Getting Started with Google AdWords

By admin, January 14th, 2011

So you have a brand new website, but no traffic. What can you do? One way to start getting visitors right away is to invest in some advertising. When it comes to online advertising, you have a lot of options, but the big dog is definitely Google AdWords.

What is Google AdWords?

AdWords are the “sponsored” links that show up in Google when you do a search. They are almost always related to your search phrase. These are paid ads are usually sponsored by the sites in the links.

It’s a little complicated how Google determines which ads to show and in what order, but it’s basically an auction. Highest bidder usually ends up near the top. Google also considers other factors (like the number of clicks the ad is getting) in order to determine if that ad should stay at the top.

Where Can I Learn How to Use AdWords?

Google has a ton of videos going over the interface. You’ll want to spend some time on their YouTube Channel.

General Tips

  • Set daily/weekly budgets. It’s easy to spend more than you planned if you don’t put a lid on the budget.
  • Try a ton of variations on your ads. I’d suggest going in at least every week to see how ads are performing and to add new variations. You’ll want to experiment a lot.
  • If possible, direct the ads to pages where you can measure conversions (like an email sign-up form or contact form). Some ads are great for getting clicks, but if people leave immediately then you might be wasting money. Take the number of people who convert (fill out a form or make it to your target page) divided by the money spent on clicks to get an ROI.
  • You can link AdWords to your Google Analytics account to track visitors and conversions in one place.
  • The closer the ad matches the destination, the more likely it will convert effectively. For that reason, it’s sometime more useful to figure out what people want and design the campaign around that. For example, Google Search: “where to buy ____” -> Ad: “Get _____ here!” -> Page: “Buy _____ here” or “Here’s where to buy _____”
  • By far the biggest mistake is setting up a campaign that’s too general. For example, directing people to your homepage. Try to be as specific as possible when paying for clicks.

Google AdWords can be a powerful way to drive traffic to your website if used wisely.

Category Icon Posted in Advanced Topics, Effectiveness

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