Google Adwords is definitely a powerful tool for business. Everyone can take advantage of advertisements online within their budget. In this tutorial, I would like to share some tips on using Adwords.
Adwords can be simplified to four steps:
- Create an account
- Find the relevant keywords to your product
- Create some advertisements based on the keywords
- Adjust and optimize the advertisements
How to create an Adwords account?
When logging in to Adwords for the first time, there is nothing there. Click Create account.
Fill out the form to create an account.
How to find keywords?
Before creating an advertisement, the most significant thing is to find useful keywords. Try to find and refine some relevant keywords for ads display. There is a keyword tool named Keyword Planner located in the menu group Tools and Analysis, which is an excellent phrase sniffer and decision maker.
The Keyword Planner includes four functions as shown in the figure below.
To figure out as many relevant phrases as you can, select the first function to get some ideas. For example, type in google
There are lots of results returned. Now you can pick which phrase can be used based on monthly searches and competition. If you are good at making phrases, you just need to choose the second function to get search volume for keywords.
So what is the average monthly searches and why it is important?
“The average number of times people have searched for this exact keyword based on the targeting settings that you’ve selected” by Google. The searches volume gives you an idea of how many users you might have.
How to create an Ad?
Once you have picked the relevant keywords, it is the time to create some advertisements. For boosting advertising effectiveness and ad management, it’s best to segment it based on the different aspects of your product. To create an ad, you have to first create a campaign, and then an ad group.
Create a campaign
When clicking +Campaign, there are three options: Search Network with Display Select, Search Network only, Display Network only.
“A group of search-related websites where your ads can appear. These include Google search sites and search sites that partner with Google to show ads” by Google.
“A group of more than a million websites, videos, and apps where your ads can appear. Sites in this network have partnered with Google to show relevant AdWords ads” by Google.
You can choose one of the options based on your business size and target customer. With a limited budget, focusing on the search network may be the good choice.
Create an ad group & an ad
Creating an ad group is similar as creating a campaign.
How to adjust and optimize advertisements?
So far, we have successfully created an ad. For better advertising effectiveness, you will need to do some adjustment and optimization.
As Google recommended, extensions give customers more reasons to click your ad. The value of extension is to provide additional information about your ad, such as your company location, phone number, site links, product description and so forth. You can create different types of extensions.
If some of the chosen phrases include ambiguous words, the advertising effectiveness will be influenced. For example, let’s say your product is related to TWAIN (From Wikipedia: an applications programming interface and communications protocol that regulates communication between software and digital imaging devices, such as image scanners and digital cameras), but this word also represents a family name, like “Mark Twain”. In this case, to display your ad to the right customers, you have to add “Mark Twain” to the negative keywords list. This function can be found at the bottom of keywords page.
Location, Schedule & Devices
In settings, there are three important tabs: Locations, Ad schedule and Devices.
Locations are the places triggering the ads. You can check the data periodically to see which country is worth advertisement to.
Ad Schedule is used to control what day and time your ads will be displayed. For example, you do not need to waste money if your potential customers are sleeping.
Devices show the statistics of different platforms, desktop and mobile. According to clicks and impressions, you can adjust your strategies.
For more information about Adwords, you can access the Adwords help center or subscribe the Adwords blog.