Google AdWords is a paid advertising platform that drives targeted traffic to businesses' websites through a pay-per-click model. Users can create and manage campaigns by selecting keywords, setting budgets, and designing ads, all aimed at increasing conversions. The system also includes features like remarketing to re-engage visitors who previously left a website without taking action.

1. Advertising with

2. • Everyone knows Google as the number one search engine
on the internet, but many also know it as the premier place
to advertise your business on the web. And that doesn’t
include doing search engine optimization that will get you
listed among the other organic search results.
• Google has a paid advertising product known as Google
Adwords that has the potential to send scores of highly
targeted traffic to your website.
• Adwords has many benefits over traditional advertising,
and just about anyone can start up a successful Adwords
campaign with a little knowledge and preparation.

3. What Is Adwords?
• Google Adwords is a system of paid search marketing that
enables users to market their business and drive targeted
traffic to their website. Adwords is a form of PPC or pay-per-
click marketing.
• The whole premise of PPC is that you only have to pay when
someone clicks on your ad.
• So basically, you only pay when someone visits your website.
Other search engines and websites have their own versions of
PPC, but Google’s Adwords stands above them all for ease of
use and results.
• Adwords ads are displayed on the right hand side, and on the
top of the search results pages in Google. As an example, if
you typed in ‘electric screwdrivers’, ads from businesses that
sell electric screwdrivers should be shown in the paid search
results.
• If you want to use Adwords to advertise with Google, you
would go in and open an account. Adwords works well for
both large and small businesses for things like branding,
increasing sales, lead generation, or sign ups. Once your
account is opened, you can read all about the program and
get to work.

4. Inside the Account
• Once you’re inside your Adwords account, you must start to build a
campaign. You will give the campaign a name, and then follow the
directions to get your ads ready and out to the world. Some of the
important aspects of building an Adwords campaign include:
Settings – some of the important settings inside your campaign
include campaign name, locations, languages, networks and
devices, bidding and budget, ad extensions and advanced settings.
When you’re finished with settings, you’ll know where your ads are
showing and in what language, how they are shown, the maximum
amount you’ll pay per click and your daily budget. You’ll also decide
whether you want your ads you show only on search results pages,
on other properties in Google’s content network or both.

5. Inside the Account
Keyword Selection - keywords are what make the whole system go.
You must bid on different keywords or keyword phrases that pertain
to your landing pages. You will also choose ‘broad’, ‘phrase’ or
‘exact’ match for your keywords. Exact match means your ad will
only show if the keyword is entered exactly. Phrase means your ad
will show if the exact search term is entered, but other words are
also entered.
Broad match means your ad may show if any part of the keyword
phrase is entered. You also have the option to enter negative
keywords, which are words that you don’t want your ads to show
up with. As an example, you may want your ad to show for
‘saxophones’ but you don’t want it to show for ‘free’ saxophones.
In this case, ‘free’ would be the negative keyword.

6. Inside the Account
Structure - In your account, you will group each collection of relevant keywords into
groups known as ‘adgroups’. Each adgroup will have a name, and generally a
specific focus or topic.
As an example, one adgroup may be called ‘saxophone repair’, one may be called
‘saxophones for sale’ and one may be called ‘collector’s saxophones’. Each group
will contain the keywords that pertain to that topic or group.
Ads – when writing your ads, you’ll need a headline, and two lines of text. Your
company name or url will show at the bottom. It’s important to make your ads
truthful and including your keyword in the title and again in the text. Your ad will
link to your landing page, which must also be relevant.
Google will reward Adwords users who have tight, relevant ads and landing pages
with a higher quality score and lower cost per click. It’s also wise to write two ads
within each ad group. You can set it up so they take turns showing, which lets you
test one against the other to see which gets a better response.

7. Benefits
• As mentioned, advertising with Google
through Adwords offers businesses many
benefits. Some of the more noteworthy
benefits include:
• Fast and easy campaign creation and
implementation
• No minimum to spend
• Can set your maximum cost per day and
per click
• Pay only when someone clicks on your ads
• Can pause or stop campaign anytime
• Easy testing and tracking of ads and
keywords
• Can target ads by location
• Works well for large or small business
• Drives targeted traffic to your website

8. Conversions
• Of course, none of the ads, keywords or strategies mean
anything if there are no conversions. If you get lots of
traffic and nothing happens, your money was wasted, no
matter how little you spent.
• A conversion basically refers to the action you want visitors
to your website to take once they get there. That might
mean making a purchase, signing up for a newsletter, or
printing off a coupon and visiting your store.
• Google has a few different tools that help you follow your
visitors actions and determine which ads and keywords
resulted in the most traffic and conversions.

9. Conversions
• Conversion Tracking, Reports and Google Analytics are three tools
that will allow you to monitor the performance of your account.
These tools will show you things like:
– Which search terms triggered ads
– Which websites send you the most traffic
– Which keywords have the highest click through rate
– Where your web visitors are from
– What actions visitors performed
• The quality of your landing page has a lot to do with whether a
visitor performs the desired action. You have a very short time to
draw them in once they get there, which is why many businesses
use professional copywriters and designers to get the landing pages
just right.

10. What Is Remarketing?
• One of the newer ways that you can advertise with Google is called ‘remarketing’.
• With this feature, you can run specific ads on Google’s content or display network
that target surfers who have visited your website before and left without taking
any action.
• You can even write ads that pertain to a specific section of your website that you
know someone has visited.
• Remarketing ads show on other websites as text or image ads, and give you a
second chance to get people to your website.
• You can customize the ads, but it’s important not to make them too obvious.
• Remarketing is just another tool in the Google advertising arsenal. In all likelihood,
it is far from the last.