AdWords is an automated auction. You write your ads and choose relevant keywords (a keyword is the search term – word or phrase – that a person searching. Paid Advertising system created by Google. ❖ Advertisers fight to the death for better ranking. ❖ Places advertising copy above, below or beside search results. Learn how to use Google Adwords. A detailed tutorial for beginners that walks you through every step you need to follow to be successful with AdWords.
|Language:||English, Spanish, Dutch|
|Distribution:||Free* [*Registration needed]|
Fundamentals exam and one of the other AdWords advertising exams. . With AdWords, your ads can show on one or both of Google's advertising networks: the. Google Adwords Tutorial Pdf • Account AdWords The • Ads Good Creating for Tips • Agenda Keywords Effective • Ad? AdWords an is What • AdWords? is. That is exactly what Google AdWords does. AdWords allows businesses like yours to display their Amplified is here to help you crush it with Google AdWords.
For instance, if someone visited your website but left without downloading from you, you can easily run a remarketing campaign to bring them back. Why would you? Remarketing is both cost-effective and conversion producing. Before diving into ads that cost money, research should be your go-to next move. It can help you assess the current market when it comes to everything from ad text to value propositions and keywords to target.
The simplest way to research is by heading to Google and searching for keywords in your industry to see what ads show up: You can analyze what their offers are and how they structure their ads. For instance, each uses different ad extensions and calls to action, like a free PPC audit. The key here is to expand on what your competitors are doing.
Use these as your base-level and focus on creating better ads. Using a tool like SEMRush , you can analyze the exact keywords that your competitors are using, too: This list will show you what terms they bid on, their landing pages for each one and how they rank, giving you the perfect data to create your next campaign to outrank them.
Most companies using AdWords will also have their ads on display with SEMRush, allowing you to generate instant ad copy ideas that can normally take hours of time to brainstorm: Never start a new campaign without doing competitor research. Let me explain. But then you notice a problem. How on earth can you create ads that are relevant for all of these diverse terms? The lower the quality score, the more money you pay for the same results.
Instead, in the keyword section of your setup process, find a single keyword that you want to target. Find that ad group that you just created, and complete it by adding keywords in the following match types: Modified broad match: Modified broad match terms allow you to show up for tons of searches on Google that contain your keyword in any order.
Exact Match: Exact match will help your ads show on searches that match the term or show close variations. That way, each ad you create is going to be highly optimized for that keyword. What is the searcher expecting to get from this search? What are they looking for and what does the specific search tell you about their stage in the downloading journey?
Image Source Depending on the funnel stage of a given user, their searches will be vastly different. They likely will be searching to compare products or narrow down the product type: Image Source Whereas users lower in the funnel closer to downloading will search for specific TVs, sizes, or where they can download them.
The intent is crucial to successful ads.
They are looking to compare first, not download immediately. AdWords Getting set up with your first campaign This is pretty straightforward. Then, Google wants you to set up your first AdWords campaign. What the heck, Google? You can leave the browser tab open in the background.
That means you can expect better results than on the Display Network. Which is why I recommend starting here, first. Google Display Network typically shows up on other websites.
These are banner ads that get sent out across their AdSense network on blogs of literally all sizes. But otherwise you lack that killer search intent to drive conversions. Instead, you want to use the Display Network to get your name out there. Reaching that many people can help your improve branding and visibility within an industry. A perfect example includes high priced services.
And then we can dive into advanced bidding strategies. Step 1: Calculate an AdWords budget You can do this with fourth-grade math , really. In order to know how much you can comfortably spend, you just have to work backward.
You need two components to work this out: your profit per sale and your conversion rate. Your conversion rate is the percentage of people who actually order when they arrive on your bricks sales page. Since the advertising on Google costs money, they get a cut as well. Out of each sale, how much would you be willing to give to them? Putting all of it together will give you your maximum CPC.
Now, we can just scale our maximum CPC up, to determine our daily budget. One common misconception is that you need lots of clicks to be able to evaluate anything. This is not true. You just need a few clicks to get started. Of course, the more data that you have, the more statistically significant it will be.
But, this volume of data is something you will get over time. Easy right?! Now you can improve this performance with bidding strategies.
AdWords provides people with a few different ways to manage these bids to help you keep track of multiple campaigns at one time as they fluctuate. Essentially, each keyword or Ad Group would have the same bid unless you go in manually, of course, to change it. First time doing this? On a shoestring budget?
For example, bids can raise or lower on their own depending on different factors. If your impressions start dropping like a rock, bids can raise a little bit to make sure your ads will continue to show up and be seen.
You end up trading off some of your budget control. Similarly, it will also drop bids if necessary to help you save on wasted ad spend if performance starts to slide. In other words, Google will adjust bids in order to get you the best Cost Per Conversion possible on a campaign even if that means raising them in some cases.
Here you pay a cost like a few cents or dollars per one thousand impressions. So your goals should be a little different, too. Those are the most popular bidding strategies.
But then each one can be further optimized based on bid modifiers. Three common modifiers include geographic locations, device, and dayparting. For example, maybe people from California will spend more money.
Or maybe conversions in Ohio tend to be more expensive on a Cost Per Lead basis. More people are accessing the internet on their mobile devices than on Desktop. That means more people are searching on their mobile , too. Historically, conversion rates on desktop still tend to be higher than mobile.
What does this data tell us? You might want to optimize mobile campaigns for driving new awareness or visibility. But focus conversion-driven ones for when people are back at the office. So you bid modifiers on devices will help you control how much of that spend is getting allocated and when to pull back. One of the final most popular techniques is called dayparting. This simply refers to controlling days and times of the week when your ads show up. For example, if you want leads to call your office, you might use a bid modifier so that your campaigns are most aggressive during normal business hours.
This is the precise time you want the phone ringing. Got your budget in order? Have at least a rough idea of what you can spend? If you were looking to download bricks online, what would you enter into the Google search bar? Type in exactly that. You can even set your product category, if you can find it.
Not such a great deal. How can you keep these coming? Always start with branded searches. That could mean the name of your product or service. So you can go upstream a little bit by discovering relevant terms that already have huge search demand. But with an added bonus. You can use a tool like SEMrush to literally spy on the competition. So You just need to find it and give it to them. The keywords you pick are important. But you also need to consider their match types, too.
But more specifically, the match type you were using. Broad: Picks up any word related to the one you chose. Phrase: Picks up the word when used as part of a phrase.
Exact: Picks up only when that exact word choice is used. So broad match will pull in the widest amount of people possible. While exact will pull in the smallest. You typically need a balance of all three in order to get the best bang for your buck. These are the words people are using when they type into Google and your ad gets displayed. All of these negative keywords get put on a list that builds up over time.
That means your ads should only show up for the good stuff. And your campaign ROI should actually increase over time. Selecting your own budget and keyphrases is half the battle. Remember how Google AdWords also considers quality? You want to know how good your ads have to be to win. This is also known as competitor intelligence. Go to Spyfu. Remember SEMrush? You can use it to find what the average, estimated costs are for specific keywords. Again, add some dummy text like the one I used in the image below , and keep moving.
I will teach you how to create an ad later in this article. Last but not least, you need to add your payment information. This step is so important that Google created a tool specifically for this: Google Keyword Planner. If you are signed up, you will be taken to this page: Before we move on, we need to stop and do an important exercise: brainstorming yay! If you have ever read anything about marketing, you probably know what a brainstorming session is all about.
Say we have a store that sells sneakers. If I had to think keywords related to that niche, I would come up with the follow keywords which I actually came up after a short brainstorming session : Sneakers.