The Beginners Guide : Google Adwords - Key Principles€¦The Beginners Guide: Google Adwords ... Who Does Google Adwords Work For? ... Remarketing is created and implemented through

The

Beginners Guide :

Google

Adwords e-Book

A Key Principles publication

www.keyprinciples.co.uk

The

Beginners Guide:

Google Adwords

By Jackie Key, Managing Director, Key Principles

Jackie Key is the Managing Director of Key Principles. She has over 20

years‟ experience in Marketing and over 10 years‟ experience implementing online marketing, PPC and SEO. She is a Google Adwords

Advanced Search Certified Consultant.

She works with businesses of all sizes from FTSE100 companies to

medium size businesses, as well as small owner managed businesses and

start-ups.

Through creative, integrated marketing, she has helped companies grow

with a primary focus on generating more leads and sales.

(Jackie is a Fellow of the Chartered Institute of Marketing and has an

MBA from Warwick University.)

About the Author


Contents

What is Google Adwords

Search Network Vs Display Network

Why You Would Use Google Adwords

How Google Adwords is Different to SEO

Who Does Google Adwords Work For?

How Your Advert Appears

Key Elements To Consider

The Benefits of Using Key Principles

Glossary

Conclusion


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What Is Google Adwords

All businesses seek to gain more customers. You may have used direct mail, email

marketing, social media campaigns, word or mouth or print advertising to gain the

customers that you have now.

Google Adwords allows you to extend your reach even further. With 97% of consumers

researching products online*, it is vital to use search engines to your advantage. When

your potential customer is searching for your product online you want your company to

be the website that they find and convert to a lead or sale.

Google Adwords is part of the online advertising strategy of pay-per-click, also known

as PPC. This literally means that you pay for every click on your advert. Costs can vary

from as low as £0.01p per click to as high as £70 and more for extremely competitive

keywords.

Google‟s definition of Google Adwords: “A powerful online advertising tool can help

you reach new customers who are searching for products or services like yours. Grow

sales and maximize return on investment by targeting your ads to a relevant audience

on search engines, websites and mobile devices.”

In short, Google Adwords allows you to reach a wider potential audience and promote

your business to potential clients currently searching for your product or service. There

are two main types of advertising on Google, via the Search Network or the Display

Network.

*Geddes, B. 2012

3 www.keyprinciples.co.uk


Search Network Vs Display Network

Google allows you to target your ideal customer via two methods. When starting a new

campaign, Google will ask you to specify which method you would like to use and

therefore it is important to understand the differences between them.

The Search Network

This is the search sites owned by Google that will show your ad. For example, if a

consumer types in your product on a Google Search site such as www.Google.co.uk, you ad

will appear on the search results page. You may only use text ads on the Search Network.

Within the Search Network you have the option of selection „Search Partners‟. These are other Google owned search networks such as Google Shopping, Maps, Images, Groups and

search partner site AOL.

The Display Network

This is a group of over a million websites that have partnered with Google to show/display

your ad. Your ad will be automatically matched to websites and where your keyword is

relevant to the sites content. You may want to target specific sites and pages that will be

seen by your ideal customer.

Within the Display Network, you may use text ads or image ads. There are 12 suitable

image sizes for the Display Network and this will ensure that you ad will be seen in the

correct placement on the page of your choice.

Remarketing is created and implemented through the Display Network and this helps you

appear to those customers that have visited your website but haven‟t converted.

Never pick both Search &

Display Network

together. This is an

option available;

however we would never

recommend it as it

makes optimisation more

difficult.

Tip:


http://www.google.co.uk/


Why You Would Use Google Adwords

We believe that PPC is the best way to reach your target audience in the mostly cost

effective manner. Google has created a search engine network that generates over 100

billion searched per month* and is therefore the ideal advertising platform for

businesses of all sizes. (* searchengineland.com, 2012.)

If you are a small business, Google Adwords allows you to compete with your biggest

competitor in equal measure. With a complex algorithm that means that it‟s not simply the case of the highest bid wins; Google actually rewards relevance. This means that small

businesses can be seen by their ideal customer instead of being lost in the organic search

results (where space is becoming more and more limited).

Google Adwords lets you appear at the very start of the results page, ensuring that you are

one of the first seen. You can get your promotional offer across to them straight away and

use a compelling advert to persuade them to visit your website.

Whether you a local plumber, a national press agency, flower boutique, restaurant chain or

regional accountancy firm, Google Adwords can become your ideal online advertising tool.

The great benefits of Google Adwords:

Appear to those currently searching for your product or service

Set daily budgets to ensure you stay within your advertising budget

Compete in equal measure with your competitors

Gain more sales and leads

“Key Principles helped us reduce our cost by 80%” – Butler Evans



How Google Adwords Is Different From SEO

There has been some confusion between PPC/Google Adwords and SEO and we would like

to clear up the issue. The only similarity between the two is that they both help your

position on the search engines. Everything else about them is different.

Google Adwords SEO

Google Adwords is also known as PPC.

Google Adwords relates to your adverts on the search results page.

The ads appear above and to the right of the natural/organic searches.

You pay if your ad only if your ad is clicked on.

Google Adwords is a process of creating an advert, targeting keyword, selecting location and bid strategy for your adverts to appear.

Google Adwords is a proactive online advertising.

Allows you to compete with major competitors who may have taken the top organic search positions.

Allows you to make the first move to reach your ideal customer.

SEO is also known as Search Engine Optimisation.

SEO affects your natural/organic search listing on the search results page.

The natural/organic search listings appear below the Google Adwords Ads.

You do not pay to appear as an organic search result.

SEO is a process of researching keywords and updating pages to target keywords, as well as creating positive signals about your content.

SEO is an on-going website development strategy.

This can help you increase your natural/organic Google search position.

We would recommend implementing both Google Adwords and SEO to ensure that your

customers and prospects find you. However you can decide to only implement one and not

the other. This absolutely possible and will not affect the other.



Who Does Google Adwords Work For?

Google Adwords can work for any business or organisation whose customers use

computers. I’m sure you are now saying, well that’s everyone then, and you are right.

When used correctly, Google Adwords can be used by any business, whether you are

selling a service or a product. It doesn’t matter where you are in the world, Google

Adwords can work for you.

That‟s not to say it‟s easy for everyone. Some sectors will see high levels of competition, such as Insurance, but when managed correctly even the most competitive sectors can

develop highly profitable returns.

Depending on what sector you are in, you may find different aspects of Google Adwords

more beneficial and fitting with your business needs. For example if you are a fashion

retailer, you may find that Google Product Listing ads are best. If you want to generate

more visitors to your site, Adwords may be your most favourable solution. But on the

flipside, if you find that you have many visitors but they do not convert, you may want to

use Remarketing and Dynamic Remarketing to persuade visitors to come back to you.

If you are an international company and sell some products and services abroad, you too

can benefit from Google Adwords. The multi lingual platform will allow for multiple

languages per account, therefore you can advertise and promote your product or service

through the one platform; creating an easy to manage and update online advertising

campaign on a worldwide scale.

There will always be a Google service that will help generate more leads and sales for your

business. Simply define your marketing objectives and find the best Google Adwords

service for you.

Sectors that we have

worked with using

Google Adwords include:

Insurance

Letting Agents

Estate Agents

IT Systems Integrator

Phone Repairs

Industrial Products

Waste Management

Agencies

Professional

Services

Renewable Heating

Hospitality

Home Appliances

IT Reseller



How Your Advert Appears Google Search Network



Google Display Network

Text Ad

Image Ad



Key Elements To Consider Google Adwords is made up of accounts, campaigns, ad groups, adverts, keywords and

targeting options. When all of these factors are implemented correctly you will have a

successful Adwords campaign and will start generating leads and sales.

Campaign

A Google Adwords account will be set up with separate campaigns. The number of

campaigns depends on how many products and services you offer. We generally recommend

one product or service per campaign in a similar fashion as your products and services are

displayed on your website.

Ad Groups

Within your campaign, you will have a range of Ad Groups. Once again, the number of Ad

Groups depends on the variables of your product or service and how you wish to promote

and target them. Ad Groups are used to filter down your product/service into more niches

which your keywords can help target to your relevant customers.

Keywords

You will set a range of keywords per Ad Group. These keywords will be used by Google to

target your advert to your ideal customer.

Tip: The more specific the keyword the more likely

your ad will appear to your ideal customer. This

leads to better conversion rates and sales.



Ads

Each Ad Group requires an advert. This ad is made up of a headline, two lines of

descriptive text and a URL. Your keyword should appear at least once in the ad as well as

your USP e.g. price, offer, free delivery, 20% off, certified, etc… You want the advert to be compelling to entice your potential customer to visit you site and become a sale.

Negative Phrases

Negative phrases or keywords are used so that your ad doesn‟t appear when these words are included in the search term. This can be an endless list, with thousands of different

variations of keywords.

Tip: If you want to concentrate on only sales and you do not want people clicking on your

ad who are comparison shopping, you may want to ad “review” or “compare prices” as part of your negative phrases.

Budget & Bids

Decided what budget you are ready to invest with Google per day. We can recommend a

set amount to spend based on Google‟s recommendation, but a limit can be set to suit your

business needs.

The second step is setting up bid prices, also known as Cost-Per-Click (CPC). This is the

maximum amount you are preapred to pay per single click on your Google Ad.

Tip: The Keyword Planner Tool in Google Adwords can provide

you with estimates of how much your CPC should be in order

to gain maximum leads.



The Benefits Of Using Key Principles

As Google Partners, and with all of our consultants, Google Adwords Advanced Search

Certified, we provide the very best service that Google has to offer. We strongly believe

that online advertising is the most effective way to generate leads and sales for your

business. We have worked with businesses across the UK helping them grow using Google

Adwords and we can do the same for you.

8 Reasons To Use Key Principles

More leads guaranteed! – We‟ve helped out clients reach more customers and gain more leads and sales, we can do the same for you. “Key Principles has helped grow our leads by 20%”.

Potential savings of 80% - if you‟ve been managing your own Google Adwords account, we can help cut your costs

Dedicated account management – to ensure that your Google Adwords account is in safe hands.

Comprehensive optimisation and management – our proven process for optimisation will ensure that your online marketing campaign is running at its most optimal level.

Tailored reporting – we provide tailored monthly reports so that you are always aware of how your account in progressing.

You maintain ownership – unlike some agencies, we do not claim ownership of your account. Therefore providing you with peace of mind that you are in control of the future of your Adwords account.

Proven track record – with Google Partner status, all our consultants Google Adwords certified and over eight years‟ experience you can rest assured your Adwords account is in trusted hands.

Fixed Fees – we don‟t base our fees on your Google spend, therefore we will be aiming to reduce your daily spend with Google, not looking to increase it!

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Glossary

Clicks

This is the number of people that have clicked

on your Google Adwords Adverts.

Conversion This is the amount of times your goal has been completed. For example: requested a quote, downloaded a white paper or got in contact.

Impressions

This is the number of people that have seen

your Google Adword Adverts after having

completed a search query.

Cost per Conversion This is how much it has cost you per conversion. The lower the cost the better.

CTR

Also known as Click-Through-Rate. This is

shown as a percentage of how many people

clicked your Advert compared with how many

people have seen it.

Cost This is how much you have spent on the set period with Google. It is an accumulation of the CPC and Clicks.

CPC

Also known as Cost-Per-Click. This is an

average cost you are paying for a click.

Search Terms These are terms added to your campaigns which are used to attract search queries.

Position

This is a scoring system between 1-10, where 1

is the best and 10 is the worst. The lower the

score, the higher your advert appears on the

Google Adwords ranking system.

Negatives These are terms added to your campaign which you do not want to be found for. This is used so that your advert isn‟t directed to the wrong audience, and only those who are interested in what you are offering see your advert.



Conclusion

The

Beginners Guide:

Google Adwords

Google Adwords is a great way of generating more

leads and sales instantly. However it is not an easy

thing to do and many people (even professional

marketers) become confused in the Google world.

It is for this reason that we decided to create this

ebook to give you a brief insight into the Google

Adwords world and what it can offer your business. I

would like to note that Google Adwords is not the

only platform for online advertising. There are many

other networks available, such as Bing and Yahoo

search engines as well as social media advertising on

Facebook and Twitter. However we have found that

Google provides the best results for all businesses,

no matter the industry or sector.

It‟s important to remember why you want to advertise, what your sales and marketing goals are

and who you want to reach before starting your

campaign. This will ensure that you are using the

right Google service and have some clear objectives

around to judge your success.

This is an introduction to Adwords. There is plenty

more functionality with Google Adwords system that

needs considering to ensure that your campaign is

accurate, targeted and generating a high ROI.

There are also plenty of other services within the

Adwords system, like YouTube advertising which can

be taken advantage of with the right Google Partner.

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Want to generate

more leads and sales

with Google Adwords?

Want to grow your

business using

Key Principles?

Yes, of course you do and Key Principles is

here to help.

Our services focus on lead generation

through online advertising and PPC such

as Google Adwords, Bing Ads, Facebook

Advertising and Twitter Advertising and

more.

T: 0845 8800 0202 [email protected]

Connect with us for regular

marketing and Adwords tips

KeyPrinciplesMarketing

@KeyPrinciples

www.linkedin.com/in/jackiekey

Request Your Free Quote Today! Risk free, no obligation and

a guaranteed reply in 24 hours!

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The Beginners Guide : Google Adwords - Key Principles€¦The Beginners Guide: Google Adwords ... Who Does Google Adwords Work For? ... Remarketing is created and implemented through