Google AdWords is a brilliant tool.
Briefly, here’s why:
- Your website can start to receive traffic from visitors who are likely to be interested in your services or products
- It’s all measurable — AdWords gives you a lot of useful information you can use to improve your campaigns
- It’s quick — if you set it up correctly you could start receiving traffic within the hour
Anyone who is considering AdWords for the first time should be aware that there are vouchers available, usually £30, £50 or £75.
I’ve spoken with many newcomers to AdWords who seem to echo the same sentiments on first setting up a campaign:
- They think they’ve set it up properly, but they’re not quite sure
- They don’t really know what to do with the data in the account, unless visitors sending enquiries or buying products
- If “nothing happens” (no calls or sales), they’ll turn it off and never want to look back
Set Some Objectives & Always Bear Them In Mind
- An incentive to visit your website (specify what you offer them, where you offer it and tell them to act)
- Your phone number
Only use Phrase Match keywords
You need some keywords that match your services, location (if you provide localised services) or products, for example “Car MOT in Bristol”.
If you’re using Google’s suggested keyword list or keywords from the AdWords Keyword Tool then that’s good, but you need to know this.
By using Phrase Match only you are likely to receive more of the clicks you want, rather than those you don’t.
Use MergeWords To Speed Things Up
AdWords can be confusing, especially when starting off.
By using some free tools you can really speed up the process of setting things up.
If you work locally then bidding on local terms is a good way of targeting the right customers. If you bid on Service + County, then Google won’t show the ad for all locations within that county, but only for the phrase itself.
Therefore each location will have to be added to the phrase, which could mean a lot of phrases.
MergeWords.com is tailor-made for this, and actually quite fun to use (or maybe that’s just me).
Add your service/product keywords in one box, locations in the next, select quotation marks and then you’re away!
Use Every Ad Extension You Can
The difference between receiving clicks and not can come down to subtle differences between ads and advertisers. By using Ad Extensions you can really set your ad apart from others.
For local advertisers, the Call Extension is valuable for encourage clicks from mobile searchers, and the Location Extension also makes people aware of where you are based.
Sitelinks should be enabled in addition to these other extensions as they take up more space on the search results page.
Other extensions are available for Ecommerce, Mobile App and companies looking to show off their Google+ popularity.
Make Sure Google Analytics Is Setup
AdWords data is good, but when combined with Google Analytics it’s even better. You get to see useful information about how long people stay on pages of your site, which pages they visit and whereabouts they click on each page.
Setup At Least Two Ads Per Ad Group
AdWords does a few things automatically that are in your interest. Showing the ad that’s likely to get more clicks is one of them. By having at least two ads within an ad group, you’re able to “split test” them against each other. Google will decide on the “winner” of the test and show one ad more than others.
That’s usually the ad that more closely matches what people are searching for and responding to.
Finally, Be Organised
A well-organised AdWords account is one that will be easier to make changes or additions to in the future.
Here’s one organised way of structuring an account for the example I’ve been using, with a separate campaign for each service/product and a separate ad group for each location within a campaign.
Google do offer good support for new advertisers themselves. If you have an issue you can contact them directly using the ‘Help’ link in the top-right corner of the AdWords dashboard.