Posted on: August 9th, 2017 by Staci Langel


Let’s Break it Down: AdWords

Now that you’re on the AdWords bandwagon – if you’re not, read WHY JOIN THE ADWORDS CRAZE (click this link! ) – now let’s talk about how to set up and manage your AdWords account.

Set AdWords Goals

What are you hoping to get out of your AdWords campaigns? Leads? Sales on your e-commerce site? Brand awareness? This goal affects how you structure your campaigns, the keywords used, the content of the ads, and any other features you use.

Determine Audience

Who is your ideal customer or viewer of the ad? What information are they looking for? Creating a customer persona will help you narrow down what you want your ads to look like and do.

Conduct Keyword Research

Keywords are the words or phrases that are used to match your ads with the terms people are searching for. Selecting keywords that are relevant to your campaign helps you reach the right customers.

Set Budgets and Bids

This is where the money comes in. For each campaign, you set a daily budget and each ad group you set a max cost per click, which will play a role in where or if your ad ranks. We will talk the details of how bidding, quality scores and ad rank work in a future blog.

Relevance is Key

To help you create targeted and specific ads that your customers want to click on, AdWords always suggests for you to make multiple campaigns, multiple ads within those campaigns, each with different goals and target viewers. Making each campaign and ad laser focused will make each dollar and click more effective.

Put on your Creative Cap 

The first step is getting your ads seen. The second is getting people to click on your ads. Writing ads that are compelling and relevant will get people to click on the ad and move to the next step in the process.

Beef up your Landing Page

Your landing page is wherever the ads direct people to. It could be a page on your website, a social media platform, or a data collection form. Relevance comes into play here again. Make sure the landing page gives the information promised in the ad and the information the viewer wants to see. This the difference between conversions and missed opportunities.


Google AdWords provides a plethora of data. It can be daunting at first, but even the information AdWords automatically shows in the default dashboard can give you a good idea of how your ads are doing. Then the more comfortable you get the deeper you can dig.


Even the smallest adjustments to campaigns, ads, keywords, bids or content can have a huge impact on the success of your AdWords. Constantly make tweaks and adjustments to see what gets you the best results.

And Finally – Profit!

That’s all there is to it, simple right?… AdWords is a marketing platform that when given the right attention and commitment can be very effective.

Next week, don’t forget to check out my next blog in the series: BIDDING, QUALITY SCORE, AND AD RANK…OH MY!


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