Shazeeye's Blog Thoughts on User Experience, Technology and Business

31May/110

Learning Google Adwords

I started my first paid advertising campaign early this month with Google Adwords and would like to share some interesting things about it. My campaign is to promote my services in design and usability. My skills are varied and range from usability to design to marketing so I created many ads (example of one on the right) to target different users in the Bay Area. Let me walk you through the process.

1. Define the goal for your campaign and a budget. My objective was to promote my services online so that targeted people would visit my blog and email me to inquire about my services. I started with a $50 budget but you can start with $10 and see if the return on investment is greater than the costs.

2. Sign up on Google Adwords: Google helps you through this process and you can sign-up in less than 2 minutes.

3. Create a campaign: To create a campaign you need to create an ad (as shown above), identify keywords, define the regions where you know your audience is from (example: Bay Area) and define the cost per click (CPC). It is best to create more than one campaign to target different segments. For example, I make websites easy-to-use so I can target marketing people, design people and user research/usability people. I could also target industries such as healthcare, finance and retail. Let's review each step in detail.

a. Create an ad: Having decided to target an audience that wants better design I created 3-5 ads as shown on the right. Ads need to include keywords and a call to action. I created more than 20 ads and after trial and error narrowed it to the ones that I found to be most effective.

b. Identify Keywords: Keywords are the words people enter in Google search which trigger the appearance (or absence) of  your ad. With the help of the Keyword tool and the Traffic Estimator tool you can identify about 10 effective keywords for each of your campaigns. Keywords should have a high Quality Score (yellow square) and attract substantial traffic for a low estimated CPC.

4. Monitor your campaign: It is critical to monitor campaigns regularly and change them if needed. I stop campaigns that don't work and create new ones that I think will work better. Similarly, I'm tracking my most effective ads and keywords. You can also connect Google Adwords to Google Analytics to track your campaigns.  In the past few days I have got 6 clicks (right image). Eye Tracking and User Experience Design are effective keywords. Visitors spent an average 2 minutes on my blog and bounce rate was at 50%. Both bounce rate and average time on my blog through these paid campaigns show better numbers than the free traffic visiting my blog. I have yet to learn how to control CPC (as it's currently in auto mode) and will share my learnings soon.

Related posts:

  1. Web Analytics to Track your Blog
  2. Networking 101: How to market yourself to get the job you want
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