Manage Google Adwords with ease!

Manage Google Adwords with ease!

Google AdWords can be difficult to grasp at first. There’s so much to learn and remember that it can take a year or so before you can set up a campaign without forgetting something.

The last thing you want is to review the campaign three days after you launched it to find out that you didn’t set your geo targeting or forgot to modify your broad match keywords.

Don’t feel too bad. We’ve all been a victim of campaign settings. That’s why I wanted to share a campaign setup checklist with you. All you need to do is read this blog post, download the checklist and reference it every time you set up a new campaign. You’ll never miss a setting again.

We’re going to start with the details and work our way out to the big picture.

If it needs to be said, the very first step before we begin is to create an adwords account.


Remove Duplicates

Review the keywords in each ad group and make sure that each one is unique in syntax and match type.

Review Match Types

Remember to set your match types. I typically recommend using exact, phrase, and modified-broad match keywords, while forgoing broad match. This won’t be true for every advertiser, but it is recommended for most.

Add Negatives

Check that you’ve added negative keywords. Traffic is good, but irrelevant traffic wastes money. If you’re not sure what to put here, do a quick Google search for some of the keywords in your campaign.

For example, if you’re advertising a certification exam, make sure the acronym doesn’t also stand for something else. If it does, you’ll want to add that other meaning as a negative keyword.


Check that Landing Pages are Functional

Double check your landing pages to make sure they’re all working properly. If you’re using a ton of landing pages, paste your them into a URL checker for easy bulk-reviewing.

You should also check that you didn’t accidentally send users to the wrong page, i.e. your high heels page when you meant to send them to the running shoes page.

Spell Check Ad Copy

Download your ads into Excel and check the spelling. Misspellings can discourage people from clicking on your ad. Trust me, I’m one of them.

Place Keywords in Your Ad Copy

When your ad is triggered, that means the user was looking for one of your keywords. Making sure your keyword is written somewhere in your ad copy increases the likelihood of a higher CTR.

Set Page Paths (Optional, but Recommended)

Path 1 and Path 2 show up in your ad after your domain, so make sure you fill those in. The more descriptive that URL is, the more information you give users about the page they’re going to land on. That more info you share, the better chance your ad has of a higher CTR. Use a keyword in there if you can. For example, an ad for AdWords training will probably be more effective in getting a higher CTR if the URL displayed in the ad reads rather than

Define CPC Bids

Make sure your Cost-Per-Click on keywords isn’t set too high. Be sure to check the Keyword Tool for bidding suggestions before you set them.

Use Ad Extensions (Optional, but Recommended)

This step is optional because it’s not necessary when starting a campaign. But I would recommend adding extensions because something as simple as sitelinks can increase your CTR by 30%! More clicks can lead to more conversions, so put some effort into these.

Ad Groups

Group Similar Keywords Together

Google tells us it is best to organize similar keywords into one group because you are better able to show relevant ads to people you’re trying to reach, so make sure you’ve structured your campaign accordingly.

Name Ad Groups According to Their Keywords

It’s a best practice to name your ad groups according to the keywords inside them. For example, if I have an ad group containing keywords for red pumps for women (“red pumps women”, “red pumps ladies”, etc.) it’s best to call it that: Red Pumps Women. This organizational setup makes it easier when you’re reporting to managers and clients. You don’t have to question which keywords are in which ad groups.

Ensure There are No More Than 20 Keywords Per Ad Group

The best practice is to keep no more than 20 keywords in each ad group. Typically, advertisers use 1 ad message per ad group, unless they’re rotating 2 ads for A/B testing purposes. So, if you’re using too many keywords, the ad serving is less likely to match the searcher’s query.


Set Budgets

Know how much money you have to spend per day and set your campaign budgets accordingly.

Triplecheck your math!

Specify Location Targeting

Don’t forget to set your location targeting! You don’t want to advertise your Pittsburgh bakery nationally if you’re not shipping anything. You can also set excluded locations.

Set Campaign Language Targets to the Language in Which Your Website is Written

It won’t be of any benefit to users if your ads target people who can’t read your website. Make sure English-speaking users land on a page written in English.

Select the Proper Ad Rotation

The Ad Rotation specifies how your ads are rotated. I usually default to ‘rotate indefinitely’ for ad copy testing. This setting ensures that all ads are rotated evenly and are not optimized by Google for clicks or performance. Figure out what works for you!

Choose the Proper Delivery Method

AdWords provides two options for delivery method; standard and accelerated. The standard delivery method ensures that you’re spending your budget evenly over time. If you set this to Accelerated, you’ll spend your budget at a quicker pace which can cause it to run out faster.

Select “Search Network Only”

By default, Google will opt you into Search Network with Display Select. Unless this is part of your plan, I’d say go ahead and uncheck the Display Network. You only want your search ads to run on the Search Network. If you run on both, you’re going to spend a lot more money.

Define Ad Scheduling (Optional)

If you’re advertising for a company with a call center or a shop that has specific hours, you might want to set a schedule for the ads. You don’t want users calling in or trying to visit the physical location when it isn’t open for business.

Exclude Your IP Address

AdWords offers a tool to make sure your ads are showing up when and where they should. Exclude your IP address from the campaign so you aren’t seeing your own ads and skewing your data.

Set Target Devices (If Applicable)

By default, your new campaign will target all devices. If you’re advertising an app that users need to download on their mobile device, for example, you’ll want to ensure that you have the correct exclusions on computers with potential bid modifications on mobile and tablet devices.

Ensure Conversion Tracking is Set Up

You can’t track the success of your campaigns without conversions. A conversion is any action on your site that’s valuable to you. That might be a PDF download, an email sign up, a form completion, phone call, etc. Learn how to set up conversion tracking before you launch your campaign.

Now What?

Now that you’ve set up your account correctly, you’re probably wondering how to keep this all in check and how often you should be updating your campaigns. We can help you manage your campaigns with ease. Contact me today and let’s talk details. To contact us CLICK HERE


6 Step Guide to Website Design

6 Step Guide to Website Design

When I start on A NEW WEB PROJECT I always start by asking myself, what is my USP and how can I best leverage the worldwide web to inform and communicate with my customers? For those of you who are reading this who don’t know what a USP is, a (USP) unique selling proposition is a statement about what makes you and your company different from other vendors. Its primary value is to create competitive differentiation.

So, let’s look at the basic steps that should be taken to create an effective website.

1 DISCOVERY: Take the time to ask all the right questions and truly understand what your customers are looking for.

  • What products and/or services do I sell?­­­
  • What is my unique selling proposition?
  • What is the purpose of this website?
  • Who is my perfect customer? (age, gender, location, etc)
  • Who are my competitors?
  • What aspects of my business can be simplified or enhanced by using a website or new technology?
  • When do I need the website to be live?
  • What are my website goals?
  • Do I want to gain a better engagement with my current customers or increase the number of customers?
  • What is my budget? When can I expect my ROI.

2 PLANNING: Taking the time to create a plan before you begin can dramatically improve your results. In this phase, I create a detailed sitemap and wireframe design. A website wireframe, also known as a page schematic or screen blueprint, is a visual guide that represents the skeletal framework of a website. Wireframes are created for the purpose of arranging elements to best accomplish a particular purpose. I consider which features will be needed such as ecommerce, live chat, CRM integration, a blogging platform, embedded maps, a video slider, and a portfolio page. At this stage, I suggest that you resist the urge to start designing the look and feel of the website. Focus on the layout and functionality.

3 DESIGN: Now it’s time to focus on the “Look & Feel” of the website. This is my favorite part of the process because things go from black and white to full color. Always keep the design consistent with the company branding and be selective when choosing the colors. The copy needs to be clean, clear, and legible to all your website visitors. You also want to take in to consideration the industry that you’re in when creating the design.

4 CONTENT: What message do you want to broadcast to your potential and existing customers? Creatively tell your story with words and media. I put myself in my customer’s shoes and I carefully craft the message to speak directly to them. Create at least 4 “Call to Action” messages that are based on the pains of your customer. (e.g. If it’s hard to find an affordable “widget” then explain about how your “widget” is affordable. Etc.

5 DEVELOPMENT: The design is done and now the rubber hits the road. It’s deep dive time. It’s time to take that beautiful design and slice it up and turn it in to a working website. It’s a good idea to create a staging site to allow time for development.

6 DEPLOYMENT: It’s time to go live with the new website. In this phase I look for additional ways to create engagement. You can put out press releases, send an email marketing message, send text messages, and/or leverage social media. Look for the best ways to tie in your offline marketing efforts with your website to bring things full circle.

AFTER CARE: After your website is live you will want to find someone to help you manage your online presence. Someone who can work with you on a regular basis to develop your SEO strategy and post updated content to the website. This is the way to stay relevant with the search engines. In addition to all of that when you hire a good web developer they are going to set you up with website analytics that will help you guide your marketing department.

This process has proven to be successful for 100’s of business around the world. For more tips and tricks follow this blog. #directive @onlinedirective

If you found this article to be useful please share out to your social media. Share

#directive offers professional web services that include: Website Design, Ecommerce Solutions, SEO, Website Maintenance, Graphic Design, & Email Marketing. #directive prides itself on creating websites that exceed our client’s expectations, make a statement, and drive results. 

**Website design is serious business. It’s highly recommended to hire a professional web design firm.

Click Here to contact a professional