Google Adwords Simplified


Google Adwords is Google’s pay-per-click advertising program.  Simply put the top position goes to the highest bidder, second spot to the second highest, etc.  You pay when someone clicks your ad (pay-per-click).

These ads are displayed on search results pages for Google and sites using the Google search engine (Google search) as well as individual websites (Display Network) that display Google Adsense ads.  

Basically: Adwords you pay.  Adsense you get paid.

Google search result ads are located at the top and right side of pages (see illustration below).


Display Network ads are displayed on keyword relative sites in a position chosen by the site owner (see illustration below).

Adwords is set up as Campaigns and within those campaigns are groups.  Each Campaign has its own daily budget and maximum pay-per-click amounts. The groups within that campaign share its budget.  Google allows you to manually bid on placement as well as auto-bid (Google automatically increases your bid within your budget for best placement).

For best results Groups should be used to promote individual services. This helps keep the Campaign organized and easier to manage. So, instead of having one group that contains all your keywords/phrases and ads that points to your home page, a better way is to create a group for each service.

For Example: Group #1 = Mailboxes, within that group you only bid on Mailbox related keywords/phrases, display only Mailbox related ads and point to your sites Mailbox page. This way a visitor looking for Mailboxes in Powell – sees an ad for Mailboxes in Powell, clicks it, and lands on the appropriate service page.  This will minimize the bounce rate (visitor doesn’t see what they want and immediately hits the back button on the browser) and wasting clicks (clicks = $$$).  This method also helps monitor your results and pause groups as needed (example: no mailboxes available or a seasonal service).

There are 3 approaches to an Adword Campaign.

  1. Display ads within a certain area or radius of your store)
    1. Bid on general terms like: “shipping”, “packing”, etc.
    2. Upside: minimum competition
    3. Downside: only displaying ads to potential customers in your location
  2. Display ads across US, Canada, etc.
    1. Bid on location specific terms like: “shipping Powell”, “packing Powell”, etc.
    2. Downside: customer has to search more specifically (typing a location)
    3. Upside: potential customers in other states can see your ads
  3. Displaying ads across US, Canada, etc.
    1. Bid on general terms like: “shipping”, “packing”, etc.
    2. Downside: maximum competition – competing with UPS, FedEx, etc. directly

I would recommend approach #1 or #2 (or both) and not #3. I would also recommend displaying only Google search ads (not Network display) for maximum results for your money. 
When choosing your keywords/phrases you can add matching options to help control which searches will trigger your ad to appear. Ranging from broad to narrow, there are four options available: broad match (and broad match modifier), phrase match, exact match, and negative match.
In general, the broader the keyword matching option, the more traffic potential that keyword has; while the narrower the keyword matching option, the more relevant that keyword will be to someone's search. Understanding these differences can steer you in choosing the right keyword matching options to help you reach your campaign's goals.

Setting up an Adwords campaign from scratch can be overwhelming.  Keeping it organized will help reduce the stress and once a Campaign is setup in a well-organized manner most people will be able to manage their own campaign.

For help setting up an Adword campaign for your store site contact Doug Walker at 317-495-2518 or email at or view Adword Services.