How Google AdWords Works

AdWords is Google’s Pay-Per-Click (PPC) advertising system which if used will reach approximately 80% of all internet users. The PPC adverts are those that appear on Google search results as "Sponsored Links" down the right hand side. Your advert will also be distributed to Google’s "Content Network". This means you will appear on search engines that relate to Google as well as websites targeted for your audience.I would imagine you are asking ‘how do I get started?’ It is very simple really, once you have set up an account you will need to select your keywords and phrase (Google has a great tool to help you with this). Try and make sure you select specific keywords or phrases - these will normally consist of more than one word. The more generic your keywords the lower your click through rate will be and the lower your conversions. Always remember your goal is to target your advert to the right audience for your product or service.Once you have your keywords sorted you will need to write your ad which will consist of a title of 25 characters and 2 lines of 35 characters each. This is quite a small ad to get your information in and there are some important things to remember when writing it. Firstly make sure you include a call to action, it may seem unnecessary but they work and will increase your click through rate.Secondly, include your keywords in your ad title and text if possible. This leads us on to another vital point, the size of your keyword list. It is a good idea to keep your keywords for a particular ad group as small as possible, 2-4 words or phrases that are related. For your campaign you can have as many ad groups as you would like. This means that you could have 10 ad groups each with 3 keywords, so you get 30 keywords covered, but each 3 words have a different advert. This will allow you to target your advert more effectively increasing both your click through rate and your conversion rate.On the point of conversion rates, you can get some code from Google to add into the code for your site which will show you the conversions you get for each keyword. This will allow you to monitor performance levels and drop those keywords that do not give you the performance you are looking for. In addition to this, in order to improve your conversions it is vital you send your visitors to the correct lading page. If you are selling terracotta tiles and when someone clicks on your advert they go to your home page and have to search for what they are looking for they will probably not hang around to find them. However if they go straight to the page for ordering the tiles you will probably get a much higher conversion rate.