Designing Your AdWords

A successful AdWords campaign demands an ongoing effort, but in that effort
are opportunities for correction, refinement, and improved returns. There
is no "throwing the switch" of an AdWords campaign in the same sense as in
traditional advertising, where a media purchase is contracted and runs along a
predefined course. Instead, successful AdWords advertisers continuously
experiment with new variables, remove underperforming aspects, and brainstorm
new angles. AdWords is addictive.

Remember these two points:

1.Starting an account does not need to start your campaign.

2.Starting your campaign does not represent the end of your work.

Creating and Managing an AdWords Campaign

On the second point, it is vitally important to be clear from the start: A successful
AdWords campaign requires ongoing testing and experimentation. I
do not mean a successful campaign "thrives on" testing, or "would benefit from"
testing. I mean that success requires testing. Without an initial period of testing
and experimentation, you will almost certainly fail. I will not be so fiercer later,
so hear it now: It is painfully easy to fail at AdWords. Almost all successful
CPC advertisers failed before they succeeded.
With careful planning and an understanding of campaign elements, you can
minimize the pain and expense of the inevitable period of trial and error.
Before putting ads into play, read as much of Part II as your impatience allows.
Google's assurance that you need only five dollars and 15 minutes to get
started is literal true, but actual experience is far more complicated. You
should get involved with Google AdWords methodically and carefully.
The purpose of this chapter is to give you a better idea of ​​how you budget,
organize, and track an AdSense campaign, write ad copy, and research keywords.
When you understand those tasks, you'll be surely well-informed
to open and activate an account. Then, with your account activated and at
least one ad in distribution, you'll be ready to read the other three chapters
in Part II. Chapter 8 details the administrative tools. Chapter 9 explores the
maintenance and improvement of the campaign's building blocks - Ad Groups
and keywords. Chapter 10 rounds up miscellaneous points and deals with
multiple campaigns.

Now, onwards to the nitty-gritty of the AdWords program.

The Big Picture: Campaigns, Ad Groups, and Keywords

The AdWords sign-up process, which I describe later in this chapter, makes it
seem as though running an ad campaign were an effortless, 15-minute process.
Indeed, it can be - although launching a campaign with so little preparation is
like hang-gliding without a breeze. Even if you've planned your budget and
have a list of keywords, you should give some thought to the organization of
your campaign.
Google provides organizational layers to your campaign that make it possible
to test different marketing angles, track their performance, and discontinue
ineffective approaches while letting robust ads run. You must use these organizational
features to some extent, and I encourage you to become as fluent
in their use as possible.

This section helps you conceive your campaigns according to the framework
furnished by AdWords, which is shown in Figure 7-1. You can always backpedal
from a campaign that you've organized with insufficient attention to detail, and
reorganize it more usefully. But you can avoid that headache by planning, from
the start, in highly defined marketing modules.

by Hanes Alen

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Designing Your AdWords