So you’ve optimized your website using proper SEO methods. But you still know there’s more to do and greater potential to bring in qualified leads.
How do you do it?
By harnessing the power of Google AdWords.
AdWords is a PPC (pay-per-click) system that has the ability to drive major traffic to your site, if it’s done right.
Google has over 2 billion searches per day. You can bet that someone is searching for your product, service or business right now. AdWords can help you show up where those potential customers are looking.
You can get started with AdWords by checking out great AdWords Tutorials like this one.
Read on to check out our top tips that harness the power of PPC advertising on Google.
AdWords Tutorials: How to Get Started With AdWords
Google AdWords is the best way to market your product. We’re telling you how to get started with this beginners AdWords tutorials guide. Click here for more.
Google AdWords has a complicated and somewhat intimidating interface, especially for new users.
With so many options to choose from it can be hard to know which strategies will produce the best results and ROI. This post will help you execute your own PPC campaign with ease.
Let’s dive in.
A look at Keywords
Google uses keywords and phrases that people search for. To have a successful PPC campaign, you must have a thoughtful strategy behind your choice of those keywords.
To start, make a list of the products or services you sell. Then make a second list of the various terms that a person would use, as they look for those products and/or services.
As you jot those down, be thinking from your audiences’ point-of-view (POV), a person who is not an expert in your field.
How would they search for you?
For example, let’s say you own a skincare company. You sell moisturizers, cleansers, exfoliators, and masks.
Think of all the “layman’s” terms for those items:
Cleansers could be related many things, “face wash”, deep cleaning facial” or similar. The same goes for “exfoliator” and “skin scrub.”
Optimizing your PPC Ad only for words like:
- “cleanser” or
. . . could exclude some of the people you must reach. So you need to think of how they might search. I like to remind myself, I am not me . . . I’m them!
Your audience might search using words and phrases like:
- “face wash” and
- “skin scrub”.
So you will must include terms like these so they won’t miss your ad.
But don’t panic!
AdWords also has its own super helpful keyword tool that can help you generate ideas.
Often it will give you too many choices. So choose based on how you believe your audience will search for your products or services.
You should also use keywords that focus on the problems your products or services solve.
Some examples might be:
- “How to get rid of acne”
- “Best products for a clear skin”
These are two common examples of searches that can bring customers to your brand and website.
You can use tools in Google Analytics to find out what people are searching for.
This product offers a more specific data analysis. It includes items such as time of day and location from which these searches happen.
Once you’ve made your list of keywords that are applicable to your business, you can start to tune them more precisely.
The Most Important Lesson of AdWords Tutorials:
Your Keyword Specificity
There are several different types of keywords. When setting up your Google AdWords campaign, you’ll use one of the 4 search types below.
Let’s break them down:
1. Broad Match
Broad match keywords are like casting a super wide net. Your ad will reach a wider audience, but that audience will be less specific.
Keywords listed as “broad match” will trigger your ad to show up for those exact words as well as:
- the same words in a different order,
- synonyms of those words,
- and misspellings of those words.
2. Phrase Match
Phrase match keywords will cause your ad to show up when they are included in the “phrase” that is searched for. Regardless of words before or after the phrase.
Your ad will not show up for a phrase match keyword if the exact phrase in not in the search.
If your phrase is “custom quilt” then the ad will show for “buy a custom quilt online” but it will not for “custom made quilt.” – See the difference?
3. Exact Match
Exact match keywords, as you may have guessed, are only for exact matches (or very close variations).
This is great to use for the brand name of your company, and specific names of products you sell.
4. Negative Keywords
The key thing about PPC campaigns is:
You don’t want those searches that are not looking for something you don’t sell. You want to cut or drop those clicks so you don’t incurr the cost of the click on your ad.
Not doing so will go throught your marketing plan budget like a hot knife through butter. And little-or-no chance of producing a sale.
You will have some of these (it’s normal) . . . but the key is to identify and block them as soon as you can.
Your answer? – “The Negative Keywords Tool“
For example, if you only sell athletic footwear, you’ll want to be sure to rank for terms like “running shoes.”
So you don’t want to be ranking for “dress shoes.” This is where the negative keyword tool comes in.
Although you can block them when they show up in your campaign. It is wise to make a list of commonly associated search words that don’t apply to your business ahead of time. Then add them to the Negative Keywords area in your campaign.
This will allow you to narrow the field of your ad audience and help you target your buying audience.
The Traffic Estimator Tool
When your keywords are all set up and categorized to your liking, it’s now time to set your CPC (cost per click) budget.
The Traffic Estimator Tool is a great way to set up your budget and forecast which keywords will be most worthwhile.
Determining a bid strategy depends on your goals and your budget.
Adwords gives you the option to set a specific bid for each click. Or you can allow AdWords to set bids for you, to maximize clicks, within the budget guidelines that you set.
The bottom line is that you want to make a profit, of course. Think of the value of each sale, and how many “click-throughs” it takes to produce a sale, on average.
Let’s say you make $50 in profit for every large poster frame you sell.
Here’s an example:
If the keyword “poster frame” averages 1 sale per 50 click-throughs. Then your CPC budget will need to be below $1 to make a profit.
Googles’ Traffic Estimator tool can help with this. Traffic Estimator assesses which keywords will produce the most profitable results. It does this by leveraging Googles huge historical database of actual results.
By comparing its estimates with your budget you can determine how much you can “pay per click” to make a profit.
Tracking Your Conversions
Adwords tutorials aren’t complete without a word or two on how to track your conversions!
When you sign in to your AdWords account, click on the tools tab and select “Conversions.”
Google’s conversion tracking system will help you collect valuable data. It can give you:
- the rates of impressions,
- click-throughs to conversions
- sales and more.
There You Have It!
We hope you found this one of the most helpful AdWords tutorials around!
If you want help crafting your quality Google AdWords ads and building your campaigns, look no further than One Loop Marketing.
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About Gregory Falicia
I’m a writer, instructor, and a technically savvy marketer…
I focus on what I am good at:
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