Join Brad Batesole for an in-depth discussion in this video An overview of AdWords, part of Google AdWords Essential Training.
- 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 the 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 an eyeglass repair facility. So once I hit search, Google's going to comb through billions of webpages, blogs, and other listings to find the ones most relevant to my search for eyeglass repair.
Now Google happens to know my location and it's determined that this service is something that might be valuable to find locally. So here at the top of Google results are some locations that are here in Santa Barbara. Now these listings don't have an ad label next to them, which indicates to me that they are organic results. People didn't pay to put these listings here. Now you will notice on the right hand side there is the yellow icon labeled ads, and these are all paid placements. Now, look at this number here at the top of this screen.
It says about 716,000 results. 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 page 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 on the right hand side, the ad that jumps out to me might be this one that says, "If we can't repair it, nobody can. Get $5 off your first repair order." Well, that sounds pretty good. And they've got a special deal for me and so I might be inclined to click on that ad and ignore everything that's going on here on the left hand side of the screen. Now this advertiser has done a pretty good job creating this 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 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 smartphones 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 through 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.