We’re continuing the Adwords campaign tutorial series in part two here. Over in part one, How To Use Google Adwords, I showed you how to get started from the very beginning. We left off with Site Extensions. If this is your first time using the platform then I suggest that you head over to the first part before you continue here. Now it starts to get a little more exciting. Let’s go!

In this next section you’ll be telling Google what landing page that you’re sending traffic to. Remember that you should be using optimized landing pages!


Google Adwords Ad Groups


Enter your URL in the first box and Google will try and return some helpful keywords for you to bid on. Usually these suggestions are helpful, BUT you should never stuff them all into one ad group!

No article on running a new Adwords campaign is complete without explaining how to properly structure your ad groups. This is one of the most important steps to running an optimized campaign. Remember back in part one when I said to think of your campaigns as folders? Here’s an image to help you visualize it:

Adwords Campaign Structure


Let’s imagine that you sell office furniture and accessories, and a few of your items happen to be a variety of different desks. One campaign could be “DESKS” with an Ad group inside called “METAL STAND UP”, and within there you’d have your keywords specific for ONLY a metal stand up desk:

How to Structure Adwords Campaigns


Want to save yourself hundreds and even thousands of dollars a month? Stick to that up there and don’t get lazy. “What is he talking about”, you might be saying? Here’s what we encounter quite often when doing Adwords account audits:

Badly Optimized Adwords Campaign


Don’t do this! Keep your campaigns tightly themed. You shouldn’t be trying to bid on every related keyword under the sun. You want the very best, relevant keywords that match your ads, AND the page where you’re sending users to. All 3 (keyword, ad copy, and landing page copy) should match as much as possible.

So using the steel stand up desk as our example, here’s what you should enter into the keywords box to begin with:

[metal stand up desk]
+metal +stand +up +desk
“metal stand up desk”

This isn’t a full run-down on keyword match types, because it deserves a whole article on it’s own, but quickly here is what we just did with those 3 versions there:

[BRACKETS] mean that a user has to search for that EXACT search query.
+PLUSES mean that a user has to search for at least those words in some order.
“QUOTES” mean that a user can search for some sort of variation of those words, in any order, and isn’t very strict.

Make sure to adjust your bid amounts depending on each match type!

What I mean is that you should bid something like a $1.00 for [metal stand up desk], .75 for +metal +stand +up +desk, and .50 for “metal stand up desk”. Once you begin to get data back you can begin adjusting your CPCs up or down depending on keyword performance.


You can also start entering in new ad groups here if you’d like but you can also add more later. There’s no rush to do them all now. When you’re ready hit that “Continue to Ads” button and you’ll be met with something that looks like this:

Adwords new ad setup

Like keyword match types, ad creation is a whole article to itself, but let’s go over some quick ad setup basics. Being disciplined with the amount of keywords you’re bidding on per group, like I mentioned above, and:


1) Keyword in ad title
2) Keyword in ad copy
3) Keyword in ad display URL
4) Keyword(s) in your landing page copy


Will result in great quality scores, which equals cheaper cost-per-clicks!


You can do much better than this, but here’s a quick example:

Adwords Optimized Ad


You’ll see that we accomplished 1-3 with that ad. Another angle you should focus on is how and why you’re better than the competition. How can you solve people’s problems? Your “value proposition”: http://conversionxl.com/value-proposition-examples-how-to-create/
Tough in a little ad box huh?! It can be, but experiment and brainstorm with different ad copy.

Once your ads are all ready, go ahead and hit the blue “save” button and they’ll be sent for review. Humans – yes, real humans! – will review your landing page now and determine how relevant your ads, keywords, and copy all are. This process usually doesn’t take too long, and you should see your ads running very soon.

We’ll stop part two here. Between this post, part one, and the conversion tracking guide, you should be ready to get started. Is there more to go over? You bet! A ton. So much that I could write a book on it. (pssst…actually I am writing a book on it, and looking for folks to give it to!)