Join Brad Batesole for an in-depth discussion in this video An overview of AdWords, part of Google AdWords Essential Training.
- [Instructor] billions of times per day, people turn to Google to look up an answer to a question, discover a new place to visit, find solutions to their problems, and look for products to buy. Google calls these the I want to know, I want to go, I want to do, and I want to buy moments. I prefer to, instead, consider these a consumer mindset, every business can solve one or more of these mindsets. A customer that wants to know, well, you can tell them, if they want to go, you can take them, if they want to do, show them how, and if they want to buy, you can sell them.
You are the I can tell you, I can take you, I can show you, I can sell you, answer to those moments. AdWords is Google's online advertising platform and it's built to put you in front of a potential customer at the right time with a right message when they're in the right mindset. You'll be creating ads for your business and choosing when you want them to appear in Google or next to relevant search results. The concept is fairly simple, you identify words that are relevant to your products or services and then AdWords shows your ad on Google when someone searches for these or related words.
Let's walk through a scenario together. I'm going to visit Google.com and run a search for eyeglass repair. Now if you've seen some of my other videos, you know I wear glasses. What you might not know is I'm notorious for breaking them. So in this case, I'm actually looking for a place that can repair my eyeglasses. Now once I hit search, Google is going to come through billions of web pages, blogs, and other listings to find the ones most relevant to my search for eyeglass repair.
Now you'll notice right at the top of the page we see three listings that are labeled with this ad icon. So it's immediately apparent to us that these are paid listings. Here along the right hand side, you'll notice that there are some products in view. Now Google experiments with what shows up on the right hand side. It used to be that the text ads showed up here but they have since moved inline with the organic listings, but we do see some product listings here and these are sponsored which you can identify by the words sponsored in the upper right hand corner of that column.
Now if I scroll down the page, you'll notice that Google also identified that this service is something that might be beneficial to me in my city of Santa Barbara. So Google knows my location and they've said "hey, here's two listings that are relevant" "to you and local.", but you'll notice that these don't have any ad symbols next to them which indicates to me that they're organic listings. People didn't pay to put them here. Now if I scroll all the way to the bottom of the page, you'll notice that there are some additional ad units at the bottom, just above the related searches as well.
So if we go back up to the top of the page, you'll notice that Google is suggesting that there's about 475,000 results for eyeglass repair. When you think about that many results, you'll come to the realization that a tiny fraction of eyeglass repair businesses are going to be among the top few pages of results and that's where AdWords comes in. AdWords gives your business visibility even if your website is not in the top result.
AdWords can help get your business to appear on Google in front of many potential customers and it's not just any customer, it's the right customer. In this example, I'm ready to get help fixing my glasses, and here, we can see several ads and we can identify the ones that jump out to us. Here I can see, Need to repair your glasses, save on a brand new pair, okay, that's not what I'm looking for, here we go, eyeglass repair. If we can't repair it, nobody can. Now that is a great statement. Here, this is jumping out to me, right away, I see that there is a guarantee, I have an offer, get five dollars off, I see there's a warranty, they repair all brands, there is a lot going on on this ad that draws my attention so I may select this option.
It's evident that this advertiser has done a pretty good job creating their message. They've likely tested variations of this ad copy and headlines to find the combination that works best, and this is what we'll be learning in this course. How to produce an advertisement similar to this that appears in front of the right audience, has the right messaging, and can be tracked so you can see the full value of your effort. So, a user's going to search, click your ad, and if you've done your job right, they become your customer.
Now, I've only shown you how Google AdWords looks on the desktop, but one thing I want to stress before we go any further is that consumers are increasingly picking up their smart phones for answers, in fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. This presents a tremendous opportunity for marketers to reach people throughout all the new touch points of a consumer's path to purchase. With that said, I'll be focusing a lot of my attention on how to take advantage of the mobile market as we continue throughout this course.
Once you've set up your campaign, you'll learn how to use AdWords reporting and Google Analytics to monitor the performance of ads and optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI) in search advertising. Plus, learn about audience remarketing and what ad extensions can do for you.
Because Google frequently adds new features and functionality, we're committed to keeping this course up to date with the latest training. Check back often for updates!
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Understanding Quality Score and the auction system
- Setting realistic expectations for your AdWords campaigns
- Creating an AdWords account
- Researching keywords with the Keyword Planner tool
- Setting campaign budgets and bidding
- Writing great ad headlines and copy
- Using ad groups
- Creating and exporting reports
- Measuring ROI
- Setting up Google Analytics for conversion tracking
- Optimizing ads
- Adjusting bids
- Creating a remarketing campaign
- Using ad extensions
Skill Level Beginner
Q: What are ad formats?
Q: This course was updated on 1/04/2016. What changed?
A: We added one new movie covering the Audience Insights feature.
Q: This course was updated on 06/29/2017. What changed?
A: The following topics were updated: an overview of AdWords, where ads appear, understanding the AdWords structure, understanding quality score and the auction system, choosing a campaign, an overview of ad extensions, advanced campaign settings, writing your text ad, and creating an ad group and adding keywords. In addition, new videos were added that cover creating text ads and finalizing a campaign.
Q: This course was updated on 09/05/2017. What changed?
A: New videos were added that cover upcoming changes to AdWords, brainstorming keyword ideas, using Google Keyword Planner for ideas, getting keyword search volume with Google Keyword Planner, and targeting on AdWords by household income. In addition, the following topics were updated: setting up an account, targeting with keywords, connecting Google Analytics, and setting up campaign experiments.