Getting New Clients For $5 or Less

(a 6 day mini-course)

Day 3: Let’s get your phone ringing

Go ahead and log-in to your Adwords account.
Step 1: take a look at the below image, click the red button “+Campaign”.

 

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Select “Search Network Only” from this dropdown menu.
Once inside, you will see this screen. Make changes to your set-up according to the picture below:

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  • name your campaign (I suggest “Brand Campaign”)
  • select “All Features”
  • uncheck the box “include search partners”
Next up:
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  • Devices – leave as is for now
  • Locations: choose the locations that make sense to you (whether based on where your customers are, or where you are if customers come to you). You can choose via city name, county name, zip code, or even radius targeting (selecting a specific # of miles from your target audience location.
  • Location Options: Target – leave it set as default or change it to “People in my targeted location.” If you leave it as default, people who are not in your local area may see and click on your ads – on the upside you may gain more site visitors; on the downside some of those clicks/visitors may not be very good prospective clients. Choosing between these two options is a judgment call for you to make.
Scroll down further. Choose the settings you see in this image.

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In case it’s difficult to tell from the image, here are the selections to make:
  • Bid strategy: Manual CPC (uncheck box “Enhanced CPC”)
  • Default bid: $1
  • Budget (daily): your choice; I would choose between $1 – $2 to start. For most companies, you will spend way less than that.
  • Delivery method: Accelerated: this is the way to test; you can always change to Standard later (if you get enough clicks to run out of budget change to Standard). To start you should try to hit your daily budget. Why? It helps you see if you are getting a lot of searches, helps you measure your daily budget, and it helps ensure you do not miss on any opportunities to have your ad show.
Below this you will skip the section called “Ad Extensions” (we will come to this in a couple days). Instead open the section called “Schedule.”

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Here you will adjust your ad schedule. When do you want your ads to show?
I recommend for them to ONLY show when you have someone in the office available to answer the phone. After all, the point of doing this is to get your phone to ring, but if no one answers it, you wasted that click!
Finally, you will adjust settings for Ad Delivery (ad rotation). Select the option shown in the image here.

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In case it’s not clear – “Rotate evenly” is the setting you should select.)
Once you are done, click “Save and Continue”.
Now Adwords will ask you to set up your first ad group. In order to do this, you have to create an ad. Don’t worry too much about what you write – take 2 minutes or less to do this part. We will come back and fix it tomorrow. For now just follow the instructions in the image below.
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1. Name the Ad group; I suggest using your main brand name or company name (the main keyword you will be targeting).
2. Under “Create an ad”, make sure Text ad is selected; then enter in the following fields:
  • Final URL (the actual URL where you want someone to go if they click)
  • Headline 1 & 2 (30 characters each, start line 1 with your company or brand keyword, then capture their attention or share a benefit)
  • Path (this is the part of the URL that is displayed to someone searching; you can change the part after the /)
  • Description (80 characters to highlight a benefit for the searcher and provide one call to action)
Again… take only 2 minutes to do this. Your Ad text doesn’t have to be final. When finished, scroll down to the next section – here we will add your keywords.
Add your company name or branded product name, modifying the keywords using the “” + and [] symbols as shown in the image below.

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Then hit “Save Ad Group”.
You’re done! Your campaign is set up.
Once the main screen loads, be sure to pause the campaign. It’s not quite ready to run.

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You’ve made huge progress today. Tomorrow we will come back and write a more effective ad.
You know the routine by now. Follow the steps above before you click that juicy yellow button!