It’s estimated that there are more than two billion Google web searches each day – that’s quite a bit! If you’re customers are spending most of their time on Google, this is where you will want to spend your time marketing. In conjunction with your SEO efforts, it’s also a good idea to set up a Google marketing campaign so that you can create new leads and customers for your business.

Step #1: Creating a Premium Keyword List  

Before you even check your Ad Words interface, make sure that you equip yourself with a premium set of keywords that are relevant to what you’re offering. Think about the keywords that you’re customers are most likely to type into Google. For instance, if your company sells solar powered air conditioners, but your customers refer to them as “eco-friendly air conditioners then this is the keyword that you’ll want to focus on. 

What’s the Difference between Specific and General Keywords?

Depending on what your goals are in Ad Words, you will need to choose between a specific or general keyword. Going back to the example of solar powered air conditioners, if you use a term like “air conditioner”, then you’ll probably receive traffic from searchers who are searching for:

  • Electric air conditioners
  • Commercial air conditioners
  • Gasoline powered air conditioners
  • Private air conditioners
  • Portable air conditioners

You get the picture. That last thing you want to do is spend your marketing efforts on customers who aren’t interested in what you have to offer. To help prevent this problem, focus on long tail keywords. A long tail keyword is any keyword that is very specific to your niche. This will ensure that your marketing budget isn’t eaten up by the wrong customers.

Step #2: Creating Your Google Ad Words Campaign

One of the prime benefits to creating your Google marketing campaign with Ad Words is that you can create many different ones, all with different ad groups. This will allow you to compare and see which ad groups are performing better.

Setting Up Your Campaign Settings

Here are the sub-steps that you can take to set up your campaign and its settings:

  • Once you log into Google Ad Words, click on the tab that reads ‘Create your first campaign’.
  • Decide on the type of campaign that you want. There will be a few different ones to choose from. The ‘default’ campaign type will appear on both the Google Display Network as well as the Google Search Network (on all devices). The ‘search network only’ campaign type will appear on relevant sites and Google’s search results as part of their search network (which includes AOL, images, and Google Maps). Finally, the ‘display network only’ ads will appear only on the Google Display network (which includes partnering sites like Gmail and YouTube.
  • Next, you’ll want to determine the location in which your ads will appear. If you offer a product or service that can be sold anywhere, then selecting the option, ‘All Countries and Territories’ will work fine.

If there are countries or territories that you want excluded in searching results (meaning that people from certain locations won’t be able to see your ads), then you can adjust these settings as well. This comes in handy when you’re offering a product or service that only adheres to a specific geographic.

Step #3: Customizing For Specific Networks and Devices

The beauty of Google Ad Words is that you can further customize your marketing campaign to show only on specific devices or networks. Whenever you choose the ‘default’ campaign type, all networks and devices will be selected. However, you can go in and change these settings according to your own preferences. Here are some options that you’ll have when customizing your campaign for specific networks and devices:

  • Google Search: Means that ads will appear only in the Google search results.
  • Search Partners: Means that ads are going to appear in search partners as well as Google search results, which includes Google Maps, Google Shopping, etc. This is useful if our ad is relevant to any one of these categories.
  • Display Network: Means that your ads are going to appear on websites that are affiliate with Google.
  • Devices: Depending on what you’re offering, you can choose to have your ads appear on mobile devices, laptops, desktops, or tablet devices.

The reason why customizing these settings are important is because you don’t want to waste marketing funds on irrelevant customers. For example, if you’re trying to market a mobile app, then it would be better to have your ads appear in mobile devices only – not on laptop or desktop search results.

Finalizing Your Campaign – Bidding and Budgeting Considerations

The bidding option will help you determine the amount of money that you’re willing to pay for each click. You can also allow Ad Words to set bids to help maximize these clicks depending on your particular budget.

Remember that your Ad Words CPC (Cost-Per-Click) can change throughout the day depending on the specific term you’re bidding for as well as the volume of advertisers for that term. Choose one of the following bidding options that work best for you:

  • CPC: Referred to as “Cost-Per-Click”, this bidding option will charge you only when a customer clicks on your ad. This is a quality budgeting option for business owners who are trying to increase the amount of traffic reaching their site.
  • CPM: Referred to as “Cost-Per-Impression”, this is typically used within display networks. The option is perfect for building up brand presence as well as getting your ad seen in front of as many relevant customers as possible. ‘
  • CPA: Referred to as “Cost-Per-Acquisition”, this option will charge you for every person who not only clicks on your ad, but who also converts into a sale for your company.

You can manually set your own bids for clicks if you like. Just make sure that you constantly monitor the keywords you’re bidding on so that you can continue to offer competitive bids for the keywords of your choosing.

Ad Extensions

The ‘Ad Extensions’ feature can be placed underneath your ad if it’s relevant to your company or service. Some of the more popular extensions include the ‘Location’ extension (which shows your address underneath the ad), the ‘Site Links’ extension (which allows you to target very specific customers), the ‘Call’ extension (which allows you to place a phone number underneath your ad), and finally, the ‘Social’ extension (which allows you to connect your add to your Google + account) – plus a few more. 

Also note that there’s the ‘Mobile App’ extension, which basically provides you with the ability to bring your customers directly to the mobile app store. All of these should be carefully integrated to ensure that potential customers have an easy time reaching your company and connecting with your brand.