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Marketing your Website - Google Adwords & Pay Per Click

Updated on March 11, 2015
Google AdWords is a very effective way of getting people to your website
Google AdWords is a very effective way of getting people to your website | Source


Google AdWords is one of the quickest and easiest ways to promote your small business online. You can sign up in minutes and have your ads displayed on the front page of Google within a couple of hours. If you do decide to use Google AdWords pay per click (PPC), you need to understand how it can help you promote your site.

This article explores the key concepts behind AdWords pay per click advertising and provides some hints and tips to let entrepreneurs get the most out of it.

How to use Google AdWords

  1. You sign up for an account - It's quick and easy to sign up; there are normally coupons available that can get you some free advertising credit as well
  2. You create a campaign - This is an overall collection of ad groups that advertise your products or services; for example, your campaign might be 'Exact match searches targeting the US'. You will set targeting, budgets, schedules and the like for each campaign
  3. You create ad groups - Each campaign is made up for a number of ad groups; each ad group has individual ads and keywords that are tightly focused and relate to each other
  4. You create an advertisement - This is normally a short, text-based advert for your business that includes a 'call to action'; there can be one or more ads for each ad group
  5. You choose keywords - You can bid on a number of keywords related to your business area (for example, accountancy services); there can be one or more keywords for each ad group
  6. Your ads appear on Google - When people search for something on Google featuring one or more of your keywords, your ads have a chance to appear
  7. People click on your ad - This will take them to your website; you will be charged by Google for the click

AdWords creates advertisements that appear next to regular Google search results
AdWords creates advertisements that appear next to regular Google search results | Source
Google AdWords should just be one part of your overall marketing mix
Google AdWords should just be one part of your overall marketing mix | Source

Some words of caution

Google AdWords can be highly effective, so long as you have the time and expertise to create an effective campaign. If you don't, my recommendation would be to hire an expert to help out.

Creating and managing an effective AdWords campaign can take an enormous amount of time, quite a bit of money, a lot of reading, experimentation and blood, sweat and tears; it's not for the faint hearted!

Hints tips and advice for getting the most out of Google AdWords

Here's some useful advice and things to bear in mind when using AdWords:

  • Test different variations of your ads including headline text, body text, calls to action, display URLs and more
  • Use AdWords experiments to directly compare the performance of your ads against each other
  • Use comprehensive 'negative keyword lists' so that your ads don't appear for searches that aren't relevant to your business
  • Test different landing pages that your ads send people to and ensure that they convert well
  • Use 'exact' and 'phrase' matches rather than 'broad' matches to begin with
  • Limit the amount that you spend per click and your daily budget so that you can spread your ads out
  • Use ad scheduling so that your ads only appear when you want them to (for example you can turn them off over weekends)
  • Use location and other types of targeting so that your ads only appear to your most relevant possible customers; you can target by location, browser and various other means
  • Read up online about AdWords and learn from others

AdWords provides lots of feedback on how your advertising campaigns are performing
AdWords provides lots of feedback on how your advertising campaigns are performing | Source

Advantages of online advertising and pay per click: instantly drives people to your site; can provide an excellent return on investment

Disadvantages of online advertising and pay per click: takes a lot of time and experimentation to build an effective campaign; can be very costly

Google AdWords tutorial

Have you used Google AdWords?

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In closing

AdWords is one of the fastest, most effective ways to drive prospective customers to your website, but it does take effort to get the most out of it.

If you have the time to dedicate to AdWords, it is worth learning how it works as it can provide a good return on investment when it is used in the right way.


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    • Paul Maplesden profile imageAUTHOR

      Paul Maplesden 

      3 years ago from Asheville, NC

      I agree that AdWords can be costly if you don't know what you are doing. I run a small business and have been using Google AdWords successfully for about six years; in fact, around 80% of our new business comes as the result of Google AdWords.

      It does take time to learn it and make the most of the system, and it is easy to spend quite a bit of money and not get good returns. That's why it is important to read and understand how it all works before spending any money.

      I don't think that AdWords is exclusively for big businesses (small businesses use it all the time with success), but it does need to be approached in an objective way and it's important to see how much of a return on investment you are getting for your time and money.

    • Mark Johann profile image

      Mark Johann 

      3 years ago from Italy

      Adwords is really useful but costly. This is only good for big companies, in my opinion.


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