AdWords is an automated auction. You write your ads and choose relevant keywords (a keyword is the search term – word or phrase – that a person searching. Paid Advertising system created by Google. ❖ Advertisers fight to the death for better ranking. ❖ Places advertising copy above, below or beside search results. Learn how to use Google Adwords. A detailed tutorial for beginners that walks you through every step you need to follow to be successful with AdWords.
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Fundamentals exam and one of the other AdWords advertising exams. . With AdWords, your ads can show on one or both of Google's advertising networks: the. Google Adwords Tutorial Pdf • Account AdWords The • Ads Good Creating for Tips • Agenda Keywords Effective • Ad? AdWords an is What • AdWords? is. That is exactly what Google AdWords does. AdWords allows businesses like yours to display their Amplified is here to help you crush it with Google AdWords.
The biggest takeaway here is, not surprisingly, write like a human speaking to other humans. Focus on the end needs, wants and outcomes of your target customers. Speak their language. Don't be afraid to get personal, explaining what you can do for your customer in the ad copy.
Without a doubt, the most important part of Adwords ad copy is the headline. It's the largest part of the ad, the part we see first, and what triggers an emotional reaction. Almost as important as knowing what to do is knowing what not to do. This guide helps avoid those pitfalls write away, laying out 8 common mistakes to avoid when writing Adwords PPC headlines, including copying competitors or using generic wording.
With this in mind, the guide then lays out a complete blueprint for writing headlines that convert, including tips for saving space and which words to use to build trust with customers.
But without a doubt, biggest takeaway from this guide is that writing effective headlines is about much more than throwing your main keyword in the headline and hoping for the best. In fact, as Andrew points out, many off the best headlines today omit the keyword entirely. So next time you're writing headlines for ads, test a few sans-keywords.
Following on their epic tutorial for writing attention-grabbing PPC headlines, Andrew Lolk at White Shark takes us even deeper into the world of ad copy with this guide to writing hyper-targeted descriptions for Adwords ads. For someone without much experience writing descriptions, this guide clearly lays explains their two-fold purpose: to attract the right audience while, at the same time, deter the rest.
The tutorial walks us through best practices for writing descriptions that help you stand out from your competitors and convince the consumer to convert. Among these: call to actions, USPs and offers that relate to the audience you want to attract, to name a few.
Whether you're a total novice or pro copywriter, White Shark's Ad Writing are excellent resources for improving your ad copy skills. This is Unbounce's bread and butter - building better landing pages for PPC marketers - and it's definitely worth the read. The ebook covers everything from user intent, attention ratio the amount of the page dedicated to converting the visitor , to optimizing mobile landing pages.
For example, the guide explains the difference between responsive design and dedicated mobile landing pages, and when to use each. Once again, Unbounce takes complex concepts in the PPC marketing space and distills them into a clear, concise tutorial.
This "Entertaining" Guide to building and optimizing landing pages is written by none other than Oli Gardner, the founder of Unbounce and leading PPC expert. Covering many of the same ideas as the PPC Landing Page ebook, this tutorial takes a more light-hearted approach, sprinkling in a variety of fun examples and light-hearted memes.
I, for one, enjoy this style of writing as it helps me learn and absorb material much more easily. Not surprisingly, given that author Graham Charlton is editor in chief of ClickZ, a long-time authority in the digital advertising and pay per click space. The checklist overlaps with Unbounce guides in many areas, but also stands out in others. Namely, it looks at a high level view of the different types of landing pages, and when to use them.
Graham also shares a few points for capturing visitors who don't convert, but may end up converting later on in some other way.
Overall, this sequential checklist is a nice summary of the essential steps to take when building PPC landing pages and definitely worth a read! However, fewer devote as much time and energy to building a negative keyword list, despite the crucial role that negative keywords play in maximizing the ROI of an AdWords campaign.
The fact is, negative keywords are equally important to the success of any PPC marketing campaign, and this tutorial from Kissmetrics shows just how to identify and use negative keywords effectively. Author Igor Belogolovsky points out that building a negative keyword list is about more than just omitting keywords like "free", "torrent" or adult-related searches.
While that aspect is important, it's also about identifying "blind-side" keywords that may drive up conversion costs - ie, keywords you would not expect to show up for searches unrelated to your brand. This negative keyword tutorial is simple and straightforward, and a quick read for anyone looking to optimize their keyword lists.
Everything you could possibly want to know about Ad Extensions is in this ebook from Wordstream. Seriously, everything. You get the point.
I can empathize. The best tutorials by far are from Google.
There is a lot of information out there about Google Ads — what better place to find the truth than from the all-powerful creator of Google Ads? This was the first place I turned when I wanted to figure out the basics of Google Ads and Google did not fail me.
It can be hard to find why you hide this, Google? It has an online guide you can walk through, complete with nice little videos, as well as a downloadable PDF version. Google Partners also has a YouTube channel, which is another great place to find a pal to walk you through Google Ads basics. The most recent video for Google Ads fundamentals was posted February 16, ; recently enough that I trust all the info there is correct and up to date. Again, this is structured for people who are trying to get certified but it is just generally helpful.
Go back to school! Since we're always trying to keep our audience informed, we recently released some updated tutorials for beginners or experts looking to get back to the basics.
So far, these have been some of our most popular content, so be sure to check them out. This guide and infographic take us back to college with a step-by-step educationally-themed process of starting out in Google Ads. From setting goals and determining your audience all the way through remarketing and optimization, it spells out exactly what tasks you should be completing at each point of your account set up.
If reading about Google Ads isn't really your cup of tea, we turned our popular infographics about Google Advertising into a video series!
These simple explanatory videos are a great place to start--especially if you're worried about explaining costs or results to your boss. Not only is his voice very calming, his instructions are extremely clear. The bid sets how much you are willing to pay for each click. It optimizes impressions and bids.
Your cost per click, or CPC, can thus be lower than your maximum bid, especially if your ads produce a good quality score. This is a metric based on the experience that the user has on your landing page, the relevancy of your website and your actual ad.
A conversion is a new lead or sale, but, in general, it means the user took the action that you wanted them to take. In some cases, that action might be something other than a download. Signing up to an email list or entering their personal information would be examples of other actions. Companies often quickly burn thousands of dollars on AdWords pay-per-click advertising, since their budget is set daily and, unless you pause the process, runs endlessly. Each keyword in your account will get its own Quality Score.
Should be simple, right? But depending on the popularity of each, you ideally want to be as specific as possible. For example, that might mean creating individual ads or even new campaigns for each of those specific keywords.
Your click-through rate CTR is the calculation of clicks from views. A higher CTR generally means that your ad and keyword relevancy is better than others with a lower CTR assuming the copy is good, obviously. All of these factors so far deal with your actual AdWords account. But the other side of the coin is your landing page — or the place people will go once they click on your ad.
It needs to be relevant to what someone just searched. The landing page itself also needs to be user friendly.
It means your page, for whatever reason, sucks. But sometimes, if you do it right, you can actually rank at the top while also paying the least out of the other advertisers. It often comes back to your Quality Score and your Ad Rank. Simple math, really. The cost per clicks in your own industry might vary wildly based on the 1 demand of people searching and 2 how much the competition is spending. For example, the automotive industry might only set you back a few bucks per click.
Then, Google wants you to set up your first AdWords campaign. You can leave the browser tab open in the background. That means you can expect better results than on the Display Network.
Which is why I recommend starting here, first. Google Display Network typically shows up on other websites. These are banner ads that get sent out across their AdSense network on blogs of literally all sizes. But otherwise you lack that killer search intent to drive conversions. Instead, you want to use the Display Network to get your name out there. Reaching that many people can help your improve branding and visibility within an industry.
A perfect example includes high priced services. And then we can dive into advanced bidding strategies. You can do this with fourth-grade math , really.
You need two components to work this out: Your conversion rate is the percentage of people who actually order when they arrive on your bricks sales page. Now, we can just scale our maximum CPC up, to determine our daily budget. One common misconception is that you need lots of clicks to be able to evaluate anything. Of course, the more data that you have, the more statistically significant it will be.
But, this volume of data is something you will get over time. AdWords provides people with a few different ways to manage these bids to help you keep track of multiple campaigns at one time as they fluctuate. Essentially, each keyword or Ad Group would have the same bid unless you go in manually, of course, to change it.
First time doing this? On a shoestring budget? For example, bids can raise or lower on their own depending on different factors. If your impressions start dropping like a rock, bids can raise a little bit to make sure your ads will continue to show up and be seen.
You end up trading off some of your budget control. Similarly, it will also drop bids if necessary to help you save on wasted ad spend if performance starts to slide. In other words, Google will adjust bids in order to get you the best Cost Per Conversion possible on a campaign even if that means raising them in some cases. Here you pay a cost like a few cents or dollars per one thousand impressions. So your goals should be a little different, too.
Those are the most popular bidding strategies. But then each one can be further optimized based on bid modifiers. For example, maybe people from California will spend more money.
Or maybe conversions in Ohio tend to be more expensive on a Cost Per Lead basis. More people are accessing the internet on their mobile devices than on Desktop. That means more people are searching on their mobile , too. Historically, conversion rates on desktop still tend to be higher than mobile. You might want to optimize mobile campaigns for driving new awareness or visibility. But focus conversion-driven ones for when people are back at the office.
So you bid modifiers on devices will help you control how much of that spend is getting allocated and when to pull back. One of the final most popular techniques is called dayparting. This simply refers to controlling days and times of the week when your ads show up. For example, if you want leads to call your office, you might use a bid modifier so that your campaigns are most aggressive during normal business hours.
This is the precise time you want the phone ringing. Got your budget in order? Have at least a rough idea of what you can spend? You can even set your product category, if you can find it.
For Google, only choose Google and exclude the network these are sites that show banners etc. That could mean the name of your product or service. So you can go upstream a little bit by discovering relevant terms that already have huge search demand.
But with an added bonus. You can use a tool like SEMrush to literally spy on the competition. The keywords you pick are important. But you also need to consider their match types , too. But more specifically, the match type you were using. Google Adwords has three primary match types:. So broad match will pull in the widest amount of people possible. While exact will pull in the smallest. You typically need a balance of all three in order to get the best bang for your buck.
Using a blend of the three match types will make sure that you get a good cross-section of search terms. All of these negative keywords get put on a list that builds up over time. That means your ads should only show up for the good stuff. And your campaign ROI should actually increase over time. Selecting your own budget and keyphrases is half the battle. Remember how Google AdWords also considers quality?
You want to know how good your ads have to be to win. This is also known as competitor intelligence. Go to Spyfu. Pro tip: Remember SEMrush? You can use it to find what the average, estimated costs are for specific keywords.
You can look up an individual competitor. Now you know how AdWords works. You understand the fundamentals of how the ad-based auction determines your pricing. Selecting keywords and their match types. Refining those based on the search terms you get and excluding bad stuff with negative keyphrases. Of course you would! If done right, Google AdWords has a positive reinforcement effect, but your landing page needs to convert.
They offer some kind of bank account. But, it has no obvious benefits over, well, any other bank account. Wordstream has come up with a good article on improving your landing page.
Want an example of a job well done? Check out Lyft. Another good example is Codecademy. Both Lyft and Codecademy are perfect examples of conversion-centered design. It makes readers stick to your page like glue. And entices them so they have to click to find out more. Meaning they feel the most comfortable moving forward with you. Otherwise, get that mix wrong and the result is often intimidated, discouraged, or distracted visitors.
None of which will download. Their study pointed to Zendesk as one of the bad examples. Check out how cluttered and confusing the information on this page is:. The big difference, though, is in how they showcase the information. Which all comes back to page design.
It would require way too much information to cover here in a post about AdWords. They have a template library with designs you can simply pull off the shelf. Then their website builder is a simple drag-and-drop customizer so you can edit or change almost anything about the page without touching a line of code. They also have an advanced featured called Dynamic Keyword Replacement.
Using this, you can create just a single landing page and it will automatically pull in the keyphrase someone searched for. Both offer beautiful templates that you can select with a click.
And both provide limited customizations so you can get a new landing page up within minutes. Unfortunately, getting your landing page live is only half the battle. You pick a beautiful template.
Push it live. Flip the switch on your ad campaigns, and then… nothing. One way to find out is to use CrazyEgg. Leads have started rolling in. You need one final thing until your AdWords strategy is complete. Google Analytics is great. But it only will show you a raw number of conversions. Your landing page is designed to convert.