Google AdWords: The Small Business Guide to Getting Started

Google AdWordsGoogle AdWords: The Small Business Guide to Getting StartedThe Google AdWords logo.

google-adwords-logoGoogle AdWords is the most popular, and expensive PPC platform. But, there is a reason for this: Google has a substantial presence online. Not only do ads appear in the search results on their site, but they also have links across the Internet where other websites allow ads to appear.

This means that your ad on Google could be seen almost anywhere online. The problem for you and your brand is that because of its popularity, it is expensive to be seen, and it takes a lot of practice to get it right.

However, here are some tips to give you a head start:

1. Limit Your Audience

Campaigns that are ‘send to all, at all times’ are doomed to be expensive. The success of a campaign requires that you only display the ad to those interested in your product when they are going to be most interested in it.

There are three ways to do this. First, audience targeting, where you clearly identify your audience’s key attributes, including geographical area, age, gender, etc. This is more important than you think. The UK’s BBC demonstrated how Facebook’s similar ad system was open to abuse when audience constraints were not implemented. By limiting your ads to a specific demographic, not only will more relevant people see it, they will be more interested in completing the desired action.

2. Select the Right Keywords

Next, you need to ensure that you are targeting the right keywords. Think carefully about what your audience will be searching for and use those keywords. The trick is not to be too narrow with your keywords. Searchers tend to use long-tailed words (like ‘searching’ instead of ‘search’ or ‘developing’ instead of ‘develop’) and these can sometimes be cheaper to bid for, as other companies don’t consider them to be necessary.

At the same time, don’t forget negative keywords. If you sell clothes, but not baby clothes, then you’ll want the keyword ‘clothes’ but also the negative keyword, ‘baby.’

3. Choose the Best Time and Date

Your audience will often search for your product at set times. For example, if you are a fast food service, they aren’t going to search for “take out” at 10 am; instead they are more likely to search between 5 pm and 10 pm. Therefore, you would want to run your ads during these periods.

You can determine what the best times your ads run based on your website’s traffic. Look at what times of the day your site is busier – this is when customers are actively looking for your product or service.

4. AIDAS Principle

Remember the AIDAS principle in advertising when creating Google ads. This stands for:

Attention – Ensure your ad will grab the attention of your target audience. A good image with the right product colors and text, not written in capital letters are essential.

Interest – Peak their interest with a high-value proposition. Free sometimes works, but it can be overused, as can discounts. Instead, look for something unique to your organization.

Desire – Next, you need to convince people that they need your product. This could be done on a landing page, but if done in the ad, it will be more effective.

Action – Lead the customer towards taking a single, pre-determined action. Whether that is making a purchase, or signing up for your mailing list.

Satisfaction – Keep them happy after they’ve clicked through by having them realize the relevance of the ad to the landing page content. That means that if you are advertising women’s shoes, you take them to a page displaying those women’s shoes.


Google AdWords are an important way for you to meet your next customer, but it can be an expensive way to advertise. To ensure that you aren’t wasting money, carefully target your ads and create compelling copy.

Do you need help getting started? Then speak to Mann & Co. about our PPC services.

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