Google Adwords for Beginners: How to Start Your First Campaign

Google Adwords is a great tool that gives you access to the vast majority of Internet users, but it may leave some wondering about Google Adwords for beginners. While a significant amount of the internet is shrouded in the Deep Web, most users only access the visible part, which Google has documented and indexed for its search engine.

This means that using Google's advertising platform gives you access to nearly any kind of Internet user that you desire. Not only that, but it's relatively cheap and easy to use. Online advertising may instill fear in some because it seems like we would need to be really tech-savvy to do it effectively.

This is simply not true, and we'll explain why as there is a definitely possibility for google adwords for beginners. We'll also show you how to get started with your first ad campaign!

Google Adwords for Beginners

First, make sure you understand at least a little bit about how Google Adwords works, as well as some of the terminology that gets thrown around in the process. This is where we'll go into Google Adwords for beginners.

Adwords is an advertising platform that allows users to access specific niches and audiences to get more of a return on their advertising efforts.

As we mentioned before, this is especially great with Google because it's the world's most popular search engine! That title allows the platform to access user data on a huge scale.

If you're familiar with search engine optimization, you already have a leg up because a lot of the same terms are used with Google Adwords! The main thing that needs to be understood is the use of "keywords."


Keyword optimization is essentially the process of figuring out what people search online in order to find products that are the same or similar to your own.

For example, if someone was trying to find affordable socks in bulk, they might type "cheap bulk socks" into Google. This would then pull up the sites that have those three words most often on their pages.

There are a number of methods to find out which keywords will work best for you. Be sure to use the following tips to optimize your keywords as they're possibly the most important aspect of your advertising efforts.

You might consider finding a competitor analysis site that allows you to investigate your competitor's search engine optimization strategies. By choosing a successful competitor site and looking into its keywords, you can see exactly what's working for them and why.

You can also find out just who is looking up specific keywords! Demographic information like area, age, income, and other data can often be looked at through competitor analysis. This also ultimately helps you better define your potential audience and their characteristics (which will help you further with your own strategy).

So, if you want to market toward people of a certain age within your specific region, you should be able to find out what those people are searching for on the Internet.

Keyword optimization is absolutely crucial for your website! Similar to those is that with Adwords, keywords are used in a very similar manner. We'll work the use of these corresponding keywords into our next section: campaigns.


You can think of Adwords campaigns as a mission to access users who are interested in your products or services. If you had a fishing website, for example, you'd likely want to target people looking for boating equipment, fishing poles, safety gear, hooks, and so on.

You could have a campaign for each one of these things. So you might have a bait campaign, a boating equipment campaign, and a fishing pole campaign. Diversifying your efforts in this way allows you to reach the breadth of your target demographic instead of focusing on just one, broader audience.

Each campaign will have three keywords.

Let's take the fishing pole campaign, for example. The keywords for that campaign might be "great rods," "strong fishing line," and "unique reels." When users type those keywords into a search engine, Google will go ahead and place your advertisement somewhere on the user's screen.

This would be happening with all of your campaigns simultaneously, bringing potentially huge results to your website.

You might be thinking, "what if I pay money to launch campaigns, but they don't bring me back any results?" Google has an interesting payment method that will likely ease your concerns.

How Does Payment Work?

Google Adwords operates on a "pay-per-click" platform. This means that even if you put out a large number of ads, you won't need to pay a dime until someone clicks on them. The rate that you pay per click is determined by a number of factors, but it often depends on how competitive your market is and the corresponding desire for that keyword or phrase.

The nice thing is that you can set limits on the amount that you want to spend within a certain time period. If your ads turn out to be hugely successful overnight and you get 10,000 clicks, you won't need to pay $10,000 dollars unless that number is within your budget.

Google will stop displaying your ad once you've reached the limit of your budget. This means you won't have to worry about going overboard on your monthly advertising budget!

The Text in Your Ad

The ads are typically comprised of a headline, description, and destination URL. The headline is typically two 30-character lines that appear either side by side or separate. This depends on the size of the screen where they are displayed.

The description gets around 80 characters that should go over the main selling points of your advertisement. This is your opportunity to catch the reader if the headline already properly catches their attention! Finally, the target URL should be strategically well placed on your website.

Don't Slack on Optimization

This has been an overview of Google Adwords for beginners, but there is still a lot to learn about Adwords and other ways to get traffic to your site! SEO, lead generation, and advertising are all essential things in today's market!

If you need more information on how to improve your online presence, we've got everything you need!

4 Google AdWords Tips That Maximize Your ROI

Learning how to take advantage of the best features Google AdWords offers can take a while to get up to speed. If done right, AdWords can bring your business a ton of fresh leads and help you reduce your sales cycle significantly.

Instead of scouring the internet for high-quality tactics, we've compiled them together here for you! Let's take a look at some helpful AdWords tips that will have you raking in new clients.

AdWords Tips That Maximize Your ROI

Here are some of the top AdWords tips that will help your business maximize their ROI, reduce spend, and get high quality converting leads.

1. Landing Pages

The number one thing you can do to ensure your ad is going to convert well is by setting up a relevant landing page. Your ad could be performing very well, but if people aren't converting when they click through, your ad has completely lost its purpose and its a waste.

Before you even set up an ad, you need to make sure you know what message you're trying to convey. What call to action would you like to use to drive a user to your landing page? Is the information on that page relevant to the call to action? Incongruency at this stage will lead to confusion and lost opportunities.

Your goal is to turn the lead that clicks on your ad into a paying client. You must be sure that prospective customers are getting the information that is most important to them. This includes providing information that can help them make a well-informed decision.

Make sure you're repeating the text that was in your ad on your landing page. You don't want prospects to feel misled. They'll stay engaged with your content if your content has value.

2. Keywords

Keywords are second to landing page creation in order of importance. Your Google Adwords campaigns are built around keywords that prospective users are searching for in Google.

Google offers all sorts of tools to help you figure out which keywords are best for your audience. The Google Keyword planner is one of them. Keyword planner provides a solid list of high quality, converting keywords. Approach your keywords right and you might be able to find lower cost keywords that will still bring you quality leads.

Other good Adwords tips to follow are to also be sure you're keeping on top of any negative keywords. This is the exact opposite of keywords you want your ad to show for. For example, if your keyword is "bunny" because you're a farm that sells bunnies, you don't want your ad to show up when people search "chocolate bunny."

Providing a list of negative keywords (like "chocolate" in this case) will help ensure that Google does not show your ad when any of those corresponding negative keywords are searched. This helps keeps your ads relevant to your target audience (buyer) as well as ensures you don't waste clicks. When you think about keywords for your ads, the more specific you can be, the absolute better.

Google will have an easier time displaying your ad to the most relevant prospective clients if it knows exactly what your product is and what it's not.

3. Fill Out All Ad Extensions

Another useful thing to do when creating your ads in Google AdWords is to use all of the ad extensions they provide you with when appropriate. As with keywords, getting as specific as you can be for each ad will create higher ad conversions.

AdWords has a variety of ad extensions that help maximize ROI and improve the overall quality score. It really brings the ad to a new level by making them be more competitive.

Using ad extensions that apply to your campaign will put you one step ahead of your competition. A lot of companies don't always utilize this feature in the way that they should.

There are different kinds of ad extensions you can select. Here are a few of the most common.

Review Extension

The review extension helps to add user reviews from your website directly to your ad. When your audience clicks on review extension, they redirect to your website. This also enhances social proof and shows your customer that your clients like your service, further enhancing their reason to buy.

Sitelinks Extension

The sitelinks extensions allow you to feature different sections of your website under your ad. You can display products, features, or services underneath. They can redirect to these areas on the website or you can create separate landing pages to house this information.

Structured Snippets Extension

The structured snippets extension allows you to create categories that display your features or services. Much like the sitelinks, but it doesn't redirect you to a page, it just displays the categories from your website.

Callout Extension

The callout extension establishes trust, reliability, and integrity between you and your customers. You get to create phrases that state your mission statement.

4. Fill Out All Ad Content

Another way to maximize the conversions you receive from your ad is to make sure all of your ad content is complete. Google AdWords walks you through the entire ad setup process but it won't do absolutely everything for you and you still might miss a couple items. There are several parts to each ad that needs to be filled out in order to put you above your competition.

The final URL is an important part to have. It redirects you to the unique landing page. This is the relevant landing page that we talked about earlier.

The headlines, 1 and 2, help show prospective customers what your business is all about, and how it would be good for them to buy. The first headline is your most important value proposition or needs to absolutely hook your audience. The second headline supports your value proposition statement from headline one.

The next part of the ad is Path 1 and Path 2. Path 1 fills out the location of the business if the location is relevant. If it's not, it can display a feature or service. Path 2 provides the context of what the user will see when they click on your ad.

Lastly, the description on the ad. The description is the most important part. It helps you sell your product or service in one succinct statement. Providing a call to action at the end of the description informs the user what they'll get when they go to your landing page.

Set Up Your Google AdWords Today

Google AdWords is a powerful tool. If you follow the AdWords tips above, you'll start to see great results. You'll get more traffic to your website, and the leads will convert more and at a higher rate.

Need help managing your ad campaigns? Learn more about our PPC Management services!

4 Benefits Of Google Adwords For Your Marketing Campaign

If you're a business owner, you need to be using Google AdWords. Note that that you aren't the only one unaware of the benefits of Google Adwords. Not only does it help generate more leads, but it also brings more traffic to your site.

A lot of business owners may have barely heard of Google AdWords (nor understand it), and that's ok! We're here to help make sure that you understand the benefits of Google AdWords.

The key here is to use its full potential. It'll be worth spending money on after you're done reading these four benefits...

1) Faster Than SEO

One of the biggest benefits of Google AdWords is that it's much faster than using SEO (search engine optimization). Google AdWords makes sure that your website is first in the search engines.

Plus,you can focus on having multiple keywords at a time, and you can turn the campaign on and off.

Using Google AdWords drives more traffic and leads to your website almost instantly, whereas SEO takes longer. You don't solely want to use something that's going to make you sit around and wait for results.

2) Increase Your Brand Awareness

What's your focus?

What are you offering people that they can't get somewhere else?

Google AdWords helps to tell people about your brand. Now, it's on you to develop that brand.

3) Hit up Gmail Inboxes

On more than one occasion, you've probably gotten an email from a marketing company. Chances are, things like that go right to your Junk folder.

However, using Google AdWords will make sure that your marketing emails don't go into people's Junk folder. By using Gmail ads, you can reach more prospectsthrough their Gmail accounts.

Normally, Gmail ads appear on the "Promotion" tab of the email. Not only will you be reaching people who check Gmail on their computers but on their phones.

The good news is that Gmail ads are inexpensive, so if you're a company looking just to create a few ads, this is your best bet.

4) Measure Your Site's Performance

How else will you know what's working and what's not? Google AdWords gives you the ability to know exactly what's going on.

You can find out who clicked on your ad, how many leads have been generated as a result of the ad, how much traffic you're getting to the website, and what keywords are working.

By getting all this information, you can tweak all the necessary adjustments. Don't waste your time (and money) on something that's not working.

Benefits of Using Google AdWords

Don't use Google AdWords just because. Ask yourself what are the benefits of using Google AdWords and what ads would work best for you?

Is your audience strictly online?

Have you searched for your own keywords to see if they're working?

Are bloggers publishing content related to the services or products you provide?

If you answered "Yes" to any of the above questions, then using Google AdWords is a wise decision. Have HookLead help your business generate the leads that it needs. Learn more about our PPC Management services!

Show Stopper: How Ads Can Change Your Google Strategy

There was a time, seemingly forever ago, when all a company wanted to do was show up at the top of a consumer's Internet search. That top spot, it was assumed, would lead to untold fortune and glory.

Well as the Internet has evolved, so has the way we look at monetizing our participation in it. While that top of the page Google search result is prized, many companies know that a great ad can improve their Google strategy.

Ads Have to be Seen, But...

So it's no secret that for an ad - good, great, or middling - to be effective, it has to be seen. Well, in June 2017, Google announced that its' Chrome browser will be developed to block what it deems "annoying ad experiences."

And what does that mean? They are targeting "...popups, ads that flash quickly, change colors or force people to waitbefore accessing content..."

The idea behind this type of filter has been pushed by businesses and consumers alike. It seems that near the top of everyone's Google strategy is to create a more positive ad experience.

It's a Revenue Generator for All

Of course one of the reasons that Google is so big on meaningful, impactful ads is because of its PPC or Pay-Per-Click ad strategy. For the uninitiated, this is an advertising platform that allows you to bid on the opportunity to place an ad on Google that will appear alongside the results of particular searches.

When a consumer sees and clicks on your ad, you pay Google. And this is where it pays (literally and figuratively) to have a strong Google strategy because the goal/hope is that that ad click will lead to a sale for you.

Crafting Your Google Strategy

Your goal is a simple one (in theory) - attract more customers to your site through ads. That's going to happen through great ads for sure, but it's also going to happen when people see an ad at the exact right time on their purchase journey.

So you've got to do your research. What are competitors doing, what are your differentiators, what do people want?

By looking at all of these factors, you can find that area where your competition isn't but there is an opportunity for consumers to find you. This is where you can start to build your new ad empire.

It's a Strategy, Not a Science

It's important to remember that getting more clicks will come through a carefully executed strategy. There is no silver bullet or deep science that can be enacted.

What you will need is a mixture of patience, let your strategy take the time it needs to fully play out. You'll also need to be willing to be flexible.

The Internet is nothing if not unpredictable. A new trend could start tomorrow, a new product could suddenly catch fire.

This happens with or without the Internet though, right? What's important is to recognize how these developments might play into your Google strategy.

Admittedly, this post only scratches the surface of how you can utilize ads to complement your Google strategy. While you can continue to read and research, we suggest a conversation around your needs and our experience.

When you're ready to talk, we're here.

6 Warning Signs Your Business Needs a PPC Expert

Are your PPC efforts humming along, or sputtering out of control?

Are you paying 2 times, 3 times or even 4 times per click compared to your competitors?

Do you even know? PPC platforms like Adwords are easy to set up. But they're not so easy to master -- even for the tech savvy like you.

If you aren't working with a PPC expert, it's hard to recognize just how much you're overpaying for sub-par results.

We've got the warning signs you need to recognize. Let's take a look!

How To Know You Need A PPC Expert

1) Adwords Keyword Planner Is the Extent of Your Keyword Research

Adwords free keyword planner is a great tool. It helps you understand how competitive various keywords are. It makes 100+ suggestions for more keywords as if simply having a ton of keywords will cause people to click on your ads.

It all seems helpful but it only scratches the surface of what keyword planning is all about. And, ultimately, it's a tool designed to make Google more money in ad revenues, not help you have a successful campaign.

A PPC expert understands the importance of keyword research. They use many tools and spend hours planning just this tiny piece of your overall campaign.

That kind of focus and experience can go a long way toward helping you have a successful PPC campaign.

2) Your Ads Are Pointed Toward Your Homepage

This is just the tip of the iceberg and one huge mistake that the PPC expert sees people making again and again. Are you making this rookie mistake?

Each set of ads should have a clear objective. It should offer a clear single reason for someone to click.

Imagine you're the customer.

You put a query into the search box. This ad pops up that offers a special offer on just what you're looking for. You click it.

Easy peasy. You're ready to buy.

Then it takes you to a generic home page. You don't even see the offer on the page. Or that offer is one of many.

You already had your mind made up. But now you have other options to consider. You have a bout of choice paralysis. And now you're going to have to "think about it".

This isn't how a customer's journey should go.

A PPC expert knows how to create a seamless customer experience from query to click to purchase. They know how to optimize landing pages to get results.

3) Your Conversion Rate Is a Fraction of a Percentage

When PPC is done right, it converts -- plain and simple.

Those clicks aren't cheap. Low conversion rates cost you money. Even if your conversion is so-so, the higher your conversion rate the better your ROI.

A PPC expert can look at your existing campaigns and do the research needed to make it better.

Your ad copy may be subtly misleading. It may encourage quick clicks that people regret when they get to your site.

You could be inadvertently targeting a low intention -- or no intention -- audience.

Customers may find it difficult to navigate your site once they arrive. Fix it to earn those conversions.

A PPC expert can evaluate everything. They can make sure you send the right message to the right people at the right time to get results.

4) You "Think" You've Done a Competitor Analysis

The old days of trying to do a competitor analysis manually are gone. A PPC expert has tools that help them dig deeper than you ever could without.

It takes the guesswork out of your competition's strategies and shines a light on exactly how they're getting results.

While we'd love if everyone had access to these kinds of tools, there are some really important reasons that the average business doesn't.

They're often cost prohibitive. These powerful tools cost money that makes sense for someone who manages PPC for multiple clients. But it's hard to make it worth it for just one or two businesses.

More is usually better. All of these tools have strengths and weaknesses. To optimize PPC and conversion rates, a PPC expert will invest in several of these trusted tools.

For those of you in SaaS, you know what we're talking about.

Finally, these tools are most often used by people with an advanced understanding of SEO, PPC, CRO, CPC, etc. Because of it, the user interface is often intended for experts. In other words, many of them aren't very user-friendly.

5) You Just Run the Same Old Campaigns Again and Again

Adwords alone has thousands of settings. Chances are you only know about a handful -- and use fewer than that.

It's nothing to be ashamed about. It's human nature. When something is as complex and multi-faceted like PPC, people tend to learn some of the core settings and then never expand out from there.

But a PPC expert can help you develop a comprehensive strategy that leverages these advanced settings to maximize results.

6) You Think Your Quality Score Doesn't Matter If You're Still Earning Clicks

What is a quality score? In PPC platforms like Google Adwords, your quality score determines how often you appear in searches. It establishes what position you're given when you do show up.

It can also significantly impact you CPC (cost per click). Google can increase your cost by as much as 400%.

Smaller more targeted ad groups that create a seamless customer journey among other factors will earn higher quality scores. If you're not paying attention to these, you're losing money.

Google combines your campaign data with machine learning to determine your quality scores. They matter. They should be reviewed and managed.

If it's low, your campaign will be dead in the water. An expert knows how to get that ship moving again.

When to Get a PPC Expert

If any of these warning signs describe your business, it's time to work with an expert. Get a real competitor analysis with the right tools. Optimize the visitor's journey through your landing page.

Manage your quality score.

Don't try to navigate PPC alone. It will cost you. We can help. To find out more, contact us now.

4 Tips For Maximizing Your Adwords Campaign

Why PPC Is Not As Expensive As You Think

Search Engine Marketing (SEM, paid search) often gets the "expensive" tag because you're normally paying-per-click. Crap, that does sound expensive doesn't it! BUT, there really isn't such a thing as free marketing. Marketing either costs time, money or both. So if you want to promote your business, you're going to need budget any way you slice it. That being said, since marketing costs money, you should always track results and return on investment. All marketing channels work in slightly different ways, and have their own distinct advantages. PPC for one, is not as expensive as you might think. Here's why.

Easy to track ROI

First off, if you're going to spend money on marketing, it would behove you to track and measure results. With todays analytics, it's relatively easy to learn what your return on investment is for your marketing spend. PPC is often very easy to gauge ROI. If you set your campaigns up properly, you can even see your cost-per-lead or sale in most paid search dashboards, such as AdWords. If you're spending a thousand dollars a month to make two thousand a month in sales, it's not an expensive channel right? Tracking can give you the data to have confidence in your marketing investments. It takes money to make money!

Budget options to control spending

Most all platforms such as Google AdWords, Bing adCenter, Facebook etc. all have budgeting options that enable you to stay within your budget. For example, you can set a daily limit to your ad spend to ensure you don't go over budget. On the flip side, they also notify you if you're not hitting your budget. This is nice as if you're not spending all of your budget you could be missing out on additional conversions.

Big savings for long term advertisers

There are several ways advertisers can save money by keeping their campaigns active long term. Google actually rewards you for having long term active account history. This basically means you will pay lower CPC's than your competitors who are just creating their campaigns from scratch. I've worked with clients who have kept their campaigns running for over 4 years and their CPC's were often an entire dollar or more lower than new advertisers bidding on the same keywords. Talk about customer loyalty incentives! Another way to save is the simple fact that the longer your campaigns run, the more data you build. The more data in your campaign the more you can make smarter optimizations. Over time, you can learn which keywords perform better, adjust bids accordingly, pause underperforming keywords, create tighter ad groups etc. These ongoing optimizations will enable you to squeeze more traffic and conversions out of your budget.

Remarketing can maximize budget

Remarketing is another paid search option where you can "follow" previous website visitors who did not convert around the web via display ads. You've probably noticed in the past after visiting a website, seeing that brands banners across the web. The power of remarketing is segmenting those visitors into tight groups that didn't initially convert on your website, and offering them incentives to come back to your site. For example, if a visitor added a blue widget to their shopping cart, but didn't check out, you could remarket to them offering a discount on blue widgets or further promoting the value proposition of those blue widgets. This enables you to increase the conversion rate from previous clicks or website visitors. Another bonus of remarketing is typically you're only charged for clicks and not impressions. Many big time, popular websites show remarketing ads and it's a great and cheap branding play to have placement on these sites.

You have a dollar a day right?

Facebook Advertising in quickly increasing in popularity, and for good reason. Currently, you will pay a fraction of the price you would for the same reach on traditional paid search sites like Google AdWords. They have robust targeting enabling you to easily get in front of your target persona. They have flexible budgeting options. You can literally create a campaign at a dollar a day. Good luck finding other paid search channels that offer that kind of reach for such little money! It's important to track everything so you can make data driven decisions and feel confident you're investing your marketing dollars wisely. A well built paid search campaign can generate targeted leads and sales with an attractive ROI.