Signing up for a Google AdWords account sounds like a pretty simple task but from sign up to getting in front of customers, there lie many pitfalls and common errors. The team here at Teacup has put together this step by step guide to creating a new AdWords account so you can feel confident you’re starting on the right foot.
Signing up for AdWords is the first step on the road to finding new customers. Whether you choose an agency, freelancer, a platform or us(!), having your own account is needed. So we wanted to make it clear of how to get it done and options you may encounter.
Note: Some agencies set up the campaign in their own account. We recommend that you insist that they manage your campaigns in your own account. This way, if you change agencies, you retain control of your historical data.
Step 1: Start Now With AdWords
With different searches you will most likely be brought to this page.
Click the ever so natural bright green Start Now button.
Welcome to Google AdWords!
Enter your email and your business’s website address.
The email you choose will be the one you use to sign onto your Google AdWords account. If you do not have a Google account you will be prompted to create a new one. Please use an email address that is already associated with your business. We often see people create new accounts with new email addresses and then forget about it. Use your main business email address and you’ll stay on the right track.
Step 2: Create Your First AdWords Campaign
Oh boy! Now we’re getting to the good stuff – creating your first campaign in AdWords. This part is deceivingly tricky. There are a lot gentle looking questions that are actually important. Don’t worry though, we’re here each step of the way.
Choosing your daily spend
How much are you willing to spend per day on your campaign? Here, you’ll set a daily budget. This prevents the costs of all those clicks adding up to a number higher than you’d be comfortable spending. Make sure to be realistic with your budget goals – it’s ok to start low and add more later.
Also, make sure you have the right currency selected since that cannot be changed.
So, what is the right budget for you? $10 a day is a pretty good budget for your first go on AdWords and $300 per month is a feasible cost for you. It often can take 2 to 3 months for a campaign to become profitable so please consider that you might not make your first $300 back right away. Fact is, we’ve run campaigns for as low as $2 a day.
The thing to consider here is the costs-per-click. If your industry’s margins are thin, like you often see in ecommerce, clicks can be very low. However, with professional services, medical fields and financial services, the cost-per-click can be very high. However, don’t stress it now – pick a nice low number and move on. We can always adjust later once we’ve seen the estimates for our keywords. At this stage, just choose a budget you feel is nice and comfy.
Fun Fact: Even if Google goes over your daily budget from time to time, they won’t over spend over the whole month. Google considers your monthly budget to be 30.4 times your daily budget.
Choosing your target audience
Next, choose the target audience who’ll be seeing your ad and where in the world your ad will be shown. Think of where your customers live, reside and work. This can get very specific or broad. You can choose to show your ads to the entire world, specific countries, states, cities, post-codes or even just advertise within a certain distances from your business.
Ok, now you’ll have to think of how to avoid clicks from locations that won’t produce quality leads. You don’t want unnecessary clicks adding up. For example; as much as you may like Hawaii there may not be beneficial clicks because they are thousands of miles away from your business in Denver.
In the Advanced Search, you can play around a lot more. Google is known for their amazing map abilities. You can search for specific locations or create radius around your business or certain areas. As well as select various locations (up to a 1,000!) in the Bulk Locations feature. You can also do the reverse and exclude certain areas.
So, when choosing your location, be disciplined. If you ship nationwide, then choose your entire country, sure. However, if your business is a brick and mortar location, don’t include nearby towns just yet. Most customers don’t travel far for something that they can find nearby. Don’t waste valuable money advertising to people who probably won’t become customers. Besides, you can always expand your location range later.
Tip: Google defaults the location targeting to”people in, searching for, or who show interest in your targeted location.” We believe you should, instead, choose “people in your targeted location” unless your target market are tourists or people who live outside your area but work in your town. In our experience, choosing people within your target location minimizes irrelevant clicks. You’ll find this in advanced location settings later.
Search Network Vs Display Network
Next, you’ll encounter the Networks option. This is where you choose how you want to be shown online. For this initial campaign setup you have two options: Search Network or Display Network.
Search Network: You will be shown to those who are actively searching online what you offer. In other words, your ad will be part of the search results.
Display Network: This is the content-focused option where your ad will be shown passively on websites, apps, videos etc.
Note: You are automatically checked off to participate in the display network. Uncheck the box next to “Display Network.” Great display ads are their own art form and we’ll be focusing on search campaigns for now.
Step 3. Choosing The Keywords For Your First AdWords Campaign
Choosing keywords can be a little scary! These are the “key” elements that determine when your ad is going to be shown, to whom and at what cost. This is how your ad is matched with the words people are using to search. Don’t be daunted, we’ll make this easy.
Our advice is to avoid getting overwhelmed with Google’s many, many, many recommendations. Do this instead:
Choose the single keyword or phrase that most of your customers would use to describe you.
You don’t need to select 15 to 20 keywords, just pick one! When adding keywords in Teacup, we automatically create a single keyword ad group. That means including an exact match, phrase match and modified broad match keyword all at once. This allows us to bid higher when customers are searching for the exact keyword while also allowing us to explore related or broader variations.
How Much Should You Bid On Your Keywords?
After selecting a few keywords you have to determine how much those words are worth to you. This means the highest you are willing to pay per click. The typical rule of thumb is that the higher your big the higher chance your ad will be shown higher on the results page. Choosing a bid can be scary so we recommend starting small. So selecting “I’ll set my bids manually” will keep it at a cost you can view and understand when starting out. Try out $1, so it is easy to monitor.
Note: What if you’re bidding too high? Don’t worry, Google only ever charges you 1 cent more than the next lowest bid. So if you’re bidding $2 but the competitor below you bid $1, you’d only pay $1.01 for your position on the page. You can always use Keyword Planner to get an idea of estimated price for keywords. This is a rough estimate but it can be a fun guide to explore.
Note 2: Where your ad shows on the page isn’t only decided by bid, though it’s a major factor. The other factor is the quality of your ad, the landing page the ad links to and past performance.
Step 4: Write Great Ads
Alright! The boring sections are done! Now it’s time to carefully and eloquently write the copy that is going to get the searchers attention.
First is the landing page, if you do not have a landing page yet, we can help with that. Don’t just link to your homepage – that’s a classic mistake. You want your customers to have a great experience to try to link them to the most relevant page on your website. Think of the keyword you’re advertising on, and make sure your landing page has the content they’d expect to find.
For your very first ad, Teacup recommends the following copywriting rules:
- Headline 1: Use the keyword
- Headline 2: Describe your service or product. It’s ok to be bland here, but be clear.
- Description: Explain why you’re different from competitors or what makes you special and helps you stand out.
Your ad will look something like this:
Step 5: Save & Continue!
“Patience is the key to paradise.”
~ Turkish Proverb
Step 6: Add Your Billing Information
So the final step, is entering your payment information. No charges occur until someone clicks on your ad.
Then your payment information follows. Make sure all the info is valid!
- Billing Country: Where your billing address is located, which determines currency and billing options.
- Time Zone: This actually matters. The stats on your reports and billing cycles are affected by the time you select.
- Introductory Offer: This is if you got a sweet promo code!
- Account Type: Business or Individual, think of your taxes for this one.
- Full Name and Address: Will appear on transaction papers like receipts.
- How You Pay: This will most likely be automatic payments. But you will not be charged in advanced. Only after you have racked up some costs after 30 days since your previous auto charge or billing threshold. Manual payments are also allowed to have more control of your costs.
- Payment Method: Credit, debit, or bank account. Your location or country may allow other payment options.
- Agree to AdWords terms and conditions: Review with care, because we always read these 😉
You’ve Reached The Finish Line
Congratulations! You’re officially advertising on Google!
You have created your AdWords account. Unfortunately on the Google AdWords native platform AdWords does not get much easier. There are AdWords professionals for hire or you could get some stellar help from the Teacup Team if you go the DIY route. Feel free to reach out to us here at Teacup any time with questions. We’re happy to be a resource for you!