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3 Tips to Get You Started with Google AdWords

What is Google AdWords anyway? AdWords is a service that Google provides to businesses who want to display ads in Google searches. Users pay based on the click-through rates, meaning that companies only pay for the add when someone clicks on it, and the service is primarily focused around keywords. You can connect AdWords to your company’s Google Analytics account as a way to analyze activity after a user clicks on your ad. So, what should you know about AdWords?

Know how to manage your keywords

AdWords is designed so that you can create ad groups which allows you to manage all of your campaigns differently, because after all, not every ad or marketing campaign is going to be the same. If you are promoting your company’s blog and ebook you will have two separate campaigns. Let’s look at an ebook campaign as an example. Once an ebook campaign is established you will need to make a list of all the keywords a consumer might search that are relevant to the ebook. Once you have your campaign’s keywords, you should next sort them into ad groups.

Companies often make the mistake of not using ad groups in their campaigns. If you make this mistake, you will only have one group meaning that everyone is going to be seeing the same ad, whether it is relevant to them or not.   

AdWords is great but that doesn’t mean it can work miracles

AdWords is a great tool with options that fit several different sized budgets, but just like almost every other marketing tool, the bigger the budget, the more you can do.

AdWords has auction based pricing and the most competitive and most searched words are priced the highest. Running a campaign takes time and testing to see what works to get your company noticed. As with any budget, the smaller it is the more quickly you will burn through it.

Rather than trying to stretch a budget that is too small, you should wait until you are able to afford to spend the money it takes to drive traffic to your website and adjust the campaigns you create. It is important to adjust your campaigns rather than abandoning them when they don’t appear to be working immediately.

Think like your customers

Ad campaigns would be a lot more simple if all you had to worry about was what consumers think of your product but unfortunately it’s not that simple. Your campaigns are constantly at risk of being lost in the noise of all your competitors as well as other non-related ads. If you stop and think about how potential customers view ads and what they are most likely to click on. If you go through and look at where a link takes a customer on a competitor’s page you will be able to gain a better understanding of where you stand compared to your competition as well as what a customer is thinking when they make searches.

September 28, 2016

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