Google Adwords

What it is: Google Adwords is an online advertising tool. It is used to create and change the ads found on Google search pages.

What it does: It alows a business to create ads that link to their business website. When a person types a word or phrase into the Google search bar they will be brought to a page that has ads relating to the term entered into the search bar.

How it works: Using Google Adwords a business can create an ad with a link to their website. They do this by creating ads with keywords that when entered in a Google search bar will trigger the ad to be displayed on a Google search results page.

What is a keyword: A keyword is essentially a trigger word. What this means is that: an ad is created with a series of keywords relating to the ad, to the webpage connected to the ad and to the products or services displayed on the webpage. When one of these keywords is entered into a Google search bar the ad will be triggered.

Adwords Notes:Target keywords towards business/specific products, services, sales.

Eg. The word Stapler will not perform as well as the words Office StaplerThis is because the words Office Stapler have been narrowed down toa specific categorey making them less of a broad term.

One word Keywords are not ideal. The more specific the better.

Eg. Rather than Paper use Printer Paper or A4 Paper.

Every Keyword has a quality score that indicates how strong or weak it is. This is used to determine how likely it is that your keyword will lead to someoe clicking on your ad.

Conversions are clicks on ads that lead to an action defined as valuable to the business. A conversion is basically when something relating to your ads happens that is valuable in some way to the business.

Eg. If a click on an ad created by the business leads to a sale on the websiteit is called a conversion.Enhanced CPC This automaticaly highers or lowers the ad budget set by a business in situations where the ad is more likely or less likely to lead to a sale or conversion.

Negative Keywords This allows you to enter keywords that you do not want linked to you ad. This is important for eliminating indirect searches.

Eg. Avoid using the word Free especially if your business does not providefree products or services. The word Free is widely used online by shoppersand will drive the CPC for the business high if it is used.

Do not use the plural version of a keyword already in use. The keyword will be triggered regardless of which version of the word is searched for and which version you use.

Eg. The keyword Office Stapler will be triggered no matter what variation ofthe word is searched.

Using similar ads and keywords will force them to compete against one another and result is the CPC being increased for both which will in turn increase the cost to the business. The more times the same exact keyword is used by your business or another the higher the cost.

Potential Opportunities

Ad Groups that are specific about a single product or service perform better than Ad Groups filled with variuos products and services. This means that the landing page URL can be more specific to the Ad Group. This will in turn increase the quality score and position the ad will appear in on Google, as well as decrease overall costs.

There should be an Ad Group for every product categorey. This will allow for Ad Groups to be narrowed down to specifics and will be easier to find and change later.

Help and Guidance

The most useful source of help and guidance for work on Google Adwords is Google itself. Gooogle have staff dedicated to helping you with what you need and will provide guidance and recommendations where they can. The best way to avail of this assitance is by ringing Google and having them talk you through it step by step.

The next best source of help is by looking at the Google Adwords Help page. This contain all of the information that will be needed in easy to understand guides and videos.

Finally in conjunction with Google Adwords you should also regularly check Google Analytics. This will provide you with an analytical view towards your Campaigns, Ad groups and Keywords and will alow you to see what is and is not performing well. It will also show you what search terms were used to find you businesses website.