How To Create a Google Ads Campaign in 5 Steps

There are innumerable ways to advertise online today. With platforms like Facebook and Instagram Ads platform, Twitter Ads, Pinterest Promoted Pins, Bing Ads, and Yahoo Search Ads, the competition is fierce. And Google Ads (formerly Google Adwords) is one of (if not the) best way to reach your target audience.

If you haven’t already, you should start looking to dive into the wildly rewarding world of Google Ads. Not quite sure where to start? Follow these five steps to create your first Google Ads campaign.

1. Choose your account structure

Account structure is a science, and there’s no one way to structure your account. There are a few different methods that work well though. They are:

  • Based on your website structure
  • By products/service you offer
  • Based on locations
campaign types
Campaign Types

This is not an exhaustive list, and there are many other ways to structure your account. What it comes down to is taking the time to come up with a rational structure easily managed, tracked, and optimized to get the best results over time.

2. Do your keyword research

Next, you need to fill up your ad groups with keywords. This requires thorough keyword research. You need to make sure you’re choosing keywords that aren’t too competitive or that have low-quality scores or search volumes.

keyword planner
Keyword planner

Find relevant keywords for each ad group using a keyword tool like Google’s Keyword Planner, Keyword.io, or Wordstream’s Keyword Tool. Start small with the number of keywords you use per ad group (think 10-20 max.) Use too many keywords and Google will feel overwhelmed, resulting in it not giving you the traffic you anticipated.

3. Make your campaign

It’s time to get the ball rolling an build out your first campaign. First things first: review your campaign settings. Double check the following items:

  • Type
  • Locations & Languages
  • Bid Strategy
  • Default Bid & Budget

4. Create Your First Ad Group and Text Ad

What’s a campaign without ads! The first thing you need is to create a new ad group. Under the campaigns tab in Google Ads, you’ll see an “Ad groups” tab and a red +Ad Group button. Select that and refer to your previous work to title your first ad group.

5. Add the Relevant Keyword List into the Ad Group

On the same screen, you’ll see a white box titled “Keywords.” This is where you’ll want to add in the previously created keyword list. This list should be short (no more than 10-20 keywords) and extremely relevant to the ad text and landing page that the users are being directed to. Also keep in mind that by default, new keywords are added on broad match. To specify match types use the designated punctuation; for example use quotations around a “phrase keyword,” brackets to specify an [exact match], plus signs to +specify +modified +broad, and broad keywords can simply be added as is.

Once you’ve finished creating your first ad group, ad text, and keyword list, select Save and continue to billing.

Congrats! You’ve successfully created your first campaign, ad group, text ad, and keyword list. The work (and payoff) has only just begun. Need additional help with Google Ads or pay per click advertising? Feel free to reach out to us at 323-612-7111 for expert advice and strategic direction.

3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.

 

1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.

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Author: Jamie Murphy
Source: sitepoint.com

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