Let’s put together a great search campaign which would deliver a above benchmark performance. Assuming,you’re familiar with of ad copy creation, ad extensions, bid strategy, keyword grouping, and negative keywords.
Best Practices for Creating a search campaign
Campaign Settings :
Step : 1 Campaign name
name your campaign as you like. But in future if you have so many campaigns and you need to sort, filter the name of the campaign should help. This is very subjective. Here’s how I name ,
Niche | Search – Niche means the type of services, Search is search channel
Niche | display | India – Niche means the type of services, Display means display channel, India is for the geography which is being targeted.
How to | Search | Top – The campaign contains how to queries, search is the channel, top is the top of the sales funnel.
Step 2 Type : Search network only
Choose : All features – All features and options available for search network
Google has predetermined options but it doesn’t hurt to setup a campaign with all features and options.
Step 3 Networks
It’s up to you. Can can or can’t include google search partners. If i were creating a campaign , i would enable search partners and analyze the results and result quality in future.
Step 4 Locations
You should have good idea about which country /state /city to target. If you’re not sure, talk to senior management.
Language : Same as the location . Talk to sales too.
Step 5 Bid strategy
Go for manual bidding. This will give you absolute control and you will be able to drive the campaign in the best way.
Step 6: Budget
There’s no limit for the maximum budget. But when considering minimum budget you should have a budget that will give you at least 100 clicks a day.
Minimum daily budget = Cpc * 100
Step 7: Extension
use as many as relevant ad extensions you could use. More the better.
Step 8 : Basic Stuffs
We just cover basic campaign creation stuffs.
Adgroup name : You can use relevant naming convention as of campaign level.
You should have atleast 5 ad copies in the ad group. Because, having 5 copies will help google to determine which ad copies produces better results. You have to choose optimise option in the ad rotation.
In this step, you will be adding keywords which you want to target. If you have keywords that has high volume you can use exact match keywords.
Also, you need to have keyword grouping based on the guidelines followed here.
To know more, you can visit here ( interlink)
Maximum cost per click
This is purely a arbitrary value when you starting a campaign. You can start with any cost and based on position your awarded in the auction you can increase or decrease the cost per click.
You can save the ad group.
This contains setting up things like ad extensions, negative keywords.
Ad extensions helps you show more information along with the ad copies. You add as many relevant ad extensions for your campaign. You add extensions, by clicking on the ad extensions tab on the campaign view.
More information on the ad extensions are here ( interlinks)
This could be my last step yet important step. You can add negative keywords in the ad group level, campaign & account levels. I you want to learn more on this negative keywords you can visit here ( interlink)