Article - About Google Adwords
There are five steps to getting started with AdWords:
1. Set Up Your Account
2. Select Relevant Keywords
3. Create Keyword Groups
4. Write Ads for Each Group
5. Set Your Daily Budget
Step #1: Set Up Your Account
- provide an e-mail address and password to use for this account
- name your first ad group or campaign – pick a name for the product or service you would like to advertise
- choose the target languages and locations
You can target your campaign by country, region, and city or even customize your
search to your own specification and desire/parameters. You should consider doing
separate ads for every target language, in the language of your prospective audience to
optimize your results.
You are also in full editorial and managerial control of these settings and selections and
can edit them anytime, according to your strategy and success-rates, CTR’s and budget,
costs, means or spend.
Step #2: Select Relevant Keywords
Next, you need to generate a list of keywords that are relevant to the product your are
promoting. Google has a decent keyword research tool. You can also download Good
Keywords, which pulls results from Yahoo! (Overture).
However, if you want a comprehensive list of keywords, you’ll need a research tool like
ClickAdEqualizer. This tool will generate a huge list of targeted keywords in seconds. It
will also tell you exactly how many people are using those keywords and how much you
will pay at several pay-per-click services, including Google AdWords.
Multiple search, sort, and saving features allow you to organize your keywords. You’ll
find up-to-the minute information on search frequency, competition, and bid price. Plus,
ClickAdEqualizer will even find profitable products for you to promote!
You can expand your keyword list by using different permutations for each keyword:
Broad Match - This is the default option. If you include general keyword or keyword
phrases such as tennis shoes in your keyword list, your ads will appear when a user's
query contains tennis and shoes, in any order, and possibly along with other terms. Your
ads will also automatically show for expanded matches, including plurals and relevant
variations. Because broad matches are sometimes less targeted than exact or phrase
matches, you should create keyword phrases containing at least two descriptive words
each. Finally, keep in mind that other advertisers may have bid for the same broad-
matched keyword combinations that trigger your ads, increasing your actual CPC
amounts. Using exact, phrase, or negative matches can help you keep your costs low.
Phrase Match - If you enter your keyword in quotation marks, as in "tennis shoes," your
ad will appear when a user searches on the phrase tennis shoes, in this order, and
possibly with other terms in the query. For example, your ad will appear for the query red
tennis shoes but not for shoes for tennis. Phrase matching is more targeted than broad
matching, but slightly more flexible than exact matching. To ensure your ads are as
targeted as they can be, you may want to include at least two descriptive words in your
keyword phrases.
Exact Match - If you surround your keywords in brackets-such as [tennis shoes] - your
ads will appear when users search for the specific phrase tennis shoes, in this order,
and without any other terms in the query. For example, your ad won't show for the query
red tennis shoes. Exact matching is the most targeted option. Although you won't receive
as many impressions with exact matching, you'll likely enjoy the most clicks
Negative Keyword - If your keyword is tennis shoes and you add the negative keyword
-red, your ad will not appear when a user searches on red tennis shoes. You can apply
this option for a keyword at both the Ad Group and campaign level.
Step #3: Create Keyword Groups
Once you have your list of keywords, you'll need to break them down into target groups
and create a separate ad for each group.
In order to maximize targeting, you must group your keywords together by similarity and
create unique ads for each group.
Here is an illustrative example of what I mean by different ad groups:
Say for example you make a list of what people might be searching for (relating to a
specific products or service)
- easy interior decorating
- interior decorating
- interior design
- interior decorating made easy
- making interior design easy
- interior design made easy
How would you divide these phrases into separate ad campaigns to optimize your click-
through rate and increase your odds at success?
You would group them based on the root keyword so you can create specific ads for
each group. In this case, the root keywords are interior design and interior decorating.
Group One
• interior decorating
• easy interior decorating
• interior decorating made easy
Group Two
• interior design
• making interior design easy
• interior design made easy
Why is it important to create separate ad groups and separate ad copy, for the different
ways that searchers phrase their requests?
1. Your copy needs to match what people are actually searching for.
2. People are more likely to click on an ad with words matching their search query.
3. Google highlights matching keywords in your ad title in bold.
Too many keywords in one group make it difficult to monitor your campaign for click
rates and overall budget.
