What is Google Adwords?

Google Adwords is an online marketing/advertising platform, wherein advertisers & publishers come together and place ads on the Google Search Engine & Google Content Network. Google comprises of Search Network, where all the searching happens. It could be searching on the Google search engine or searching from any website that has Google search tab. Websites with Google search tab or to be more precise Google search space fall into Google’s search network partners. The websites that display ads which could be image ads, video ads or banner ads, with ad choices blinking on the right hand corner, fall into the content network of Google.

So now, what should an advertiser do after opening an Adwords account?

Let’s take it step by step

Steps after opening Google Adwords Account
   1. Start creating campaigns; campaigns are nothing but a set of ad groups which will have set of keywords. For e.g. you want to group all insurance related keywords in one campaign, you could create a campaign “Insurance” include ad groups such as “Life insurance”, “General Insurance”, “Health Insurance”, etc and within each ad group have keywords based on those themes, for instance, life insurance ad group will have keywords such as life insurance, life insurance policy, life insurance plans, life insurance premium, etc. Including such Keywords would let you target the right audience as per the product/services you are selling. Now duplicate the campaigns twice, which means you will have three campaigns, name them as follows:
      1.       Search Insurance
      2.       Content Automatic Insurance Text
      3.       Content Automatic Insurance Image

     We named the three campaigns differently, as we are targeting them to different networks, the first one being targeted to search network, the other two to content, the difference between the b & c campaigns is that b has text ads and c has image ads

     2. Next is Create Ads, every ad group should include at least 2 text ads, in case of both content & search campaigns. However if you wish to use banner/image/video/display ads, try and keep them in separate campaigns from the text ads

     3. In content campaign, you should bifurcate the campaigns into two, one that includes website list of your choice depending on the product you sell, such as if you are selling financial services, you could target moneycontrol.com, economictimes.com and any other financial sites. You should have separate campaigns for your list of websites which means , you ads would strictly be shown on these websites depending on the bids you set & other campaign would be automatic, wherein your ads would be shown on websites within the Google content network depending on the theme of ad groups

     4. Bidding & Optimization in Search Campaigns happens at keyword level and in content campaigns it happens at ad group and placement (website list) level

     5.Next is going into the settings tab. There you will see your campaigns and settings, change the network settings first for search campaigns select only Google search or you can choose Google search and Google search network partners & for automatic content choose, across entire network & for managed placements choose, the placements i can manage only

     6.Fill in your billing details, Set Bids & Budget for all campaigns & let the ads rolling

     7. And if you have synced your Adwords account with Google analytics account, select the auto tagging option