The Beginner’s Guide to Google AdWords



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To put it succinctly, AdWords is an advertising platform brought to you by Google. Essentially, you pay to sponsor ads in an online auction. If you have what is called a high “quality score,” and the price is right, your ads are displayed on Google’s search engine pages as a paid advertisement.

When people search Google for specific phrases, if your ad is deemed relevant, it will appear on the top or side of the SERP. Done correctly, oftentimes with the help of a pay-per-click marketing firm, a Google AdWords campaign can mean more visitors, more conversions, and therefore, more cash in your pocket. The icing on the cake is that you only pay when people click on your advertisement.

Why Go With Google AdWords?

When you choose AdWords, you can benefit from the fact that only a small investment is necessary to start an account. After paying a minimal upfront fee, your PPC agency sets up an account, and you have the ability to see which phrases will be used to advertise for your company. Also, if nobody clicks, you don’t pay. That’s why AdWords is referred to as “pay per click” or PPC.

With AdWords, you get to take the wheel when it comes to budgeting. Because you set your own budget, if you watch it closely, you minimize the chance of overspending. And because you choose how much to bid as well as the keyword, if a particular keyword isn’t performing well, you can simply cut it from the campaign…or you can reduce your bid. It’s that easy!

Why PPC is Important for Your Business?

There are plenty of reasons PPC is important for your business. When you use Google AdWords, you can enjoy targeted traffic, bringing visitors who are already interested directly to your site. You can target traffic based on a number of factors, like location, language, or if a visitor has been to your site before. We know that if someone is already interested in your service or product, closing the deal becomes easier.

PPC campaigns also reap tons of important data for you to use to improve your marketing campaign. Say a campaign is doing particularly well – you can look at the keywords and place them more prominently on your site, or bid higher for them in the future. If a keyword is not helping conversions at all, you can remove this from your campaigns and site to make everything more effective.

Other important data can be obtained from suggested high volume keywords. These are keywords that are searched for the most. We can conclude that it would be a good idea to use these suggested words to optimize your PPC and SEO campaigns, using them in the title and descriptions of your ads.

AdWords and SEO

Speaking of PPC and SEO, you can use these two marketing tactics to complement each other in the following ways:

  • Use AdWords to obtain useful keyword data for your SEO campaigns
  • Use SEO traffic to build impressive remarketing lists
  • Use Google Analytics data from SEO campaigns to target locations in PPC more effectively
  • Use PPC geographic data to build out local search campaigns.

How Do I Get Started With AdWords?

First, head to Click on the “get started” button and create an account. After you are all logged in, click on the “create your first campaign” link. When you are selecting your campaign type and name, it’s suggested by experts that rookies should choose the “search network only” option. Rookies should also opt out of the “include search partners” option and name your campaign.

Decide where you would like your ads to show and the size of the area you would like to target. Choose from countries, parts of countries, states, cities and more.

As for bid strategy, experts suggest changing your bid strategy to “manual” because it allows for fine-grained control and the opportunity to learn AdWords on a deeper level.

Select your daily budget next–that’s the maximum amount Google can charge you a day. You’ll probably reach that max on most days, so make sure you can pay that amount. We suggest you start low, to set up a safety net. If it turns out you’re an AdWords master off the bat, you can come up and bump this amount up later.

Those are all of the initial steps to setting up an AdWords campaign. With such a low barrier to entry, it can’t hurt to give PPC campaigns a spin on your own, or better yet, with the help of a PPC marketing agency. The amount of return on investment can be huge if you know what you are doing.

Again, setting a lower daily budget will protect you from spending too much on advertising. One last word of advice – monitor your campaign closely and frequently. Happy bidding!

Bonus Tips

  • Ad Extensions: Use them! What are they? They are the “call now,” or the site links at the bottom of the ads you see. They are recommended for small businesses and can be set up manually or added automatically (if you meet certain criteria).
  • Mobile: Most people search online with their phones, so remember to gear your ad towards that demographic. Add a “call now,” button. Chances are if your audience is on their phone, they will click it.
  • Mention “Mobile”: Use mobile-specific terms in your ad such as, “Use your mobile and…” It is proven to increase click rates and conversion rates.
  • Mobile Friendly: Make sure your website is mobile friendly! The last thing someone wants to deal with is a faulty website on their phone.