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First-time questions about Google AdWords.

by wheelstb
5 replies
  • PPC/SEM
    • |
I've never done Google ad words before. I'm helping a small financial services company. They provide financial services, HR services but mostly may do payroll processing similar to ADP.


I thought it would be a good idea to do an AdWords campaign for them. Is my basic understanding of the situation correct?

1. Start by picking the keywords you want your ads to appear under.
2. Create the ad.
3. Select your budget and when you want the ad to appear.



When I thought about Adwords. I thought about the ads that appear on the side of a Google search and the ads that appear on the top and bottom of a Google search. I've been paying attention to my Google searches lately, I realized I'm not seeing any ads on the side of the page. Am I missing something? I expected to see ads on the side of the page? Any advice would be greatly appreciated.
#adwords #firsttime #google #questions
  • Profile picture of the author LucidWebMarketing
    Since February 19, Google doesn't show ads on the right side anymore. Only up to 4 ads at the top of the page, just before the organic listings and up to 3 ads at the bottom of the page.
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    • Profile picture of the author wheelstb
      Thanks for pointing that out.


      How has this changed the approach in paid search marketing with Google?
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  • Profile picture of the author mrvm1
    Hi
    In my niche ( financial insurance ) it doesn't seem to have made any difference to me or affiliates I mentor. It hasn't been in place for long so will need to wait a few more months to find out the long term effects.
    All the best
    Mac
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  • Profile picture of the author jacker112
    Thanks for pointing that out.
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  • Profile picture of the author dburk
    Hi wheelstb,

    You may have been able to get away with such a simple strategy 10 years ago, however your approach may be a bit oversimplified for the AdWords platform in 2016.

    Here is my advice:
    1. Start by defining your primary business objective and set a specific goal. This is one of the things that is so obvious that many new advertisers often overlook it. You need to be focused in your approach and avoid doing things that do not adequately serve your primary business objective.
    2. Form a strategy that is laser focused on achieving your business goals. Your strategy could include a direct response campaign, branding and awareness campaigns, video ads, remarketing campaigns, or other tactics to reach your goals.
    3. Define the metrics needed to measure the KPIs (Key Performance Indicators) of your progress towards achieving your primary business objective and goals.
    4. Implement a tracking plan to track all the metrics that will be needed in measuring KPIs and for optimizations tasks. Include both micro and macro conversion goals.
    5. Perform keyword research to identify extremely relevant keywords, trending terms, as well as negative keywords that may be needed in your campaigns.
    6. Perform Value Proposition Research to find the most compelling selling points for your niche.
    7. Organize those keywords into tightly focused themes for ad groups, and write several highly specific ads for each ad group, using a few of the most compelling value propositions you discovered in your value proposition research (to be used to A/B split testing those value propositions).
    8. Set your initial daily ad spend budget limit, initial Max CPC bids, and location targeting parameters.
    9. Launch, monitor, and adjust bids as needed to achieve the goals set out in step 1 above.

    Of course, this is just a general list of essential things to do, There are at least a hundred more specific details to attend to if you want to get started off on the right track. My hope is to get you a few steps closer to launching a successful campaign.

    Do let us know how you get along in your campaigns and feel free to come here for more advice as needed.
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