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Introduction to Google Adwords


The PPC world is very confusing and highly competitive for the beginner. You have to learn a whole new marketing lingo, learn how to operate a slew of settings, and then figure out how Google works. It’s not easy.

PPC stands for “pay-per-click”, and that’s exactly what it is—with the PPC model you only pay when you get the result you want, which is a click on your ad.

Your Google ad campaigns will allow you to zero-in on your ideal customers combining geo-targeting, keywords, basic demographics, and audience behavior to sell your brand, services, and products.

The only difference between your ranking and the ones just below you is that yours is not “organic”… but wait, what’s the difference?

Organic VS Paid

To reach the top of an organic ranking, you have to be diligent in building your content. It is a lot of work and requires quite a bit of time invested in coming up with ideas for blogs and fresh content.

Organic growth is highly competitive and takes a lot of knowledge on how Google search engines work with your website SEO (search engine optimization). On the other hand, the far easier approach is paying for Google ads, and it will allow you to appear just above the highest organic ranking.

However, you will still have to gain some knowledge on the best strategy to become an effective bidder, so you can take full advantage of your marketing dollars and reach the most people.

The Bid

Google AdWords is set up much like a bidding site that forces advertisers to bid for the position and audience they want to reach. You can set the number of dollars you are willing to pay for your bids and the price for each click you receive.

If you turn out to be the highest bidder for that target and position, then your ad will be shown when someone does a search using your keywords. Google will always go for the highest bidder.

But, there’s another trick Google: is all about quality even when it comes to paying for rankings. You need to have the highest bid and the best quality ad to get to the position you want.

How do you define Quality?

Since Google is not just interested in finding the highest bidder, you also have to consider the quality of the information you are going to provide to the consumer once they choose to click on your ad/link.

Google wants to see information relevant to your keywords because this keeps their customers happy. You will also see more conversions if you are sending your clicks to a page that will make the visit worth their while.

Once you get people to click, your landing page has to be worth it, or people will leave and you won’t get a sale. That’s a problem. And Google likes conversions too. So, if you are converting a lot of people who click your ads, Google will help increase your ranking.

We wrote an article on how to build a “good” landing page available here, so go check it out. You can take advantage of every click by providing a special offer or coupon code. A conversion doesn’t have to be a sale. It just has to get them to follow your call to action and do what you want them to do.

The Best ROI

Your Google Ads Strategy should have some form of payback, or else it might not be worth your investment. Keep in mind that the ads will start to cost you, and the more successful your ad, the more it will cost.

To create Google Ads that get the best ROI, you will need to plan the following:

  • Budget
  • Keywords
  • Research on your competitors
  • An effective landing page
  • Your campaign
  • Your ad


One of the best features of Google Adwords is their free Google keyword planner. It is an easy tool to use, especially if you know your customers well. You will need to find the keywords relevant to your product that you want to bid on.

Through Google keyword planner or SEM Rush you can analyze what others are betting on the keyword, the volume, and the average conversions, and decide if this is a worthy path.

As your results come in, you can look for ways to reduce competition while keeping an eye on how frequently those keywords are searched for monthly. The trick is to find the lowest average bid, with the highest monthly searches.

But keep an eye out on competition.

You should know what keywords the competition is using to get them to the top of the rankings.

Again, you can use websites such as SEMRush (or Spyfu). They will provide you with information about the keywords you want to use and how many other companies are using them. On Spyfu you will be able to find the following:

  • How many fellow Adwords clients are using those keywords
  • Other ideas for keywords that perform well in your niche
  • A history of the advertisers and samples of their ads

With the prevalence of search, you may want to start bidding for long-tail keywords (google this, it’s a whole other rabbit hole) to drive conversions.

Your AdWords Campaign

AdWords works by setting up campaigns.

Each campaign allows you to target based on location, the keywords you have chosen, your products, and targets. You should take advantage of the following features to boost your PPC campaign: 

  • Demographic targeting: The more defined your target, the better your chances of conversions. Adwords allows you to target income, parental status, gender, and age. 
  • Click-to-Call: Click-to-call takes some time to set up, but it allows you to add call extensions so that people can engage with someone at your company right away. 
  • Optimized ad rotation (aka AB testing): lets you to test various ads in order to find the best one for your audience and KPIs. Google will do this for you automatically, which helps you create a range of ads. You can look back and determine which ones work best and improve your future performance

Your Ad

When creating your ad, you need to communicate your message clearly and succinctly. I like to use the term KISS—keep it simple stupid.

Things to focus on would include your unique value proposition, AKA what do you do better than your competition? After all, that’s what got people here in the first place. (Using your keywords in your ad works as well.)

You aren’t trying to win awards for creativity—they’re already looking for you. You just want conversions. A simple call to action “Click Here” is the final step in getting them to your landing page and across the finish line.

With PPC being the foundation of any business, learning how to run ads on Google will be the life and blood of your business.

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