Guide to Using Google Adwords on Site

Guide toUsing Google Adwords on Site

2 | Guide to Using Google Adwords on Site

Using Google Adwords on SiteIf you’re the owner of a small- or medium-sized business, you know the importance of marketing and advertising when it comes to getting your message out to as many people as possible. It’s the difference between connecting with a broad range of customers in locales around the country, and maybe even the globe, and simply connecting with people in your town who find out about your business through word of mouth.

A solid website and a strong presence on social networks and platforms such as Facebook, Twitter, Instagram, and even Yelp are great places to start. However there are another important online destinations where you’ll want to get some attention: a search engine results page.


Using Google Adwords on Site

SEO (search engine optimization) is something that many business owners don’t think about with their marketing their business. In a world where the internet is the primary tool in connecting customers and businesses, it’s something they have to consider. SEO plays an important role in so many aspects of your digital marketing campaign, from the content you put on your website, to the keywords that pull up paid advertisements when someone searches certain words.

This eBook will discuss Google Adwords and the best way to make the most out of this tried-and-true digital marketing method.


What is Adwords?Google Adwords is a program that allows businesses of any size to pay to have their website promoted when someone searches a relevant term on Google. Even if you have never heard the term “Google Adwords,” it’s incredibly likely that you have seen advertisements generated by Google Adwords in the past.

To test this out, go to Google.com right now and type in a search term such as “local florists” or “best running shoes.” At the top and right-hand side of the page, you will see a list of websites with blurbs next to them, separate from the organically generated SERP (search engine results


page). These probably have the word “Ad” listed somewhere near them. Someone paid to have these results appear in relation to your search, and they did this by bidding on the keywords you just typed in. If you were to click on one of the paid ads, the advertiser would have to pay Google a small amount for the favor. As you can probably guess, multiple advertisers can bid on the same keyword. The way to appear higher on the list - or at all - is to offer Google more money per click that the competition.

What is Adwords?


The first step in starting an Adwords campaign is generating a range of keywords that you would like to have drive to your preferred destination. There are four types of keyword match options that you should keep in mind.

Broad Match – This kind of match generally connects you with the most people by calling up an ad based on specific keywords that you have chosen for your campaign. So if your key words include “shoes” and “running”, it might come up with someone searches “jogging sneakers”.

Negative Match – This option actually makes sure your ad doesn’t show up when certain terms are searched. For instance, you may want you ad to show up when someone searches “running shoes”, but you don’t want it to show up when someone searches “worst running shoes.”

Coming Up with Search Terms


Phrase Match – This is type of keyword option shows up only when an exact search term is entered. For instance, with broad match, if you bid on the term “best running shoe”, your site might show up if someone Googles that or if they Google “best running shoes for under $150.” With phrase match, you’re saying you prefer that specific wording.

Exact Match – This is the most precise of all, making it an option that will only appeal to a certain business. For instance, if you buy the search term “best plumber in Seattle,” it’ll only show up for that exact phrase. If someone were to search “best plumber in Washington State”, your website wouldn’t show up.



Once you’ve settled on the kinds of matches you want to bid on, it’s time to start brainstorming keywords. The best way to do this is by thinking of all the things that might cause a customer to walk into your business. For instance, let’s say you’re running a small bakery in your town. Do you sell cupcakes? Wedding cakes? Holiday cookies? Coffee? Fresh bread? Breakfast dishes? Are you all organic? Is there a certain specialty that you’re known for? Do you have outdoor seating? All of these things can help you come up with suitable keywords.

Don’t be afraid to ask friends, family members, and maybe even customers what keywords they would associate

with your business. As with so many things about your marketing plans, it can be immensely helpful to get outside perspectives. You never know when they’ll illuminate some aspect of your business that you didn’t consider simply because you’re too close to it.

Once you think you have enough keywords, you need to come up with more. That’s right – more. Chances are some of the first keywords that came to mind will be popular with other businesses just like you, making them more expensive. Don’t be afraid to pull out a thesaurus and see if there are other, less expensive ways that can help you get your ads in front of customers.



Keep in mind that your keywords need to be relevant to customers. If they aren’t Google will penalize you. For example, taking a popular Google search term like “what time is it?” or “Hillary Clinton” and linking them to your dog walking business is a big no-no.

Also, keep in mind that the more competition there is for a certain keyword, the more expensive it will be. The following are some of the most expensive keywords, according to Google:

To get an idea of the price range, “Insurance” is costs $54.91 per click, while “Cord blood” is $27.80

1. Insurance2. Loans3. Mortgage4. Attorney5. Credit6. Lawyer7. Donate

8. Degree9. Hosting10. Claim11. Conference call12. Trading13. Software14. Recovery

15. Transfer 16. Gas/electricity17. Classes18. Rehab19. Treatment20. Cord blood



So you’ve come up with a range of search terms that you would like to bid on. But as we mentioned before, some of these terms will be more expensive than others. When we say more expensive, we mean that you’ll have to pay more when someone clicks on your ad. Essentially, it’s all about how much you are willing to pay for a click.

There’s some basic math that you can use to help you decide how much a click is worth to your business. One way to do this is by deciding how much a lifetime customer is worth to you. Let’s say it’s $1,000. Let’s also say that

your landing page has a 1 percent conversation rate. Using this math, you shouldn’t pay more than $10 per click in order to make a profit.

Your quality score is something that factors into how much you have to pay for a click. If your website is considered trustworthy and popular, you won’t have to pay as much for clicks because you’ve proved over time that you provide a real value to potential customers. However, if your website is brand new, or if Google reads your content as somewhat spammy, you may have pay bit more when someone clicks on one of your ads.

Time to Talk Money

After you’ve set up your campaign, pay close attention to which keywords are and aren’t bringing in business. For example, if the phrase “best chocolate cookies” is bringing tons of traffic to your bakery website, use that insight to come up with similar keywords. There may be other search keywords that capitalize on specific products you offer like blueberry muffins, apple pies, and wedding cakes. Also, if you have certain keywords that aren’t bringing in any clicks, tweak them or get rid of them.

Test Your Keywords and Change Them Over Time

Don’t think of this process as something you’ll only do once or twice after you first establish your Adwords campaign. Chances are people’s perception of your business and what you have to offer will change over time, as well as the way Adwords works and the needs of your customers. They key to success is keeping track of all of these things.

As with any part of starting a small- or medium-sized business, it’s a process. But with consideration, hard work, and imagination, you can create a successful Adwords campaign that puts your and your business directly in front of your potential customers.

11 | Guide to Using Google Adwords on Site All images are subject to copyright.

Guide to Using Google Adwords on Site

Technology

Transcript of Guide to Using Google Adwords on Site