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Getting Started with Google AdWords

With a cost per click campaign, it doesn’t cost you anything to display your ad. Instead, you only pay when someone clicks on your ad. You set your own budget, so your costs will depend on what you are trying to accomplish with your advertising. You will also have complete control over the geographic location in which your ad is displayed.

When you create your first campaign, you will find that the process is laid out in a straightforward step-by-step process (choose budget, select target audience, choose bid, write ad). There are multiple ad types available (text ads, image ads, video ads, etc.). The type of campaign and ad format that will work best for you depends on what you are promoting.

Hoyt Bangs, web manager at Budding Co., a building supply and outdoor products distributor in Pennsylvania said, “We use AdWords to promote larger patio paver kits, wall products, and chimney supplies that warrant the time and cost. Our products are more seasonal, so spring and summer we receive peak performance from AdWords clicks. We tried AdWords on lower ticket items but the cost associated with campaigns didn’t warrant the extra exposure.”

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Expect to edit your campaign for a few months to get the best results. Changing your budget, keywords, and targeted location will be a necessity.

“Do not set AdWords on auto pilot,” Bangs said. “This is not a set it and forget it type service. AdWords is a powerful tool but has a large learning curve at first. My advice is to focus on your bread and butter products that allow you to experiment. Start with one and test it for a month. We produce videos for the landing pages of our AdWords campaigns to help customers find what they need and reduce click backs and waste.”

If you are new to AdWords, Google will provide you with a free ad credit to help get you started. Typically, Google will offer $75 in free credit when you spend $25. For more information, go to: www.google.com/ads/adwords-coupon.html

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Text Ad Campaign Setup

To set up a text ad campaign, follow the online steps to open your account. Then write your ad, choose your keywords and set your budget. Google AdWords platform will:

  • Decide how much to spend
  • Select your daily budget
  • Choose your target audience
  • Device (mobile, desktop, tablet)
  • Language
  • Location
  • Set your bid
  • Cost per click (or call)
  • Create your ad
  • Save, review and finish

Once your campaign is complete your ad will need to be reviewed before it is live. Most ads are reviewed within one business day.

setting-up-a-google-adwords-campaign
Screenshot of the Google Adwords Signup Process

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