AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
Businesses that use AdWords can create relevant ads using keywords that people who search the Web using the Google search engine would use. The keyword, when searched for triggers your ad to be shown. AdWords at the top ads that appear under the heading "Sponsored Links" found on the right-hand side or above Google search results. If your AdWords ad is clicked on, Google search users are then directed to your website.
AdWords also gives you a little extra bonus, too. It can help you reveal the ‘money making’ keywords in your industry. So just by spending a few bucks, you will discover which keywords convert the best so you can take them back to your content and SEO strategy.
Before we begin, promise me that you’ll commit to 3 things:
- Don’t spend a lot of money. Set a fixed budget. It can be as little as $50, or even $25. That’s enough to get started.
- Don’t overcomplicate things. The Google AdWords interface is complex, It’s easy to get lost in it and start creating dozens of variations of ads. Don’t. Keep it simple. Do as little as the platform allows to begin.
- Be patient. This is by far the most important. 99% of the people who lose money on AdWords simply quit too early (or spent too much, too fast). Have patience. It takes time.
How To Use Google AdWords:
Google counts the clicks on your ads and charges you for each click. They also count impressions, which is simply the number that tells you how often your ad has already been shown when users searched for that keyword.
If you divide clicks by impressions, you get the click-through-rate, or CTR. This is just the percentage of users who land on your advertised page because they clicked on your ad. This is important, because click-through rate tells you which ads are working well and which aren’t.
Google AdWords is like an auction house. You have to set a budget and a bid. The bid sets how much you are willing to pay for each click. If your maximum bid is $2, Google will only show your ad to people if other aren’t bidding more (on average).
How Does Google AdWords Work?
Searching Keyword is Relevant to Your business
- Click-Through Rate
Your click-through rate (CTR) is the calculation of clicks from views. A higher CTR generally means that your ad and keyword relevancy is better than others with a lower CTR
- Account History
It’s a fairly minor piece of the pie (compared to the previous two metrics) but it still plays a role in helping Google determine if you’re a legitimate, credible brand with good products and services.
Steps to Create Adwords
1. Getting set up with your first campaign:
Go to Google AdWords and hit ‘Start now.’
Enter your email (best to use a Gmail account) and homepage URL to open your AdWords account. Then, Google wants you to set up your first AdWords campaign.
2: Calculate an AdWords budget:
- In order to know how much you can comfortably spend, you just have to work backwards.Let’s say you’re selling bricks. You need two components to work this out: your profit per sale and your conversion rate.
- If a package of 500 bricks costs $200, and, out of that $200, you make a $100 profit on each package, the $100 will be your profit per sale.Your conversion rate is the percentage of people who actually order when they arrive on your bricks sales page.
- If, for every 1,000 views of the page, 10 people buy, that’s a 1% conversion rate.Since the advertising on Google costs money, they get a cut as well.
3: Pick a keyword:
Now that you know that you want your maximum keyword price to be in the $3 range, it’s time to determine some keywords.Head over to the Google keyword planner and start searching.
4: Check out the competition:
Peeking into your competitor’s business will help you to determine if it’s easy or not to outrank them.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.Here’s how to get started.
Go to Spyfu.com and enter your keyword. In this case, it’s “cheap bricks.”
It’ll show you the the average CTR (so you know what to expect) and the number of companies who have advertised for this keyword in the past 3 months.
5: Make sure your landing page rocks:
Here are 4 main points to consider for Landing page:
- Keep the design simple. Don’t cram your page with tons of videos, animations and fancy design that take forever to load.
- Make the headline powerful and make it stand out. It’s the first thing that people read. It better be good.
- Write clear copy. Don’t try to sound smart by using complex terms that no one understands. Write as you speak. Be as clear as possible about what you have to offer.
- Use bullet points, pictures and other visual elements. Again, don’t overdo it. These things are supposed to help the reader get a better grasp of your message, not become the sole reason for catching their eye.
6: Setting up Your First Google AdWords Campaign:
Creating a Campaign that will ‘house’ everything. Underneath that, there’s Ad Groups. Then under that, Keywords and Ads. Here’s how it looks:
You might just want to start off with a single campaign for now. But once you get good at this, you’ll have multiple campaigns. Under each campaign, there might be a ton of Ad Groups. And then even more keywords and ads.
7: Write your first ad:
“Get cheap bricks fast” is a headline that doesn’t solely rely on the keyword and thus stands out, but it is also an action people can take, which makes it clickable.
Again, we remove the http and added “cheap-bricks” at the end, so it’ll be highlighted in the search results and make our ad more relevant to searchers of the keyword.
You only have 2 lines, which isn’t much to get the message across. “Our bricks are cheap and delivered within 2 days.” That’s as clear as it gets. Of course, cheap is always relative, but it sounds good enough to the searcher.
Delivering within 2 days is definitely a bonus that most other brick stores might not offer (let alone mention in their ads).
“Order today.” What more needs to be said? There is no exclamation mark, because Google isn’t big on those, but it’s definitely a good prompt to take action.
Have everything? Hit save and continue.
8: Setup conversion tracking
With a snippet of code.
You put a bit of code on the page users reach, after successfully buying from you, which will let
Google AdWords know that there was a purchase every time that a user reaches the page after clicking on an ad.
To set it up, go to “Tools” and then “Conversions.”
Click “+ Conversion.”
Now, choose “Website.”
Add the info, basically just a name and the value of the conversion.
Hit “save and continue.” Then. you’ll reach the page with the code snippet.
Just copy the code snippet and add it to the HTML code of your thank you page (the one people see right after making a purchase).