How to Use Google Adwords on Your Website

1. Guide to
Using Google
Adwords on Site

2. 2 | Guide to Using Google Adwords on Site
Using Google Adwords on Site
If you’re the owner of a small- or medium-
sized business, you know the importance of
marketing and advertising when it comes to
getting your message out to as many people
as possible. It’s the difference between
connecting with a broad range of customers
in locales around the country, and maybe
even the globe, and simply connecting with
people in your town who find out about your
business through word of mouth.
A solid website and a strong presence on
social networks and platforms such as
Facebook, Twitter, Instagram, and even Yelp
are great places to start. However there are
another important online destinations where
you’ll want to get some attention: a search
engine results page.

3. 3 | Guide to Using Google Adwords on Site
Using Google Adwords on Site
SEO (search engine optimization)
is something that many business
owners don’t think about with their
marketing their business. In a world
where the internet is the primary
tool in connecting customers and
businesses, it’s something they have
to consider. SEO plays an important
role in so many aspects of your
digital marketing campaign, from
the content you put on your website,
to the keywords that pull up paid
advertisements when someone
searches certain words.
This eBook will discuss Google
Adwords and the best way to make the
most out of this tried-and-true digital
marketing method.

4. 4 | Guide to Using Google Adwords on Site
What is Adwords?
Google Adwords is a program that
allows businesses of any size to pay
to have their website promoted when
someone searches a relevant term on
Google. Even if you have never heard
the term “Google Adwords,” it’s
incredibly likely that you have seen
advertisements generated by Google
Adwords in the past.
To test this out, go to Google.com
right now and type in a search term
such as “local florists” or “best
running shoes.” At the top and right-
hand side of the page, you will see a
list of websites with blurbs next to
them, separate from the organically
generated SERP (search engine results

5. 5 | Guide to Using Google Adwords on Site
page). These probably have the
word “Ad” listed somewhere
near them.
Someone paid to have these
results appear in relation to
your search, and they did this
by bidding on the keywords
you just typed in. If you were
to click on one of the paid ads,
the advertiser would have to
pay Google a small amount for
the favor. As you can probably
guess, multiple advertisers can
bid on the same keyword. The
way to appear higher on the
list - or at all - is to offer Google
more money per click that the
competition.
What is Adwords?

6. 6 | Guide to Using Google Adwords on Site
The first step in starting an Adwords campaign is
generating a range of keywords that you would like to
have drive to your preferred destination. There are four
types of keyword match options that you should keep in
mind.
Broad Match – This kind of match generally connects you
with the most people by calling up an ad based on specific
keywords that you have chosen for your campaign. So if
your key words include “shoes” and “running”, it might
come up with someone searches “jogging sneakers”.
Negative Match – This option actually makes sure your
ad doesn’t show up when certain terms are searched. For
instance, you may want you ad to show up when someone
searches “running shoes”, but you don’t want it to show
up when someone searches “worst running shoes.”
Coming Up with Search Terms

7. 7 | Guide to Using Google Adwords on Site
Phrase Match – This is type of keyword
option shows up only when an exact
search term is entered. For instance, with
broad match, if you bid on the term “best
running shoe”, your site might show up if
someone Googles that or if they Google
“best running shoes for under $150.”
With phrase match, you’re saying you
prefer that specific wording.
Exact Match – This is the most precise
of all, making it an option that will only
appeal to a certain business. For instance,
if you buy the search term “best plumber
in Seattle,” it’ll only show up for that
exact phrase. If someone were to search
“best plumber in Washington State”, your
website wouldn’t show up.
Coming Up with Search Terms

8. 8 | Guide to Using Google Adwords on Site
Once you’ve settled on the kinds of
matches you want to bid on, it’s time
to start brainstorming keywords.
The best way to do this is by thinking
of all the things that might cause a
customer to walk into your business.
For instance, let’s say you’re running a
small bakery in your town. Do you sell
cupcakes? Wedding cakes? Holiday
cookies? Coffee? Fresh bread?
Breakfast dishes? Are you all organic?
Is there a certain specialty that you’re
known for? Do you have outdoor
seating? All of these things can help
you come up with suitable keywords.
Don’t be afraid to ask friends, family
members, and maybe even customers
what keywords they would associate
with your business. As with so many
things about your marketing plans,
it can be immensely helpful to get
outside perspectives. You never know
when they’ll illuminate some aspect of
your business that you didn’t consider
simply because you’re too close to it.
Once you think you have enough
keywords, you need to come up with
more. That’s right – more. Chances
are some of the first keywords that
came to mind will be popular with
other businesses just like you, making
them more expensive. Don’t be afraid
to pull out a thesaurus and see if there
are other, less expensive ways that
can help you get your ads in front of
customers.
Coming Up with Search Terms

9. 9 | Guide to Using Google Adwords on Site
Keep in mind that your keywords need to be relevant to customers. If they
aren’t Google will penalize you. For example, taking a popular Google search
term like “what time is it?” or “Hillary Clinton” and linking them to your dog
walking business is a big no-no.
Also, keep in mind that the more competition there is for a certain keyword,
the more expensive it will be. The following are some of the most expensive
keywords, according to Google:
To get an idea of the price range, “Insurance” is costs $54.91 per click, while
“Cord blood” is $27.80
1. Insurance
2. Loans
3. Mortgage
4. Attorney
5. Credit
6. Lawyer
7. Donate
8. Degree
9. Hosting
10. Claim
11. Conference call
12. Trading
13. Software
14. Recovery
15. Transfer
16. Gas/electricity
17. Classes
18. Rehab
19. Treatment
20. Cord blood
Coming Up with Search Terms

10. 10 | Guide to Using Google Adwords on Site
So you’ve come up with a range of
search terms that you would like
to bid on. But as we mentioned
before, some of these terms will
be more expensive than others.
When we say more expensive, we
mean that you’ll have to pay more
when someone clicks on your ad.
Essentially, it’s all about how much
you are willing to pay for a click.
There’s some basic math that
you can use to help you decide
how much a click is worth to your
business. One way to do this is
by deciding how much a lifetime
customer is worth to you. Let’s
say it’s $1,000. Let’s also say that
your landing page has a 1 percent
conversation rate. Using this math,
you shouldn’t pay more than $10
per click in order to make a profit.
Your quality score is something that
factors into how much you have
to pay for a click. If your website is
considered trustworthy and popular,
you won’t have to pay as much for
clicks because you’ve proved over
time that you provide a real value
to potential customers. However,
if your website is brand new, or
if Google reads your content as
somewhat spammy, you may have
pay bit more when someone clicks
on one of your ads.
Time to Talk Money

11. After you’ve set up your campaign,
pay close attention to which
keywords are and aren’t bringing in
business. For example, if the phrase
“best chocolate cookies” is bringing
tons of traffic to your bakery
website, use that insight to come
up with similar keywords. There
may be other search keywords that
capitalize on specific products you
offer like blueberry muffins, apple
pies, and wedding cakes. Also, if you
have certain keywords that aren’t
bringing in any clicks, tweak them or
get rid of them.
Test Your Keywords and
Change Them Over Time
Don’t think of this process as something you’ll
only do once or twice after you first establish
your Adwords campaign. Chances are people’s
perception of your business and what you
have to offer will change over time, as well as
the way Adwords works and the needs of your
customers. They key to success is keeping
track of all of these things.
As with any part of starting a small- or
medium-sized business, it’s a process. But with
consideration, hard work, and imagination, you
can create a successful Adwords campaign that
puts your and your business directly in front of
your potential customers.
11 | Guide to Using Google Adwords on Site All images are subject to copyright.