How to set up Google Adwords yourself - an accelerated option. How to set up google adwords: keyword collection

And then specify the address Email and password that you use to access other Google services.

If you don't use Google services, you can sign up for an AdWords account using any email address you have.

You will use this data in the future to access your account. Google AdWords.

To sign in to your account, go to the page, enter your email address and password provided when you created your account, and click the button To come in.

2. Choose your target audience

The choice of the target audience is called targeting (from the English targeting - targeting). When setting up targeting for the first time, all you need to do is select the countries, regions, or cities where you want to show your ads, as well as the language of your target audience (for example: Russian). Later, you can refine your targeting using all available settings.

Step by step instructions

3. Specify the budget of the advertising campaign

Campaign budget is the amount you are willing to spend on ads per day. If you're not sure which budget to choose, try starting with the lowest amount that's comfortable for you and gradually increase it as needed.

4. Set a CPC

In chapter Rates and budget choose an option Automatic bidding and specify a CPC limit, for example, $12. This limit is the maximum amount you are willing to pay per click on your ad, i.e. per visitor to your website. However, the actual CPC in most cases will be less than the maximum CPC and will never be higher than it.

AdWords will automatically set the minimum CPC that is sufficient to show your ad in the best position in each case, ensuring the maximum number of clicks within the budget you set.

Helpful Hints

Experiment with CPC. You won't lose anything! If you enter a price that is too low, your ads will appear less often and your budget will not be fully spent. In this case, you can increase the CPC limit or expand the list keywords.

If your budget is completely spent, you can increase it or optimize your keyword list, that is, pause expensive and ineffective keywords and add new ones. This will attract even more visitors to the website.

5. Create an ad group

Ad groups allow you to combine multiple variations of ads for the same product or service. AdWords will automatically show different ads in a group in turn, identifying the most popular, i.e. the ones that get the most clicks. Thus, ad groups allow you to try out several ad texts and choose the most effective one.

All you have to do at this stage is come up with a name for the ad group.

Helpful Hints

6. Create an ad

Simply enter a title for your ad, a brief description of your product, and the URL of the page that a user will be redirected to when they click on your ad. You can change the ad text at any time.

Helpful Hints

7. Choose keywords

A keyword is a word or phrase that, when mentioned in a user's search query, will display your ad. It is the list of keywords that determines whether the user will see an advertisement for your product or service on the search results page.

You can add or remove keywords at any time.

Helpful Hints

8. Create additional ad variations

This step is optional, but we recommend using it. You can create multiple ads per product or service (i.e. per ad group). AdWords will show all of them in turn, identifying the most popular, that is, those that receive the most clicks. Popular ads will automatically show more often, while unpopular ads will show less often. You can add a new announcement, as well as correct or delete an existing one, at any time.

Don't be afraid to experiment with ad text. By working with text, you can increase your click-through rate (CTR), improve ad placement, and reduce ad costs.

Step by step instructions

• On the tab Campaigns in the left pane, select the ad group you want to add the new ad to.
• Click the button New announcement(below the chart).
• Enter the ad text. The new ad will show for the keywords assigned to the entire ad group.

To change the ad text, hover your mouse over it and click on the pencil icon that appears on the right.

9. Enter payment details

Enter your details and choose one of the following payment methods:

• bank transfer;
• Visa and MasterCard credit cards;
• Webmoney or Yandex.Money.

Russian customers should specify the Russian ruble as their currency.

Step by step instructions

• Go to the tab Payment and choose Payment information settings.
• Select a Payment Method.
• Accept AdWords terms of service and press the button Save and activate.
• Specify for whom the account is registered: an individual or a legal entity. For individuals, invoices are not issued and reporting documents are not sent. If you are a legal entity:
  • Be sure to enter the full name of the company (for example: Alfa LLC) and make sure you select the option Entity in the corresponding field. Please note: after saving the settings, transfer the account from legal to individual or vice versa is not possible.
  • Be sure to indicate the correct and complete details of your organization (TIN, KPP, legal and postal addresses), as they will be used when invoicing and sending reporting documents.
  • Please also pay special attention to the fact that if you have multiple AdWords accounts, each of them will use a unique checking account to which you will need to pay.
• If you have a gift certificate, go to the tab Payment and choose Payment information settings. Enter the code in the field Redeem Code.
• Make a payment. To find out more about how to make a payment, follow the appropriate link: bank transfer ; credit card/virtual money.
• Your ads will begin serving as soon as you enter valid billing information and your first payment is received by AdWords ( minimum amount the first payment - 400 rubles. Please note that the payment amount includes 18% VAT!).
• Congratulations, you have successfully created your first campaign!

Not working with Google AdWords yet?

Google AdWords gives you the ability to drive targeted traffic through contextual advertising. Among the search engines in Russia, Google ranks second, it accounts for a little more than 40% of search queries (Yandex has about 50), and in terms of the number of sites on which AdSense is installed, Google is ahead of Yandex with its YAN.

Ads in AdWords can appear in searches:

On partner sites:

• Despite the seemingly complicated interface, managing campaigns and ad groups is very simple;
• The ability to flexibly configure many parameters, create experiments and reports in two clicks;
• The quality of ads affects the cost per click, good ads (with a high CTR), Google will show them more often and in better positions;
• The cost per click is lower than in Yandex, since there is less competition among advertisers in AdWords (in many areas, but not everywhere).

Create a campaign

To use Google AdWords, you need a Gmail account.

Google will prompt you to use AdWords Express. This is a lite version that is suitable for those who do not want to set up ad serving on their own. Here you can create an advertising campaign in just a few minutes, for example, Google immediately indicated geographic targeting to me only based on the site url http://mediasimple.ru. I don't recommend using AdWords Express, so switch to traditional AdWords which gives you a lot more options.

To create a campaign, you need to specify its type, as you can see, there are several options.

Search network - your ads will only appear in Google search results, as well as with partners who use the company's search;

• Display Network- banners on sites that host AdSense blocks;
• Display and Search Network- combined method;
• Google Shopping– a good option for the sale of specific goods;
• Video- for those who have a promotional video, it will be shown on YouTube and other sites;
• App Campaign- advertising applications.

The best solution would be to create separate campaigns for the Display Network and the Search Network. Advertising on partner sites has its own specifics, so it is better to create ads separately. For example, there you can enable payment for impressions, and not for clicks.

You will be prompted to choose the type of ads, it’s better to put it right away "All Functions" which allows the use of video and graphics. "Standard" will allow you to create and display only text ads.

You can't specify the type of devices your ads will appear on at this stage, so enter your location. As you can see, you can not only add a specific region, but also exclude it. Below Google offers me to show ads, including on English-language sites, I will not use this offer, I only need the Russian language.

Now you need to choose a betting strategy.

It can be seen that there are six automatic strategies that will set the price themselves, and you can only specify a daily budget. It is also possible to set the cost per click manually, it is better to choose this option, which I will do in my example. The fact is that automatic strategies will not allow you to optimize your advertising campaign, manual setting almost always much more profitable. I will talk about the betting strategy below.

And last but not least, you can specify additional information for all ads at once:

• Location– display of the address and phone;
• Additional links- the ability to add quick links to individual pages of the site to the ad;
• call- when displayed on mobile devices, the user can immediately call you by clicking on the phone number.

Now we need to create an ad group. The initial settings should not raise any special questions, the screenshot shows the completed fields, also note that a preview of your ad is available on the right.

• The title should contain a key phrase, this increases the effectiveness of the ad;
• The text should contain a call to action;
• If you put a period at the end of the first line of the description, then the text will be displayed on the first line:

• If you have discounts, promotions and other offers that are beneficial for the client, indicate this in the text of the ad.

Now you need to specify keywords, it is clear that Google itself offers you categories of words from which you can choose those that are right for you. Keywords must match your ad. You have two options: add keywords right away, or skip this step and use the Keyword Planner, which I'll cover below.

Need to know very important nuance selection of keywords in Google. By default, all keywords are set to broad match, which means that your ad will be shown for various word forms, which is not always acceptable. You can change this in the settings:

Either write the words in quotation marks or surrounded by . If you write the key phrase in quotes, then it will allow phrase matching, for example, "buy a cow" can be shown for the queries "buy and sell a cow", "buy a cow". If you enter [buy a cow], then your ad will be shown only for this request, if the request is entered with an error (buy a cow), then your ad will still be shown.

Below you need to enter your bid per click, then click "Save" and you will be taken to the campaign page.

Google Keyword Planner

A lot depends on the correct selection of keywords, it is better to use the keyword planner right away. There is the possibility of automatic selection of keywords by the site url or by given keys, as well as by goods or services. I entered like this:

The Keyword Planner is great because it shows you the number of searches per month and the recommended bid. I got this result:

It is clearly seen that in queries with the word “Kazan” there are very few impressions, but the bid is much lower. However, I will add keywords only with the word “Kazan”, if I had an ad with the text “Website promotion”, without geo-referencing, then I could choose other options. But the keywords must match the text of the ad, otherwise its effectiveness drops very much, and the click-through conversion will be low.

Add suitable words to the plan, then click "View Plan".

Now you will understand why we did not immediately enter the keywords in the campaign settings. You have the option to move the selected plan to your ad group by clicking "Save to account" and choose "Add to existing ad group".

You have the option to use the Google Keyword Planner and create new group ads, in the future it is better to do it right away, as it is much more convenient. Well, now we return to the campaign we created and there we see that all the keywords have already been added:

Please note that the AdWords Keyword Planner adds phrases without quotes, they are in broad match, so highlight all (or the right) keywords and choose the match type:

Working with ads in Google AdWords

In my example, I created one ad, although, in fact, I need at least two for these keywords. Separately for "development" and separately for "promotion", as these are different services that require different ads and groups of keywords.

This interface has the ability to create any other types of ads, let's try to create a graphic one. Keep in mind that for display ads (which includes image ads), you need to create a separate campaign. Just because the specifics of ads are different, the settings for text ads will not always work for display ads.

If you forgot to select the campaign type in the campaign settings "All Functions", then this menu will not be available to you, you will have to change the settings (this can be done at any time). To create an image ad, you have two options:

• Upload yours;
• Let Google create it for you by providing the site url.

I chose the second option, the result is this:

If one of the options suits you, then you will only need to specify the title and text by clicking "Edit". As you can see, several options are quite acceptable, they can be used. When all options are unsuccessful, it is better to create your own. You will also have the option to change the background and button colors of Google-suggested options.

Selecting an item "Gallery of ad formats" you can create other types of declarations:

There you can upload both your options, and use the proposed templates that can be customized. Of course, this option is not available for video ads and lightboxes, where you will need to upload your content.

The Google AdWords interface seems very complicated to beginners, there are a lot of menu items, a huge number of settings, but in fact, you can master it quite quickly. Above, I reviewed the basic settings that are needed to create ads, the rest allow you to customize them more finely, and also provide opportunities for analytics. Next, I'll talk about other useful features of AdWords.

Experiments

As you know, in contextual advertising, it is necessary to conduct split tests (A / B testing), which will allow you to optimize costs, increase CTR and conversion. Google AdWords gives us a handy built-in tool for this kind of testing. To do this, in the campaign settings, check "Advanced settings"(if they are disabled), then select "Set up experiment".

You need to immediately indicate the beginning and end of the experiment, as well as the ratio of auctions between the experimental and control groups. Right here there are links to the ability to change the parameters of the campaign, ad or keyword list.

Create an experimental ad. To do this, copy an existing one, and then make changes to it. After that, the modified ad must be connected to the experiment, you can do it like this:

After that, you can run the experiment on the settings page. Clicking "Segment" you can select the parameter by which you want to evaluate the results of the experiment. You can compare:

• Various header options;
• The text of the ad, the presence and absence of words like "discount", "promotion", "free";
• Color and design of image ads;
• Dimensions and location;
• Various keyword options.

You can come up with a lot of options if you have interesting idea, it's worth testing, it's good that this feature is built into AdWords by default and you do not need to use third-party services.

Tracking efficiency

Efficiency is evaluated according to different parameters, which depend on your tasks. Most often, these are economic financial indicators or other targeted actions (registration, etc.), that is, conversion.

Goals and target actions can be tracked using Google Analytics, for this you need to link it to AdWords. Analytics provides very wide opportunities for tracking goals, you can read more in the article “Google Analytics”, where I paid special attention to this moment.

You can track calls manually by maintaining your own records, or you can use the built-in capabilities of Google AdWords. Look for them in the "Tools" menu, "Conversions" section. We will be offered to track calls in one of three ways.

For Russia, only the last option is available, which tracks clicks on a phone number in mobile version. Of course, the data will be incomplete, but in any case, connecting this function will be useful.

Google also makes it possible to add tags to the site to track specific visitor actions, add code to the application to monitor its downloads or how users interact with it. It is possible to import data from other systems.

Betting strategy

As I wrote above, automatic strategies can of course be used, but setting prices manually usually allows you to achieve better results. AdWords works like an auction, the higher the bids, the more likely it is that your ad will be shown.

If the recommended CPC bid is too high for you, you might want to try changing your keywords and audience settings as this may affect your price. True, do not forget that in this case the potential audience will become smaller, therefore, they create several ad groups, and do not add all the keywords to one and for a wide audience.

That is, you can create one ad to display a conditional audience of a thousand people and pay 100 rubles per click, or you can create ten ads, each show an audience of one hundred people, and pay 50 per click, since there is less competition. The result will be even better, as the ads will be more precisely tailored to their target group.

Pay-per-impressions is only available on the Display Network (on Google partner sites), this option is not available in search. If you want to use pay-per-impression, you will need to create a separate campaign. There you will be offered the following goals:

The effectiveness of payment for impressions very much depends on your ad, if it is not very successful, then this option can be much more expensive than clicks.

What else is useful in Google AdWords?

To section "Optimization" it's worth checking in sometimes, they show recommendations for your campaign. Google can suggest new keywords, change your budget, bid, and give you other tips. Of course, you should not follow them thoughtlessly, but you can read it, sometimes it really happens there helpful information, which you missed when creating ads.

Remarketing- a feature that is useful for some companies, you can read more about it in this article.

"Mass Operations" make it possible to automate many processes in AdWords, this functionality will be useful to those who work with very large quantity ads. The possibilities there are wide, you can even create your own scripts for your needs.

"General Library" stores elements that can be used in different campaigns or ads. If you know for sure that you have a lot of data that can be used repeatedly, then it is recommended to add them to the library, in the future this will simplify and speed up the work.

Negative keywords should be added to the shared library. Usually, one common list of negative keywords is suitable for different ads of one company, so it’s better to work on it right away and then add it to any ad group.

Google AdWords seems to be more complicated than Yandex Direct, but in fact, it just gives you a lot more options. Which is better in terms of advertising? There is no answer to this question, it all depends on how you set up your ad campaign.

Hello!

We continue to work with Google. The topic of today's lesson is setting up Google Adwords. Discover a new contextual advertising tool.

Let me remind you that in the last lesson we analyzed, we also created a Google account, which we will need now, and always, probably. Well, let's get to work.

Then click "Login".

2. Enter your website address. At this early stage, this is done so that the system can determine the subject of your site and suggest a certain list of keywords:

That's basically it. An account in the Google Adwords contextual advertising system has been created, we can proceed to the next step.

1. The first step is to decide on the budget for the day. Here you specify the amount that you are willing to spend per day on advertising. For example, I have 1000 rubles on my account and I want to run ads for 10 days, therefore, the daily budget will be 100 rubles:

2. Then you need to select the target audience, namely, indicate the location of the audience, choose which network you want to advertise on (search and (analogue)) and make a list of keywords.

Before you take this step, I highly recommend reading the tutorial on .

Let's go in order. Let's start with location.

As you can see, there are three checkboxes at the top of the screenshot: all countries, Russia, I will choose myself. So, we choose the third option and indicate settlements, regions, republics to which your services or goods apply.

After all these manipulations, you will need to pay for the campaign and check it again. Everything is pretty clear there.

This is not the end of Google Adwords setup. Now I will tell you how to create an advertising campaign directly in the Adwords interface, and you will also learn how to create ad groups.

As soon as you do everything that the system requires, you will be redirected to this page:

Click on the "Sign In" button.

Wait for it to load and... Welcome to the Google Adwords interface.

You can poke, see if you are interested in what and where is located.

Creation of an advertising campaign.

Finally, we turn directly to creating and setting up a full-fledged advertising campaign. We will configure only for search, we will talk about how to set up advertising on the Display Network in another lesson.

1. First, go to the "All Campaigns" tab, then click on the "+ Campaign" button:

2. Choose the type of campaign. I'll choose a search network:

3. After we get to the campaign settings page. It is different from the one where we created the first campaign during the process of creating an Adwords account.

So, here we can choose the advanced functionality of the campaign, which we will do with one checkmark next to the "All functions" item:

This will allow us to set up time targeting (ad display time) for all days of the week, as well as set up ad rotation, but more on that later.

4. In the meantime, do everything that we did at the stage of creating an account, that is, specify the location, assign a daily budget. Oh yes, by the way, when you get to the budget, pay attention to this button:

By clicking on it, you will see a list of strategies, both manual and automatic. Choose manual, it is the only one here, it will help you save your budget in the future.

6. Ohhh, let's move on to the most interesting part, ad extensions. They will help us visually expand the ad, which will have a beneficial effect on CTR, and hence on the cost per click.

Just check the box next to the extension you need and add it by clicking on this button:

Then enter the required text and put a link;

7. Set up time trageting. Here you simply specify the time at which your ads will be shown. For example, I don't want ads to run on Saturday and Sunday, so I just remove these from the schedule:

8. Rotation of ads. At this stage of setting up the campaign, the best option for alternating ads is selected. Several options are available, I recommend choosing the first item, as it will be a kind of test advertisements, which will help to identify a more efficient option:

We save the settings and proceed to the next step - creating an ad group.

9. An ad group contains one or more ads and specific keywords to advertise a single product or service.

11. In this step, we will make a list of keywords for the ad group. Here we can already collect a more accurate list of phrases for which ads will be shown. By the way, after the system determines the subject of your site and suggests keywords, it will also break them into categories, which cannot but rejoice.

Add what you need. And that's it.

Well, actually, this is where we will finish setting up the campaign, all that remains is to pay for it and get new customers.

As you can see, setting up Google Adwords does not take much time, but it requires attention. It is worth missing one detail and that's it, the advertising campaign will not bring you what you want.

But working with the Google Adwords interface often causes a lot of difficulties, especially if your Internet connection is not very good. In this case, you can help. Just a super tool.

Goodbye!

The cost of a click in Yandex Direct has become prohibitive, and the number of applications has fallen? There is nothing surprising in this, today it is not so difficult, setting up Google AdWords advertising looks much more difficult. In view of this, with the right approach, advertising in Google Adwords can give very good results with a very modest budget.

That is why, especially for you, we have prepared step by step instructions on setting up Google AdWords advertising, relevant for 2019-2020. After reading it you will know:

• how to set up a google account;
• how to run ads in Google AdWords Express;
• how to create and set up an advertising campaign;
• what types of ads are there and which one to choose;
• how to structure a campaign using ad groups;
• how to create quality ads.

So let's get started.

Benefits of Google AdWords

Let's start by talking about the main advantages.

1. Lower cost per click relative to Yandex Direct. As I said at the beginning of the article, high competition and a heated auction make Direct an unaffordable luxury. True, it is in more concerns the most competitive niches, but will soon affect all areas.
2. The choice of sites on which advertisements are displayed.
3. Display in the results of the issuance of Google search partners (mail.ru, begun, etc.).
4. The ability to load the parameters of one campaign for new ones (you won't have to fill in the same fields several times).
5. The impact of ad quality on positions and cost per click. Thanks to a more informative and clickable ad, you can show in 1st place and pay less per click than when shown in 3rd place.
6. Distribution of the budget by time when you can get the most conversions.
7. The ability to set up payment for conversions on the site, and not for a click.

Additional settings

Now go below and open additional settings by clicking on it. Here we will configure ad extensions.

Structured Descriptions

In structured descriptions, you can add many additional extensions (by heading types) to declarations:

• brands;
• quarters;
• courses;
• places;
• models;
• studying programs;
• recommended hotels;
• styles;
• insurance protection;
• types;
• facilities;
• services;

Depending on the advertised business, you can select the desired items and add a short description or title for each (no more than 25 characters). First of all, you should pay attention to the types of headers: brands, places, amenities and services.

« For article competition blog Netology»

The share of the Google search engine in the Russian market continues to grow and has already exceeded 40% (46% in September according to live internet ). And this means that Google AdWords has long been the same equal source of traffic as Yandex.Direct.

Google's high growth rates are also associated with an increase in the share of mobile traffic (an increase of 85% in the first quarter of 2017). And since most users have smartphones with operating system Android, they use the Google search network by default.

Setting up Google AdWords is a must-have skill for those involved in context. So if you have not yet set up advertising in AdWords, or have set it up, but are not sure that it works effectively, then this article is for you.

Who is Google AdWords ideal for?

• Those who do business outside the Russian Federation. And this also applies to the countries of the former CIS, where the share of Google is higher than Yandex.
• Those who want to get high coverage with an inexpensive cost per click. The Google Display Network has millions of websites and mobile applications all over the world. Yes, their quality is worse than Yandex.Direct, but you can choose certain sites, which Poison does not yet allow.
• Those whose target audience is under 40 years old . They are more likely to use Google search and smartphones. And also if potential clients are engaged in IT, then Google AdWords will become the leading channel for attracting traffic.
• A business that wants to get promoted on YouTube. Since YouTube is one of the Google platforms, you can set up ads there right away in your Google account AdWords by linking it to a YouTube channel.
• Those who want to reduce the cost of customers attracted from contextual advertising. Google AdWords in many niches shows a CPC lower than in Yandex.Direct, where the competition is higher.

Account structure

This is the first thing you need to pay attention to when you are going to run ads in AdWords. The spontaneous and ill-conceived structure of the advertising account will lead to the fact that you will not be able to fully manage advertising and will spend a lot and inefficiently.

Several campaigns on the same topic, differing in number. It's not clear what the difference is between campaigns 1 and 2. And when we go inside, we will most likely see only one ad group, and inside it all the keywords in a row.

And everything that did not fit into one campaign was thrown into another, giving number 2.

What's wrong?

When analyzing such campaigns, it will be very difficult to say for sure which ad texts are effective, which topics work better. And we won't be able to manage the campaign.

It is most convenient if the account structure matches the structure of the site or the theme of individual landing pages. In our case, the client has pages dedicated to repair washing machines, refrigerators, dishwashers, stoves and coffee machines. So, on this basis, we single out the next unit after the account - an advertising campaign.

We select the right words

It is much easier to pick up keywords if there is a clear structure of the site and landing pages. We will continue to follow our pattern and pick up a few basic queries for each topic. For example, “washing machine repair”, “washing machine master”, “washing machine service”, as well as queries related to the brands our client works with: “bosh washing machine repair”, “ariston machine broke down”, etc. .

When we already have our list of basic queries for each topic of the future advertising campaign, we can expand them and assemble the semantic core.

Although we create ads in Google AdWords, I advise you to select keywords in wordstat.yandex.ru. The convenience of the tool is that we can immediately see the frequency of requests, words that are not suitable for us (the so-called “negative words”), as well as ideas for expanding semantics.

We select the region in the upper right corner and enter our basic queries in the search bar. We get a list of requests and details for the last month. To make it easier to collect words, usebrowser app for wordstat.yandex.ru, which can be downloaded for free from the Chrome Web Store.

When choosing words, do not chase quantity. Western experts do not have an analogue of our wordstat, therefore they form the core, based on their own ideas, services for analyzing competitors, for example, SimilarWeb and built-in google tool -Keyword Planner . They do not have the ability to get a list of 10,000 keywords in a couple of clicks.

“Before you create and generate millions of keywords, think about what you intend to do with them. Most companies do not need them in such quantities. There is no "magic" number that indicates the "required" number of keywords in an AdWords account.
Your account should only contain relevant keywords to help users find answers to their questions."

The more requests you have in your account, the more likely it is that the statistics for all will not be analyzed and they will turn into dead weight. good strategy- take a little, gradually add new ones and evaluate the results.

It makes sense to turn to the Keyword Planner. It will allow you to select queries by a basic list of keywords or by the site domain. You can see traffic and bid forecasts.

As well as options for keyword groups. You can explore the grouping options from Google, but it's better to follow your structure, and not form an advertising campaign only according to this plan.

Let's go back to our account structure. The next unit after the advertising campaign is the ad group. It combines keywords and ads to them. In the “how not to” example, we had one ad group with hundreds of different keywords. For example, "repair of large household appliances" and "repair of small household appliances" are completely different jobs. And for all these words there was one announcement.

Therefore, we split our array of keywords into groups and write ads as targeted as possible. The fewer words in the group, the more relevant the ad text will be.

There are several main approaches to grouping requests:

1. There is only 1 keyword per ad group.
2. The group contains from 2 to 10 keywords that are close in meaning.

The first approach allows you to control the effectiveness of queries in advertising as detailed as possible. It is especially good in narrow topics with high competition. The second approach is quite acceptable for our example.

After we have broken the keywords into groups, we need to pay attention to the types of match. If you do not pay attention to this setting, then a little later, during the campaign, we will find out that we spent the entire budget and were shown not only for the queries “bosh washing machine repair”, but also, for example, “bosh battery repair” or “where buy a bosch washing machine.

Often keywords are transferred from Yandex.Direct as is. There they worked quite normally without any operators. And an inexperienced specialist does the same in Google AdWords. But here the algorithm is different, and Google not only changes the word order, form, but also replaces them with similar ones. The degree of "similarity" determines himself. So, in one of the campaigns, the request “buy a KIA car in St. Petersburg” turned into “sale of a car penny in St. Petersburg”.

At the first stage of launching an advertising campaign, a good solution would be to usebroad match modifier. Put a "+" in front of the right words. It is important for us that the ad is shown in response to the query "+repair +washing machines +bosh". The order may be different, additional words are possible, but the highlighted "+" will not be replaced by similar ones.

You can immediately use all match types in one ad group and test the effectiveness of each. Add words tophrasal match(delimited by quotation marks). Then the ad will appear only if the query contains exactly the same phrase in this order or as close as possible to it. In this case, the word form can be changed.

And include queries inexact match(highlighted). In this case, the ad will appear in the search bar only if your query is entered in singular or plural.

For example, "washing machine repair" or "washing machine repair".
To speed up the process of adding different match types to an ad campaign, I recommend using this tool .

Broad match (without +) can be left if you work in a narrow topic, where it is not always clear what queries users can enter. Or you have enough budget and want to find new niches and keywords.

You remember that in the process of selecting keywords, not all queries will be useful to us. In our case, queries like “do-it-yourself washing machine repair” or “repair instructions” are just unnecessary keywords. Because the user is clearly not going to contact a paid service, but wants to solve the problem himself. We collect such requests separately in order to add them to the list of negative keywords when setting up a campaign. Negative keywords also have match types.

If you are adding negative keywords at the campaign level, it is more convenient to make a general list.

Often newbie accounts have a general list of inappropriate phrases found on the Internet. Why is he bad? The one that does not take into account requests from your niche. Therefore, if you use it, be sure to supplement it with negative keywords that you have collected yourself.

Keep in mind that Google AdWords does not speak Russian as well as Yandex.Direct. Therefore, you need to minus the request in all word forms. To decline negative keywords, I advise you to use this tool .
Another important point: In AdWords, unlike Direct, negative keywords have priority. If a negative keyword and a query match, impressions for it are blocked.

The structure is clear and the keywords are chosen and ready. It's time to start setting up ads.

When you create a campaign, Google prompts you to select a campaign type. In the new interface, it looks like this.

We are going to run search ads, so we choose this type. Previously, there was an option for a search-optimized campaign. Now Google does not offer it, however, when setting up, you can uncheck or leave the "Display Network" box checked.

This moment should not be missed. You might be tired of being reminded to separate search and networks, but it's worth repeating. It is possible to combine these two formats, but you should not make such an advertisement basic. It is better to run separate search campaigns, separate contextual display campaigns, and then create a combined one and test its capabilities.

The next point that you need to pay attention to when setting up a campaign is geotargeting. It can be selected right next to the campaign type. But it is possible to configure more finely in the advanced settings.

Geotargeting

By default, Google offers to select people who are in the desired region or are interested in it. For example, if you advertise rental housing in Sochi, then the ads will be seen by everyone who is located directly in Sochi, and those who are looking for "rent an apartment in Sochi." And you don't have to set up ads for other regions. It's convenient, right?

But if you provide services or sell goods only for residents of one particular region, then you do not need to show yourself to everyone who is interested in this region. So, you need to select the second item “People from target locations” and save your money.

Next comes the choice of language. We select those languages ​​spoken by users of the region you specified. If you're advertising in Canada, you'll need to select both English and French as it's a bilingual country.

1. assigning CPC manually;
2. automatic strategies;
3. CPA optimizer.

In the first case, everything is completely under the control of the advertiser. You place trial bids on keywords and then adjust them based on the results. This approach requires a lot of time and constant monitoring of the progress of advertising.

In the second case, you're outsourcing the bid management process to Google. At the start of an advertising campaign, I advise you to choose from two auto strategies:

• The maximum number of clicks. A strategy to get the largest number clicks within the given budget.
• Maximum conversions. Allows you to get as many conversions as possible within a given budget.

The rest can be used when statistics accumulate.

The third option is a compromise solution. You choose manual management, and by default Google connects you to the CPA Optimizer. The advertiser sets the bids, but the system raises them if there is a chance of a conversion. In practice, the tool can work unexpectedly and increase the bid even where there were no conversions.

Therefore, when choosing automatic strategies or Google tools, even if you believe in artificial intelligence, you should regularly check what is happening in your ad account. To choose the best strategy for yourself, you can test different options. To do this, use the "Experiment" function, and within one campaign you can test 2 bid management strategies (manual and automatic) and evaluate what works best for you.

Do not skip the next setting item, "Daily Budget". Set the amount you are willing to spend daily. And then select a display method. By default, Google suggestsuniform method . This is when an advertising tool stretches the budget for the whole day and shows ads a little in the morning, a little in the afternoon, and still remains for the evening. Which is generally not bad, but only the lucky ones see your ads.

Accelerated display means that the ad will be seen by everyone who enters suitable keywords in the search bar. But if your daily budget is too low and the bids are high, then you will only show your ads in the morning and then drop out of the list of advertisers.

If you have a narrow niche and few requests, then choose the first option with high rates. You will be shown in top positions throughout the day.

In the advanced settings, let's focus on the ad rotation method. A little lower I will tell you in more detail about what you need to consider when writing them. The main thing: there must be at least two ads per group. When creating a campaign, predicting which text will be effective is an unrealistic task. We need to test several options. And at the campaign setup stage, choose the best way to rotate ads.

By default, Google will offer you to display ads with optimization - it will try to show those that are more likely to receive clicks or conversions. In practice, it happens that in an ad group of two, only one has impressions, which was chosen by Google with its algorithm, and the second was not even given a chance. So for full testing it is better to choose rotation without optimization. Previously, a uniform ad rotation of 90 days was available, and then Google turned on click-through optimization. As of September 25, Google announced that there would be only two options for ad rotation.

• Optimized with Google Machine Learning to show only the best-performing ads in a group.
• Alternate without time limit - to display ads evenly for an unlimited time.

If you choose the second option, you can evaluate the effectiveness of each ad after 200-300 impressions.

You can also choose the schedule for showing ads in the advanced settings. In our example, the home appliance repair service is open daily from 9 a.m. to 7 p.m., and also on Saturday from 10 a.m. to 4 p.m. It doesn't make much sense for us to show up after hours, because the request is urgent, and a potential client needs to understand right away whether we will solve his problem or not. However, in some niches, users may decide in the evening, after work, or on weekends. Then it is better to leave non-working time for the company. But select it separately in the settings. Then adjust your bids down for that amount of time so that the show continues but you don't spend a lot of money.

Let's return to our grouped requests. In the new interface, Google will prompt you to first add all ad groups, and then write texts.

We have groups on our mindmap, we add them and immediately go to the texts.

What is important to consider when writing texts?

• Don't copy template phrases from competitor ads like “quality service”, “ low prices"and so on.
• Highlight key features approach to business and talk about them in simple words, as specific as possible. For example, in a service for the repair of household appliances, applications are processed immediately, and the master leaves for the client on the day of the call. Therefore, we write not “quick departure”, but “departure of the master on the day of the call”.
• Create at least two ads. Write different USPs in the texts.
• Add calls to action. Want more calls? So write at the end of the ad text:Call!Would you like to book a consultation?Sign up!
• Insert a keyword in the ad text (preferably in the title). But at the same time, the text should be meaningful and readable. Share what makes you stand out instead of repeating the request twice (thrice!)
• Use all extensions offered by Google. Your ad will rank prominently in the SERPs and give users more information to make a decision. In addition to the usual quick links and address, the “Price” extensions that have recently appeared give a good result. Users for whom the cost of your services is high simply will not go to you, and you will avoid unnecessary clicks and spending your budget.

In the "Clarifications" describe the basic USPs that you do not use in the ad text. In our example, this could be: Warranty 1 year, New parts, Diagnostics for free. "Structured descriptions" can help you identify your company's range of services or areas of work, as in the example below.

And in the new interface, the Promotion extension is available to users, where you can enter information about discounts or limited offers.

• Direct ads to relevant pages. Even if, in your opinion, you have the most beautiful turned out to be the main one. In our example, we have grouped requests by page. So refrigerator repair ads will only go to this page.

Tag all your ads with UTM tags. For this you can use UTM linker from Google or other tools. UTM tags will help link ads to third-party services (for example, call tracking) and analyze ad results in analytics systems. If you are used to working with Yandex.Metrica, then without tags, Metrica will not show the number of conversions from an advertising campaign or ad.

What settings to check when launching an advertising campaign

Your campaign has been collected. What can't you start without?

Analytics

1. Make sure Analytics is getting data from the site. For example, go to the "Live" report and see how many people are currently on the site.
2. Check if the targets are set. Your target action could be ordering a product or submitting a form. Without goals, you will not be able to evaluate the effectiveness of advertising.
3. Link your Analytics account to AdWords. Go to Analytics in Administrator and add an AdWords account in the Resource settings.

If you have installed a chat with a consultant on your site, then you must definitely set up the transfer of data on successful dialogs and offline messages to the analytics system. Usually in the help of chats there is detailed instructions how to set up goals in Google Analytics and Yandex.Metrica. They do not require any intervention in the site code, and you can easily set up conversion transmission yourself.

Don't forget about call tracking with call tracking. Call tracking will allow you to track the source of the call down to the keyword, which will greatly facilitate further work on improving the effectiveness of advertising and making a decision on the distribution of the budget. As with chat, information about calls can be transferred to analytics systems.

After linking Analytics and AdWords, go to the "Conversions" section in your ad account, go to the Google Analytics tab and import the conversions you need into your account. Now you can track the effectiveness of your ads and apply optimization tools and automatic strategies from Google without going to the analytics system.

If you do not want unnecessary information, then import only the final target actions: a call, an application or a message with contacts from a chat. If you import less significant goals, such as viewing 2 pages or going to some page, then there will be confusion in the account, and it will be difficult to accept the right decision to change the campaign or budget.

Rate Correction

If you know well , be sure to use. The AdWords tool - “bid correction” will help with this. You will be able to reduce or increase rates for users by the following parameters:

1. Demographics
In the new Google interface, go inside the campaign and select the "Demographics" section in the side menu on the left. You can set up a correction by age and gender (by family income is not yet available in Russia) or make a combination of these parameters.

2. Geotargeting
If you know for sure that in one region they buy better from you, and in another worse, then it is quite possible to immediately raise rates for successful territories. However, if you are not sure, leave this setting for later, when enough data has accumulated to draw a conclusion.

3. Show time

When setting the display time "early", you can display non-working hours separately. And lower the stakes on it. And then evaluate the effectiveness. Or make a bid adjustment on the weekend if you don't have much sales at that time.

Later, when optimizing the campaign, you can raise the bids for the time when the most applications come in.

4. Devices

As I noted earlier, the share of mobile traffic is growing rapidly. Therefore, one must be careful with this adjustment. Yes, in 70-80% of cases in my practice conversions still come from the desktop. Therefore, reducing rates on mobile devices to 30-50% is reasonable. But don't turn it off completely. mobile traffic: sometimes conversions from smartphones are much cheaper, although they happen less often. And in the example of a home appliance repair service, the share of mobile applications may well be higher than with a PC.

Start

So, you can start. Top up your account (keep in mind that sometimes funds arrive in 3 to 5 days after payment) and start.

In the beginning, an advertising campaign requires regular attention. See how the budget is spent, what queries are relevant, how users with Google AdWords behave on the site. Adjust bids and budgets based on observations. And for more information on how to optimize advertising on Google so that it spends less and brings more conversions, read the next article.