Mastering Google Adwords

How to Master Google AdWords

Building a website doesn’t necessarily mean people will automatically come visit. There are many effective marketing strategies and tactics for successfully driving traffic – and qualified leads – to a website. Among them is Google AdWords.

In simple terms, Google AdWords is a Pay-Per-Click (PPC) marketing tool to get your website delivered higher in the Search Engine Rankings so it is seen and ideally visited. It’s a bit complicated and takes time to manage, but is easy to set up and offers many benefits as an advertising method.

Google AdWords Allows You to:

  • Have full control to set and manage your budget
  • Choose who sees your ad
  • Create ads that are always relevant to the Internet searchers query
  • Only pay for actual clicks to your website; There is zero advertising dollars wasted
  • Change and fine tune your budget and bids any time you want based on performance
  • Retarget people who have previously visited your site
  • Track every penny spent; Google AdWords is 100% measurable
  • Expand your reach; Not only is Google the largest search engine, on which 30,000 searches take place per second, but Google partners with companies like YouTube, Gmail and many others; You specifically choose which networks you want to use for your Google AdWords campaign

Setting Up Google AdWords

A Google Adwords account can only be created if you are already a Google account holder. You will be prompted to set up a regular Google user account or can choose to set up an exclusive account for AdWords.

A credit card is necessary to complete the set up, but you will not be charged until you authorize Google to do so.

You can set up alerts, announcements or notifications based on your personal preferences of how you want to be notified about your campaign performance.

Creating Your Campaign

After you set up an account, you are presented with many choices on how to organize your campaign.

  1. You can narrow your company’s campaign based on a specific product or service you want to promote.

EXAMPLE: If the account is for a furniture store, the campaign may be to promote tables.

  1. You can define the scope of the campaign by creating groups of adwords.

EXAMPLE: One group could be coffee tables, another could be bedside tables.  

  1. Within each ad group, you enter your keyword. (Identifying keywords – single words and phrases – is an entirely different subject matter, and can be determined using Google AdWords, other free or paid tools and analyzing your competition. Typically, one-word queries are for navigation and 2-3 words are good for research.)

EXAMPLE: Going back to the furniture store for coffee tables, the keywords could be modern, traditional, round, square, etc.

  1. You also have the flexibility to create separate campaigns based on geographic location, be it country, state, region or specific location.

EXAMPLE: Keywords could be furniture tables Raleigh.

Keyword Targeting & Match Types

You also choose how you want your keywords matched based on a keyword list placement, or both. You can also choose topics, interests, remarketing, age or gender to deliver your ads.

Match type choices are:

  • Broad match allows for similar search terms to be matched to any word in the phrase. For example, a search for tennis shoe would match to tennis or shoe. This is most commonly used to create brand awareness.
  • Modified broad match means your root words are more important than any modifiers or adjectives. For example, if we search for red tennis shoes, tennis shoes will be matched.
  • Phrase match can broaden your reach and help you identify the phrase using quotation marks in AdWords. For example, Nike “tennis shoes” is telling AdWords to match to tennis shoes.
  • Exact match is just that: An exact match to your keyword or phrase and identified with brackets in the Ad Words interface.
  • Broad match negative tells Google the keyword or words that must be in the search query exactly as typed.
  • Phrase match negative means the words must be in the same order as typed in the query.
  • Exact match negative dictates that the words be the same and in the same order.

Ad Types

Google AdWords also provides the flexibility of the type of ad you want to create.

You can choose from:

  • Text ads – These are the simplest ad form and include a headline, two-line description and a URL.
  • Image ads – Include a photograph or logo.
  • Video ads – There are two types of video ads: An AdWords for video or a display ad video. Each has a different pricing model and format specification. Video ads must be hosted on You Tube.
  • Mobile ads – There are two types of mobile ads: One for smart phones and one for feature phones. You cannot use phone numbers unless they include the business name, nor can you include a Call to Action (CTA) phrase like “click here.”
  • Ad extensions – a type of ad that shows extra information (“extending” from your text ads) about your business. Some are added manually and others are automated, but they can improve visibility and often appear above the search results, rather than along the sidebar.
  • Social ads – Social extensions link your Google+ Page to your AdWords campaigns, so that all your +1s from your page, your website, ads and search results get tallied together. Typically this means greater results in Click Through Rates (CTR).

Three Bidding Models

You set the budget based on what you are willing to pay, and can bid based on a Cost Per Click, Cost Per Impression or Cost Per Acquisition model.

  1. Cost Per Click (CPC) and PPC are interchangeable words that mean advertisers pay the publisher (in this case, Google) each time their ad is clicked.
  2. Cost Per Impression (CPI) is the cost advertisers pay each time their ad is displayed or delivered to an Internet user.
  3. Cost Per Acquisition (CPA) is a method of Internet advertising whereby the advertiser only pays when their ad delivers an acquisition or a lead. Advertisers determine what constitutes an acquisition by defining goals.

Want to know more or dive deeper? Consider taking ASPE-ROI’s Mastering Google AdWords course, which will not only help you prepare, but help you pass the Google Advertising Fundamentals Exam.