Basics of Google Adwords What You Need to Know Before Your First

Campaign
Google Adwords is a powerful online advertising tool that helps people find a business at the
precise moment the are searching for the product!service that the business offers" #ver
business can use Google Adwords to grow their reach and achieve their business goals which
ma be to generate leads or enhance sales"
Below ou can find a slide share presentation on the basics of Google Adwords and what one
needs to $now before starting their first %a %er Clic$ campaign" &his has been made from
practical e'perience of multiple team members at (ocial Beat )a Google %artner*"
Ad Types
Google Adwords offers a whole range of ad tpes to choose from depending on the ob+ective of
the campaign" Ad tpes include plain te't ads for the search networ$ on des$tops , mobile
phones- te't or image ads for the Google .ispla Networ$ )G.N*- %roduct/listing ads and
(earch- displa and 0n/stream video ads on You&ube" %rior to running a campaign- it is
important to understand each tpe and how the function"
Keyword Research
Keword research forms the basis of an Ad campaign on the search networ$" &he $ewords
must be specific and include all possibilities and variations $eeping in mind the interests of the
target audience" A clear understanding of the $eword tpes Broad match- modified broad
match- phrase match and e'act match and using the right mi' of them in a campaign is
essential to building a successful campaign" 0t is also important to carr out research for our
negative $ewords )not sure what negative $ewords are1 Watch out for our ne't blog post on
the same*
Ad creation
(imilar $ewords would need to be grouped together to form different Ad groups and then
multiple ads would have to be created for each group" For e'ample- for a dental clinic the Ad
Groups could be .entist- .ental Clinic- .ental Care- 2rthodontic &reatment etc" &hese might
seem similar from a business perspective- but from a search and Adwords perspective the
need to be bro$en down into separate Ad Groups"
&he 3ualit of these ads is of paramount importance as these will attract the user to clic$ on
them and get to our website" &here are a number of rules to be followed and techni3ues to be
learnt" 2ne interesting techni3ue- which helps ma$e the ad headline appear longer the 45/
character limit when the ad is shown- is to add a full/stop at the end of the first line of the
description" &he ad must alwas include the $e selling points and adding a $eword in the
displa 678 would help enhance 3ualit score"
Quality Score & Ad Rank
9ualit score of an ad ta$es into account the e'pected Clic$ &hrough 7ate )C&7*- Ad relevance
and the 8anding %age e'perience" Kewords need to be optimi:ed to enhance 9ualit (core
which will eventuall impact the Ad ran$ )which is the 9ualit (core multiplied b the C%C bid*"
A good understanding of ad ran$ and 3ualit score is essential to running a good campaign"
2nce the campaign is up and running- improving it and optimi:ing it is a continuous process and
involves managing bids- refining $ewords based on conversions and adapting ads based on
their response"
Are ou read to run our first campaign1 ;ave an 3uestions1 Feel free to drop them below
and we<d be glad to answer them"