{"id":17156,"date":"2017-08-21T12:26:32","date_gmt":"2017-08-21T17:26:32","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=17156"},"modified":"2017-08-21T14:05:49","modified_gmt":"2017-08-21T19:05:49","slug":"set-up-ppc-account-google-adwords","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/set-up-ppc-account-google-adwords\/","title":{"rendered":"How Do I Set Up a PPC Account?"},"content":{"rendered":"<h2><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-17268\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/08\/How-to-set-up-PPC-account.png\" alt=\"How to set up PPC account\" width=\"1199\" height=\"628\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/08\/How-to-set-up-PPC-account.png 1199w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/08\/How-to-set-up-PPC-account-300x157.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/08\/How-to-set-up-PPC-account-768x402.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/08\/How-to-set-up-PPC-account-1024x536.png 1024w\" sizes=\"(max-width: 1199px) 100vw, 1199px\" \/><\/h2>\n<h2>Beginner\u2019s Guide to Google AdWords<\/h2>\n<p><strong>Pay-per-click marketing<\/strong>, frequently shortened to PPC, is an important part of any online marketing mix. As brands work feverishly to try to get onto the first page of Google via<a href=\"https:\/\/www.hostgator.com\/blog\/7-seo-tips-for-new-bloggers\/\"> SEO<\/a>, the only genuine shortcut to achieving that goal is paying for it with Google AdWords.<\/p>\n<p>And there are a lot of benefits to PPC advertising beyond that coveted spot in Google:<\/p>\n<ul>\n<li>AdWords provides a lot of targeting options so you can get your ads in front of the right audience, at the moment they\u2019re searching for a relevant term.<\/li>\n<li>You only pay per click (hence the name), so you know the funds you\u2019re putting in are resulting in getting someone to your website.<\/li>\n<li>The cost-per-click is often relatively low, as long as you don\u2019t try to compete for the most popular and expensive keywords.<\/li>\n<li>Google ads have an<a href=\"https:\/\/searchenginewatch.com\/2016\/03\/15\/google-adwords-average-conversion-rates-by-industry-study\/\" target=\"_blank\" rel=\"noopener noreferrer\"> average conversion rate<\/a> of 2.7%, which isn\u2019t bad. And in some industries, the average goes up to more than 5%.<\/li>\n<\/ul>\n<p>PPC was already lucrative years ago, but Google has increasingly made moves to give more of the<a href=\"http:\/\/searchengineland.com\/compare-paid-search-organic-search-without-sounding-foolish-275575\" target=\"_blank\" rel=\"noopener noreferrer\"> search results display<\/a> over to ads   especially for the types of searches that indicate a person is looking to buy something.<\/p>\n<p>Just look at how far down you have to go to get to organic search results in these examples.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17163 \" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image8-1024x869.png\" alt=\"Google organic vs paid results\" width=\"402\" height=\"341\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image8-1024x869.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image8-300x255.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image8-768x652.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image8.png 1902w\" sizes=\"(max-width: 402px) 100vw, 402px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17164  aligncenter\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image2-1-1024x863.png\" alt=\"Google organic results vs paid\" width=\"400\" height=\"337\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image2-1-1024x863.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image2-1-300x253.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image2-1-768x648.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image2-1.png 1914w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/> <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17165 \" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image7-1024x898.png\" alt=\"Google organic results buried\" width=\"400\" height=\"351\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image7-1024x898.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image7-300x263.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image7-768x674.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image7.png 1890w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/p>\n<p>While getting high up in the organic search results is still really valuable (organic still gets<a href=\"http:\/\/www.smartinsights.com\/search-engine-optimisation-seo\/seo-analytics\/comparison-of-google-clickthrough-rates-by-position\/\" target=\"_blank\" rel=\"noopener noreferrer\"> more of the clicks<\/a>), PPC ads are a great way to gain more visibility online and reach a larger, targeted audience.<\/p>\n<p><em><b>Note: <\/b>Our post is primarily on Google, because the platform remains the dominant search engine that the vast majority of users turn to. It doesn\u2019t hurt to also look into the ad platforms on Bing and Yahoo though. You can see instructions on getting an account set up for<a href=\"http:\/\/help.bingads.microsoft.com\/apex\/index\/3\/en\/53090\" target=\"_blank\" rel=\"noopener noreferrer\"> Bing Ads here<\/a>, and<a href=\"http:\/\/www.ppchero.com\/a-step-by-step-guide-to-yahoo-gemini\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Yahoo Gemini here.<\/a><\/em><\/p>\n<p>&nbsp;<\/p>\n<h2>Set Up Your Google AdWords Account<\/h2>\n<p>Setting up a Google AdWords account is easy and won\u2019t even take you all that long.<\/p>\n<p>First, navigate to <a href=\"https:\/\/adwords.google.com\">https:\/\/adwords.google.com<\/a><b>, <\/b>and click on the big green Start Now button.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17166\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image6-1024x618.png\" alt=\"set up Google AdWords account\" width=\"499\" height=\"301\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image6-1024x618.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image6-300x181.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image6-768x463.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image6.png 1999w\" sizes=\"(max-width: 499px) 100vw, 499px\" \/><\/p>\n<p>AdWords conveniently walks you through the next steps. Fill in your email address and website.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17168\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image10-1024x660.png\" alt=\"Google AdWords get started\" width=\"501\" height=\"323\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image10-1024x660.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image10-300x193.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image10-768x495.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image10.png 1216w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><\/p>\n<p>If your email address is a Gmail address, then you\u2019ll be prompted to provide your password to sign in. If not, then you\u2019ll need to create a Google account by selecting More Options and Create Account before moving forward.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17167\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image1.png\" alt=\"Create Google AdWords account\" width=\"500\" height=\"565\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image1.png 886w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image1-265x300.png 265w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image1-768x869.png 768w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>Once you agree to the terms of service, you\u2019ll get to a page where you can start filling in information for your first campaign. But before you create your campaign, there are a few things it\u2019s good to know.<\/p>\n<p>&nbsp;<\/p>\n<h2>How to Get Started with Google AdWords<b><br \/>\n<\/b><\/h2>\n<p>AdWords makes it easy to start filling in the information for your first campaign, but you need to take some time to make sure you know what you\u2019re doing first.<\/p>\n<p>&nbsp;<\/p>\n<h3>1. Learn the basics.<\/h3>\n<p>Read up on<a href=\"https:\/\/searchenginewatch.com\/2017\/05\/16\/ppc-101-eight-tips-to-get-started\/\" target=\"_blank\" rel=\"noopener noreferrer\"> PPC 101<\/a>. You need to understand<a href=\"https:\/\/unbounce.com\/ppc\/write-high-performing-adwords-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\"> best practices for writing a PPC text ad<\/a>, such as:<\/p>\n<ul>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0The best keywords to use and avoid<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0The <a href=\"https:\/\/www.hostgator.com\/blog\/content-marketing-101-call-action\/\">way to structure a CTA<\/a> to get clicks<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0How to make sure your ads stand out from those of your competitors<\/li>\n<li>\u00a0\u00a0\u00a0\u00a0\u00a0How to say what you need within the limited space available.<\/li>\n<\/ul>\n<p>But text is just one part of the equation these days. You also need to understand the<a href=\"https:\/\/adwords.google.com\/home\/how-it-works\/display-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Google Display Ad network<\/a> and<a href=\"https:\/\/www.google.com\/retail\/solutions\/shopping-campaigns\/#?modal_active=none\" target=\"_blank\" rel=\"noopener noreferrer\"> Google\u2019s Shopping campaigns<\/a>. For some of your ads, finding the right image will matter more than getting the copy right.<\/p>\n<p>Hopefully you\u2019ve <a href=\"https:\/\/www.hostgator.com\/blog\/ultimate-guide-building-using-personas\/\">already developed personas<\/a> in order to understand your target audience, but if not, that\u2019s a step you\u2019ll want to take before setting up your first campaign as well.<a href=\"https:\/\/support.google.com\/adwords\/answer\/2580383?co=ADWORDS.IsAWNCustomer%3Dfalse&amp;hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"> Google\u2019s targeting options<\/a> give you the power to deliver ads to people in the specific demographics you most want to reach based on age, geography, gender, parental status, and household income.<\/p>\n<p>And you\u2019ll also want to strategize where your ads will send users when they click. A click alone isn\u2019t worth much if the user doesn\u2019t like what they see on the other side of it. You need <a href=\"https:\/\/www.hostgator.com\/blog\/5-ways-create-perfect-landing-page-website\/\">well designed landing pages<\/a> that will drive them to take the action you want them to.<\/p>\n<p>In short, there\u2019s a lot you need to know in order to get started with Google AdWords and it\u2019s worth taking the time to explore<a href=\"https:\/\/support.google.com\/adwords\/answer\/6146252?hl=en&amp;ref_topic=3119071,3181080,3126923,&amp;visit_id=1-636353877889499428-3026629681&amp;rd=1\" target=\"_blank\" rel=\"noopener noreferrer\"> Google\u2019s support resources<\/a> and other PPC educational materials you find online.<\/p>\n<p>&nbsp;<\/p>\n<h3>2. Do keyword research.<\/h3>\n<p>The success of any PPC campaign hinges on <a href=\"https:\/\/www.hostgator.com\/blog\/take-headache-keyword-research\/\">choosing the right keywords<\/a>. You need to figure out which search terms the people interested in your products and services are likely to use. And you need to work out the different variations that people commonly use on them and determine which ones you can afford to compete on.<\/p>\n<p><a href=\"https:\/\/adwords.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google\u2019s Keyword Planner<\/a> is designed specifically with AdWords clients in mind.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17169\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image3-1024x569.png\" alt=\"Google Keyword Planner\" width=\"499\" height=\"277\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image3-1024x569.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image3-300x167.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image3-768x426.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image3.png 1754w\" sizes=\"(max-width: 499px) 100vw, 499px\" \/><\/p>\n<p>You can get keyword suggestions based on an initial keyword or by providing your website.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17171\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image9-882x1024.png\" alt=\"Google Keyword Planner targeting\" width=\"500\" height=\"581\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image9-882x1024.png 882w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image9-258x300.png 258w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image9-768x891.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image9.png 1020w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>And you can access data on traffic and estimated cost-per-click for a list of relevant keywords for your business. That information will help you figure out the keywords to base your ad campaigns around.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17170\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image4-1-1024x923.png\" alt=\"Google Keyword Planner traffic volume\" width=\"500\" height=\"450\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image4-1-1024x923.png 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image4-1-300x270.png 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image4-1-768x692.png 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2017\/07\/image4-1.png 1260w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>Depending on the size of your business and the amount of money you have to spend on PPC, you may want to avoid trying to compete for some of the most high-cost keywords. You could find your budget eaten up before you\u2019re able to get much traction. See if there are <a href=\"https:\/\/www.hostgator.com\/blog\/understanding-long-tail-keywords\/\">more specific, long-tail variations<\/a> of the more competitive keywords that still get traffic and might be worth considering. For example, focusing on something specific like 'birthday flowers'\u009d is more affordable than going after the broader term 'flower delivery.'\u009d<\/p>\n<p>&nbsp;<\/p>\n<h3>3. Figure out what you can afford.<\/h3>\n<p>One nice thing about Google AdWords is that you can decide exactly how much you\u2019re willing to spend. You can set a maximum daily amount and AdWords will stop displaying your ads once it\u2019s been met. If you set your budget too low to start though, you may not be able to get enough displays and clicks to start to see results or, just as importantly, start to collect data on what works.<\/p>\n<p>PPC advertising, at least when done well, is more data driven than many other forms of marketing. You can continually tweak your campaigns to perform better based on the data Google provides on clicks and conversions. But you may have to spend more in your first few months to get the data you\u2019ll need to spend less for a higher ROI later on.<\/p>\n<p>&nbsp;<\/p>\n<h3>4. Make use of ad groups.<\/h3>\n<p>At this point, you\u2019ll have the knowledge you need to start filling in the information Google requests to start creating a campaign. If you have multiple audiences, products, and keyword types you\u2019re targeting, then keeping your campaigns organized can quickly get complicated. You can manage everything more easily and tell AdWords how to prioritize your different ads by using <a href=\"https:\/\/support.google.com\/adwords\/answer\/2375452?co=ADWORDS.IsAWNCustomer%3Dfalse&amp;hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0ad groups<\/a>.<\/p>\n<p><a href=\"http:\/\/www.ppchero.com\/how-do-you-structure-your-ad-groups\/\" target=\"_blank\" rel=\"noopener noreferrer\">Best practices for ad groups<\/a> can get a little complicated and vary based on the particulars of your campaigns, so this is a topic area it\u2019s worth reading up on and doing some experimentation in. But they\u2019re useful for better directing your budget spend toward your priorities so you can get better results for your money.<\/p>\n<p>For most businesses, PPC advertising shouldn\u2019t be treated as a replacement for other marketing tactics like SEO and content marketing, but rather as a way to help promote your other efforts and help you get more out of them. As long as Google remains an important part of how people shop and research brands online, Google AdWords will remain a smart investment for businesses of all types and sizes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beginner\u2019s Guide to Google AdWords Pay-per-click marketing, frequently shortened to PPC, is an important part of any online marketing mix&#8230;.<\/p>\n","protected":false},"author":166,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-17156","post","type-post","status-publish","format-standard","hentry","category-tips-and-tricks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Do I Set Up a PPC Account? - HostGator<\/title>\n<meta name=\"description\" content=\"PPC advertising is a great way to gain more visibility online and reach a larger audience. 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