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How To Use Google AdWords – An Introduction For Beginners

Online Marketing

This is Part 1 of our Google Adwords series designed specifically for beginners wanting to learn the basic theories behind Google’s Adwords. In Part 2 (How To Use Google Adwords On A Budget) we progress onto more advanced techniques to ensure you get more bang for your buck.

This is not a step by step guide into creating a Google Adword Campaign. What this is instead is an introduction to Google Adwords and some basic tips and tricks. By reading this article you will learn the differences in choices and the consequences these can have on your online campaign.

To keep it easy I’ve split my tips into 4 sections.

1: Create a list of relevant keywords

  • These keywords will make up the individual adverts which you may group into multiple AdGroups. These created AdGroups are then organised into AdCampaigns.
  • You want to pick keywords which are relevant and specific to the product/service you are trying to sell (The reasons for this and tricks to finding the best ones are explained in Part 2).

2: Organise these keywords on a spreadsheet

  • Spending time on this now will save you hours of frustration, boredom and most importantly money later on. Seriously – I cannot stress the importance of a good spreadsheet enough.
  • It’s so important it gets a 2nd bullet point: GET A GOOD, ORGANISED SPREADSHEET!
  • By having a well structured spreadsheet you will be able to export and manage your AdCampaigns more effectively and efficiently. Whether you use the Adwords Editor Tool or Excel later on is up to you

3: Select your match type

  • There are 5 different versions of match types:

There is no ‘best’ match type. Each type has it’s own benefits and downfalls. In Part 2 I will discuss my personal favourite and why I believe it is the best.

    1. Broad Match: When something similar is searched Google shows your ad. This match type is good if your aim is for high visibility however this match type often has low conversion rates as the advert shown isn’t always relevant.
    2. Broad Match Modifier: Same as Broad Match however it doesn’t allow for synonyms. This means your ad for “Women’s hat” will not show when searching for lady’s visor whereas it would show up on Broad Match. Modifier however does allow for close spellings (women v woman & spelling mistakes etc.)
    3. Phrase Match: Ad will appear when your 1 or more of your keywords appear in a searched phrase. This is useful if your keyword is specific however the context it can be used in is broad.
    4. Exact Match: Ad will only appear when an exact phrase is entered. Obvious pros & cons: Pros are it is highly relevant to the search so your click-through/conversion rate will be high, Cons are the ad is overly specific and will only be triggered when the exact keywords are entered.
    5. Negative Match: Will not show ad if a negative keyword is put in search. This is useful if your product or industry has a second association. An example of this is ‘Sculling’. This is both a rowing term and a drinking term. To ensure the ad isn’t shown for the other meaning one could enter “Alcohol” or Drinking” etc as negative keywords. This means whenever someone searches “Sculling Alcohol” your advert for rowing will not show.

4: Check your results

The final step is checking your results. This stage is hugely important for two reasons. 1: So you can give yourself a pat on the back for creating such a wonderful AdWord campaign and 2: So you can see what areas need improving. Some keywords will work well and others may need to be changed (This could be due to the bid amount being too small/big or simply too much competition for the keyword). “Cannibalise yourself before someone else does” S. Jobs. Just because your campaign has gone well doesn’t mean to say it can’t be better. If better means changing, editing or even destroying your other promotions then do it, for as Jobs noted, your competitors will certainly have no hesitation.

Be sure to check out Part 2 (How To Use Google Adwords On A Budget) and please leave a comment below on your thoughts of Google’s AdWords and if there’s any tips and tricks you have up your sleeve

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