Google AdWords Tips for Beginners

Google AdWords is used by countless businesses to attract new customers, grow their online sales and build a loyal fanbase. This feature lets potential customers see your ad the very moment that they are searching the web for the goods or services that you offer, ensuring that you reach people who need your product - and are therefore more likely to buy it. You can narrow your audience even further by targeting your ads to people in certain countries, regions or cities - or within a set distance from your business. How you reach your customers is equally customizable, with text-based search ads, graphic display ads, YouTube video ads and in-app mobile ads all available options. Here are a few tips to get you started on a successful AdWords campaign.

Creating a simple search ad

Search ads will appear beside Google search results when people search for the products and services you offer. Arguably the best part of this system is that you only pay when people click your ad to visit your website or call your business. After you’ve written an ad that communicates what you offer, you will have to choose keywords that potential customers might search for on Google to find your business. You can then set a daily budget for your ad and let it go live.

Once your ads are running, you can get data on how they are performing and make adjustments at any moment. Millions of Google searches are conducted every day and with this ad, you can increase the chances that people notice your brand, consider what you have on offer, and inevitably take action.

Optimizing your use of keywords

Google AdWords Tips for Beginners

Your chosen keywords should be included in the ad’s text and in the content of the landing page, ensuring that your ad is completely relevant to the page your ad sends potential clients to. Negative keywords are keywords related to other keywords in the campaign, but are not related to the product advertised. These should also be used, as they further narrow an ad’s scope and ensure that it does not reach users who wouldn’t find it relevant. You should also implement all three types of keyword targeting - exact match, phrase match and broad match, bidding the most for exact match and the least for broad match keywords.

Being able to tell which keywords are triggering the most sales or leads is crucial in bid management and ad optimization. Setting up conversion tracking is therefore recommended - a conversion being any action that you want your audience to take on your website, such as a purchase or sign-up. Without proper tracking, you will struggle to trace and promote your most successful keywords or ads.

Using display ads for added interest and a wider scope

Display ads appear on websites and apps, in a variety of forms, ensuring that you can reach your audience no matter where they are. A display ad could take the form of a couple of lines of text; a custom ad in Gmail that can be saved, forwarded and expanded; an interactive banner or an ad that targets specific categories of mobile apps. Once you’ve picked a format and created your ad, you will be able to decide where your ads will run based on the interests and demographic characteristics of your target market. You can then set your budget, track your campaign performance and watch your ad take hold of the public.

Measuring the success of your ad

A crucial element of any advertising campaign is the measurability of its success. In addition to the performance monitoring offered by Google AdWords regarding your ad’s popularity, you need to be able to track the ad’s positive effect on the achievement of your business’ objectives. You should therefore know what specific action you want the target market to perform - be it completing a lead form, calling a business number or making an online purchase - so that you can measure the results of your ad campaign once it goes live. Having a specific desired conversion will also enable you to include the right call-to-actions in your ad, such as ‘Order Now’ and ‘Sign Up Here’.

Related: 5 Top Mistakes That Contractors Make with Google AdWords (PPC)

Dynamic video ads that captivate further

Millennials are known to be more interested in and captivated by videos than written text, making video ads a staple advertising technique of the 21st century. Video ads are shown only to the people you want to target and you only pay when they watch it, ensuring that you don’t waste money advertising to people who aren’t interested in your business. As an added plus, if your video is skipped before 30 seconds, you won’t pay a cent. Once you create a video, you simply need to set up a YouTube account, upload the video and start your campaign through Google AdWords. Your video can then appear before related videos, beside them and in search results. You can choose your audience based on age, gender, location, interests, and more. Using YouTube’s Analytics tool, you can monitor who is watching your ads and how they are interacting with them. You can also adjust your daily budget, spending more money on that which works.

The simple setup to a well-tailored app ad

App ads are simple and effective platforms for promoting your app to iOS and Android users. Custom app ads are built for you, based on your desired ad text. To maximize your campaign's performance, Google tests each ad and automatically promotes the designs that are performing best. Your audience is also customized based on the actions you want users to take in your app. AdWords will target your ad to people who are most likely to complete these actions: for example, a multi-level game will be targeted to people likely to reach level five or higher, based on their performance in other games. Your ad will be able to reach more than a billion people across Google's network, including users on Google Search, Google Play, YouTube, and thousands of other mobile sites and apps. Your budget for an app ad works according to a ‘cost-per-install’ - the amount you are willing to pay per install of your app.

For more on bringing your Adwords advertising campaign into the 21st century, see Changes to Adwords & How You Can Take Advantage of Them

Accommodating mobile users

The mobile takeover that is currently defining the technological age is reflected by the increased conversion rates on mobile ads as opposed to desktop versions for a variety of campaigns - most noticeably call-focused campaigns. Ensure that you utilize some mobile-specific ads in your advertising campaigns and use mobile-specific terms that refer to the platform the user is currently using, such as ‘Use your smartphone to call now!’. These customized calls-to-actions will speak directly to millions of mobile users and have been proven to increase conversion rates. Remember that mobile users tend to use abbreviations and shorter keywords, so adjust your bid percentage for different keywords accordingly. Paired with a mobile-friendly landing page, you are guaranteed to create a positive user experience for a large part of your audience.

Once you've mastered the basics, learn more on Creating a Successful AdWords Retargeting Campaign to extend your reach!