Setting Up Your AdWords Campaign Properly

This is a bit of a tricky topic, everyone has their own opinion and its probably all different. Google and other Adwords experts have best practice and guides for setting up campaigns. People have wrote entire papers on the proper Adwords setup and I could discuss this ad nauseam. I will try to write a very high level summary of what I feel are the more important issues when setting up campaigns and link to more detailed information at the bottom of the post.

Essentially, proper campaign setup really depends on what your marketing goals are. The main issue is that every business has goals that are unique to them. Before you even open your Adwords account you need to assess who your target audience is, where they are located (geographically) and what they may be looking for. Some of this information can be gleaned from the Google Keyword Planner tool in your Adwords account (which I will discuss in a separate post). You should probably have already done some market research into who your potential customers are and know more or less where they located.

What to do if your customers are spread over a large geographic area?

This is an important step in planning out the structure of your Adwords campaigns. If your customers are spread over a large geographic area for example east cost, west coast or even across continents you may want to create a separate campaign for each area. The primary reason is that you want to be able to adjust your bidding strategy based on geographic location of your customers – specifically the time of day they are most active. The problem is that day-parting (adjusting your keyword bids based on the time of day) is a setting on the campaign level and not on the ad group level. So, if you were to create a campaign and target both US and UK in the same campaign you wont be able to properly adjust the bids because of the time zone difference. To clarify; lets say you notice that users in the US convert better during the morning hours. So you’d want to increase your bids accordingly, however you also notice that users in the UK also convert better during morning hours, but morning in the UK is the middle of the night in the US so you can’t adjust the bids. In this case you’d want to have two separate campaigns, one for the US and one for the UK. This way you can adjust the bids on each campaign separately.

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My First Post – Setting Up Adwords

I wanted to take this opportunity to post a little introduction for this blog. I have been toying with the idea for a personal blog for quite sometime but didn’t feel as though the time was right. In the last few months I realised that I want to share a lot of the work I do so that others can learn and possibly even implement some of my ideas and tools that I use during my day-to-day role as marketing director. So I dusted off my old name domain (Life-pro-tip: ALWAYS register before someone else does) and got writing.

I apologise if my writing style is somewhat crass, I am not a content writer and while I do my best to write as clearly and insightfully as I can its probably not up to par to what many of you are used to. I’ll do my best to proof every post but if you find typos or errors please do let me know so I can correct them.

And off we go.

Setting up Your Google Adwords Account – Best Practices

Its only fitting that one of my first posts should be about Adwords. If you don’t already know Adwords is Google’s Search advertising platform. It allows you to bid on relevant keywords so that when people search for your product or service your ads will appear on the Search Engine Results Page (SERP). Over the years I’ve managed dozens of accounts for many companies. Most of the time I take over an existing account using the MCC which allows me to manage the day-to-day operations of the account. Sometime I also open a new account for the company I represent, but in either case there are some things you should do before even setting up your first campaign.  I will probably update this list continuously as I think of more and more things to add.


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