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a. AdWords Standard Edition Account Structure
Account
At the account level, you set your email address, password, billing information, and user preferences. These settings remain the same for everything in your AdWords account.
Campaigns
Under the account level, you have one or more different campaigns. For each campaign, you set your daily budget, language and geographic targeting, the types of sites you want to advertise on, and start and end dates.
Ad groups
In each campaign, you can have a number of ad groups. At the ad group level, you write your ads, pick your keywords and determine the cost per click you want to pay.
b. How do I navigate my account?
Your AdWords account is organised into different sections called ‘tabs.’
Campaign Management tab
This tab is where you control all your costs, as well as your account, campaign, Ad Group, and keyword activity. The top level shows your performance data for different campaigns. Clicking on a campaign shows Ad Group performance information, while clicking on an ad group shows keyword performance information.
Reports tab
Use this tab to control all your personal customized and detailed reports by keyword, ad text, account, and other variables. Experiment by running different reports. We’ll store up to five reports at once or you can have them automatically emailed to you.
Analytics tab
This tab provides you with advanced tools to track your campaign results and other data. See the Google Analytics section for more information
My Account tab
This tab allows you to review and edit information, such as your login information and user preferences. You’ll also find all your billing information here.
c. Tips to help you write an effective ad
The content of your ads should capture users' attention and set your business apart.
Include keywords in your ad text.
Include your keywords in your ad text (especially the title) to show users that your ad relates to their search. If your ad shows when a user searches on a keyword in your ad group, the keyword will appear in bold in your ad text. In addition, users tend to search for products and services, so avoid using your company name in the ad title unless your goal is brand/company name recognition.
Create simple, enticing ads
What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.
Use a strong call-to-action.
Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Sell, Order, Browse, Sign up and Get a Quote.
Here are two sample ads promoting the AdWords program: The first ad is vague, redundant, and doesn't offer any benefits or contain a call to action. The second ad contains clear ad text, a specific benefit to the user, and a call to action.
d.Tips for managing your AdWords account
Organising your account
As we’ve seen from the Basics section Google AdWords gives you a basic structure to work within. From here, it's essentially up to you to organise your own campaigns, ad groups, and keywords in a way that makes the most sense. Organisation is a key component to starting off strong and to helping you determine what works and what doesn't.
Campaign Strategy
Every account starts with a single campaign. Each campaign — whether you have one or multiple — should reflect a single, overarching goal. When building a campaign, ask yourself "What do I want to achieve with this campaign?"
Some effective ways to organize your campaigns are by:
- Theme or product line (coffee products, tea products, gift baskets)
- Your website's structure, such as by categories (purchase, learn, signup)
- Different brands (X, Y, and Z)
- Geography or Language (UK - English, Spain - Spanish, Germany - German)
- Budgets (different budgets per product line)
Ad Group Strategy
Just like your campaigns, your ad groups should be organised by common theme, product, or goal. Often, picking keywords can lay the groundwork for your ad group strategy. Think hard about your keywords. What words would someone search for on Google to find your product? Try writing down every keyword that comes to mind. You can refine them later.
Next, group similar keywords together — such as by a common theme. Each grouping reflects an ad group. For example, if your campaign goal is to sell more coffee beans, logical ad groups might include:
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Gourmet coffee beans
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Shade-grown and
organic coffee beans
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French roast beans
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Keywords
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Keywords
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Keywords
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- Specialty coffee
- Gourmet coffee
- Gourmet coffee beans
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- Organic coffee beans
- Shade-grown coffee beans
- Natural coffee
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- Decaf French roast coffee
- French roast coffee beans
- French coffee beans
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If you find that the keywords in one ad group become unwieldy, split the ad group into two to make them easier to manage. Finally, give your campaigns and ad groups descriptive names. This helps you manage your account without memorising what each of your ad groups contains.
Review, Test and Refine
Your AdWords account needs constant checkups. You can continue to reorganise your account as you learn more. The key is to check your progress and continue to refine your account. As you add more products or more keywords, you may need to reorganise your account.
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