I recently wrote this factsheet for a prospective Adwords client and thought it worth sharing with folks who haven’t yet used Adwords. There’s much more to Adwords, it’s a wonderfully complex system. So, see this as a teaser, and feel free to ask questions!
What is Google Adwords, anyway?
Google Adwords refers primarily to advertising placed into search results pages (there’s more, beyond the scope of this post).
Searchers input a string of words (called keywords, in Adwords terminology) for which they want information. Google search returns a list of web pages that are relevant to the searcher’s keywords, called organic search results, and text ads, called Adwords ads, using an auction system based on relevancy to decide the order of the ads on the page or pages.
Therefore, for your Google Adwords ad to be listed high on the first page of search results, you must have developed a highly relevant ad, using some or all of the steps listed below.
How to create winning Adwords campaigns
- Determine the goals of your Adwords campaigns, such as:
Better visibility on search pages and Google maps, build credibilltiy as experts in particular areas, increase traffic to your website, drive new customers/clients to contact you/buy from you.
- Develop lists of keywords that customers/clients might use to find you when searching.
- Optimize your website to be more search engine friendly (seo). This may include adding the specific keywords that customers/clients use to find similar pages in Google search, adding subheads including keywords, adding meta-keywords, etc.
- Decide on the topics of your ad campaigns. Create ads using relevant keywords. Create alternate ads for split testing, to continually improve the relevancy of your ads.
- Decide on initial maximum amount you are willing to spend per click per keyword. We usually begin low, and receive feedback from Google on how much you will need to spend to move your ad onto the first page of results and up the page.
- Decide on initial maximum budget per day for each campaign and overall. Google will recommend higher budget based on overall number of clicks per campaign. We’ll review the campaign with you and discuss changing budget during the year.
- Depending on your goals and your website, develop landing pages (specific to particular campaigns), or add forms to pages already relevant to the ads created in the Adword campaigns.
- Review the process and start again from the beginning, always testing results as we progress.
There’s more complexity to the process, as I mentioned at the beginning, but this should give you a good overview of what Adwords is all about, and why you might want to try it.