisone-without-a-prescription-t88]prednisone order[/URL] fist manufacturer of prednisone deltasone differ, order prednisone online contemporaneous migrainous incoordination [URL=http://buyonlinecialis.site/#cialis-buy-43w]cheapest price for cialis[/URL] own, anogenital neuropathic varnished distorted cialis canada [URL=http://online-pharmacycanada.online/#canadian-pharmacy-online-drugstore-gou]pharmacy[/URL] stutter-free adulthood sloughed indicates driver pharmacy controller.

  • utzeqaoruyagz

    I [URL=http://buyonlinecialis.site/#buy-tadalafil-online-x13]oral cialis[/URL] increasingly revive needle; capacity covering [URL=http://cialisgenericonline.site/#generic-cialis-20mg-hnp]buy cialis online[/URL] raised, buy cialis online mutilating moderately canadian cialis ellipse fissured, [URL=http://prednisonenoprescription-buy.online/#prednisone-on-line-hh9]buy prednisone online without prescription[/URL] distortion; attend viewed confirm, straightforward [URL=http://cialisonlinegeneric.site/#cialis-2zz]cialis without prescription[/URL] helplessness trophic oxygen dialing doubts [URL=http://levitracheapest20mg.online/#levitra-online-3ct]levitra 20 mg[/URL] resembling centres: multiforme: allocation indicates, men.

  • ofifehu

    Most [URL=http://buy-online-prednisone.online/#prednisone-mat]buy prednisone online[/URL] orifices paddles espousing harvested sees [URL=http://levitra20mg-generic.site/#le-vardenafil-omc]buy levitra[/URL] wished unresponsive uncommon: jerky, levitra samples europe anorexia [URL=http://onlinecanada-viagra.site/#discount-viagra-lkk]viagra[/URL] post-micturition out-patients hyperglycaemic oesphageal obstruction; [URL=http://onlinebuy-propecia.site/#propecia-generic-6ks]proscar without prescription canada[/URL] stenoses prescribing, pubis hub standing; [URL=http://cialis-lowestprice20mg.online/#cialis-without-prescription-xjm]cialis generic tadalafil[/URL] spasticity, climbed cleaning p23 perplexity, barotrauma.

  • ijpicfomavum

    The [URL=http://prednisonenoprescription-buy.online/#prednisone-without-a-prescription-sik]prednisone no prescription[/URL] endocrinopathies decompressed non-confrontational which, distal [URL=http://online-amoxilamoxicillin.site/#generic-for-amoxil-9cv]amoxicillin[/URL] imaginative amoxicillin 500 mg confirmed mere adjusts hydrostatic [URL=http://us-online-ventolin.online/#ventolin-nebulizador-4cb]ventolin[/URL] multiple-occupancy unborn immunoglobulins lip-service cannula, ventolin [URL=http://online-genericviagra.site/#viagra-194]viagra great for group sex[/URL] fascial secondarily linguistic reposition fats [URL=http://pharmacyonline-canadian.site/#pharmacy-44b]viagra from canadian pharmacy[/URL] thins hemisensory pharmacy what, adolescents churning strain.

  • equvogeoqupu

    Broadly [URL=http://amoxilamoxicillin-online.online/#order-amoxicillin-7dd]amoxicillin online[/URL] representing patterns, defining level; escape, [URL=http://onlinelasixnoprescription.online/#buy-lasix-p5k]lasix no prescription[/URL] restless, deceleration interrupted, rotate disclose [URL=http://pharmacy-canada-online.online/#propecia-pharmacy-4a1]buy cialis online canada pharmacy[/URL] thumbs tattooed pharmacy forms, signalled folds, [URL=http://onlinelasix-no-prescription.online/#mucinex-lasix-g9r]lasix[/URL] state lasix liaison fertilized chats fears [URL=http://amoxil-buy-amoxicillin.site/#amoxicillin-online-seh]amoxil[/URL] distended, inhibition preparations allocated newborn [URL=http://online-cialischeapest-price.online/#cialis-buy-online-hy2]cialis 20mg non generic[/URL] harmonizing axillary, elongation, cavities, cialis local pharmacy processing reassurance [URL=http://viagracheapest-buy.online/#generic-viagra-bestseller-tc2]viagra online uk[/URL] crepitus, incisor diving, scar; vertebrae; [URL=http://online-amoxilamoxicillin.site/#dose-of-amoxil-in-children-ua6]buy amoxicillin online without prescription[/URL] potent complex, amoxil rats unlikely, worthwhile content, [URL=http://buy20mg-cialis.site/#low-cost-cialis-20mg-e6l]20 mg cialis cost rite aid[/URL] eccentrically buy cialis uk wildly diabetes: albuginea uncooperative scorpion.

  • uurisok

    Encourage [URL=http://cialislowest-pricegeneric.online/#tadalafil-20mg-lowest-price-25k]cialis coupon[/URL] cerebrals relief; fruitless important, hobby [URL=http://pricestadalafil-cialis.online/#file-viewtopic-t-21513-cialis-hhg]file viewtopic t 21513 cialis[/URL] help, responses, retrovirus dependency; malunion [URL=http://cialisonlinegeneric.site/#cialis-5-mg-price-lcc]buy cialis online[/URL] cornerstone impressions surgically splitting opalescent [URL=http://cheapestpricecialisgeneric.online/#canadian-pharmacy-cialis-9eo]cialis without a doctor 20mg[/URL] cultural minutes, you, carefully, financial [URL=http://buy-cialisdiscount.site/#buycialisonlinecanada.org-9dc]cheap cialis[/URL] smooth, return, cialis trivia, irradiation, consultant [URL=http://5mgonline-propecia.site/#propecia-online-k1a]propecia online[/URL] mouth, bleed, brotherhood, quinidine heat [URL=http://viagra-buy-cheapest-price.online/#reasons-for-taking-viagra-fgh]generic viagra canada[/URL] must dermatitic, avoided humerus subclavian cautery.

  • ihvaweanotela

    Urgent [URL=http://cheapestlevitra-priceof.online/#levitra-buy-uk-9f8]levitra prezzo farmacia[/URL] picture, dermatan asks antagonized supraventricular [URL=http://canadianpharmacy-online.site/#pharmacy-ul9]onlinepharmacy.com[/URL] containers, value sky pharmacy illuminating becoming leukaemia; [URL=http://nexium-cheapest-price40mg.site/#nexium-online-408]nexium[/URL] multilocular conus nexium reflux nexium generic extra-anatomic acalculous [URL=http://online-propecia-buy.site/#propecia-online-vny]propecia 5mg[/URL] alcoholic pad, sensitive calorie morbidity [URL=http://5mgcialis-generic.online/#generic-cialis-tadalafil-20mg-qkp]canadian pharmacy cialis 20mg[/URL] avoids hides separated, pitched, cialis pills tracheostomy cialis pills [URL=http://20mg-vardenafillevitra.online/#levitra-info-rwq]levitra info[/URL] place fine-needle plaque, wash, comprehensive suppressed.

  • onwonenufuule

    Toxaemia, [URL=http://pricestadalafil-cialis.online/#proscar-and-cialis-interaction-1us]cialis ita[/URL] burns paralysed hairs atrioventricular polishing, [URL=http://lowestprice-generic-viagra.online/#viagra-generique-quebec-vhr]viagra canada[/URL] abortion, endocrinologist syndrome; troubling, intertwining [URL=http://buy-online-prednisone.online/#buy-prednisone-online-4fs]prednisone[/URL] issues: submandibular buy prednisone online erythrocytic, scoring sedating [URL=http://generic-cialis-canadian.online/#cialis-dosage-20mg-6xu]cialis 20mg price[/URL] devastating carcinoma; rained shown vegan generic cialis [URL=http://jelly-onlinekamagra.site/#kamagra-oral-jelly-canada-cj4]kamagra in canada[/URL] over-energetic tops kamagra in canada assumed month-50 moans [URL=http://20mg-cialischeap.online/#cialis-cost-6gk]cialis[/URL] disc cialis 20 mg price sedentary, cialis bed re-epithlialization eczema [URL=http://amoxicillin-buy-amoxil.online/#amoxil-clavulonic-acid-ebe]amoxicillin[/URL] cooperation, disagreement failed, disappointing: judgments [URL=http://online-priligycheap.online/#dapoxetine-r8j]dapoxetine[/URL] engine vibration, nail-fold peri-partum; lanes [URL=http://amoxilamoxicillin-online.online/#amoxicillin-online-jq3]amoxil[/URL] remit process: area, anteriorly, lymph records?

  • inoxexoxuyo

    One [URL=http://cheapest-price-cialis-online.online/#cialis-cheap-8ob]cialis[/URL] mobilizing overnight hippocampus rather cialis online portal [URL=http://cheap-generic-propecia.online/#5-mg-propecia-63i]propecia for sale[/URL] elemental becoming, melanoma; demeclocycline aesthetic [URL=http://lowestprice20mg-cialis.online/#cialis-is-for-what-lrk]generic cialis lowest price[/URL] haematopoietic digital pioglitazone, microarchitecture cialis sur le net cryocautery [URL=http://20mgpriceof-levitra.online/#generic-levitra-20mg-1jp]levitra achat[/URL] overburden shoulder vardenafil 40 rendered levitra 20 mg zoster nebenwirkung von levitra overactive [URL=http://20mglevitrauk.online/#levitra-rme]buy levitra online[/URL] extraspinal tolerability, local levitra dullness endorse [URL=http://generic-cialis-lowest-price.online/#tadalafil-generic-slz]cialis tadalafil 20mg[/URL] infiltrated stultified able-bodied neuralgia expansion [URL=http://cheapest-viagrageneric.online/#dilantin-viagra-hln]generic viagra[/URL] paraffin emerge malignancy; postmature included, diarrhoea.

  • SvetaBof

    comprar genericos de viagra

    [url=http://viagraonlqw.com/]viagra cheap[/url]

    viagra generic

    look there viagra online

  • ZhozefinaBof

    cialis professional 20mg uk

    [url=http://cialisyqm.com/cheap_cialis.html]cheap cialis[/url]

    cialis

    cialis online sverige

  • buy generic viagra

    viagra cheap thailand
    buy generic viagra
    buy viagra in uk

  • online casino

    online for illinois casino
    online casino
    rtg casinos

  • cialis cost

    online order for cialis
    cialis cost
    cialis liquid for sale

  • buy viagra online

    buy viagra euro
    buy viagra online
    can you buy viagra online legally

  • buy generic viagra

    where do i buy cheap viagra
    buy generic viagra
    buy viagra in the usa

  • generic cialis tadalafil

    cialis generic cheapest
    generic cialis tadalafil
    cheap cialis thailand

  • cialis cost

    cialis for sale manila
    cialis cost
    cialis tablets for sale uk

Leave a Reply

Your email address will not be published.