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Getting Started with Google AdWords
By Debra Murphy, Masterful Marketing

The process of developing an advertising campaign using Google AdWords is pretty simple, but there are some fine points you need to understand to effectively utilize your advertising budget.

Your small business is doing well but you know you could do better if you do a little bit of advertising to help reach a wider audience. But for many of us, advertising is cost prohibitive, available only for the big companies with big budgets. For traditional print media, that is definitely true. But today with the many advertising opportunities that the Internet offers businesses of all sizes, it is now very feasible to develop and run an effective online advertising campaign. There are several ways to develop online advertising campaigns, but this article will focus on developing a Google AdWords campaign and highlight a few key areas that you need to understand before you get started.

Creating Your Campaign

The process of developing an advertising campaign using Google AdWords is pretty simple, but there are some fine points you need to understand to effectively utilize your advertising budget. The following are the basic steps you should follow when setting up your advertising campaign:
  • Determine the goal of your ad campaign
  • Choose your geographic area
  • Select your keywords
  • Develop your ad and landing page
  • Assign your maximum cost per click and daily budget
  • Assess an adjust
Determine the goal of the ad campaign

Like every marketing campaign, you need to determine the goal or outcome of the activity. Are you trying to drive people to your web site to generate leads or make sales? Are you interested in getting people to your site to learn about your offerings so they contact you to find out more? Are you trying to drive people to sign up for a seminar or Web cast? Your goal will dictate many aspects of your campaign, including what keywords to bid on and what your landing page will offer to your visitors.

Choose your geographic area


AdWords campaigns offer you a choice of advertising nationally, internationally or within a very specific geographic area. If you are a local business that provides services or products only to a local market, you can select down to the zip code where you want your ads to be shown. This gives you control as to who your advertisements are shown. Your ad is displayed only to your target audience in your key market, thereby minimizing costs by avoiding clicks from someone outside of your service area.

Select Your Keywords Wisely

Selecting your keywords is an important aspect of your online PPC campaign. It is important to select good keywords that will attract your most likely prospect. You don't want generic terms

Debra Murphy is founder of Masterful Marketing, a marketing coaching firm that empowers small business owners and independent professionals to take control of their marketing to get better results. She helps you change how you think about your business and put activities into motion that attract your ideal client. She started Masterful Marketing to ensure small business owners had access to the knowledge available to larger companies so they could live their dreams and build a business around their passions. Although her knowledge of marketing covers all the traditional channels, she specializes in online and social media marketing to make sense of it all to those who want to use it to effectively market their businesses.

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