Getting to Google Ads
Google Ads campaigns can seem intimidating and overwhelming at first. However, if you follow some simple instructions on some key points, anyone is capable of building a Michigan google ads campaign optimization. The first step will be to create a google account. Be careful, some school accounts that are usually compatible with google may be unavailable here (This confused me on the first day). Once your google account is created you must sign in at https://ads.google.com. Once signed in, the first step will be to click campaigns, then the plus sign to create a new one.
Creating Your Campaign
Now you are creating your own campaign. This is when you will have to decide how you are measuring the success of this campaign. What is the goal? The options will be: Sales, Leads, Website Traffic, Product and Brand Consideration, Brand Awareness and Reach, or App Promotion. The different campaign types will allow different types of promotions and ads later. For example, the Sales type will allow you to select either: Search, Display, Shopping, or Video. While the Brand Awareness and Reach option will only allow Display or Video Ads. Once this campaign goal, and then type are chosen you will be prompted on how you would like to measure your goal. So the Sales goal, and then Search campaign will have metrics such as: Website Visits, Phone Calls, or Store Visits.
Building Your Campaign
Once all this is chosen it is time to name your campaign (This step is for back-end use only, customers are not affected by name). The first important step to google campaign optimization is selecting the location. Although very broad options exist such as, “United States”, most local businesses would benefit from much more local targeting. You can select a postal code (such as 48125), a city (such as Dearborn, Michigan), or even a certain radius around a building where you would like your ads shown. Above all the goal is to promote to only your customers.
After the location of your ads is selected, the next step will be picking the audiences. You can type in keywords (for more on keywords visit http://mikesdigimarketing.com/keyword-research) for your business and google will let you select which audiences to target. Google will recommend “In-Market” audiences; Those who google has determined are actively trying to buy a service you offer. Google will also recommend, “Affinity Audiences”, or groups of people that have interests in habits related to your keyword. It is good to select both types of audiences, but the main decision will come back to what exactly is the goal of your campaign? Sales goals may lead to a selection of an In-Market audience, while brand building may lead to a leaning towards Affinity Audiences.
Setting the Budget
The next step in the campaign is to set the daily budget. This is the average amount of money you would like googles ad auctions to spend every day. Keep in mind that on any day the amount spent could be higher or lower, but google will hit directly on the daily budget average over the span of the month. You can also select bids to focus on either Clicks, Conversions, or Conversion Value. After that the last step in the campaign set up phase is the extensions. Extensions should be taken advantage of as much as possible. For instance they include things such as Sitelink, links to your ads, Callout Extensions for more information, and your businesses phone number for easier calling. Furthermore these extensions can easily separate you from other who are not taking advantage of them saving you money on your ads long-term.
Your campaign settings are now optimized! Finally, the next step is to set up ad groups, and individual ads inside the campaign, but that is a topic for another day. Stay posted! Michigan google ads campaign optimization.