Getting Started THE FIVE YouTube (In-Stream) Ads AD TYPES Advanced advertisers can consider serving ads on YouTube videos; this includes streaming intro ads and text ads that appear on the Search Ads bottom of the video. Note that you only need to pay for intro The text link ads that videos when users view the entire commercial; if they close the tab appear on the top and the or pause it before the ad is fully served you don’t need to pay for it. side of the search engine result page of google (see Mobile Ads TV Ads example below). There is incredible growth in the These are basically tv mobile industry, which makes it commercials, which are Display Ads a great space to begin exploring. usually reserved for large- Display ads are visual Mobile usage is starting to scale brands and banners that integrate images eclipse desktop use, and as a businesses. However, as and copy. They sometimes business you should be striving your business grows it contain blinking or to get ahead of the game during may become an option movement to attract the eye. this transition. for you. QUICK BREAKDOWN: BASIC GOOGLE SEARCH Local Search Paid Ads Organic Search REGISTERING Let’s start from the very beginning. In order to get started you must register for an account on the Google AdWords page. If you already have an email you use to access Gmail, Google Plus, or Google Docs, you may use that. Once you’re created an account, you will choose BE AWARE two important factors: the You cannot adjust timezone and the the timezone or currency you’ll be using for these campaigns. The timezone sets a schedule currency once you’ve for the ads to appear, so location-speciﬁc businesses should take care to registered! register for the appropriate one. Google will send you a veriﬁcation email, and you will be unable to use the account until you click the link to activate it. A Note on Billing Before starting your ﬁrst campaign, be sure to ﬁll in your billing information. As soon as your campaign is created, Google will immediately work within your budget and gets your ads started. MANUAL AUTOMATIC Once you register you Manual payments allow you I’d recommend automatic will have two payment to specify the amount that payments, because it options: Google will charge you in a assures that your ads will certain period of time, such never be paused if you as $200 a week or $1,000 a forget to replenish your month account. BUILD YOUR FIRST CAMPAIGN Once you’re fully registered, head to the campaigns page to create your ﬁrst AdWords campaign. PRO TIP I would suggest selecting Search Network Only and All Note that if you are only Devices for your ﬁrst campaign. This enables an all inclusive interesting in advertising search network, which will include mobile devices, desktops and in the United States, you tablets. It doesn’t allow for more speciﬁc targeting, but will work ﬁne when you’re just starting out. could be unintentionally overspending if you When naming your campaign, try to stick to very relevant and select the United States/ consistent naming conventions that will remind you of what Canada button instead of your goals are and what you’re advertising. When you are speciﬁcally choosing managing a wide variety of campaigns, the names will become more difﬁcult to distinguish. United States A Note on Bidding Google offers a variety of options for bidding and budgeting, but I would strongly recommend manually setting bids. This allows you to bid on each keyword individually, and set a minimum and maximum amount rather than allow Google to set that bid for you. Unless you have a completely unlimited budget (and what business does), this is the only option that allows you to set aside a certain amount per day, week or month. WHAT ARE AD EXTENSIONS? There are a variety of ad extensions that you can turn on to leverage a local presence, products, call-in options and more. You can dive into these later when you become somewhat more advanced, but one that I would recommend for locations-speciﬁc businesses is the local extension, which allows you to target your ads and even add it into Google Maps and Google Places. AD GROUPS Once you’ve set up your account and created a This is where you select from the ﬁve ad types campaign, the next step is to create an Ad outlined earlier, and proceed to create the actual Group. ad. Your ﬁrst ads will most likely be the simplest and most commonly used, text ads. I like to think of an Ad Group as a large collection of keywords which are carefully paired You have the ability to create top ads and side with speciﬁc ads. ads (seen below) in AdWords. The top ads will appear above the organic search results, whereas If you created, for example a general campaign the side ads will be listed on the right. for a ﬂorist in Topeka, Kansas, your next step is to create an Ad Group speciﬁcally aimed at Be sure to heed the character limits for both, selling the product, a group of ads that promote because Google will actually truncate your ad if roses for $10.00 a dozen in Topeka. you exceed their restrictions. QUICK BREAKDOWN: TEXT ADS Headline The headline has a 25 character limit, so be sure that it’s succinct and contains a call to action. It is the bright blue link that users will actually click on. Link This is the link that the headline will lead to. It’s very important that the display url and the headline link lead to the same place, for Description greater user experience The description is broken into line 1 and line 2, and they have a and increasing limit of 35 characters. I would recommend following up on the Google’s ability to attention grabbing headline by encouraging immediate action. improve your ad. KEYWORDS PRO TIP Note that you can add a maximum Now that the Ad Group has been created, of 25 campaigns at one time. Don’t you must select your keywords. Your goal is see this as a restrictive limitation, to select the right keyword/ad combination but a useful guideline. If you’re to get the best conversions. A lot of this exceeding this limit, your comes with practice, but I will go over some campaigns most likely need of the best tools and methods for tightening up for greater relevancy. approaching keywords. KEYWORD MATCH OPTIONS Exact Match Exact match means that you can’t put anything before, after, or within the keyword phrase. The search must be exact. It’s the most restrictive of the four, and should be used carefully. Negative Match The negative match can be useful for counteracting the downside of a broad Broad Match match. For example, you can keep the “rose” search relevant by making negative The broad match means that anyone who types in a keywords for the “Rose Parade” and general keyword will see your ad. The positive side “Pete Rose” to keep those searches from of broad match is that you will probably get the most cropping up. impressions, but the downside is that it will draw up matches from searches that are unrelated (for example, a broad match for “rose” will also appear on searches for the Rose Parade or Pete Rose) Phrase Match A phrase match allows you to lock a string of words so that someone searching can only add words before or after the keyword phrase.
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