Getting Started with AdWords – Ad Groups, Campaigns and Budgets

AdWordsCampaignsIf you haven’t learned about keywords and keyword match types, as well as bidding and other factors that determine your ad placement, please read our Google AdWords Getting Started article.

Using Campaigns

Let’s say my business provides social media support, but also offers help with content marketing. I might want to organize even more by using campaigns so I can adjust my budget based on what I want to promote more heavily at any given time. Maybe I want to focus on social media in May and content marketing in June. Easy! Campaigns are made up of Ad Groups, which is where you set up your ads and choose your keywords. If you need a visual, you might map it out on a spreadsheet or scrap of paper before you begin.

Campaign: All Social
Ad Groups: Social Media, Pinterest

Campaign: Content
Ad Groups: Blogging Service, eBook Creation

Using Ad Groups

Now it’s time to look at your keywords and group them together based on the ads they will trigger. For example, within my Campaign called “All Social” I may have keywords, “outsource social media”, “social media support,” “how to set up Pinterest for business, “and “how to use Pinterest for business.” You don’t want to show the same ad for all four keywords. Instead, you’ll create ad groups called “social media” and “Pinterest.” Then you’ll add the keywords to each and create a compelling ad – one that will appeal specifically to people searching those terms. Create as many as you need.

Ad Group: Social Media
Keywords: outsource social media, social media support, etc.
Ad notes: will target only those looking for help with social media in general.

Ad Group: Pinterest
Keywords: how to set up Pinterest for business, how to use Pinterest for business
Ad notes: will target only those interested in help using Pinterest for their business.

Setting Your AdWords Budget

Your budget is set for each day and at the campaign level. So, let’s say my total budget is $1000/day. I can split that up between my “All Social” and “Content” campaigns any way I want. I can also tell Google I want the ads spread throughout the entire day so that my budget isn’t spent by 10am every day. You can also set the maximum you are willing to pay per click at the Ad Group level, or for each individual keyword.

Previous Article: Google AdWords Bidding and Keywords
Next Up:
Creating effective ads and landing pages

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About the Author Alisa Meredith (311 Posts)

As co-owner and chief inbound marketing consultant at Scalable Social Media, Alisa Meredith spends a lot of time keeping up with online marketing trends for the benefit of our customers. Computers have been a passion of hers since her first T1-99, so inbound and social media marketing is a natural fit.


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