google adwords crash course

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Google Adwords Crash CourseExplanation of Google Adwords & Its Uses

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What is Google Adwords?

Targeted ad campaigns show up in Google Search results

Campaigns are based on keywords, locations, & other preferences that you choose

These ad campaigns are called PPC (Pay Per Click)


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Google’s Search Network


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Adwords Vocabulary Lesson

CPC – Cost Per Click

CPM – Cost per thousand impressions

CPA – Cost Per Acquisition = average sales price & profit by product / product category

Conversion – a purchase, signup, page view, or lead

Conversion Rate – ratio of the # conversions/# total clicks

CTR – Click-through rate

Bid – Top amount you are willing to pay for a click.

Display Network – Your ad shows based on context of page. Not search!

Quality Score – Ranking system used by Google to measure relevancy of your ads and landing pages.


+Adwords Example


+How to Sign Up for Google Adwords

Sign in to your account (https://www.google.com/adwords/). You can use your Google login for adwords as well!

Set up your country, time zone and currency next

Next, click the Create your first campaign button. You will then need to choose your budget, create your ad, and select keywords. Finally, enter your billing information to complete Google Adwords account activation.


https://www.google.com/adwords/


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Keywords: Ad Campaigns 101

Create a search for your products, services, or sales verticals

Sort your searches by average monthly searches

Look at the competition Having low competition and high average monthly searches makes

for a good keyword as long as its relevant Having high competition and high average monthly sales could

mean that this keyword is strong for many in your industry and you would need to bid higher for better ad placement


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Google Keyword Planner Tool (UI)


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Keywords for SEO

Once you’ve done your keyword research, make sure to export your results

Keywords that help you rank your ad in paid search results are helpful in ranking your page organically

Users are generally more likely to click organic results vs. ad results (70:3)


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The Anatomy of Ad Campaigns

Ad Groups General categorization of

your B2B’s products and services with keywords and text ads

Keywords The search words and

phrases that your users are searching for

Ads You can create at a minimum

of 3 text ads for each ad group


+Google Adwords Campaign Optimization

Research for relevant

keywords & create Ad Groups

Test your text ads and keywords

Use Google Analytics & other reporting tools to measure results

Optimize & repeat!


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How to Measure for Paid ROI

ROI = # of actions / # of clicks Actions are taken on the landing page

Forms Purchases Sign-Ups Qualified Leads

Clicks are the total clicks of a PPC campaign

ROI is ultimately determined by whether the actions taken by users are aligned with your marketing strategy


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Start Now!




