Getting Back to Basics: Creating Your First 7Search Campaign
As an online advertiser, the beginning of a New Year is a great time to review the basics of proper campaign creation. Over the next several weeks, I will discuss, step-by-step, the building blocks of constructing an effective 7Search ad. Our hope is that by supplying you with a breakdown of these steps, it will inspire our users to explore various ways of using their advertising experience to build and maintain more profitable ad campaigns.
After logging in to your 7Search advertising account, the first area that you will be directed to complete is the New Campaign section. In this section you will select your default settings, i.e. landing pages, budget selection, geo-targeting etc. This allows you to construct the basic outline for your campaign, which you may then easily integrate with other 7Search features.
The next step is to fill in the Campaign Name. This info is only seen by the advertiser as it helps to identify campaigns as well as allowing you to organize multiple campaigns under one account. The area is followed by the Default Ad Title. This is the title that will be seen by web surfers as they review their search engine results. While you are limited to only 40 characters for your ad title, this section may have the most impact on the overall success of your campaign. Your title should be written in such a way that it immediately captures the attention of your target audience. You will have plenty of room to elaborate on the best features of your products and services as you complete the next required area which is your Default Ad Description. Here you will be given a total of 190 character spaces to continue your sales pitch.
Now it’s time to enter your display URL. This will be the link that is shown directly below your ad and description, hence the reason it is called “display” URL. It is recommended that this URL be as short and as relevant to your site as possible in order to appear as legitimate as possible. The same URL can be used as the Default Destination URL if this is, in fact, the page you wish to have your visitors see first. You also have the option of selecting a completely different destination URL should you wish to have your traffic directed to another area of your site.
At this point you are asked to designate whether or not you will be promoting an adult oriented website. We require you to mark this dialog box in order to allow you access to specific keywords that are only available for this type of business.
Next, you will see Website Category. Simply click the drop down menu and select the category most relevant to your online business. This will ensure that your ad is placed where it will receive the correct type of traffic. If you have a retail site, there are subcategories for shopping: apparel, auctions, coupons, jewelry, etc. Proper category selection is just one of the ways an advertiser can make sure their ad is receives the most relevant exposure.
Below this section, you will find the Approximate Daily Budget option. This is a useful tool that allows you to keep your budget under control. Many times clicks will come in very quickly, and can burn through a budget sooner than expected. The Daily Budget will cut off your spending either when the day is over, or when the limit is reached. This is also useful when testing a particular ad. You can let the ad run to determine its strength without spending a lot of money.
Next you are brought to the final section necessary to complete the creation of your ad campaign and this is where you would choose whether or not it would benefit you to Target Your Customers by Geographic Location. Geo-targeting allows you to pick which countries you would like to see your ad appear in. We offer up to 246 countries to choose from. This is especially valuable if you have the ability to ship internationally. It can expand the reach of your campaign, and increase your chances of receiving clicks and ultimately conversions.
Most importantly, after you have entered all the necessary information, hit Save Campaign. Neglecting to do so will cause you to lose all data previously entered. Once this is done, your first step is complete!
Building a solid marketing foundation or correcting current PPC advertising mistakes can be as simple as getting back to basics. 7search has some basic tenets that may essential increase the positive return your efforts yield should you decide to follow them. Stay tuned for the next back to basics blog as we guide you through adding search terms to your campaign with the use of our Keyword suggestion tool.
Written By
John Moran