Most of us get the gist of what Google AdWords is, but how many of us actually know what it does and how it can help businesses improve their ROI? If you are completely lost to its definition, or simply need a refresher, check out the following article on the basics of Google AdWords.


What is Google AdWords?

With approximately 6 billion searches a day, Google is where most people go to in order to find the product or service that fills their need. Therefore, if a business is able to get good rankings on Google, then this can significantly increase its revenue stream. This is where Google AdWords comes in; it is Google’s advertising system that lets advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results on the top or side of the page. Google ranks ads based on your budget, keyword bids, click through rate, and landing page quality, but they also allow ways for you to optimize your campaigns yourself. In other words, it is a paid search advertising platform that can be used to maximize real estate on Google.

How to Get Started

Although Google AdWords might seem confusing or complicating at first, in fact, a beginner can have an ad campaign up and running in less than half an hour.

In order to get started using Google AdWords, you will need an email address and a website. Once you have provided this information, you will need to get familiar with the AdWords account structure:

  1. Account level- This is where you set up your currency, billing, and country information
  2. Campaigning Level- this is where you choose whether you want to advertise on display, on search, or both; locations and languages to targets; devices to target; ad extensions; and your budget. This is also where you would create your first ad group in order to develop text ads and insert keywords.
  3. Ad groups- Each ad group should have a list of 20-30 keywords as well as 3-5 different ads. In addition, it is important to keep this list updated with new ideas.
  4. Keywords- Keywords must be as specific as possible. If they are too broad or narrow, they will either yield irrelevant clicks or not clicks at all

In addition, AdWords provides a ton of great tools that will help you enhance your campaign. This includes, but is not limited to:

  • Keyword Planner: This essential tool helps generate keyword ideas and also provides traffic estimates
  • Ad Preview Tool: This tool will show you if you ad is appearing in the search results for certain keywords. It also lets you know why your ad may not be showing up.

Putting Together Your Campaign

After you sign up, you will start by choosing the type of campaign that suits your needs the best. For example, would you prefer if your results should up in keyword searches or would you rather a display campaign? Once you have chosen the right campaign for your needs and budget, you must choose a campaign name; this won’t be visible to the customers. The next steps are as follows:

  • Choose your keywords- Google AdWords will start you off with a list of suggested keywords, but you can also add your own as well. In addition, besides each keyword will be a number that denotes the number of average monthly searches to help you narrow down your choices. Pick the ones that are the most relevant to your website.
  • Choose your target audience- You can choose from all countries and territories or you can opt for a custom audience using the advanced search feature. This will help you focus your advertising efforts so that you are able to find the right customer base as well as increase your ROI.
  • Set your daily budget- On Google AdWords, you can a daily budget that will set a limit on the amount of people you can reach. In addition, you can begin and end your campaign whenever you desire. You also have the option to set your bids manually or you can let Google handle it automatically, based on your daily budget. This will let you choose the maximum amount that you are willing to pay for a click on your ad.
  • Write your ad- To begin writing your ad; you must first begin inputting your landing page. Once this is completed, you must write your headline and add descriptive text. It is important that you are as detailed and concise as possible. Some suggestions include a call to action, highlighting of your strengths, as well as any promotions you may be running at this time.

Important Considerations

Even if you are not ready to spend your money, Google AdWords can still provide you with some pretty useful information e.g. the keywords that are being searched the most for a given topic which can help you broaden your organic reach.

The Bottom Line

Once you have gotten your feet wet with Google AdWords, you will find that there is a lot more to learn. However, the more you play around with this helpful program, the more skilled of an advertiser you will become. Google AdWords is an important tool for digital marketing strategy, and although it may be confusing, the best way to learn how to use the platform is to give it a try and get your feet wet.

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