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Get Started With Google AdWords
Google AdWords advertising allows you to show your ads to people who are most likely to be interested in your products or services while filtering out those who are not.
By integrating your account with Google Analytics, you can track how many people have seen your ad, how many people have clicked on your ad, and more. By measuring your ads, you can quickly see where to invest your budget and increase your return on investment.
AdWords is most often based on a cost-per-click system, where the cost-per-click is the minimum amount required to overtake a competitor’s advertiser. To use a very simple example, if competing advertisers’ budget per click is $1 and yours is $5, you will only pay $1.01 for that click.
When you first start using AdWords, it can be a little overwhelming. Google AdWords itself is huge, and every swipe can blow your budget. I know quite a few people who have burned out trying AdWords without really understanding it.
To get you started, I’ve put together some helpful tips I’ve learned over the years.
Create a Google AdWords account
Google has created a 7-step beginner’s guide to creating an account that covers the basics like creating a login, billing information, and setting up a daily budget.
Resist the impulse to activate your ads
Google’s goal right now is to incentivize you to maximize your ad spend. This is the first trap for beginners. You need to enter some keywords, Google suggests many more keywords which are mostly useful but the next thing you know you have spent $150 in one day without getting any sales or leads.
Research your keywords
Thorough keyword research is critical to the success of your AdWords ads – if you focus on the wrong keywords, you can almost guarantee that your ad will not be profitable. Start with your website to build a list of relevant keywords and find the main words that describe your business, products and services. Align your AdWords account structure with your website.
Use the Google Keyword Picker
Once you have your list of keywords, you can use the Google Keyword Picker tool to find related words and phrases for a complete list of possible keywords. People may use different words or phrases when searching for your products or services.
The tool will then show you the average search volume per keyword (there’s no point bidding on keywords that no one is searching for) and the average cost per click, giving you a better understanding of the budget you need and what you can afford.
In my experience, the lowest cost per click was around $0.80 and the highest was $16. So choose wisely. Choose general and specific keywords and group similar keywords into ad groups (5-20 keywords per ad group).
Select Keyword Match Types
This is another trap for beginners. Google’s default setting is “general match,” which allows you to reach the most people but gives you the least control over when your ads appear.
For example, if I were a personal trainer and bid on ‘personal training’ to attract new clients using generic match, my ad would show to people who searched for ‘personal training courses’, ‘personal training certification’ and ‘personal training’ are also looking for payment.’ Obviously, none of these people are looking for a personal trainer. Either I get a lot of irrelevant clicks due to wasting my budget, or I get no clicks, which is just as bad, because Google penalizes me with a bad quality score and I have to pay more.
Essentially, the higher your Quality Score (on a scale of 1 to 10), the less you pay per click. Relevance is the key. New keywords will be assigned a Quality Score within about a day.
Keyword match type settings
Broad Match: The broadest possible search that includes many keywords that may not be relevant to your business at all, e.g. “Women’s Hats” can match “buy women’s hats”.
Phrase Match: A more targeted option that matches people who are searching for the keywords you specify, e.g. “Women’s Hats” matches “Shop Women’s Hats”.
Exact Match: The most targeted option that matches people searching for your keyword exactly as you typed it, e.g. “Women’s Hats” only matches “Women’s Hats”.
Negative Match: Using negative keywords can greatly reduce wasted clicks by excluding keywords that are not related to your business, e.g. if you sell reading glasses and use the word “glasses” as a keyword, your ad would appear to people who also search for “wine glasses”. “, adding “wine” as a negative keyword would eliminate this problem.
It is important to understand the differences because they work very differently.
Search Network Only: Target people who are actively searching for your products or services. This is recommended for beginners.
Display Network Only: Target people who browse websites that are somehow related to your products or services. In my experience, this is effective for short-term campaigns of specific promotions, for example, an ad for an online pet store with free shipping for the next 7 days can appear next to an article on how to deal with aggression in puppies.
Search and Display Network: A combination of the two, personally I prefer to keep campaigns separate for better performance tracking.
Purchase: Required if you sell products online and you must create a Google Merchant account and set certain settings to create a product feed. This allows your products to appear visually in text search results.
Explain why a potential customer should buy your products or use your service instead of a competitor. Enter the keyword to get attention. The character limit is tight, but try your best to set yourself apart from other ads.
Google has strict advertising guidelines to ensure that ads are of high quality, but I’ve seen some weird grammar slip through the cracks. “I’ll give you the best advice,” scares off people who know the difference between advice and counsel.
A call to action is also important for potential customers to understand the action they want to take and can filter out people who are not ready to take the desired action, e.g. shop now, call today, get a quote, learn more, browse now.
The page you link to on your website is also important, if necessary create a custom page for your ad. If your ad advertises toasters at 20% off, make sure your ad points to the toasters category with a banner highlighting the 20% off. Make it easy for people to take the action promised in your ad.
Link to Google Analytics conversion tracking
Access to analytics is essential to effectively managing AdWords – without it, you won’t know if you’re meeting your goals and which campaigns, ad groups, and keywords are successful and which aren’t. When you create a Google Analytics account, you need to add a short tracking code to your website and then you can link the accounts.
Conversion tracking provides important data about what a person does after clicking on your ad. Do they buy, inquire, download the application? This information will help determine your success.
AdWords is not a set-it-and-forget-it platform, so it needs to be carefully monitored and managed, especially when first using it.
In general, I recommend running AdWords for at least 2 months and committing to a weekly check-in to determine if it’s right for your business. You need time to give yourself the best possible chance for success.
Where to find out more
I can’t describe everything about AdWords. I spent 3 weeks studying for the Google AdWords Basics, Google Search, and Google Display certification exams around my full-time job to keep my knowledge up to date.
I highly recommend reading at least the Google AdWords Basics study guide to learn more about account structure, bidding strategies, Quality Score, and geo-targeting.
Once you’ve activated your ads, I recommend checking your progress every day for the first week to understand how quickly your budget is being spent and what your conversion rate is for your keywords. A high bounce rate usually indicates that your website is not relevant to the search, try changing your keyword, match type or simply pause it.
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