Google Adwords is an online advertising tool that allows businesses to create ads linking to their website. These ads are displayed on Google search pages when relevant keywords are searched. Businesses create ads using targeted keywords so that when a user searches those keywords, the ad will be displayed. The more specific the keywords, the better they will perform. Google Adwords uses various metrics like quality score and conversions to determine ad placement and cost-effectiveness.

1. Google Adwords
What it is: Google Adwords is an online advertising tool. It is used to create and change
the ads found on Google search pages.
What it does: It alows a business to create ads that link to their business website. When a
person types a word or phrase into the Google search bar they will be brought to a page
that has ads relating to the term entered into the search bar.
How it works: Using Google Adwords a business can create an ad with a link to their
website. They do this by creating ads with keywords that when entered in a Google search
bar will trigger the ad to be displayed on a Google search results page.
What is a keyword: A keyword is essentially a trigger word. What this means is that: an
ad is created with a series of keywords relating to the ad, to the webpage connected to the
ad and to the products or services displayed on the webpage. When one of these
keywords is entered into a Google search bar the ad will be triggered.
Adwords Notes:
• Target keywords towards business/specific products, services, sales.
Eg. The word “Stapler” will not perform as well as the words “Office Stapler”
This is because the words Office Stapler have been narrowed down to
a specific categorey making them less of a broad term.
• One word Keywords are not ideal. The more specific the better.
Eg. Rather than “Paper” use “Printer Paper” or “A4 Paper”.
• Every Keyword has a quality score that indicates how strong or weak it is.
This is used to determine how likely it is that your keyword will lead to
someoe clicking on your ad.
• Conversions – are clicks on ads that lead to an action defined as valuable to
the business. A conversion is basically when something relating to your ads
happens that is valuable in some way to the business.
Eg. If a click on an ad created by the business leads to a sale on the website
it is called a conversion.
• Enhanced CPC – This automaticaly highers or lowers the ad budget set by a
business in situations where the ad is more likely or less likely to lead to a
sale or conversion.
• Negative Keywords – This allows you to enter keywords that you do not want
linked to you ad. This is important for eliminating indirect searches.
Eg. Avoid using the word “Free” especially if your business does not provide
free products or services. The word “Free” is widely used online by shoppers
and will drive the CPC for the business high if it is used.

2. • Do not use the plural version of a keyword already in use. The keyword will
be triggered regardless of which version of the word is searched for and
which version you use.
Eg. The keyword “Office Stapler” will be triggered no matter what variation of
the word is searched.
• Using similar ads and keywords will force them to compete against one
another and result is the CPC being increased for both which will in turn
increase the cost to the business. The more times the same exact keyword is
used by your business or another the higher the cost.
Potential Opportunities
• Ad Groups that are specific about a single product or service perform better
than Ad Groups filled with variuos products and services. This means that the
landing page URL can be more specific to the Ad Group. This will in turn
increase the quality score and position the ad will appear in on Google, as
well as decrease overall costs.
• There should be an Ad Group for every product categorey. This will allow for
Ad Groups to be narrowed down to specifics and will be easier to find and
change later.
Help and Guidance
• The most useful source of help and guidance for work on Google Adwords is
Google itself. Gooogle have staff dedicated to helping you with what you
need and will provide guidance and recommendations where they can. The
best way to avail of this assitance is by ringing Google and having them talk
you through it step by step.
• The next best source of help is by looking at the Google Adwords Help page.
This contain all of the information that will be needed in easy to understand
guides and videos.
• Finally in conjunction with Google Adwords you should also regularly check
Google Analytics. This will provide you with an analytical view towards your
Campaigns, Ad groups and Keywords and will alow you to see what is and is
not performing well. It will also show you what search terms were used to find
you businesses website.