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How to set up a Google Ads campaign (S02 E03)

How to set up a Google Ads campaign (S02 E03)

Hi there, my name is Mark and I’m one of the
business advisers and workshop presenters for the Small Business Development Corporation
in Western Australia. My area of expertise is with digital marketing,
and when I meet with small business owners, I’m often asked about how to get started with
their online marketing. In the video description you’ll find some additional useful links to
information on our website that can also help you with your digital marketing. In the last
video we went through the process of creating a new Google Ads account for your business.
In this video we are going to look at how to create a new campaign. When you first sign
up for Google Ads, Google will run you through a wizard. There are a few different ways you
can run through the wizard, Google will by default, show you the express wizard, I prefer
to use the experienced wizard. Because there are a few specific settings that we’ll need to
set in order to set up our campaign the way I like to see campaigns set up. So once you
created your new Google Ads account, next step is to start setting up the campaign.
For the purpose of this video, we are going to click on experienced with Google Ads to
go through a slightly different wizard. We’ll need to select a campaign type. You can see
there is 3 types available here, search, display and app. Search means that your ads will come
up on a Google search. Display ads means that your ads will be shown on other websites and
an app campaign means your ads will be shown in various apps. For the purpose of this example
we’re going to use the search network. Next we’re asked what our goals for this campaign
are, and we can select from Sales, Leads and Website traffic. For this example let’s say
that we want to make sales on our website so we are going to click on sales. Next we’re
asked how we would like to reach our goals. Is it through website visits, through phone
calls, store visits or App downloads. For our case here cause we are setting up a campaign
for an online store we are going to select Website visits. Next we’ll need to put in
our business web address, so lets go ahead and do that. Next click on continue. This
is where we give the campaign a name. I’m going to call this one Mobile phone repairs. As
you can see up here I have search network selected. Now Google has also by default selected
the display network, I’m going to un-tick that now. You can click show more settings,
if you’d like to adjust the start and end dates for this specific campaign. In this
case we’re just going to leave them how they’re set. The next option is our targeting option,
and here we want to select the geographic area that we’re going to find our customers.
So if our customers are mainly going to be found, say in Perth, then we’re going to select
a geographic location here as Perth. For our case because this website will be selling Australia wide we’re going to leave the option as Australia. Next we can set the language if there are
any additional languages beyond English. We can also select specific audiences for our
campaigns. Let’s take a look at some of the basic options for audiences although we’re
not going to use them for this specific example. But if you select browse, you’re able to select
information on who they are, what they actively researching or planning or how they interacted with your business. Let’s say that we selected the what they are actively researching or planning
option. We could then go down and select consumer electronics, when we open that up we could
go down to mobile phones, so we can see that there are specifically interested in mobile
phones. Now as I said for our example, we’re not going to use these features at this moment
in time. Our next option is where we can set a daily budget. Here we’ve got Australian
dollars selected and for us we’re going to put in $10 a day, which means on average we’re going to be spending around about $300 a month. Next we’re going to select delivery
method and we are going to make sure we’ve got standard selected here. Next we can set
up what our bidding strategy is. I like to customise this a bit, so I’ll go down here
to select a bid strategy directly and click on that. The first option is I make sure I
have select your bid strategy set to maximise clicks. Later on we’ll come back in here and
change this to maximise conversions. I wouldn’t select that option yet though because at this
point in time we haven’t actually recorded any conversions, so we’re going to stick the
maximise clicks option. Next we can put a maximum bid limit. I’m going to start off
with $1.25. This will set all of our key words at a maximum of $1.25. Now we can change this
later as well. Now one of the strategies that I like to use when I run my Google Ads campaigns,
is to set up an A/B split test and in order to do that there are a couple more settings
hidden away in this last Show more settings option. So I’m going to click on that now,
then I’m going to go down here to ad rotation and I’m going to select Do not optimise, rotate
ads indefinitely. I want to do that because I want my ads to run at approximately the
same pace, when I’m running a split test without Google doing any of it’s own optimisation.
Now only select this if you are going to run an A/B split test and manually manage the
performance of your ads. Once all of those are done, we can go down to the bottom here,
and click on the Save and continue. Google thought that my increase was large so it’s
asked me to click save twice to confirm, I’ll do that and I can then move on to the next stage in the process. The next step is where I need to set up my ad groups. We’ll do that in the next video. So I hope you found this video useful. If you’d like to learn more about
Google Ad words, Search Engine Optimisation and Online Marketing, attend our Digital Marketing
Advanced workshop. You can find out more about the workshop and secure your place by visiting
our website smallbusiness.wa.gov.au

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