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Campaign Strategy – It’s a great idea to understand the strategy of your campaign from the start. Make sure you know how you want to target your audience and consider: devices your audience is using, areas that they are looking in/are in and what you want as a result of them visiting your website. Will your strategy include Call-only campaigns? Will it include remarketing? IF you know all of this from the get go then that’s step one complete.

Competitor Research – Look at what your competitors are doing. Use tools such as SEMrush to understand what keywords your competitors are bidding for, what their ads look like and how much they’re spending. This gives you knowledge on where to better their campaigns with your own.

Budgeting – Be realistic with your budget. If you’re running your account yourself, speak to Google’s help team and ask for some statistics on your industry.

Search Ads – These adverts are generally the most effective for your budget and strategy. Consider how much of your daily budget should go towards this particular campaign type.

Call-only Ads – Call-only can be a great addition to your account and strategy. They allow you to target users only using a mobile device to search. If you offer an emergency or distressed purchase service within your business, use Call-only campaigns to target these searches. It’ll result in an instant phone call.

Campaign Goals – Realise your campaign goals. What are you looking for? Calls? Enquiry forms? General website traffic? Purchases? When looking at your goals, mirror this in your ad copy, bidding strategy, max CPC and landing pages. If you want purchases, have an ad that lands on a product page and use striking ad copy to stand out from the competition.

Campaign Structure – Structure is one of the biggest factors within AdWords. A poorly structured campaign can be the main reason to bad performance. You should structure your account as follows:

  • Campaigns – Set different campaigns up for different products & services. Different products & services will have different margins. This means that you will want different strategies for each campaign or product & service.
  • Ad Groups – Split your campaign into Ad Groups. Ad Groups can be split into different match types. Set up one ad group for each match type and include correlating keywords inside them. You could call your Ad Groups ‘Broad Match’ ‘Exact Match’ & ‘Phrase Match’.
  • Ads – Considering that your campaign and keywords are all focussing on the same product & service, you can create one set of ads and simply copy and paste these ads into the different Ad Groups.


Networks – Decide which networks you want your ads to appear on. Generally, at Level Up Marketing, we only allow our ads to show on a Google search result. We believe that Google Search Partners Network offers lower quality traffic and also reduces headline stat performance.

Promotional Codes – Use promotional codes effectively. If you get a voucher (which you do for a brand new account that hasn’t done AdWords before) don’t use it to save money. Add it to your current budget over a one month period.

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