How does Adwords work?
I want to advertise my business through Adwords and use it to attract business to my website, in order to generate leads through the Adwords campaign. Does anyone have advice on how to get started?
The best way to learn AdWords is by trial and error. Although sometimes that can become costly, I would recommend hiring a professional to help you setup and possibly manage your campaign. There are several qualified AdWords partners out there that can help you setup your campaign to obtain leads/sales, myself included.
There is so much to cover but I will try and just cover a few main parts of Adwords:
If we break Adwords down it really is just a never ending auction. You and many others are bidding to be #1, #2, etc for a search that someone is doing. https://www.youtube.com/watch?v=jRx7AMb6rZ0 gives more detail.
The one thing to note about Adwords is that it isnt just who bids the most money for a click. https://support.google.com/adwords/answer/2454010?hl=en is another great primer but will get into some of the details. The short version is that Google wants to make the most money possible. If your ad gets more clicks by being more relevant to a searcher then over time Google will more likely push you to #1 even if you arent bidding the most. It all comes down to getting your ad to resonate with the searcher, getting them to click and then converting that click.
If you are new to Adwords PLEASE start using exact match keywords and not phrase or broad. This means that if you bid on [how does adwords work] you will only show up for that term (there technically a few more you may show up). If you do not use those brackets you will then be using broad match and the number of keywords your ad will show up for will include the most random things. A bit more about exact match is https://support.google.com/adwords/answer/2407781?hl=en
So to get back to the last part of your question.
- Use https://adwords.google.com/KeywordPlanner to help find some keywords that are relevant to your business
- Start with 1 campaign and 1 adgroup in that campaign
- Pick 3-4 keywords that you found that are very similar and that you would point to the same landing page
- Make sure your keywords are in the  to start with
- Create your ad and set a small daily budget for the account.
This will get your feet wet while limiting your exposure.
Google Adwords has two major advertising channels - Search and Other Websites. You need to start by thinking as your clients would to create a list of keywords that your potential clients would use to search for your service. You will need these keywords for starting your ad campaign.
If you select only the search traffic channel the keywords will be used to showcase your advert to individuals searching for those keywords. So if for example you include the keywords "Movers - Polk County" anyone typing such a search term into google would most likely be shown your ad.
If you select to appear on other websites - google ads would identify websites containing your target keywords within their textual and visual content.
It is important that you do not use broad (non-specific) keywords as you want to only pay and attract visitors that are highly likely to convert to a sale.
Furthermore you will want to ensure that your landing page (where you direct the traffic to) is also optimised to improve the chances of capturing lead data. Whilst a potential client may choose not to make an immediate purchase it is in your best interest to capture their data. One great way to motivate a potential client to provide their details is a one time opportunity to sign up to acquire a discount/voucher that they can use in the future for example.
If you already have a monthly/daily budget in mind, the best way would be to call Adwords help line (after you create your account). They will access your account and work with you to maximize its potential. I found it in my case the best way to get started.
You'll have to set up your Analytics account as well (if you haven't done it yet). Prior to calling the help line I suggest you write a list of keywords you want visitors to find your website by searching on Google.
You should think on how people will google you. Depending on your business, there's key words that could help you be found easily.
Hi Daniyal - I strongly agree with Josh in that a productive and successful Adwords campaign can be complex and if you are not an expert, it is advisable to partner or hire an expert. You will spend more time and money than you might realize. I am certified in digital marketing and new media and I speak with clients every day. The primary topic of these conversations is understanding that inbound marketing requires a high level of skill sets. You are an expert in whatever it is your business does. Do you really want to put that aside and try to become a marketing expert yourself? The smart answer is no. You wouldn't remove your own appendix, you would find and trust an expert. The same applies for Adwords, SEO, Blogging, Social media promotion, lead generation, lead nurturing, analytics and evaluating all of these inbound marketing components to apply modifications.
If you have zero budget and are forced to try this on your own, I recommend you read "Advanced Web Metrics With Google Analytics" by Brian Clifton. There are chapters that can help you get started. That said, I recommend you speak with a certified consultant to determine if Adwords is even the best form of inbound marketing to start with. Maybe organic optimization would be more productive. My point is to look at the big picture and have a professional help you develop a marketing plan, strategy and then a blueprint for action. I also suggest you spend a little time reviewing www.HubSpot.com. This is a software application and inbound marketing methodology that covers all important considerations when thrying to develop a marketing plan. I hope this helps!!!
Throwing in my two cents here. Everyone else has given you solid answers that I also agree with. I would want to stress to you to make sure you have Google analytics setup on your website from day one, to really gain more insight into your Adwords campaigns. Google Partners have certain standards they have to regularly meet in order to have that status, so finding an agency with that accreditation is a big point too.
Going off of what Daniel said - HubSpot is a great marketing tool for inbound marketing (as opposed to paid advertising). They do charge to use their tools, but offer training and support throughout the process. The agency I work for has both the Google Partner status and HubSpot Partner status and we use both fronts to assist our clients with growing to their potential. HubSpot can be a DIY system, but the partner directory can connect you with trained and certified professionals on the system, to do the heavy lifting for you/with you. Again, HubSpot holds this status to a high standard, with regular re-certifications and practicums that certification holders must pass.
Adwords is always a great place to start on google. However, a few things you should know:
1) Adwords can be more expensive than other advertising options
2) If you're doing Adwords you may also want to look into SEO work.
Now if you want a serious campaign on Adwords go through the keyword list and check the traffic sources. It also helps to put a few long keyword ads on there too. IE:
Keyword - Cupcake
Keywords - Chocolate chip cupcake London.
This should help round out your adwords campaigns. Also with adwords you have access to youtube pre-rolls which I think are more effective than your average search engine advertising.
In the end it comes down to your budget and how you want to move forward with it.
I recently tried to use adwords for the first time a few months back and had the same questions as you. I initially tried to speak to google directly to ask abut paying for them to get me started but the agent I spoke to was shocking. I only had a small budget to begin with and I ended up just testing it out myself.
To get yourself started I suggest the following
-You need to have your website(s) connected to google analytics so that you can measure your campaign more effectively.
-Find out what your SEO keywords are (if you have any). If you don't then you can always use google analytics (in the reporting tab under acquisition) to find out what terms people are searching when they visit your website through google. You can then use that to decide what keywords to use for Adwords.
-You will need to bid for how much you willing to pay each time someone clicks and then you set a daily spend budget and an end date for your campaign to be able to stick to your budget. You can bid separately for each keyword (i.e. £2 for one and £3.50 for another) and you only pay for clicks.
-If you connect your adwords to your analytics you can then see how many people that clicked on your ad went through to your website.
-login regularly to see what is working and adapt your bids to the changes.
It was trial and error for me but that helped me to really understand how adwords work and what keywords work well for us. I will now be paying a google partner approved internet marketing agency to market to manage my adwords account as they specialize in it.
I would suggest using an agency as they are experts but if you just want to test the waters first then go ahead but start with a small budget as you want to maximise your returns and not waste money.
To get the most out of Adwords (PPC) campaign, you should also be doing Search Engine Optimization (SEO). If you have a website which is already search engine optimized for your targeted keywords, the chances of your Ads getting posted on the top of the first page is high.
So, the strategy should be SEO+Adwords(PPC) and not Adwords alone. Google gives quality scores for each link based on various factors and more often the links get clicked, better the chances of showing yourself on the top with highest quality scores. Quality scores are decided based on your ad spend budget, but Google also counts on the better links which have got more hits. I've seen some ads with lesser budgets going to the top for this reason.
And if you're just starting out with Adwords you have to be ready to spend few bucks just to try and test. Once you get an idea, you can slightly chance based on the results for better conversion. Please keep your initial budgets as low as possible. Keep in mind that just the random clicks on your ads isn't your end goal, but you will need conversions. So use those keywords which can get bit lesser clicks, but highest conversions. It is wise to hire a Adwords professional or agency if you can afford rather than doing it yourself because you would require to monitor the performance regularly and spend smartly to find success with it.
All the best!
Adwords can get very expensive very quickly if you don't know what you're doing. Research it extensively first or hire an expert who will help educate you throughout the process until you feel more comfortable. Or as others have said, leave it to the experts while you focus on running your business, which is hopefully a more valuable use of your time.
Some Adwords partners are offering match funding of 150 pounds and free training, so it might be worth asking, I don't know where you are based but if its the north west Contrado Digital www.contradodigital.com are are delivery partner and offering the support.
Go straight to the source my friend! https://support.google.com/adwords/answer/6069823?hl=en
Daniyal, a good start is to set up a MCC account with Google. This will give you links to the Google Certification portal where you can take various Google Exams including Google Adwords Fundamentals and Various Advanced options. This will also give you access to loads of free training material which I suggest you work through in a timely manner while testing on a demo Adwords account before attempting the exams.
Alternately make use of a professional even though a insight to what they are dealing with would help you understand the nature of digital advertising.