13 Common Questions That New Advertisers On Google AdWords AskCreating an AdWords campaign for the first time will always leave you feeling antsy: am I doing this right? Did I do this correctly? Did we spend too much on that? Are we advertising to the right audience?

So, instead of pulling hair, banging heads against the wall or, in agitation, tear up papers that turn out to be indispensable, let’s try

and answer some of the unmistakable questions that new advertisers on Google’s AdWords may ask:

Is AdWords truly the right choice for my business?

A valid question, and to answer it you need to take into account several factors: the size of your business, your products, and your competitors.There’s no denial about the benefits AdWords can achieve for your business, such as: wider, instant exposure, targeted advertising, in-depth reporting and more. However, before you get started, you need to ask yourself 3 questions: are people looking for your product? Do you have the budget for it (Google’s Keyword Planner tool can help predict what it will take) and thirdly – do you have the time to learn and invest in it? Even if you consider hiring a professional, AdWords campaigns are time-consuming.Bottom line is, you need to be willing to experiment and analyze on a daily basis to achieve optimal results.

How do I choose the right keywords?What does your company do? What product or service does it provide? Put down everything that’s directly related to your product/company, and then expand on it to create a broader scope where searchers can reach you. Also, a good place to start building your keyword list will be your website, which should include the main terms that describe your business and products. In addition, use Google’s Keyword Tool to find additional keywords your potential customers may use.Think like a customer. If you were looking for a product like yours, what keywords would you use?

What’s the difference between an account, campaign, ad group, keywords and ads?

Account: You only have one AdWords account. You can several ad groups, but only one account. Every aspect of the AdWords interface takes place within the account. The account level is where you select your billing, and payment options.Campaign: You can have multiple campaigns within an account, but don’t confuse it with multiple ad groups. The campaign is where you select geographic, language, network, and device targeting options. This is also where you set your daily budget. If this is your first time campaign, you might want to start with one.

Ad Group: There can be multiple ad groups per campaign. The ad group is where you can set your default bids. Ad groups can include keywords for the search network, and placements (and/or keywords, topics, interest categories, audiences) for the display network. The ad group also includes ads that will be shown when your targeting options match a user’s search query, or placement view. 

Keywords: Keywords are what users input in the search engine to search for what they’re looking for. Google uses keywords to determine whether or not to display your ad to a user. A user sees your ad when the keyword, bid, and targeting options all combine to determine whether or not your ad ranks high enough in the auction for that ad to be shown. You can set individual bids for keywords and placements within the ad group. You can also change keyword match types, add or delete keywords, and add or delete negative keywords.

Ads: Ads are what the user sees, and (hopefully) clicks on. It’s a snowball effect: The higher the CTR (Click-through Rate) of the ad, the higher the CTR of the keyword which triggered that ad to show, the higher the CTR of the ad group the ad and keyword are in, the higher the CTR of the campaign that ad group is in, the higher the CTR of the account that campaign is in. If there is a problem at any level of the account, ads diagnosis should help provide some insight as to what that problem is.

How can I tell if I structured my account correctly?

In a nutshell, an AdWords account is simply a list of keywords and a set of ads associated with different divisions of those keywords. Google rewards accounts where a keyword is - Relevant to your specified ad Relevant to your landing page Relevant to a user’s search query

You need to make sure that:

Separate branded keywords from non-brand keywords as they perform extremely differently.

If an ad group has more than 20 keywords, you might need to split it into 2 or more groups.

Ad groups should be made up of keywords that are as closely related as possible

Campaigns and ad groups should be titled to allow for quick sorting and analysis

Negative keywords and keyword match types should be used to ensure searchers see the ad you most want them to see.

On the other hand, if…

You have more than 10 keywords in an ad group and only one or two have any traffic associated with them

Some keywords in your account have not driven traffic to your site for more than 3 months

Some keywords appear multiple times throughout your account Keywords you would expect to have high traffic are not gaining very many

impressions Many of your keywords have low quality scores

You’ll probably need to restructure your account.

Should I target desktop computer audience, or mobile?

Generally speaking, with the world moving to mobile devices (over 50% of searches take place on mobile), you’d be missing out on a lot of potential customers if you don’t, especially if you own a restaurant or a service you know people on the good will be looking for on their mobile. However, if your establishment sells mattresses or furniture, maybe the desktop pc crowd should be more your target.

How can I tell if my AdWords campaign is working?

You’ve got lot of customizable options to keep track of your campaign, with details such as website traffic, brand awareness, conversions and more. In addition, you can track what keywords work for you and which don’t; which headline gets the most clicks; at what time of day does your ad work best, and so forth.

My text ad’s display URL leads only to the homepage, not the designated landing page. Why is that?

When you create a new text ad, make sure you link your product page to a field called “destination URL.”

To answer this question, you need to understand more about the product, its website (if there is one) and conversion rates; who the customers are and where and how can you reach them.For example, if you sell “glow in the dark chess sets,” you can test keywords such as unique board games, chess sets, or gifts for him. Because the product is quite niche, a broader keyword approach is essential.

If my product is not necessary something that one would search for, would Google AdWords be a good fit?

Is Google AdWords a good platform to promote my blog?

If your purpose is simple to increase your amount of visitors, then – no, it isn’t a good idea. If, on the other hand, your goal is to sell products through your blog, you can give AdWords a test. Just make sure to determine your goals beforehand so that you could determine if the campaign turns out successful or not.

Do I need a landing page for each campaign I create?

Yes, for several reasons: it’s better for you from an SEO standpoint; keeps the customers focused on one service or product; and, a single campaign on a landing page means less cluttered analytics.

The higher the better, but around 2%+ overall is considered good.What is a good Click-through rate?

How do I measure results?There are many ways to measure and track your campaign numbers. It also depends what your goals are from the campaign.For example: Number of email leads Number of actual sales Number of clicks to your landing pages Return on investment (ROI) Etc.

How much time should I give AdWords to see if it works or not?

AdWords isn’t a magic wand. It’s a process of fine-tuning and adapting. The reality is that you need several months to get an inkling if your campaign is working. And of course, this includes daily monitoring of your keywords, and tweaking them if they’re not working.

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