How to Advertise on Google with AdWords
Advertising on Google with AdWords requires an AdWords account, which is free and can be signed up for at the official Google AdWords page. Once you’ve opened your account, it’s time to consider account structure, one of the most important factors in paid search success.
Optimal AdWords Account Structure
Although there are many ways to structure an AdWords account, such as mirroring the structure of your website or by product categorization, the most effective and successful accounts all share the same qualities when it comes to organizational hierarchy. The following figure shows an optimal AdWords account structure:
The AdWords account itself is the topmost level. Within each account are campaigns. Some advertisers only run a single campaign at any given time, whereas others run numerous campaigns simultaneously. Each campaign houses various ad groups, each of which, in turn, contain unique keywords, ad text, and accompanying landing pages.
Campaigns are often organized by theme, such as a holiday promotion or back-to-school sale. Within each campaign, ad groups are often organized by products or services, such as Hanukah merchandise or school stationery. Finally, individual products, such as menorahs or notebooks, have their own targeted keywords, unique ad copy, and relevant accompanying landing pages.
The structure of your AdWords account may not reflect this hierarchy precisely, but organizing your account in this manner will allow you to keep things organized and tightly themed from the outset, factors that can have significant influence on PPC metrics such as Quality Score.
Advertise on Google with WordStream
Aside from the technical aspects of setting up and running a PPC campaign using Google AdWords, many advertisers struggle with the time commitment necessary to achieve success with paid search. That’s why WordStream’s software and free tools have proven invaluable to thousands of businesses advertising on Google.
The AdWords Performance Grader: A Completely Free Audit of Your AdWords Account
The AdWords Performance Grader is the most comprehensive, fully featured free tool of its kind. In 60 seconds or less, the AdWords Performance Grader performs a detailed and thorough audit of your AdWords account, identifying areas in which improvements can be made as well as highlighting successful areas of your account and how they compare to competitive benchmarks for your industry.
WordStream Advisor: The Only Online Advertising Platform You Need
Constant analysis, optimization, and attention are required to make advertising on Google as profitable as possible. However, for many small businesses and companies with limited resources, managing a paid search campaign on AdWords can be a full-time job. That’s why we developed WordStream Advisor.
Our proprietary 20-Minute Work Week system allows you to effortlessly identify areas in which action can be taken to improve results and campaign performance immediately. WordStream Advisor allows you to manage your Google AdWords, Bing Ads, and Facebook advertising campaigns from one responsive, centralized dashboard, eliminating the need to track various campaigns through different interfaces – simply log into WordStream Advisor and take control of your online advertising efforts from one place.
WordStream Advisor customizes its recommendations based on your current campaigns, account history, and other elements individualized to your AdWords account. You will receive action items with specific, actionable recommendations and prescriptive workflows allowing you to make changes to your account in mere minutes that will have an immediate and powerful impact on your account performance. You can track changes over time, and see improvements in your account with our intuitive visual reports.
MUKESH SHARMA