Google Adwords management is all about using Google’s Adwords program to promote your business. But before we get into campaign management, let’s look at what Adwords is.
What is Google Adwords?
Google is best known as being the top-rated search engine. But simply displaying search results to people doesn’t make any money…
Enter Google Adwords! It is an online advertising service that allows advertisers to promote their businesses by drawing potential customers to their websites.
Advertisers can create advertisements that Google display on the results pages for searches that are related to the product or services being offered in the advertisement.
So Google Adwords is highly targeted advertising!
Google makes their money by charging advertisers for each click on their ad (CPC – cost per click) or by charging for displaying their ad a thousand times (CPM – cost per thousand impressions).
Adsense & Adwords – What Is The Difference?
Google not only displays advertisements on search results pages, they also display Adwords ads on other websites. This is where Google Adsense comes into the picture.
Google Adsense is a program that lets website owners display Adwords ads on their websites and share in Google’s Adwords revenue. Google refers to these websites as their content network.
The ads displayed on these websites are also highly targeted. Google analyzes each web page where ads appear and determines the topic of the page. The ads displayed on the page are related to the topic of the page.
Google Adwords Management
Google Adwords management is about creating and managing a Google Adwords advertising campaign.
If you haven’t already done so, the first step is creating a Google Adwords account, which is free and quite easy to do. You will need to provide a credit card number during the signup process.
Google Adwords provides 3 levels of organization to organize ads.
After creating and setting up your account, you first step in Google Adwords management will be to create an Adwords campaign. If you had an online sports store, you might create a campaign for “Sports Shoes”.
You can set several parameters for your campaign, like daily budget (allows you to limit your costs) or target audience (allows you to specify geographic locations or language groups to target).
You can create up to 25 campaigns in your Adwords account!
Your second step in Google Adwords management will be to create Ad Groups in your campaign. Inside each campaign you can create up to 100 Ad Groups.
Continuing with the sports store example with a campaign for sports shoes, you might create Ad Groups for “football shoes”, “running shoes”, etc.
Inside each Ad Group you now create one of more ads. You have a choice of several types of ads, like text ads, image ads, video ads, etc. I estimate that text ads are the most popular. They are certainly the easiest to create!
This covers the basic structure of a campaign, but there are still two very important component to Google Adwords management…
Ads are triggered by keywords. These keywords are the search words that a potential client types into Google when searching for information. You have to select the keywords that will trigger your ads. Google provides a tool to help you find the keywords.
It is important that you select keywords that are relevant to what you are advertising. For example, if you are advertising jobs for plumbers, a keyword like “plumbers” might attract people who are looking for plumbing services. It would be better to use “plumbers jobs.”
Ad Landing Page
Your ad landing page is the page on your website where a potential client will end up after clicking on your ad. Although it is technically outside of Adwords, it is still an important part of the Google Adwords management system.
It is the page that converts a potential client into an actual client. Give careful thought to which page your ad sends people to. It is often best to create a specific landing page to do the job.
You can create two different types of campaigns:
- Keyword-targeted campaigns let you specify a list of keywords that Google uses to decide where your ads appear. Your keywords are matched to Google search keywords to display your ads on results pages, or matched to keywords on websites to display your ads on the content network.
- Placement-targeted campaigns let you decide on which websites within the Google content network your ads appear.
Google provides you with tools to help you find the best Google keywords or placements for your Adwords campaign.
Google Adwords Reports
Google defintely does not leave you guessing about the performance of your Adwords ads!
A great tool in Google Adwords management are the excellent reports that tell you exactly how well your ads work. One important measure is the CTR (click through rate) that tells you how many clicks your ads are getting for each 100 times that they are displayed.
You can define your own reports that are run on a schedule you set, and you even have the option of getting the reports automatically emailed to you.
Google Adwords Tools
Adwords provides several handy tools to help you make Google Adwords management more effective.
- The Keyword Suggestion Tool helps you find keywords to use for your campaigns. It displays several metrics to help you decide which keywords will work best for you.
- Campaign Optimizer analyzes the performance of your campaign and makes suggestions for changes, like adding keywords or changing the maximum bid values for keywords, or changing the daily budget. The aim is to get your ads displayed more often. The same ad displayed more often ought to get more clicks.
- Website Optimizer helps you optimize your ad landing pages (the page on your website where a potential client/customer ends up after clicking your ad). It allows you to create different versions of your landing page and then it measures which version is most effective at getting the potential customer to do what you want them to do (buy something, sign up for something, contact you, etc.). I love this tool!
- The Conversion Tracking tool allows you to measure the effectiveness of the entire Google Adwords management chain, that is, from the ad to the ad landing page to the page where the customer or client completes the action you wanted them to perform. It tells you whether you are getting a decent return on the money you’re spending on advertising. This is what every business person wants to know!
I think Google Adwords is a great way to get targeted traffic to your website. It will cost you some money, but you get to control how much money, and you can tell whether it is money well-spent or not.
I have run several Adwords campaigns of my own, and some for other companies as well. I have had very good results and my client companies have been very happy too.
If you need someone to help you with your Google Adwords management, please feel free to contact me. I’d be happy to help.