Keyword research

Keyword research is the foundation of search engine marketing. This includes Google.

AdWords campaigns. Keyword research should still be a priority.

It can also help you monitor your campaign’s progress.

The internet situation. Monitoring is important because the internet’s situation changes frequently.

It is essential if you are interested in improving the website positioning.

Keyword research, as mentioned before, is an essential part of search engine marketing.

No matter which type of reach you are trying to achieve, you must conduct keyword research

Use, organic or paid reach. You need to be able to identify which keywords you should use for each case.

To improve website ranking. Although the process of positioning can be different for each website,

Both types of search engine marketing require the same keyword selection.


You can create a complete list of keywords by using several components of the keyword process

of keywords using different methods. Keep in mind, however, that you should not be focusing on keywords.

While you can focus on one keyword, your strategy must be focused on a list of relevant keywords

Keyword phrases and key words

Brainstorming is the first step in keyword research. Make a list of keywords you are interested in using

Your common sense. When you think about it, put down everything that comes to mind.

Your company and product. It might be helpful to anticipate what people are searching for.

them reach you.

The second step is to visit your website and search for the most unique and relevant content

keywords. You probably already know the keywords you will use to create an AdWords Campaign.

You already have a website and have some content. Explore the site.

website, search for the keywords and phrases that are relevant, and then add them to your list.

The third portion of keyword research will allow you to expand your list further.

Check out the websites of your competitors. This will allow you to determine which keywords are being used.

It is a great way to get a different perspective from people working in the same industry.

It will also help you to expand your search engine results with relevant keywords.

Your campaign should be well-designed.

Next, you will need to evaluate the keywords.

Reduce the efficiency of your keywords list and make it more relevant to the most important keywords

You are most likely to get the best results. This selection phase should be done with patience.

By relevancy criteria.

Google search is the best place to start. In the search bar, type the keywords you want to include in your list.

Explore the results. Pay close attention to the ads shown in the results.

The ads you will be competing against. Pay attention to organic results. These results are the most important.

These keywords are likely to be displayed when users search the search engine for them. This is what it means

You will compete with other websites for organic reach.

You should also look at the related searches at the bottom of this page. These might be helpful.

You can modify the keyword phrases and add a word to the phrase.


Next, you can use Google Keyword Planner. You can access this tool at the

You can access your Google AdWords account by clicking this link:

To use this tool, you must be signed in to your Google account. This is a free tool.

You can use the tool for keyword research in paid advertising as well as search engine.



Although there are many options for keyword exploration, the best is the one.

Helping you with keyword ideas – Search for new keywords and ad groups ideas. This option is available in

This tool will help you identify keywords that could be included in your keyword collection.

Keywords that could be added to the Negative List. You might notice that a particular word is not in the negative list.

You are likely to be associated with your keyword frequently, but you also know that these will not lead in.

For conversions, add the word to your negative match. Click on the first option

To search for keywords, the following settings will be displayed.


We have used “tennis equipment”, as products, and “tennis”, as a product in this example.

category. Location options include France and the UK. Negative keywords are also available.

This word is considered “free” and will not be included in the results. Once you’ve entered all,

Click on “Get Ideas” to see the settings.

To sort keywords based upon the average monthly searches, click on the column “Average Monthly Searches”.

Number of searches. Then, explore the ad groups or keyword ideas that are related to your query.



The Keyword Planner is a great tool to determine long tail keywords. These keywords are

Longer phrases are more specific. These keywords receive fewer searches but they are more popular.

They are crucial as they have a high click-through rate and are more likely to direct to a website.


Keyword Planner may be a great way to view the suggestions provided by Google.

Compare the keywords. You should not base your entire campaign solely on these keywords.

These suggestions should be used, because you are the best person to know your business.

You can make a decision on your own without having to rely completely on any tool.

Negative keywords

The keywords should be included in your AdWords campaign.

You should add negative words to the search terms that will cause your ad’s listing to show up in the results.

Keywords that have the opposite effect of what you want will not be considered. Your ad will not be displayed if you use negative keywords

Google will trigger the phrase or keyword that is negative keyword. Google will then display the following:

If the search query contains a negative keyword, your ad will not be shown.


Negative keywords are very important because they can help you control more people.

It allows you to view your ads and gives you more control over your expenses. This allows you to:

You can eliminate keywords that do not convert, which improves CTR

It also reduces the average cost per click.

You should exercise caution when creating a list of keywords that are negative.

Just use the regular keywords list. You will begin brainstorming.

You should create a list with keywords that are not likely to convert. Google Keyword and Search

A planner to assist you in compiling a list of negative keywords.

Keep these things in mind:


Google will not display your ad if you use a negative keyword.

When referring to a keyword as negative.

* Avoid using the same keyword in both lists.

negative keyword.

* A single list of negative keywords can be used in multiple campaigns.

Different types of Google Advertising

Once you’ve compiled the keyword list and long tail, your keyword research will be complete.

Keywords, along with the list of undesirable keywords, will give you enough information to set up a website.

Campaigns or search engine optimization.

Recommendations for keywords

Keyword research is not a science. However, there are guidelines that you can follow.

To maximize the impact of your efforts, there are some guidelines you can follow.

those keywords.

Relevant keywords – You need to be careful to only select keywords that are relevant.

The campaign and any associated products or landing pages.

page. To increase the relevancy of your keyword, use adjectives.

Generic keywords can be counterproductive. If you are selling bikes, for example, it is a bad idea to use generic keywords.

Reach people looking for bikes for kids and motorbikes. Use additional words

The keyword phrase will allow you to be more specific in describing your products.

AdWords campaigns are made up of groups of ads that group keywords. Each group of ads is assigned a unique number.

A keyword group is assigned to a specific ad. You should consider grouping keywords.

Associate the keywords to the ad’s theme and the products shown in it.

The right amount of keywords – There are no rules about how many keywords you should use.

The campaign depends on each campaign. Advertisers typically use between 5 to 7.

20 keywords in one ad-group

Keyword matching types – To help you, it is important that you use keyword matching types

Target the right audience and optimize the effectiveness of keywords.

Use negative keywords with care – You should not add any other keywords to your search results.

Keywords that you are certain are not going to convert are considered “unconversionable”.

You could be decreasing the effectiveness of your ads. Always keep this in mind


If the keywords in the search query are in your list of undesirable keywords, your ad won’t be shown.

Not found for this search query.



Budget and bidding


7. Bidding and Budget

Auctions are the basis of AdWords’ payments system. AdWords uses auctions to decide where and how it should be paid.

When your ad will be displayed. You create an ad by setting up a bid (i.e. The costs that you are willing to pay

To pay for the ad. AdWords uses this bid to determine which ad is most relevant.

Advertisements to show and how to rank them.


The cost per click (CPC), or bid, is the maximum price you will pay for a click of your ad. This is

Not necessarily the price that you’ll pay. Sometimes the costs are lower depending on what you do.

bid. You are more likely to rank higher and get more if you submit higher bids.

Traffic is more expensive than traffic. You might get fewer clicks if you offer lower bids.


You need to set clear goals when setting up a campaign.

Your business will improve. These goals can also impact your bid. Advertisers might be focused on clicks.

Impressions, or conversions.

If this is your first campaign, and you have no prior experience with setting up campaigns

The bid is determined by your intuition.

Keep in mind that bids change constantly. Bidding prices can be influenced

Both the search volume and the bidding prices of other advertisers competing for the same keyword.

Similar keywords. This means you need to keep an eye on your campaign and adjust your bid accordingly

To maximize the effectiveness of the campaign.

How does bidding work?

You can set up a bid to indicate how much you are willing and able to pay.

This is not always the final price you’ll pay. Let’s say, for example, you have set up your

Initial bid of $5 This means that you can pay $5 for an ad to be posted. This is the maximum you will pay for an ad to be posted.

Bid places your ad in the first list of ads. The advertiser below has set the maximum bid

You will also have to pay $3

Another example: This is another example: If your bid was $8 and you end paying $8,

This means that an advertiser who is below your ad also uses a high bidding price. This is because the costs are high.

If the prices for your case are excessive, you may want to lower your offer. You might find that your bid is lower.

Your bid will be $6, and you’ll end up paying just $1 Your ad will still be placed second


Because the third advertiser has put up a low price, you’ll pay less. This is a great way to save money.

You should reduce costs, but there is no way to know it.

Until you have tried different options. You should monitor your health regularly, especially if you have tried different options.

You can try different bidding strategies, and the situation could quickly turn around. The third

Advertisers can raise bidding to push your ad to third place, or even higher.

Sometimes, new advertisers come up with higher bids and you will need to raise the bid.

You can also find them here.

Although bidding price is an important factor in search engines’ ranking determination, it is not the only thing that matters.

It is certainly not the only one. It is equally important to have a high quality score. This affects the ranking of advertisements.

Search engines want to show only relevant ads. If your quality score is low, you will not be able to get relevant ads.

Low bid prices, even high ones, may not be enough to help you rank your ad. The quality score is important.

Important role in determining the rank of ads within the search engine result.



Focusing on clicks will lead to a strategy that focuses on increasing traffic to your site.

CPC bidding is the best option as you only pay when someone clicks on your advertisement and visits your website.

website. In this instance, there are two CPC bidding options:

* Automated bidding – This is a simpler solution and is highly recommended.

Google AdWords is for beginners. You can set up a daily budget in this instance.

AdWords program will adjust CPC biddings to get the highest number of clicks.

available budget.

* Manual bidding: If you want to take full control of your bids, manual bidding is for you.

This option is available. This is where you can set bids for various ad groups.

Different keywords, ad placements, etc. You will be able select to

Only bid for keywords or ads that are most likely convert.


The bidding that is focused on impressions is the second type of bidding. This is different from the previous type.

Bidding is where you pay only when someone clicks your ad.

You pay for the number times that your ad has been shown to users. This is known as bidding

Cost per 1,000 impression (CPM) bidding means that you will pay for every 1,000 of your bids

The ad appears. This is only for Display Network campaigns. It is valid for

Focus on branding and promotion of your company’s logo and name. For CPM bidding, click here


Advertising with the “All features” subtype and the remarking options subtype are both possible.

Display Network campaign.


This third type of bidding focuses on conversions. It’s called cost per acquisition.

(CPA), in which you pay only for conversions also known as acquisitions. This is a more advanced option.

Bidding is a popular method for intermediate and advanced advertisers. First, you will need to

To determine the conversion for you, This could be an action on your website, such as signing.

Up, visit a specific page, make an online purchase, etc.

AdWords will set bids for you even though you are still paying per click.

Take into account the fact that you want to increase conversions.

When you selected the bidding type.

This bidding method is known as enhanced cost-per click (ECPC).

This option will help you to get more from your budget. This option will increase your bid.

It seems like clicks that lead to conversions on your site are more likely. This is what it looks like

This feature detects ads that are most likely to result in sales and raises the bid by up to 30%

To compete for those clicks.

Keep in mind, however, that conversion tracking must be enabled for your campaign to allow for this.

Option to work. This feature is available on Display and Search Network text ads.

Network, except for mobile app downloads.

Click here to enable this option.

On the “Settings” tab, locate the option “Bid strategy”, and mark “Enable enhanced CPC”.


Set up a bid

Depending on the strategy you have, you may create a default offer and then use it in one or more of your bids

Campaigns, or you can edit bids for individual ad groups. There are many options.

There are many ways to start a bid.

When you create a campaign, add bid

You will be able to add default bids when you create a new campaign. This is what it means

The bid you have set will be used in this campaign. This includes all ad groups.

Individual ads


Ad group bid

You can also personalize the bid at an ad group level.

Keyword bid

You can also modify the bid at keyword level. The default bid is the default, unless you specify a custom bidding level

Each keyword will be considered.

Bidding strategy

You can use the shared library option to create bidding strategies you can then apply in the future.

The campaign. To create a custom bidding strategy, click the “+Bid strategy” button. Create custom bid

Strategies help you to focus on increasing clicks and enhancing CPC.


Navigate to the campaign settings and choose the bid strategy you’ve created.

Apply the strategy at campaign, keyword or ad group level.


Budget is how you decide how much money you will spend on AdWords campaigns. Most

In some cases, you will need to set up a daily budget. This is the amount you will spend each day. AdWords

Program will adjust the budget using the bidding option that you have selected to determine how

Your ad will appear on average once per day. You pay the amount that you set as your ad.


Sometimes, your daily budget may be exceeded by up to 20%. In some cases, this may occur.

AdWords will show if there is more search traffic on a specific day.

Your ad will be displayed more often and therefore exceed your daily budget. However, the ad might be seen less often.

During the days of low search traffic. AdWords is designed to maximize search traffic.

The program optimizes your campaign to maximize return on investment (ROI).

Take advantage of the large volume of search traffic.

Budget is not the best way to manage your expenses. Instead, you should use bidding to do this.

purpose. Bidding allows you to create a custom bid for a campaign, ad level or keyword level.


This allows you to personalize your campaign and control all costs. However, budget should always be considered.

Used to indicate to Google how much money you are willing spend on your campaign.

You should create a budget for AdWords if you’re new to the program.

You want to ensure that your strategy matches the plan you originally created.

If you are an AdWords expert, you will be able to apply your knowledge.

You can control your campaign with bidding options or keyword matching types.

Setting up a higher budget. This will allow you to spend more money.

Spend, but this doesn’t mean you will spend all of it. You have set your goals.

You can easily increase conversions by designing your campaign so that it converts high.

The budget should be kept in mind to ensure that the conversions are as profitable as possible. Experience is key.

Advertisers, you are aware that a properly set-up campaign will result in a higher budget.

The efficiency of the campaign.


You can set a budget when you create a campaign. However, you can always change it during the campaign.



Daily budget

Your daily budget is the amount you’re willing to spend per day on your campaign.

Google AdWords optimizes your daily budget using the campaign settings that you have selected

So that your ad appears as often as possible within the budget. Sometimes, you might need to be

You may be charged less or more than you budget each day.

The budget setting can be accessed when you create a campaign.

Campaign to modify the budget


Budget sharing

Multiple campaigns can use the shared budget. If you have multiple campaigns and do not have a shared budget, you can use it.

You can manually allocate each person’s daily budget.

Budget shared. AdWords adjusts the budget allocated in this instance.

Different campaigns. You can change from a shared budget to a daily budget for an individual.

Campaign at any time

Even if you share the budget for multiple campaigns in this instance, you can still use it.

You can reduce costs by using a different bid.



Qualitative Score


8. Qualitative Score

You may be asking yourself how Google decides which ads to display and what the best way to do this.

No matter how high up the search results are, you can order the ads from the list.

The side or bottom of the page.

This is the basis for determining the relevancy of an ad and the order in which they are presented.

You can calculate quality score by using Google Adwords.

Learn how to calculate your quality score.

What is quality score?

Google’s search engine uses quality score, along with other search engines.

Yahoo! Bing and Yahoo!

of the ads. Your quality score determines where and when your ad will appear.

This affects the cost of the ad. This approach was designed to improve the user experience.

Only show the most relevant ads. The ones that will help users find what they are looking for.

They are searching for it.

Every time a keyword is included in a search query, the quality score is calculated. Therefore,

AdWords assigns quality scores to each keyword in your campaign. These can range from 1-10

The highest score is 10, It is possible to calculate the quality score for keywords, but it is not final.

Again, this is for every query. The quality score of a keyword’s keyword is constantly affected by various factors.

Changes can have a negative impact on the quality score.

You can always verify the quality score of each keyword in your campaign. Go

Go to AdWords and locate the column Quality score.


In 2005, Quality Score was introduced to increase the relevancy of ads.

Google. Google displays the relationship between the keyword and the search query.

Google started to show more relevant ads to users through ads.

Experience can have a positive impact on the usability and effectiveness of the search engine.

Google AdWords has seen an increase in revenue since the advent of ads.


What is the importance of quality score?

Google is looking for people who have high quality scores to run successful campaigns.

AdWords program. The quality score plays an important role in determining the position for the ad.

Keep in mind, however, that the top results are more likely to be seen by.

It is important to rank as high as possible for search engine users.

This can be done by improving your quality score.

Google uses a simple formula to calculate ad rank: Bid x Q score.

The cost per click also depends on the quality score. A higher quality score indicates that you are paying more.

You will pay less to have your ad displayed. Your ad will be perceived as

It is relevant and helpful to users, which creates a positive user experience and allows for

You can run a successful campaign.

Quality score is affected by several factors

Google’s quality score is an important component of advertising. It essentially assists you.

You can create more successful ads by keeping in mind the following factors


Influence quality score AdWords uses a complex formula to calculate the quality score.

Every time a keyword appears in a search query, program it.

The purpose of the quality score, which is to improve the relevancy of ads, includes several

These metrics are meant to assess the relevancy and quality of an advertisement. Learn more

These metrics will allow you to understand how quality score is calculated, and what you can do about it.

As high as possible in quality.

The lowest quality score is 1, and the highest is 10. As the minimum quality score, you should aim to get 10.

Quality score value is important because it increases the success rate of your campaign. But, 10 is the best.

It isn’t always easy to get a /10 score so you may have to settle for a lower score such as 7 or 8.

8. If the score falls below 7, you’ll need to revise your campaign and see what results you get.

Could be done to increase the score and the campaign.

To improve your quality score, you should examine all factors that influence it.

Your ads will have more value and therefore be more efficient.


You must use the following search queries to ensure that your ad is relevant to them.

Keyword in the title and description of the advertisement. The keyword is not only important.

Keywords are highlighted in the ad to highlight their importance when determining relevancy.

The search results will be displayed when users are able to see them.

You can scan through the results. It is important to choose keywords with care and ensure that they are not misspelled.

They are related to both your ad group and your landing page.

Landing page

A landing page, as it was stated in the beginning of the book, is a page that users will visit once.

They click on your ads. A landing page is where you can achieve your goals.

No matter if they are signups or purchases, A landing page that is high-quality is essential.

It is essential to have effective ads and it will also affect your quality score.

A landing page that is quality will help you reach your main goal of converting visitors.

The landing page should not only be relevant to the ad but also:

* Include keywords in the ad

* Make it easy to navigate

* Give enough information about yourself and your offerings.

* Be accessible via mobile devices


* Allow users to access the homepage of the website

Loading time

Optimizing your website for search engines is a crucial part of optimization. Loading times are important.

This factor is even more crucial when it comes to search engine marketing. If your landing page

It takes too long to load. A certain percentage of visitors will close the tab before it is complete.

Even fully loaded. Internet users are growing more impatient.

They expect pages to load quickly and without difficulty.

Slow loading landing pages can cause visitors to leave the site without even being able to see it.

If you don’t offer what you have, visitors will not be able to convert. This is not all.

This could have a negative impact on the relevancy of your landing page which can reduce its quality


Click here to see the rate

Users will be shown paid results when they search for specific keywords on Google. Users will be able to see the paid results.

Click on the relevant results for your search to scan them.

query. Google will rate the ads if they are relevant to users’ queries.

That the ad is relevant and closely related the keywords in the search query.

For example, if users search for Paris bikes for rent, they will see several ads.

Payed results If your ad is clicked by several people, they will click your ad repeatedly.

Google will show you an ad that is very relevant and helpful when you search for bicycles to rent in Paris.

This particular search query is not allowed. A high click through rate will improve your quality score.

Your quality score will increase, and your ad will appear higher up in search results.

The page of results. As a result, campaign costs will be lower due to high click through rates

Rate reduces the cost per click

Performance in geography

Your ads’ quality score can also be affected by your geographic region. Google will notice that you click through.

If the rate in a country is significantly lower, the quality of an ad will be lower.

You can ensure that your geographical performance does not negatively impact your quality score.

You should choose carefully the location targeting options for your campaign settings. This will allow you to target the right locations.

You can target visitors in the geographic areas where you expect them to convert.

users. You can also exclude certain regions to reduce the cost of your campaign.

Users who are unlikely customers will not see your ad.


Historical data

Your ads’ quality score is also affected by the data you provide about your account. Particularly, if you have a high quality account.

If your AdWords account is active for some time, you may have been successful in running high.

High quality campaigns will make a difference in the success of your new campaigns.


You can also benefit from the historical data associated with your domain name.

score. If you are able to successfully assimilate your domain name with keywords

If you have a high quality score, chances are that new keywords will also be of high quality.


How can you improve your quality score?

You need to consider all factors that impact your quality score when you are trying to improve it.

You need to know how to improve each one. All of these are important.

Quality score is affected by many factors. Google’s click through rate may be the most important indicator of how Google ranks.

Your ad is relevant.

Google uses click through rates to rate ads as relevant and irrelevant. Google’s goal is to

Show ads that are relevant to users, which improves user experience and user satisfaction.

Google will make profit, click through rate will be a factor that Google uses to evaluate the company.

Relevance of the ads. This is why it is so important in advertising.

Quality score is a key determinant.

The first step in improving your quality score is to increase click through rates. Click

Through rate is the ratio of the number clicks on your ad to the total number of clicks.

It has been proven. It is proven that persuasive and effective content will increase clicks.

Advertising that is well-targeted.

The performance of your ad will be further improved by including keywords and illustrations. Use keywords and illustrative images to improve the performance of your ad.

You should also include relevant descriptions if you want to convince users to click on your advertisement.

It is important to choose the right target audience and geographical region when you are trying to reach them.

Increase click through rate

You must choose the right target group if you want to rent bikes in Paris.

setting. You run the risk of spending your money and getting poor performance if you don’t do this.

Your ads. If your ad is displayed when someone is looking to rent a bicycle in Berlin, for example, it is

It is unlikely that these users will click on your ads, so your ad will be considered as


You will lose your quality score if you are not relevant. This can be avoided by choosing the

Right settings are essential when setting up your campaign.

Conversions don’t affect quality scores like click through rates. This is why

Google can’t find what conversions affect the quality score so they don’t count.

Conversion is important for your campaign specifically. Every campaign is unique, so you might set up different campaigns.

You can set different goals for your campaign. You can also choose the action that you want to take, in addition to your goals.

Consider it conversion. While some advertisers might consider conversion, others may use sale.

Sign up for the newsletter to convert. It all depends on what type of website you have.

What matters is that Google doesn’t know if you were able convert the

Visitors to your campaign are not included in Google’s calculation.

Quality score

These are some practical tips that will help you improve your quality score:

* Only use keywords that are relevant for your business

* Use caution when grouping keywords. The ad group also gets a quality score

* Make engaging and descriptive ads

Negative keywords are used to prevent your ad from being displayed in search queries.

It is unlikely that users will click on your ad.

* Carefully choose your target audience

* Remove or pause keywords with low click through rates

* Improve your landing page

• Increase loading speed of your website/landing page



Create Campaigns



9. Create campaigns and ads

Now you know the factors that affect your campaign, and how to deal with them.

You are now ready to create your first campaign. Log in to your account.

Google AdWords Account

Create a campaign

First, create a campaign. It will be impossible to create any

ads until you have created an ad campaign and an advertising group for that particular ad. Click the tab

To create a new campaign, go to “Campaigns” by clicking the red button “+Campaign”. To create a new campaign, you will need to

Choose the campaign type you wish to organize first.

Types of campaigns

The type of business and goals you have in mind will determine the type of campaign you choose.

You can achieve this with AdWords. It is important to know that Search Network will only be used for your campaign.

You can create text ads. Other options include image, rich media, and video ads.

Search Network should only be used if the following conditions are met

* You would like the ad next to the search results

* Customers who are looking for something should only be reached.

A product or service

Only choose Display Network if:


* You are an experienced advertiser who knows how to get the best out of advertising.

Google AdWords

* Customers who browse the internet are your customers.

Particular item

* You are looking to improve your branding and present your brand to a wide audience

Combining these two is best if:

* You are an AdWord beginner and don’t have any experience.


* Both options are available to you, so your ad should appear in both.

Search results and links to other sites and apps


* You are looking for a simple, flexible way to manage your Google Merchant Center

product inventory

* You wish to promote products via Google Search Network or Google Shopping

This option is only available in certain countries.

After you have selected the type of campaign you want, you can choose the sub-type.

These sub-types will be your choice.

* Standard – If you prefer a more detailed overview of the campaign, choose this sub-type.

This is a great option for beginners.

* All features – Select this sub-type to view all options

Include this feature in your campaign. This sub-type is better suited for experienced advertisers

It allows you to browse and adjust all campaign settings.

This video will demonstrate how to create a campaign and how to make an ad.

We will select the option Search Network with Display Select and All features as our campaign.



Create a campaign

We have selected two networks: Search and Display Network. Both options will be available.

checked. You still have the ability to include Search Partners or not inside.

The Search Network.

In order to create a campaign, the following settings must be set: device, location, and

Language settings Your ad will automatically be displayed on all devices that are eligible. It comes to

Language settings: You should select the language that is most appropriate for your ads from websites.

appear on. You can set location settings to allow you to add or remove specific countries.

Target the territories that you would like to avoid or target in your campaign.


Each feature sub-type offers advanced options for location. You can target any feature sub-type.

You can exclude or include people from your target location, or people who use search queries that are closely related to it.

your location. It is a good idea to target both people from the targeted area and those who are not.

you are in the target location and searching for or looking at pages about it.

Next, you will need to choose the budget and strategy for your bid. You can either

You can manually set the bids to clicks. These can be done later or you can allow.

AdWords allows you to automatically set bids to maximize clicks. The

For beginners, the second option is preferred. The default bid is the highest you will pay per item.

Click to view ads within an ad group. Budget is the amount that you are willing and able to spend.

your campaign per day.

You can choose to have your ads displayed evenly or in a specific order.

Until your daily budget has been spent, ads will appear faster.


Ad extensions allow you to enhance your ad by adding additional features such as reviews and location.

button, etc. This will increase your visibility and the number of potential customers.

Clicks can lead to higher return on investment. Add an ad to your website at no extra cost

Extension of your campaign. You can choose from manual extensions.

You can create a campaign and an automated extension. These are automatically displayed.

Manual extensions are:

* Locate

* Sitelinks

* Please call

* App

* Reviews

* Callouts

To view additional information, click on the manual extensions that you wish to add.

This will be used as an ad extension.


Automated extensions include:

* Rating by the consumer

* Previous visits

* Seller ratings

* Extension of dynamic sitelinks

* Social extension

Any of the extensions listed here can be chosen. The ad is shown below.

Two extensions. Two extensions are available for social extension.

379,626 Google+ followers) and Sitelinks extension (3manual extensions with specific links to specific

Sections of the website

Advanced settings are the final part of the campaign settings. These settings are not available in the Campaign Settings.

Standard sub-type of campaign settings Choose from:

* The campaign’s start date

* End date for the campaign (if there is no end date, choose None).


* Ad scheduling – To have your ads only displayed on certain days of the week

Use the advanced ad scheduler to select a week or a particular time of the day

The time at which your ad will be displayed.

Other options include:

* Ad delivery: Ad rotation, frequency cap – This option allows you to choose the best.

Frequency of your ads being displayed.

* Tracking URLs for Dynamic Links – This option allows you to track clicks

Dynamically generated links that are used in your ads.

* Dynamic Search Ads – Your website domain will be used if you choose this option

Target your ads. You will have to create dynamic ads targets in order to avoid this.


Create an Ad Group

Setting up an ad-group is the second step in creating a campaign. Keep this in mind

You can save the campaign to continue to billing, without having to complete this step.

You can then return to the great ad group. You will be restricted from running ads until you have completed this step.

Create an ad within an ad group and add at least one keyword.

Name the group. You should name the group.

Keywords that are related to this group.

Create an advertisement

Next, create an advertisement. As you fill out the form, pay attention to the preview.

Information about the ad. The preview of the ad which can be displayed on the side will be shown to you.

Also, at the top of search results page. First, choose the format.

* Text Ad

* Ad gallery

* Dynamic search ad


Keep in mind, the format of the ads you see here will depend on which network you use.

You can choose the date you created the campaign.

The following information will be provided:

* Headline (up to 25 characters)

* Description line 1 (Up To 35 Characters)

* Description line 2 (Up To 35 Characters) – It is important to keep in mind that description

Line 2 will appear in the top ads in the same place, and in the second line of the side ads.

This description will not appear in mobile ads.

* Display URL (Up To 35 Characters) – This is the URL that will appear in the actual ad.

* Destination URL- This is where you want people to be sent.

They click on your ad.

Adding keywords

Next, add keywords. Google can associate your ad using keywords.

particular search query. The keywords are what trigger the search engine to show the ad.

result page.

These are some things to keep in mind when adding keywords:

* Only one keyword should be entered per line

* Avoid using one-word keywords to target more precisely

Your ads.

* The default settings will use broad matching, but you can modify this by using specific

Match type


Google recommends that you start with 10-20 keywords. However, you should change the keywords.

Based on campaign results and quality score, keywords will be added along the way.

each keyword.

The default bid will be displayed, i.e. The maximum cost per click. The bid you will see

This is the exact same bid you set up at campaign level. You can set this bid up independently

on keyword level later on.

Once you’ve created your ad, it will appear in the overview section of the ad group.

It has been created. This overview lets you monitor various data for each ad such as CTR.

The number of clicks and the cost. You can also edit or copy the ad. Editing an ad is easy.


You should be aware that the previous ad will be removed, and the updated one submitted.

review. The ad that was removed will remain visible in the line for the ads that were removed.



Optimization of the



10. Optimizing the Campaign

You have now set up the campaign. At least one ad has been created within an ad.

If you are a group, the campaign will be marked as enabled. This means your campaign is active. Use the

You can quickly access your campaigns from the list to the left.


Click on a campaign to see its type and sub-type.

The campaign budget, targeting options and the campaign. Each tab provides details about the tabs.

Segment of your campaign that will help you monitor and optimize it. Use different tabs

To access different settings such as keywords, ads, audience, and ad extensions.

You can monitor the performance of individual ads, groups and entire campaigns with these features.

keywords. Here you will find the clicks, impressions and CTR as well as average CPC, cost, and average costs.

position. If you’ve chosen to use two networks, this will show you the total.

Both search and display networks, which will help you decide the success of your ads in each.


It will also allow you to compare different metrics such as ads groups, keywords or ad words. This is how

You can identify keywords and ads that have low performance. This could be detrimental to the business.

Performance of your campaign and decreasing your quality score. You can also personalize the

Columns in the report allow you to see only relevant data for measuring the results

Performance and whether you have achieved your goals.


You can also use the “Automate” button for different automation options.

In your Google AdWords campaign, create rules. You can do this by creating rules in the “Ad Groups” tab.

You will have the option to automatically run a campaign for this group by selecting rules such as

“Pause Ad Groups when …”,” “Enable Ad Groups when …”, etc. Similar rules can be created for

Keywords and individual ads

You can optimize your campaign by using different rules. This will allow you to reduce the time it takes.

Spend time monitoring campaign and manually changing options. Click on “Automate”

You can create rules by selecting the settings. Preview the

Before you enable them. Your account can have up to 100 active rules.

account. You can also select a time period or specific days that the rule applies to.

Going to be active.

These are just a few examples of automated rules:

* Scheduling ads to promote special promotions and/or events

* Keywords with low performance or pausing ads

* Pausing campaigns which have attained a certain amount of clicks


* Find out if you appear first in the results page.

To ensure your ad appears first

* Increase the budget for campaigns with high CTR

* You can send emails after your budget has been spent

Other AdWords tools

The following AdWords tools can be used to optimize the performance of your campaign:

These tools are:

Ad Editor

Ad Editor is a Google app that lets you manage your Google AdWords account offline.

Once you have downloaded this tool, you will be able to download existing campaigns or create new ones.

You can save them offline and make changes before uploading them to AdWords.

This tool offers many benefits, including the ability to:

* You can use bulk editing software to quickly manage multiple ads and ad groups

* Copy and move items between ads groups and campaigns

* Copy and paste keywords

Ad Preview and Diagnostic Tool

You can use the Ad Preview and Diagnostic Tool to:

* Check out which ads are displayed for your keywords in the Google Search

* Preview results for specific keywords

* Check if your ad is displayed for that keyword

* Learn why your ad may not appear


Keep in mind, this tool will only show results from the Google Search Network. You might also see other results.

Not all ads extensions are visible in the preview.

It will all depend on how much time you spend optimizing your campaign.

Your account settings and performance. You must first allow campaign to run for at least one (1) year.

You can even see what aspects need to be changed in order to make it work.

Performance improvements A campaign should be running for at most one week.

Campaign that received at least 100 clicks before you can evaluate its efficiency. The situation is

The internet is constantly changing so you need to keep an eye on the campaign. Log in

You should do this at least once per day to be able to quickly review the data. If you spot any potential

Problems and if you notice very low performance for certain keywords or ads, this will be an indication.

This means that you need to research the cause and optimize the aspects of the campaign.

Low performance.