In a perfect world either all your prospective customers would know about you or they would be able to find you in a search engines because you’d rank for all those search terms that prospective customers (even those that don’t know it) search for. Of course we don’t live in a perfect world. So in an imperfect world you need to pay the search engines money to artificially promote yourself in Search rankings.
The idea of Google Analytics was always that you could integrate your paid search data to get a better impression of how well your advertising pounds with Google were working. So what I thought I’d do is show you a bit about how it all works. Because that’s what I do!
Creating an adwords account couldn’t be easier. All you need is a credit card and a website. In fact, you don’t even really need a website, you could spend your money driving your traffic to another website.
When you’ve created your account you are ready to create your adwords. Many people jump into this part without any preplanning, but it is important to see how campaigns are structured in Adwords so that you don’t regret some of your early decisions.
So the way that Google groups is adwords is described using the diagram below. You can create many campaigns with many ad groups associated with a campaign . Keywords are then associated to ad groups, of which you can have many. To help with your future optimisation you really want to build this structure as flat as possible so you have the greatest control over keywords, however in a practical world it is difficult to manage large numbers of keywords in a flat structure, so you’ll need to think about how you can sensibly group these keywords together to manage them on a useful manner.
It’s also important to think about what each of these groupings allows you to do, so that you can manage it on a more efficient basis.
At a campaign level you can do the broad level of interesting stuff:
- Targetting of location
- Choosing types of ad (content network, mobile devices, Google Search, etc)
- Set a budget for each day of your campaign
- Ad Extensions (eg locations, extra links to the site, product details, phone numbers, etc)
- Start and end dates for your campaign
- Optimisation for clicks or conversions
- Demographic bidding for the content network
- Create your ad text (headline, description, url displayed
- Destination url
- Cost per click (if you didn't choose that before)
- Keywords bid for
- Broad or exact match
- Exclusions from the list
- Cost Per Click (if you didn't choose that before!)
- Clicks - how many different clicks you have had on your adverts (note that they may not have got to your site, so they may not match your visits)
- Impressions - this is a measure of how many times your advert was shown to users
- Click through rate (CTR) - this is clicks divided by impressions (ie how many of those people who saw the advert clicked on it). It is a great measure of whether your ad wording is catchy
- Average Cost per click (CPC) - this shows you how much it has cost you per click
- Cost - rather self explanatory, this is the total cost of all the clicks
- Average Postion - this shows you the average position that your advert has appeared on the page