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AdWords is Google's Pay-Per-Click Advertising programme. The ads appear to the right hand side of Google's regular results, indicated by the red circle in the picture to the left.
They can optionally also appear on Google's content network, that is, websites participating in Google's AdSense program who display Google Ads. This lens aims to help the beginner get to grips with AdWords and create their first campaign.
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AdWords Overview
Understanding Ads, Ad Groups and Campaigns
Google AdWords is pretty simple once you understand the terminology and structure used. Once you have created an AdWords Account, you then start creating Campaigns, Ad Groups, and then Ads.Ads are the actual adverts you want to show on Google. You can create one or more Ads and put these in an Ad group.
An Ad Group allows you group one or more Ads and display these in rotation when the Ad Group Keywords are typed into Google. Each Ad Group can have a maximum Cost-Per-Click (CPC) set for it, as well as CPC per keyword. You would normally have an Ad Group for each individual product or service you are advertising, or for specific groups of related keywords.
A Campaign consists of one of more Ad Groups, and allows you to set a budget total spend, as well as letting you target the Ad Groups (and therefore Ads) to specific Sites, Languages, Countries, Cities, and even to a specific local area (for example, a 30 mile radius around your business location).
Ads can be shown on Google (to the right of the main search results), or on Google's Content Network - basically websites which have signed up for Google's AdSense programme, and who display Google Ads on their websites.
Getting Started
A tick list to your first campaign
- Create a Google Adwords Account by visiting:
http://adwords.google.com - Decide whether you want to target by Keyword, or by Site to start your campaign. There is a a big difference:
Keyword targeting
This is the traditional AdWords model. Keyword targeted campaigns are shown on Googles website and/or Googles content network. Keyword targeted campaigns require that you select keywords for the campaign, and you are charged on a Cost-Per-Click (CPC) basis - i.e. only when one of your ads is clicked on.
Site Targeting
Site targeting allows you to select the website you wish to appear on in Google's content network and these ads are charged on a Cost-Per-Mille (CPM) basis - i.e. you select the cost per 1000 ad viewings, regardless of whether the ad is clicked on or not. Site targeted ads do not show up on Google itself (as this requires keywords). - Decide your Campaign target audience and Name your first Ad Group. Google currently allows you to limit the target audience, using Language and Location.
Language
It is generally better to target one language per campaign.
Location
Unless your product or service is available worldwide, it is generally advisable to limit your target location as narrowly as possible, as it is of no value to show your ad to people who cannot buy from you!
For locally focused businesses, the 'Customized' option is usually best - this allows you to pinpoint your location on the map and select a radius around which to allow your ads to be shown. - Next, create your Ad(s). Always remember to focus on the Benefits to the Customer - what makes you different from the others? And always incluce a 'call to action' - why should they click on your ad?
- Next, if you are creating a Keyword Targeted Campaign, you will be asked to select Keywords for your Ad(s). If you are creating a Site Targeted Campaign, you will be asked to select the websites you would like to appear on.
- Next, you will be asked to set your pricing. For a Keyword Targeted Campaign, you will be asked to set a Cost-Per-Click (CPC) for the Ad Group (or individual keywords if you prefer). For a Site Targeted Campaign, you will be asked to select the Cost-Per-Mille (CPM) for the Ad Group.
- Finally, you will be asked to confirm all the information you have entered. Don't worry, you can easily modify campaigns once they have been created - adding more Ad Groups, changing keywords, replacing ads etc etc
Marketing Tips
Tips from the master of Marketing, Seth Godin
AdWords Tips
Get the most out of your AdWords Campaigns
- Keep your Keywords Focussed
Group Keywords into tightly focussed groups, and create an Ad Group for each keyword grouping. This ensures that your ads you create are extremely relevant to each Ad Group, increasing your ClickThrough Rate (CTR). - Use Keywords in your Ads
Google highlights keywords found in search results - which includes the AdWords Ads, so if you use keywords in your ads, then this will draw attention to your ad, increasing CTR. - Sell the Benefits in your ad, not the Features
Selling features is one of the big mistakes people make in creating ads - think instead about the benefits to the customer of those features. What is in it for them? Why should they click? - Create multiple ads in a Group
Test out your different ideas in an Ad Group by creating a number of different versions of your ad. By default, AdWords automatically optimises your ads so the best performing ones (i.e. the highest CTR) get shown more often, so you have nothing to lose. - Think about where you want your visitors to arrive
Don't just send people to your homepage. If the information relevant to the ad they clicked on is not on that page, many will simply hit the back button their browser, resulting in a wasted click charge to you. AdWords allows you to display your homepage url whilst sending visitors to another page, so choose the most relevant page on your site. - Use Negative Keywords
When researching your keywords (using the tools below...), be sure to eliminate any irrelevant searches by using negative keywords.
For example, if you are using the keyword 'golf equipment', you might choose to add negative keywords for '-volkswagen' and '-vw' to prevent your ad being shown inappropriately.
AdWords News
From Inside AdWords - The official Google blog about AdWords
Fetching RSS feed... please stand byUseful Resources
Links to other useful sites
- US Keyword Selector Tool
- Find popular US keywords courtesy of Overture, Yahoo's PPC Engine.
- UK Keyword Assistant
- Find popular UK keywords courtesy of Overture, Yahoo's PPC Engine.
AdWords Books
Take your AdWords Knowledge Further
Winning Results with Google AdWords
The adwords bible, crammed full of really useful information.
Amazon Price: (as of 12/24/2009) 
List Price: $24.99
Google Advertising Tools: Cashing in with Adsense, Adwords, and the Google APIs
Covers all the key Google tools, and how to make money from your site by showing AdWords ads.
Amazon Price: $19.79 (as of 12/24/2009)
List Price: $29.99
Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines
A great starters guide to the whole Pay-Per-Click marketplace.
Amazon Price: $20.65 (as of 12/24/2009)
List Price: $25.00
Google Advertising A-Z: Essential AdWords & Image Ads Tips for Getting the Most Clicks at the Lowest Cost
Contains over 60 top tips for maximising your return on investment.
Amazon Price: $9.98 (as of 12/24/2009)
List Price: $9.98
Call to Action: Secret Formulas to Improve Online Results
A primer in writing copy that converts visitors into customers.
Amazon Price: (as of 12/24/2009)
List Price: $25.95
Disclaimer
This lens not associated with Google and the contents represent the opinion of the author. All trademarks remain the property of their respective owners.
by GhostGum
Rob worked in the IT Industry for many years before retraining as a Hypnotherapist. He retains a keen interest in the internet, and uses Adwords to pr... (more)
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