GOOGLE ADWORDS BASICS - SETTING UP YOUR ACCOUNT & BEST PRACTICES

Google AdWords Account Structure Campaign Best Practices

GOOGLE ADWORDS BASICS - SETTING UP YOUR ACCOUNT

The Google advertising network is the largest and most cost-effective channel for digital in Tanzania as well as most of the world.

With massive reach and a guaranteed cap on your maximum Cost per Click (CPC) and daily budget; Google AdWords is highly recommended for advertisers.

As with any advertising platform, account structure is critical to success. The golden rule here is to go granular for visibility BUT only if you have the time to manage it. Below is a typical account structure in AdWords.

Google AdWords Account Structure



Campaigns and best practices

Always separate your search and display types of campaigns. Also separate the former with the sub-types mobile apps and re-marketing. Both the search and display networks have features (bid, ad type, targeting and more) specific to them; it makes sense to create separate campaigns for each to better understand results and optimize.

Monitor at the campaign level to see what works and adjust accordingly.

Google AdWords Campaign Types and Best Practices


Search and Display Networks

Both the search and display networks have completely different metrics, which is why it’s strongly recommended they be kept separate.

Search
Display
Active searchers
Passive searches
Ads targeted to queries
Ads targeted at content blocks
Lengthy, exact match keyword lists
Short, broad match keyword lists
Text ads only
Text and image ads


In the next article, we’ll look at the Search Network in depth, including how to create ad groups, how to name them, add text ads, keywords and more.
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