How To Create A Search Campaign In The New Adwords Interface

Search Campaign In The New Adwords Interface Transcript

Good afternoon this is Thomas Green at ethicalmarketingservice.co.uk, this video is regarding how to create a new search campaign in the new AdWords interface.

As you can see we are currently in the new interface:

if you go to all campaigns at campaign level there is a blue button which replaces the old red button which is for new campaigns.

Click it, currently there’s some stuff grayed out which is just because they haven’t fully released the the new interface yet.

What’s available currently is new search campaign and new shopping campaign, what you’ll find
regarding the layout is that AdWords are trying to make the process as step-by-step as possible.

Instead of having tabs for that, you go to in order to create different things, it just comes up automatically step-by-step and for those that may not have as much experience it’s all much clearer than the previous version.

In this instance we’re going to click search Network and depending on what your goals are, will depend on what recommendation is made.

So going to go visit your website the optional settings are if you decide to type your website address in here, Adwords will make keyword suggestions based on the content within your website.

Label your campaign, tick the box or un-tick depending on whether you want Search Partners selected, information on that if you hover over the question mark, it will tell you all about it.

Display select, you opt in or opt out of that in this instance we are going to opt out of it.

Hover over if you would like to learn more about various options, there are some differences with respect to the type of help you get, as you go along and that will be shown a little later on, if we scroll down here so there’s actually instructions or a guide.

Rather than in the old interface they have these question marks, but in this instance they’ve actually made room in order to guide you along the way.

Devices is actually grayed out at this particular moment, so when you’re creating a campaign, you can’t actually select whether you want to show on particular devices and if you want to make adjustments at this point, to bid more or less for particular devices, then you can do so once the campaign is setup.

For targeting if you want to add a particular country, start typing and it will pop up and you can choose it here. Languages is also the same, just click in the box and select whichever you want to add.

Bidding strategy I’m going to keep manual for now, if you want to tick or select enhanced which is based on conversion data, AdWords can increase or decrease your bid based on historical data.

If you select the drop-down you’ve got the various bidding strategies like bidding by CPA, or return on ad spend.

Again apart from a page location or outranking a particular domain, a lot of these are based on conversions that happen in your account and you would use them once you have enough conversions, rather than straight away.

Maximise clicks sometimes is a good one, because Adwords will just tweak the bids until you’re getting the most amount of clicks.

That being said, if you are looking to optimise your account on a regular basis, you might go with manual or enhanced, but it very much depends on what your outcomes are, who’s going to manage it and what sort of effort you’re going to put into the account.

Also you don’t necessarily know in advance what is going to be the best, so you might test these to see which perform in the best manner.

So again you’ve got your little help guide if you do want to know and what each are.

Daily budget is self-explanatory, with delivery method the only difference between the new and the old is, I believe was a question mark which you would hover over it and it would tell you what each were.

You can apply a budget from a shared library if you’ve created one and you might spread the budget over multiple campaigns, to make sure that when you do create multiple campaigns, you don’t exceed a particular amount.

Start and end dates are self-explanatory, sitelinks are the links that come up underneath your ad, if you’re in a particular position, they might show quite prominently.

I’m going to add some new ones just to show you in the new interface what it looks like, so these are from an old campaign, so I’m just going to go to new sitelink.

Best practice and I would encourage you to add the description lines in, it’s promotional copy or a description of the page.

As I said it’s best practice to do this, but this particular campaign I’m creating now, is for the tutorial rather than an actual campaign I’m creating, so I’m not going to take you through a description for each sitelink.

Go to save and add and you’ve created a sitelink for the homepage. The best practice is to add up to six sitelinks, or not up to but six sitelinks and the reason for that, is AdWords does have the capability of adding 6 sitelinks underneath and if you actually do show 6 sitelinks, then you’re probably going to be taking up quite a big amount of the page.

Often people only add 4 because 4 often does come up, but I would recommend six sitelinks with descriptions, providing they’re pages that you actually want people to go to.

Callout extensions are kind of like a unique selling points about your business and they are not links like sitelinks are, it’s just like additional selling points about your business that you may not have been able to put in the ad copy itself.

I have added some in here previously. I believe the best practice is for this are a minimum of four but I might be fudging that a bit, I believe that a maximum of three comes up when the ad is shown and if you add four then Adwords can test to see which our most effective.

Again if you want to add some which aren’t already here, because these are from previous campaigns then you would add a new callout just here. You can select when you want them to show and when they start.

Go to save and add as before and you’ve added a new one in here. Call extensions as you can imagine, are the phone number which is an extension of the ad. We click new call extension, select your country and add in your phone number.

Call reporting is if you want to track the calls that come through the ads, the phone number will change if you do select this and it’s a way that Google actually tracks the ad, it goes through a forwarding number, some people don’t mind this and some people dislike it, because if a person saves that number that google dynamically change and forward to your normal phone number, then it won’t go to you, but it is very useful to have the reporting on so you can see which keywords, which ads provided the conversions then you can improve your your account from that data.

I’m going to leave mine on, save and add. Click the additional settings, so we have additional extensions here; structured snippets are probably the most common of the two.

Go to add structured snippet, what you choose from here will depend on what type of business you have, if you’re providing a service often the best option is service catalog, but again you may need to consult with google if you’re not a hundred percent sure on which one of these to select.

It depends very much on your business, so for example if you do offer courses then that would be relevant, styles, types, insurance coverage and hotels.

This is going to be very business specific – in my instance I provide a service,  I’m going to choose this and save and add, this has been added here.

Review extensions are if a third party, not a review site but someone who’s actually a reputable source, has reviewed your business, you can link to it and the review will come up underneath the ad.

App extensions are if you have an app for your business and then in the search I can actually download that app and it’s an attempt to stay in touch with them or build a relationship.

Ad rotation is relevant because when you create let’s say a couple of ads, the AdWords best practice is actually four at this point, so if you want to follow Google’s best practices then it’s a minimum of four ads per Adgroup.

If you optimise for clicks, then AdWords is automatically going to show the ads which provided the most amount of clicks, if you optimise for conversions then the same applies for conversions.

The instructions are on the right hand side, you rotate evenly then it will be rotating the ads evenly for 90 days and then optimising after that and then rotate indefinitely is ads will show evenly regardless of performance.

Adwords best practices are optimised for clicks or optimise for conversions, so if you are going to override the best practices and the optimise for clicks or conversions, it’s important to know that you may or it’s good to be able to override that, but you may see a decrease in quality score if you decide to rotate evenly or indefinitely for an extended period of time.

Because you might be showing ads which don’t perform as well and therefore they will come up lower down the page and be clicked less, which will affect your quality score and the amount that you pay per click.

The ad schedule is just when you want your ads to show, whether it include weekends or a particular day the default which would tend to be Mondays to Fridays 9 to 5, or 8 to 6.

In the new interface you can actually do a 15-minute period, which was not available in the old one.

I’m going to select 9 to 5 Monday to Friday. What you would hope to do is once you’ve got some data, add bid adjustments, meaning increase your bid based on profitable days or decrease your bid based on unprofitable days.

When you’re first creating your campaign it’s very much just, when you’re available, or if you’ve got additional knowledge on your busiest days then you might add them. It should be based on data rather than your preconceptions.

In location options which actually used to be referred to as “advanced location options”, are whether you want to show people in, interested in, or physically in your targeted locations.

There’s an explanation here; it’s interesting that they say that it’s recommended now, which wasn’t there before, are people who show an interest in your targeted location.

What I think I would personally do in this instance is, actually set up two campaigns which I perhaps might bid less for the ones which are interested in, because you do get searches from all over the place if you select interested in.

Because there might be someone in a very random location who might be interested in the UK, but they may not necessarily be a good prospect.

I tend to have this is as people in your targeted location, but if it’s recommended then it very well might be the case – I’ll look into that further, because that’s a new thing that I’ve just then come across here and if you’re doing people in your targeted location, then you really don’t need to worry about exclusions, unless of course there’s a an unprofitable location.

For example if you’re targeting the UK and you really want to avoid some location within the UK, you would add it here.

We are going to hit save and continue. The first thing that comes up after we’ve created our campaign, is a new Adgroup, our default bid will apply to what we want to bid automatically for our keywords and we tend to set your keyword bids at keyword level, so this is less important but it does need to be added.

In here is where you’ll add the keywords you want to bid on, match type explanation is just here and if you do want to find out further information on there they do have a link and it is important to understand match types, so try not to glance over this if this is new.

As I said previously, they’ve put in keyword ideas from the domain name that I put in, but you can be perhaps more specific if you enter your product or service here, click away from the box and it will generate new keywords based on what you put in.

Scroll down and click the plus button to add it, that’s very interesting this is a side point not necessarily about the creation of this campaign but in general – important to put yourself in the position of the searcher when you’re doing this.

The first thing that’s come up as a recommendation is “Google Adwords”, well we provide a management service, but a lot of people who are searching “Google Adwords” they may not be the best prospect for Adwords management.

If I had a limitless budget then I might add it, but people who are searching for Google Adwords are searching for Google Adwords, they’re not searching for the terms which I put in in the box.

I decided to use exact match, which means that I’m only bidding on these terms, I’m not bidding on any variations of the terms.

Google will include misspellings of these, so if someone types in for example ppc companies with an “s” on the end, then they will show my ad if relevant.

We have the option here to create another new Adgroup, in this instance we’re just going to go to the creation of a new ad.

You don’t have to create an ad here and you can create a later date if you want to, but for the purpose of the tutorial we’re going to click new ad, so that’s the final URL that the visitor will be going to, first headline and second headline and then the description.

I would recommend that you Google AdWords ad copy best practices, I have just made that up but it’s important to make sure that you are following best practices, because it’s going to get you the best results.

The URL options is for tracking if you use stuff like analytics, you can you can get different types of reporting if you decide to add these URL extensions on the end of your URL, but a lot of it is already in analytics if you link Adwords with analytics together.

Here is a preview of what your ad is going to look like, so that’s on mobile, that’s on desktop, save and continue.

Now we have our campaign and our Adgroup, the keywords have all been given one pound bids as I discussed with the Adgroup bid and the campaign is pretty much live.

If you go to the suitcase in the top right-hand corner, at the moment anyway if you see this little square with an arrow, it’s essentially saying this is going to go back to the old AdWords.

Anything which doesn’t have that, it will keep you within the new interface and if this tutorial is a little bit older, if you’re watching this on youtube and it’s a year or two old, these probably won’t be here anymore and it will be within the new interface.

The reason I say this, is because if you click on conversions, you have the ability to create conversions within the new interface and I do recommend that if you’re going to advertise with Adwords, then you should be tracking your success and part of that is on site call tracking.

You’re going to record, well not record that might be the wrong word in this instance but dynamically change the phone number on your website, so that you know which keywords have provided calls to your business and then also which keywords have provided inquiries via forms.

You can all create this here via the blue button and again it’s self-explanatory it’ll walk you through the process and then it’s about for the form fills you will be generated a piece of code, which you would add to the thank you page.

If we just run through this quickly rather than me talking about it, that’s the code that’s generated you’d add that to a thank you page and it’s been created and if a person clicked on an ad and then filled out the form they’d be redirected to a thank you page and Adwords would know that there was a conversion from the particular campaign you created.

I hope that helps, trying to think what else I can show you whilst I’m in the new interface; Account access is still or rather within the new interface, it acts very much like the old interface – just a case of adding people with the access that you choose, so I think you’ll agree that it is more user-friendly, it’s not a hundred percent ready yet.

Hopefully it’s been helpful and if you want to get in touch regarding AdWords management, then you can visit us at ethicalmarketingservice.co.uk please rate and subscribe to the video and thank you very much for listening.

About the author

Thomas Green is a Certified Adwords Professional and specialises in direct response marketing. He has over 6 years PPC experience and has a straight forward approach to what works and what doesn’t!

Thomas Green

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