Google AdWords 101

Google AdWords is a paid advertising service that allows businesses to bid on certain keywords in order for their specific ad show up in consumer Google search results. Google AdWords is based on a CPC (cost-per-click) system, where you, the small business, are only charged if someone clicks on your ad. This allows you to optimize search and create effective campaigns to draw attention to your business. In addition, Google AdWords is now more than just search ads. You can also run display ads, YouTube video ads and in-app mobile ads. So how does it work?

Depending on the type of business you have, you may want to create one or more campaigns in Google AdWords. For example, if you are in retail, you may want to have one campaign for shirts and another for pants to separate your budgets for each item.

You should have multiple AdGroups per campaign that contain related keywords. Each AdGroup will contain one or two ads related to the group of keywords. You can set a bid/price for each AdGroup or individually for each keyword.

Keywords in each group should be related to the title of your AdGroup. Keywords vary in price depending on other bids being placed on the words, so choose wisely. Don’t forget to choose negative keywords as well! These are keywords you do not want your AdGroup or campaign to be associated with.

Choosing a goal such as increasing website traffic or driving conversions is essential to a successful AdWords campaign, and you don’t have to choose just one! You can optimize based on these goals using tactics such as increasing CTR (click-through-rate) or increasing consumer engagement. As you build your campaign, the Google AdWords platform will give you feedback and tips based on your goals and optimization tactics.

So, what? Why will this help my business become more successful? Consumers Google everything. They Google where to eat, where to shop, where to get their haircut, how to get somewhere, etc. Consumers Google so much that “google” is now an accepted verb in the Merriam-Webster dictionary. As of February 2016, Google holds 64 percent of the market share in search, meaning that 64 percent of consumers use Google as their primary search engine. By not optimizing and creating search campaigns on Google, you are missing out on 64 percent of searchers, and if you’re not using search campaigns at all, then you are missing out on all of them. How are consumers supposed to find you if they Google and your business doesn’t pop up? Further, if you are not one of the first five results to pop up in their search engine results, most consumers won’t take the time to scroll down far enough to see your business.

We know how important search is for your campaigns. Need help designing your strategy? Let’s talk.

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