There are several reasons why you might want to manage your own AdWords account – you control the keywords that will bring the best visitors to your website, you decide how much those customers will cost per click and you set the marketing budget. But you might feel happier leaving an expert to do the work as it can all get quite complicated.
Even during the early stages of setting up an account, a lot of people can get very confused and disheartened. But don’t worry! An authorised reseller, such as SponsoredLinX, has all the expertise and training to take this stress away from you and give you the best performing account for your individual business needs.
There are many sources of information available online, and this post will give you a guide to starting your own AdWords account. It has been written for you to easily understand how to get your Google AdWords account up and running.
Setting up the account is easy, simply go to www.adwords.google.com and click Start Now. Choose your username and currency and follow the rest of the prompts.
An AdWords account is separated into three levels: account, campaign and ad group. Your account deals with your unique email address, password and billing information. Your campaign will have its own budget and targeting options that decide where your ad is displayed. Your Ad Group contains keywords that activate your Ad sets.
When you first create your AdWords ad, your account will have one campaign with your one Ad Group and keywords. If you want to advertise multiple products/services, you need to create a separate Ad Group with Ads and keywords specific to that product/service. To do this, simply press Create New Campaign on the top left of your screen (when in the Campaigns tab).
It is a good idea for you to structure your AdWords account to mirror the general structure of your website. See the example below.
An electronics retailer has two main types of products for sale on their website: televisions and cameras. To structure their account effectively, they should create a separate campaign for each product. Within each of these campaigns, they could create new ad groups for each different type of product. For example, they could have one ad group for each brand of TV or for each type of camera. This allows all the ads and keywords to match the product they’re promoting.
What you next need to be aware of is how Google works on the concept of relevancy. You need to write your Ads so that they are providing the most relevant response to somebody’s query on Google. You do this by ensuring that the keywords you nominated to activate your Ads only refer to the one product/service that your Ad has been created for. This is going to make your account a lot more effective and Google rewards advertisers who create relevant Ads by increasing their Quality Scores (a rating out of 10 Google gives each keyword based on its relevancy to users’ Google search) which will reduce the cost of running the account.
On Google AdWords you have a completely scalable budget. You nominate yourself a daily budget and there is no minimum amount. The higher your budget is then the longer your ads can be displayed on Google, so it’s important to ensure your account is running optimally so that your costs per click are as low as you can have them.
Once you have exhausted your daily budget, your ads are no longer going to be displayed that day. So having an inappropriate budget amount will detriment the amount of traffic coming through to your site.
There are several statistics you can see in your account that will help you measure the success of your Ad campaigns, namely the Click Through Rate (CTR).
Your CTR is calculated by dividing your amount of clicks by the amount of your impressions (the amount of times your ad has been displayed yet wasn’t clicked on) and turned into a percentage. In other words, this figure shows all the people who saw your ads, what percentage of them actually found your Ad relevant to their search.
A good CTR is 2% or higher, any lower than that and you may not be providing relevant ads to Google searchers. Having a CTR lower than 2% also means your costs per click will probably be higher than they need to be as your CTR plays a significant part in determining your Quality scores.
Knowing how to effectively manage an AdWords account on your own can be a valuable asset to the growth of your business. However, if done incorrectly, you could be throwing your money at a brick wall. This is where AdWords Management Companies come into play.
There are 7 Authorised Google Resellers in Australia, SponsoredLinX is one of them. As resellers, we are trained specifically to be able to effectively manage an AdWords account, either to bring you a high volume of traffic or high quality traffic. Depending on your own individual needs, depends on the work we would do for you.
Having a reseller look after your account is going to ensure that you get the most out of your AdWords. As resellers, it is our job to ensure your AdWords don’t degrade in quality as an account left alone, or even structured incorrectly, will only get worse and worse in relation to results. Also, having the expertise that we do, it means we can also work your account in such a way that you can pay less money to get more results, known as a low cost per acquisition of client. This ultimately means more profits for you as a business, and the growth of your company is going to be very noticeable.