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A Beginners Guide to Google AdWords

By Roy Dovaston of Click GuardianRoy Dovaston

What is AdWords?

Google AdWords is an advertising platform that allows advertisers to bid on keywords in order to deliver relevant and targeted visitors to your web site.  AdWords is a pay per click model where bids are set on keywords and charges are only made when your ad is clicked.  When you search for products or services on Google you’ll probably be aware of the top results being Ads, these are paid for Ads from advertisers using Google AdWords.  https://www.google.co.uk/adwords

AdWords Example

Will my business benefit from AdWords?

Most businesses are looking for new and innovative ways to advertise their business. It’s well known that Google is the dominant search engine throughout the world which is why Google AdWords is so popular.  AdWords is a shortcut in getting results fast!  However, setting up your campaigns correctly and following Google’s best practices is essential to get the most from AdWords.

How do I setup my first campaign?

Setting up your first campaign can be daunting, there are many options to consider.

  1. Choose a campaign type – we recommend Search Network Only. It’s advisable to remove the tick for Include search partners. 
  2. Choose the geographic area you’d like to cover. This is a vital step to ensure you’re not advertising in areas you do not want, or cannot cover.
  3. Choosing your bid strategy is important.  A manual bod strategy gives you the most control and is best to start with.  In the future, experimenting with different strategies can help you refine your results.
  4. Create your first AdGroup! AdGroups are there to organise each section of your business.  For example, if you were an office furniture company you might organise your AdGroups into products, such as office desks, office chairs, boardroom, and reception furniture.  It’s well worth carefully planning the structure.  If you have lots of different areas it may be worth considering creating separate campaigns for each area of the business and breaking down into AdGroups for granular control.
  5. Now you can create your first Ad!  If you’ve never written an ad before we recommend a little research to make this task easier.  Search for keywords that you’re interested in and see how competitors have written their ads.  Never copy another ad word for word and never click competitor’s ads as this will inevitably cost them for the click!
  6. Next you will need to choose your keywords.  There are a few match types to choose from but to start with use keywords such as +corner +office +desk & [corner office desk].  At this stage it’d be much easier to manage if you start with a small amount of keywords.  Choosing more keywords as you become more familiar will expand the reach.
  7. Set your maximum cost per click.  This can be a minefield but our recommendation is to start low, at a comfortable level to test the market.  Essentially, every keyword is a market within itself.  It’s not unknown some markets to be very expensive per click.  Ideally, if a keyword is expensive per click then the product or service you’re advertising should have relative profit margins.  It’s also important at this stage to set a sensible daily budget.  The daily budget should be something you can afford, with enough scope to produce enough clicks to drive targeted traffic to your web site.  If you’ve never advertised on using AdWords before then starting with a low budget and increasing upon success is generally a good rule of thumb.
  8. Double check everything prior to entering your billing information! 
  9. Go Live!  This is the exciting part…
  10. Refining your campaigns by experimentaion is absolutely vital.  This is a very basic guide to get your first campaign up and running.  AdWords is a very dynamic platform and close attention will be required from her on in!

What next?

There are a many features that cannot be covered in a beginner’s guide which are essential for your success.  Conversion tracking both your forms and phone are absolutely vital as are many other areas such as ad extensions and advanced bid strategies & settings.  Continuous refinement and experimentation is vital for the success of your campaigns!

About the Author

Roy and his team at Click Guardian work with businesses who want to generate new business leads & sales via Google AdWords, BING Ads & Search Engine Optimisation (SEO).  Responsible for over £4m a year in Google AdWords spend across an expanding client base, Click Guardian are recognised as a Google Partner specialising in Search Ads.
We also provide a unique anti-click fraud service to prevent competitors, bots and people clicking on your ads excessively which in turn inflates your AdWords spend.
More info here: www.clickguardian.co.uk or by calling 01245 206211
Connect with Roy on LinkedIn: https://uk.linkedin.com/in/roydovaston

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