Do you know what and how to use AdWords?

 What is Pay-per-click Advertising?|

 Google’s online advertising policy that is built to present you a potential customer at the right time with a right message when they’re currently in the right mindset is called Adwords. I am pretty sure you will be creating ads for your business or to promote oneself and then deciding where you want them to appear next to relevant search result, right? Well this idea is not too complex since you just identify key words that describe or relate to the product/service  and then Adwords will show your ad on Google when someone types in these key words related to your ad. The thing with Google is, once you have searched for something for example like “Tutoring Lessons”, it will show the top ads related to the key words in a specific geographical location.


It is evident that Google knows my geographical residence, so it first shows paid listings that are relevant within close proximity. You will know the listings are paid for since they are recognized with the Ad symbol, however, if listings appear without the Ad symbol it is known as organic listing. Relating to my example, you will notice that Google produced about 1 million results, now how will yours appear on few top pages out of 1 million? ADWORDS! “AdWords gives your business visibility even if your website is not in the top result”. AdWords’ purpose is to get your business to appear in front of the right customers out of many other competitors.

Google Network is divided into two major domain; The Google Search Network and The Google Display Network. The Search Network includes: texts ads like Google Maps, Google Shopping and websites that are search partners (non-Google websites, such as AOL). However, the Display Network is all about attention-grabbing visuals since they are typically banner ads. Moreover, using these two domains in the Google Network is a plus since it gives you the benefit of appearing before organic listings in search and the Display Network helps with the enhancement of your Ad as it reaches a wide range of customers with vast interests, helps generate awareness, produces customer loyalty, promotes conversation with customers and you have the advantage of choosing where you want your ad to appear to reach different target audiences.

Image result for search network and display network

AdWords provide users with many benefits. AdWords allow users to target their ads which enables you to show your ad to the right target audience. Earlier we spoke about using specific key words or phrases relating to your product(s) that are used when customer hit those key words in the search engine so that your product or service will appear. Following, you have the ad Location which allows you to promote your ads on commercial sites, search engines and also your personal sites- demographic options. It has the accessibility to allow you to set the day, time and frequency of your ad. This feature allows you to show your ads during specific hours of the day or some days of the week. There is also a feature which allows you to show your ads through target devices whether on mobile, desktop, or both. Did someone say money? Well AdWords provides the opportunity of allowing users to choose how much they will spend per month, per day or even per ad; the best part is, you’re only charged when someone clicks your ad. I like the fact that AdWords also allow users to measure their success, so if someone clicks your ad the user will know. Suppose once they clicked your ad and found beneficial information about your product then decided to buy your product, download your app or even call to hear more about your product, you can track all of this. AdWords allow you to see which ads are getting more clicks than the other which will help you invest better in your campaign. Lastly, AdWords makes it easy for you to manage your campaigns. You can also manage your AdWords account offline with the Adwords Editor.

It’s all about doing things that will allow your business to make profit. For Google, showing better ads will allow them to make more money. In my example of Tutoring Lessons I’ve shown you the ads appearing at the top of the page but in fact most times there are more ads located below. For example I am looking for “Air conditioning repair”, notice there are four ads appearing but why does the ad appearing first doesn’t appear second nor third?



Basically, Google AdWords is an auction-based platform-the person with the highest bid will ultimately appear first. Moreover, Google considers many resources to determine which ads are most useful based on what a customer searches for. The first is the expected click through rate which is based on an educated guess by Google. Creating a high-quality page is essential since it will be easy to navigate, transparent to the nature of the business, and transparent to how you collect, and use, customer data, that would be your privacy policy, and terms and conditions. Google also determines your ad relevancy by inspecting the information of your  ad as it relates to the query. This prohibits businesses or people from using beneficial unrelated keywords for their products or services. Google considers all these characteristics with your bid in order to place you within a rank.

Before getting started

Do you want brand awareness for your business? Well you might consider tracking impressions instead of tracking clicks. The business’ purpose should be focused on the objective, the motivation, the effort and the key performance indicator (KPI). Suppose your first object for your business is online sales, then your motivation will be what your customers are looking for. The effort is to actual sell what you want to sell and the KPI would be the deadline as to when you want to sell “x” amount/number by a specific date. Your KPI should be very specific as this is what you will be using to determine if you’ve reached the business’ goals or purpose. If at first you reached the desired goal but at a later date, then you need to go back and change the KPI quantity and deadline. The benefit of this is that you will know what to do to drive traffic to the online store since your objective is online sales. Now, we need to have a plan to track our effort by examining the sales before launching this campaign. This procedure will help to organize your campaigns which provides you with a physical goal.

“If you fail, and that’s okay, failure is how you learn”. Define your business

A product might be a physical piece of merchandise, the whole brand image, a specific service or an electronic download in which your advertisement might focus on. You might have a long list of products to focus on, but you only need to target specific products. According to Batesole, this lets you tailor your advertising copy and your keyword strategy to meet your customer when they’re in the right mindset. Each product will need its own campaign, its own goals, and likely a unique landing page for when the advertisement is clicked. Take some time to think through all the products and services you offer (2017, September 5).

Your target audience are the ones that need your category of products. Before starting your advertising venture, consider outlining the type of audience you want to target and the specific product you would want them to buy. This can be done through the process of creating descriptive personas. For beginners, using a piece of paper and your creative imagination, describe two to three customers that will typically buy your product. Describe these two or three persons based on their age/age group, their gender, educational level and future careers. Elaborating on future careers, describe the type of profession it is, how long they might be working there and whether or not the career is motivating them to use or buy your product. Then we can now move on to the technological characteristics of these customers. You might consider questions like, What technology do they use daily? How do they access the web? How much time are they dedicating to the internet?  After all of this brief imagination, these personas will help you decide who your target audience is and place marketing efforts in place to reach this target audience. According to Batestole, create a Persona for each product, as this will help you begin to create refine targeting for you advertising campaigns (2017, September 5).

Remember everything in Marketing is based on persistence and consistency. Likewise with AdWords, it is all about being persistent in order to be successful. If at first you don’t succeed then try and try again. The usual AdWord campaign will show positive results in approximately three months since month 1 is all about gathering and collecting data. Month 1 is the process of making changes and reviewing your performance to reach specific target audiences. You might lose money here, but it will get better I promise. Month 2 is where you will be seeing improvements to your educated guesses by being active on your dashboard, revising your data and being sensitive to your changes since by now you will understand your market. Month 3 is where you will see a return on investment with careful attention to your target audience and data tweaks with creating larger KPIs.


Grasping the fundamental layout of AdWords will help you use your account more efficiently to generate a pay-per-click success. An established AdWord account is divided into four top-level areas: Home, Campaigns, Opportunities and Tools.


Image result for google adword home account

This is the Home page of an AdWord account which gives the highlights of your account performance with number of features you can customize or hide from your view. According to Batesole,”this section acts as an account dashboard, giving you the highlights of your account performance with a number of modules that you can move around, customize, and even hide from this view (2017, September 5).


In the campaign section, the layout of the campaign section starts with an account summary in the left-hand sidebar. This is designed to allow quick navigation through multiple campaigns and groups.

Image result for google adword opportunity account

The opportunity section lists recommendation actions that you might consider with given estimate as to what will happen if those actions are enforced. For example, you can see that the opportunity suggested is “New keywords for Scar Treatment”.

Image result for google adword tools account

The Tools section does not have a main screen, instead you can select a link , a list of some useful tools that you can use to construct  and manage your campaign appearance. Under this section you will find conversions tools, Attribution tools, a link to Google Analytics along with the Keyword Planner. These are very resourceful for beginners when creating ad campaigns.


Researching your Keywords

Most of your advertisements will have to use key words as a main method for engaging customers. According to Batesole,keywords are words or phrases that are used to match your ads with the terms people are searching for (2017, September 5). Choosing high quality, relevant keywords for your campaigns are the base of your campaigns since this will help you reach customers when you want to reach them. Relevant keywords will help you save money and become profitable. A mistake marketers tend to make is believing that keywords that generally mean the same thing will perform the same. Remember also, using the same language as your customer puts you to an advantage.  The sole purpose of this is to help you understand what words people type in for a specific product or service. For example, if you are advertising to professionals, you need to use the same professional words they would use to find your products or service.

The first thing when choosing keywords is to actually think like you’re the customer. Imagine what you as a customer might type in to find your products or service. Then you need to arrange your keywords into themes and later breaking them down into sub-themes. A broad keyword will lead to irrelevant unnecessary results. It’s best to use specific and approximately less than 20 keywords per ad group. Lastly, using Keyword Planner is important as this would help with coming up with new ideas for beneficial keywords.

Brainstorming is important as it will produce a list of keywords, then you need to examine how to asses their search volume, relevance and competition- this is where Google Keyword Planner comes in handy. This tool will help gather more ideas and review the data associated with each keyword. Before going further, you need to think and study your target audience in order to get a list of keywords. Now, once you have developed ideas that’s when you direct them to Google and continue your research by using Keyword Planner. How to use Keyword Planner:


Every keyword has matching options that will help you monitor how closely the keywords needs to match a customer’s search term in order to better promote your ad. There are five important types of keyword options:

1)Broad match – every keyword is a broad match. Your ads will appear for things that your keyword or words that are similarly related such as synonyms or regular misspellings. Broad match is going to capture the greatest number of people and might also attract many irrelevant searches.

2)Broad match modifier– these are identified in your group ad by the indication by using a plus sign directly in front of the keyword that you’re interested in managing. Doing this you are informing Google that the keyword is directly followed by the + sign which has to show up in the user’s search query. Additionally, the keywords here can be in any order.

3)Phrase match- this does not allow traffic as it locks down the order of things. This is done by adding quotes around the phrase that must be in a specified order. For example, “men’s pants” in phrase match you will have to match men’s pants, buy men’s pants because you have one word appearing before the other phrase; since, man is such a close variation to men, Google is going to show the ad for that.

4)Exact match- this is basically exact match with close variations. Moreover, there is a lot of keyword in your ad groups so you could be demanding one price for one keyword and another price for another.

5) Negative match– this allows you to rid words from the search terms and it also uses the negative symbol added to the modifier. So basically you will add -men and this means that whenever a user searches for man or men, your add will not appear. This is a perfect way to avoid irrelevant traffic.




My Future

AdWord is very useful since it teaches me how key words that I’ve typed in actually has more going on behind the curtains to produce the results I have searched for. It was also beneficial to learn about how you company’s ad will appear before your competitors’ad. This will be useful for me since I am really motivated to start a new business anytime soon with little to no money. AdWords is also cost effective since it will develop a payment plan which best suits you and your company. Often times I used to wonder why Google would produce ads for an answer to my search question, but now it’s clear to me that I have hit a particular keyword to produce this result. Concluding, Google also filters which ad to appear based on the transparency of your search and which ad best clarifies your search query.


Batesole, B. (2017, September 5). Retrieved from





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