Monthly Archives: April 2014

Tutorial: How to create Google Ads

Following on from our previous posts on Google search advertising and keyword research tips, we’ll now apply some of what we’ve learnt and focus on how to create Google Ads.

How to create Google Ads Step #1: Create your Adwords Campaign

The first step is to set up a Google Adwords account and to create a new “campaign” – which you can think of as a sort of container that holds the adverts, and such information as how much you are prepared to spend to display these adverts each day and whom exactly you wish to target with them (Adwords, n.d.a).

Once logged into Adwords you will be taken directly to the Campaigns menu, from where you click on the red + Campaigns button (Learning Note: first-time users will instead click Create your first campaign) and because we have previously learnt about the adverts that appear in the Google search results, we will continue on this theme and select the Search Network only option from the pop-up menu.

You will now be on the Select campaign settings screen where you can give your campaign a descriptive name – we’ll use “Painting & Decorating Campaign” to use the example from our keywords post.

How to create Google Ads - Search network only screen

You will now be on the Select campaign settings screen where you can give your campaign a descriptive name – we’ll use “Painting & Decorating Campaign” to use the example from our keyword research tips post.

This rest of this screen might look daunting, but all most people need to consider is whether you want your ads to appear anywhere other than Google-owned websites (Networks), which Google searchers (based on their geographic location) you want to see your ads (Location), and the maximum amount how you are willing to spend daily for displaying the ads in this campaign (Budget).

To recap, below we specify our campaign name and choose to only advertise on Google sites…

How to create Google Ads - Campaign settings screen 1

…we select our Locations – we only want to advertise to Google users located in Dublin city…

How to create Google ads - Campaign settings screen 2…and we make sure that running our ads will never cost us more than €50.00 per day.

How to create Google Ads - Campaign settings screen 3

After pressing Save and Continue you will be taken to the AdGroups screen.

How to create Google Ads Step #2: Create your AdGroups

AdGroups are important because they are containers for one or more adverts, and the keywords that will trigger these adverts to appear when people search for these terms (Adwords, n.d.b; Wordstream, n.d.a). You should be careful to only use keywords that are highly relevant to the products/services your ads are promoting, as this increases the chance of higher click-through rates, and over time, higher Quality Scores (Baldassarre, 2013; Rogers, n.d.; Wordstream, n.d.a; Wordstream, n.d.b). As a guideline, it has been suggested that one “keep the maximum number of keywords per ad group to somewhere around 5” (Wolfgang Digital, 2013); if in doubt, keep the keyword list short (Ball, n.d.).

How to create Google Ads - AdGroups

Learning Note: enclose your keywords in square brackets to only trigger your ads when someone enters the keyword into Google exactly as defined – known as the Exact Match “match type” (AdWords, n.d.c) – which eliminates the possibility of your ads being triggered by non-relevant searches.

Next, click on the Continue to ads button and it’s time to build your ads.

How to create Google Ads Step #3: Create your Ads

In the screenshot below we can build our ad using a maximum of 25 characters in the Headline field (blue text), and 35 characters each for the Display URL (green text) and the two Description fields (black text). Also note how you get a preview of what your ad will look like.

How to create Google Ads - Create an ad

As shown above, when you complete each field you will notice Adwords giving you tips on how to make your ads most appealing to searchers. For example, it’s a great idea to include your keywords (in our case, “painting and decorating Dublin”) in the fields, because these words will stand out in bold on the search results screen (Adwords, n.d.c; Rogers, n.d.). You can see this in action below on rival decorators’ adverts.

How to create Google Ads - Google search ads for painters and decorators

Also, you should try to include a clear “call to action” that tells people exactly what to do next (e.g. “visit our website today” or “call today”), and what they will get in return (Wordstream, n.d.c) – which in our example is 30% off for bookings made this week.

The final step after saving your advert is to specify your Default bid – which is essentially the Max CPC we mentioned in our Google search advertising post and tells Google the maximum amount you are willing to pay when someone clicks on your ad.

How to create Google Ads - Default bid

And that’s it – your Google Ads are ready to go!

Hopefully you’ve found this tutorial helpful, and to review what we’ve learnt, check out these helpful Adwords videos that cover how to set up a campaign and how to write successful ad copy.


Adwords (n.d.a) ‘Creating your ad campaign’. Available at: (Accessed: 29 March 2014).

Adwords (n.d.b) ‘How ad groups work’. Available at: (Accessed: 29 March 2014).

Adwords (n.d.c) ‘Tips for creating successful text ads. Available at: (Accessed: 30 March 2014).

Baldassarre, R. (2013) ‘Google Adwords: 10 Account Review Tips Revealed’. Available at: (Accessed: 30 March 2014).

Ball (n.d.) ‘11 Tips for Google Adwords Success’. Available at: (Accessed: 30 March 2014).

Rogers, C. (n.d.) ‘5 Tips For Success in Google AdWords’. Available at: (Accessed: 29 March 2014).

Wolfgang Digital (2013) ‘PPC Marketing Infographic of the Week: How Does Google AdWords Work?’. Available at: (Accessed: 29 March 2014).

Wordstream (n.d.a) ‘Ad Groups: How to Create More Effective Ad Groups for PPC’. Available at: (Accessed: 29 March 2014).

Wordstream (n.d.b) ‘What Is PPC? Learn the Basics of Pay-Per-Click (PPC) Marketing’. Available at: (Accessed: 29 March 2014).

Wordstream (n.d.c) ‘Text Ads: How to Optimize Your Text Ads for PPC’. Available at: (Accessed: 29 March 2014).


What Is Content Marketing


 (author: Frank Loopmans)


Content marketing[1] “is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc”.

Content marketing is focused not on selling, but on simply communicating with customers and prospects. Successful content marketing relies on providing “consistent, high-quality content that solves people’s problems” thereby adhering to SEO’s guidelines, boosting SEM and building a community of loyal followers.

Part of almost all content marketing is copy or writing. Even videos, audio, text or banner ads need a script. Google’s latest update made it clear that relevancy of content has to match the user’s search query. While keywords[2] are still important, they have been downgraded. Quality writing is writing for your audience, offering them information that is well-researched, engaging, educative, factual, shows good grammar use, and most of all is relevant.

  • Simply put, content marketing is everything one sees, hears, or reads and engages with in some form. Its purpose is to target a well-defined audience who will like one’s brand. It is telling a story people like. It is also known as inbound marketing. Its focus is on creating brand awareness, fostering communities, retaining existing and acquiring new customers.

 The Basics of Quality Content Marketing


  • If good content is published your target audience will appreciate it thereby increasing your brand awareness and trust. The added benefit that tags along is that you will be seen as an authoritative voice.
  • In turn this will also lead to better customer retention as your customers remain connected with your brand.
  • Good content is also the most important strategy to adhere to if you are trying to gain great social media presence.
  • Great content does not equate with expensiveness. It can be cheaper to produce engaging content than actually endorsing paid search marketing.
  • Engaging content will boost leads and generate more ROI.
  • Google awards great relevant content with a higher ranking on the SERP
  • Hummingbird was keen to match relevant content with the customer’s search query.
  • Fantastic content entertains, helps, engages, inspires, educates, pleases and informs. It builds a relationship and a community of followers.


Creative Content Marketing Tips

Applying creativity to produce brilliant engaging content is a must but is also just one step in the process. One has to be creative too in its use of strategy and tactics. Great content with a poor or worse no strategy and inadequate tactics lead to nowhere. And vice versa.

The strategic and tactical issues related to (content) marketing differ for every industry, indeed differ for every business. (I advise to have a look at Dave Chaffey’s site ‘’ to get a quick overview and understanding of its implementation.)

  • Be artistic and creative when using visuals like video, pictures, animation, design, etc
  • Use a copy writer who has an excellent command of grammar
  • Use slogan writers if needed or do a team brainstorming session using mindmaps, fishbone diagrams, etc
  • Use smaller infographics and use those to post on the social media
  • Adhere to the SEO guidelines (for visuals: URL, filename, linkname, alt description tag)
  • Ensure quality and relevant content
  • Use the proper social media channels (if target is a male audience of 45 -60, would you use Pinterest? Their main audience are women aged 18 -34)
  • Picture sharing sites like Flickr or Instagram could be used as a platform to drive traffic to your website or blog. This call to action (CTA) is only effective if the pics are of high quality. Note that the media world is becoming an ever more visual experience.
  • Always produce content for your audience. Don’t do it for pure SEO purposes.
  • The information below, facts that are true, looks boring as it is. One could unleash one’s creative devil and neatly ‘wrap it’ using infographics, motiongraphics, piecharts, etc

80% of B2B use Facebook, 90% of B2C use Facebook

80% of B2B use Twitter, 69% of B2C use Twitter

61% of B2B use YouTube (Vimeo 12%), 65% of B2C use YouTube (Vimeo 12%)

83% of B2B use LinkedIn, 51% of B2C use LinkedIn

39% of B2B use Google+, 41% of B2C use Google+

  • StumbleUpon is another good social channel, especially if you are after organic traffic. However, to get that link authority one will have to invest time and stay active.

Liquid marketing as a term is essentially content with such a high ‘wow’ factor that the target audience feel compelled to share this with their friends or followers. Good creative content marketing automatically becomes liquid marketing.

Check out:


Don’t hesitate to comment or add suggestions. How important is a content calendar in your opinion? Let me know!



[1] Wikepedia, (2014) ‘Content Marketing’. Available at: (Accessed 2 March 2014)

[2] McCoy, J., (20140 ‘The Tale of Too Many Keywords:Optimization in Content Marketing’. Available at: [Accessed 5 March 2014].