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7 Tips To Get You Started With Google Adwords

Have you considered using Google Adwords as a part of your company's digital marketing strategy but not sure where to start?  In this post we will cover the basics and provide some tips for getting the most from your efforts.

What is Google Adwords?

Adwords is a Google product that displays your business' adverts in Google's "Search Network" and or throughout their Display Network.  Your ads get displayed based on the keyword searches of web browsers.  

The four main advert options are; text ad, image ad, video ad and mobile website ad.

Googleadwords

Google Search Ads appear at the top and down the right hand side of Google searches.

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Why you should use Adwords?

There are several reasons why you should consider using Adwords as part of your strategy, however they all mainly boil down to these key reasons:

  • they make your business more visible online and help to drive traffic to your business.
  • adverts can be customised to be highly targeted to your desired audience, locally or globally to reach them at the time they are after your offer. 
  • campaigns are scaleable by budget and objective.

Setting Up Google Adwords 

Setting up Google Adwords is relatively simple following the setup process here

The key parts involve creating the adverts and selecting the relevant keywords to attract your target audience to you ads.  Make sure that you link your Adwords account to your Google Analytics account so that you can track the performance of your campaigns.

Tips & Tricks for using Google Adwords

1.       Have you target customers in mind when writing your ad

Creating personas based on the characteristics of your audience to help to guide your keyword selections.

 

2.      Set your landing page to direct customers efficiently 

Don’t simply set your ads landing page to your homepage, set it to a page directly relating to your adverts offer.  If the customer has to navigate to the right page they could drop off your website.

 

3.      Setup conversion tracking

Setup conversion goals in Google Analytics that relate to your ad's objective, whether it be a sale, lead, downloading an app or viewing a video.

 

4.       Bid high initially

Ensure your Ads get seen in the search results by bidding high initiially so Google can register a high Click-Through-Rate (CTR) and improve your ads placement in the search results. 

 

5.     Use negative keywords to exclude irrelevant searches

Avoid paying for clicks for keyword searches that don't relate to your business' offer.  Review your negative keywords over time to help improve your CTR as your ads are served to more relevant searches.

 

6.     Clear Call To Action Buttons

As you only have limited space on Google Ads, ensure you include a clear Call-To-Action that conveys the offer.  Furthermore make sure that when they reach the landing page it is again clear where they need to go to complete their desired action.  

7.     Monitor Results and Refine Campaigns

Track your Adwords campaigns using Google Analytics, keeping an eye on what keyword matches are converting and refining your list for continued improvements.