Guide to Building a Strong AdWords Campaign

Home Knowledgebase Google AdWords Management Guide to Building a Strong AdWords Campaign

The following are notes regarding setting up a responsible and effective AdWords Campaign.

  1. Ensure the client has created a Google account.
    1. Ensure they created a Google AdWords Account.
    2. Ensure they created a Google Tag Manager Account.
    3. Ensure they created a Google Analytics Account.
    4. Ensure they delegate access to us to each of these accounts.
  2. Create a Google Search Console Account for the clients domain.
  3. Use exact match until you have produced a strong ROI. Broad match easily results in spending money on irrelevant searches.
  4. Start with the Search Network Only. Otherwise ads will display on sites and in places they’re more likely to get accidentally clicked (such as in apps and games), wasting the budget.
  5. Install Google Tag Manager on the clients website.
  6. Ensure the client creates their own Google Accounts.
    1. How to create a Google AdWords account for your client through your Google AdWords Manager account.
  7. When you create your Ad, ensure you specify the URL Template on the Campaign Level, Ad Group Level and Ad levels.
  8. Setup Call Tracking with CallRail.
    1. Bug Alert! When you add a Call Extension in Google Ads using the CallRail number it will fail and be “Not Approved”. So use the clients real phone number, then, once it’s approved then swap it out for the CallRail number and it should get approved within a few hours to 24 hours.
  9. Setup Google Analytics & CallRail Integration.
    1. Setup CallRail Goal Tracking.
  10. Setup Event Tracking in Google Tag Manager and Google Analytics – Video
  11. Setup a Goal, in Google Analytics, for form submissions.
    1. How much time does this take and how much should we charge for it for clients who have more than one form?
  12. Consider setting up Google AdWords Re-Marketing Campaign at the same time as your Search Network Only Text Campaign.
    1. When you do this you must select Audiences > Targeted > Remarketing > All Visitors to ensure that it is only remarketing to people who have visited your website. Otherwise it will advertise to the whole world and then remarket.
    2. Then you also have to add your Remarketing Tag to Google Tag Manager so it tracks users. There instructions on how to do this in the Google Tag Manager interface when you’re in the add section.

 

Facebook Ad Management

  1. Create a Facebook Business Manager Account on our clients behalf or login to their existing one.
    1. Ask the client if they have an existing Facebook Business Manager Account. If they do, skip to step 3
    2. If they do not, visit https://business.facebook.com and create a new account using “facebookbusinessmanager@OurDomain.com”. This will send an email to your supervisor and, you if you have been added. If you have not been added please ask your supervisor to do so.
    3. Once logged in, navigate to Business Manager > Business Settings > Users > People and select “+ Add” button in the upper left / middle of the screen.
    4. Enter operations@OurDomain.com then:
    5. Enter the clients email address and choose “Admin Access”
      • Note: You should have acquired the clients Facebook email address from them during the introductory call.
        • If they do not have one they must create one and send us the email address used.
      • Note: Confirm with them that they received the invitation, clicked on the link, which opens their browser, prompts them to sign in and, finally, accept.
  2. Add their Facebook Business Page to their Facebook Business Manager Account.
    1. Select Accounts > Pages > “+ Add” button.
    2. Copy and paste the URL or name of their business page, and select it from the drop down.
      • Note: Do not accidentally select the wrong one. Or they will not be notified and it will delay our work.
      • You will receive an error message that says “To add an existing Page in Business Manager, you must already be an admin of the Page.” This means you must get on the phone, or screenshare, with the client to have them add you as an Admin to their Facebook Business Page.
  3. Create the Ad Account
  4. Build the Campaigns
    1. Remarketing
    2. Display 

 

Key Notes

  • Quick Link – When attributing things, such as Events like a form submission, to the source, it’s really helpful to ensure every Ad has a URL string like “source=facebook&campaign=taxes-1&ad-set=taxes-1&ad=taxes-1” added to it. Then from Google Analytics > Behavior > Events > Pages you can filter to see anyone that came to the site from any word in that string so you see the Events for people who came from there. Use the Advanced option beside the Search on that page. Then add “Page contains facebook” or whatever.

 

Quick References




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Home Knowledgebase Google AdWords Management Guide to Building a Strong AdWords Campaign

The following are notes regarding setting up a responsible and effective AdWords Campaign.

  1. Ensure the client has created a Google account.
    1. Ensure they created a Google AdWords Account.
    2. Ensure they created a Google Tag Manager Account.
    3. Ensure they created a Google Analytics Account.
    4. Ensure they delegate access to us to each of these accounts.
  2. Create a Google Search Console Account for the clients domain.
  3. Use exact match until you have produced a strong ROI. Broad match easily results in spending money on irrelevant searches.
  4. Start with the Search Network Only. Otherwise ads will display on sites and in places they’re more likely to get accidentally clicked (such as in apps and games), wasting the budget.
  5. Install Google Tag Manager on the clients website.
  6. Ensure the client creates their own Google Accounts.
    1. How to create a Google AdWords account for your client through your Google AdWords Manager account.
  7. When you create your Ad, ensure you specify the URL Template on the Campaign Level, Ad Group Level and Ad levels.
  8. Setup Call Tracking with CallRail.
    1. Bug Alert! When you add a Call Extension in Google Ads using the CallRail number it will fail and be “Not Approved”. So use the clients real phone number, then, once it’s approved then swap it out for the CallRail number and it should get approved within a few hours to 24 hours.
  9. Setup Google Analytics & CallRail Integration.
    1. Setup CallRail Goal Tracking.
  10. Setup Event Tracking in Google Tag Manager and Google Analytics – Video
  11. Setup a Goal, in Google Analytics, for form submissions.
    1. How much time does this take and how much should we charge for it for clients who have more than one form?
  12. Consider setting up Google AdWords Re-Marketing Campaign at the same time as your Search Network Only Text Campaign.
    1. When you do this you must select Audiences > Targeted > Remarketing > All Visitors to ensure that it is only remarketing to people who have visited your website. Otherwise it will advertise to the whole world and then remarket.
    2. Then you also have to add your Remarketing Tag to Google Tag Manager so it tracks users. There instructions on how to do this in the Google Tag Manager interface when you’re in the add section.

 

Facebook Ad Management

  1. Create a Facebook Business Manager Account on our clients behalf or login to their existing one.
    1. Ask the client if they have an existing Facebook Business Manager Account. If they do, skip to step 3
    2. If they do not, visit https://business.facebook.com and create a new account using “facebookbusinessmanager@OurDomain.com”. This will send an email to your supervisor and, you if you have been added. If you have not been added please ask your supervisor to do so.
    3. Once logged in, navigate to Business Manager > Business Settings > Users > People and select “+ Add” button in the upper left / middle of the screen.
    4. Enter operations@OurDomain.com then:
    5. Enter the clients email address and choose “Admin Access”
      • Note: You should have acquired the clients Facebook email address from them during the introductory call.
        • If they do not have one they must create one and send us the email address used.
      • Note: Confirm with them that they received the invitation, clicked on the link, which opens their browser, prompts them to sign in and, finally, accept.
  2. Add their Facebook Business Page to their Facebook Business Manager Account.
    1. Select Accounts > Pages > “+ Add” button.
    2. Copy and paste the URL or name of their business page, and select it from the drop down.
      • Note: Do not accidentally select the wrong one. Or they will not be notified and it will delay our work.
      • You will receive an error message that says “To add an existing Page in Business Manager, you must already be an admin of the Page.” This means you must get on the phone, or screenshare, with the client to have them add you as an Admin to their Facebook Business Page.
  3. Create the Ad Account
  4. Build the Campaigns
    1. Remarketing
    2. Display 

 

Key Notes

  • Quick Link – When attributing things, such as Events like a form submission, to the source, it’s really helpful to ensure every Ad has a URL string like “source=facebook&campaign=taxes-1&ad-set=taxes-1&ad=taxes-1” added to it. Then from Google Analytics > Behavior > Events > Pages you can filter to see anyone that came to the site from any word in that string so you see the Events for people who came from there. Use the Advanced option beside the Search on that page. Then add “Page contains facebook” or whatever.

 

Quick References

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