Here, I’ve been working at Panpages, a Google-certified company – psst, Google Premium Partner status! - for just about 3 months now. Not a long time at all, but 3 months’ worth of experience doing keyword planning, making text ads & their extensions, manually setting Cost Per Click (CPC) bids, tracking conversions & optimizing these campaigns…

Well, I think I know the basics at the very least. If you are not so interested in reading through long blog posts, we do have a simple form ready for you here so that you can request for more information and sign up for the services if you find us persuasive enough for you..

So let’s assume these details for the upcoming explanations:

Let’s say you do plumbing services and your company, Plumbing Pipers. Co, provides plumbing services up to 25km around your workplace, which is based in Bandar Sunway, Selangor. Your official working hours are 8a.m. to 5p.m. on weekdays, but you do work at other hours where needed.

Google AdWords – The Structures

Google AdWords has this basic structure:

• Account level

You have your account. It’s unique to your e-mail address. Let’s name it Plumbing Pipers. Co so that you know it’s an account for your company. Usually it’s just one account for each client/ company, simply as an efficient way of organizing the interface. Each account also can only have one time zone and currency and cannot be changed after setting these.

• Campaign level

The campaign can be based on search, display, search with display select, video, shopping or universal app advertising. Search advertising runs on only text, while display ads let you advertise with images, lightbox ads, Gmail ads and more. If you want your ads to appear before YouTube videos or in stream with other YouTube search results, video ads are your best friend. Now, if you search for a certain camera brand on Google, you might see a bar of product images with their product name, price and website where you can buy it from. That’s shopping ads. Universal app advertising allows you to advertise in phone apps or in the Play Store/ App Store.

Depending on what resources you have and your business needs, you use different types of campaign. We are going to go with search advertising for reasons further explained below, so let’s name this campaign Plumbing Searches.

Campaigns are where you set your daily budgets, location targeting and ad delivery hours among other settings.

•  Ad Groups

 This is where you usually start segmenting. Each ad group contains your text ads & keywords. It’s considered one of the best practices to segment your products and services so that the ad relevancy & expected clickthrough rate (CTR) will increase, helping you to get better quality score and higher ad ranks. Higher ad ranks mean that your ads show up higher on Google search results!

• Text Ads & Keywords

Text ads and keywords have to be added at the ad group level. Taking back the example for ad group ‘leakage & minor repairs’, I can add the relevant keywords that I think people search for or do a proper keyword study using Google Keyword Planner to find the best keywords that fits the ad group. More to be explained about keywords in the next blog post.

The text ads meanwhile, consists of Headlines 1 & 2 with a 30-character limit, and a description line of 80-characters maximum. You can put a path link for your display URL here as well. Dynamic keywords are a good feature to use in text ads so that the ads appear more relevant for the users. More to be explained on this in the next blog post!

So, with the basic structures of Google AdWords covered, how does this work exactly? All these information & procedures might sound tedious to go through, and so here comes the shameless self-promotion. I do work in this sector afterall, and so if you want to know more about how Google AdWords can help you or perhaps if you are thinking of signing up for AdWords services, our company provides this service where we plan, run and optimize your campaigns for you so that your potential clients can find your business whenever they are looking for you! You can sign up at this link so that we can provide you with more information or help guide you through the process.