Google AdWords is a great platform to start driving traffic to your business.
You might want to focus on content marketing and ignore paid adverts.
You might get better results if you combine the two.
The advantage of paid adverts is you can get your content right in front of people searching with buying intent and when set up and managed correctly, paid adverts is one of the best sources of quality traffic and new customers.
If you are sceptical about AdWords because you’re scared of losing money, you can be comforted by the fact AdWords still generates one of the highest ROI if managed properly.
Simply put Google AdWords is a marketplace where companies pay to have their website ranked right with the top organic search results, based on customer searches.
According to Wordstream 64% of searchers click on Google ads, especially when they’re in the purchasing phase of their journey.
So let me walk you through the process of creating a profitable Google AdWords campaign from scratch.
Now whilst there are other platforms out there in my experience Google Adwords wins hands down as the best route to market and easiest to master.

Did you know advertising is Googles greatest source of revenue?
Over 95% of their $60 billion revenue per year comes from Google AdWords.
Combine that with the fact that over 1 million businesses use it and you know that companies are seriously spending money on this.
So, how does Google Adwords actually work?
Google Adwords works a bit like an auction site where people and companies bid money in exchange for clicks/visitors to their website.
However please remember the highest bid does not always win.
Google is far too clever to just let the highest bidder win.
Google users complicated algorithms to combine quality with money to ensure the best experience for the user.
After all Googles goal is to create the best possible experience for its users.
AdWords can be a massive source for generating traffic to your website and I bet you cannot wait to get started but be careful whilst Google Adwords is simple it is not always easy to get profitable results.
It takes time to practise and become a master but it’s worth the effort and I want to show you how to start of simply.
I just have three rules for you to follow:
1. Don’t spend a lot of money. Set a fixed budget. Can be as little as €50. Or even €25 just to get started.
2. Don’t overcomplicate things. The Google AdWords interface can be complicated and it’s easy to get lost by creating dozens of variations of adverts. Keep it simple and do as little as the platform allows you to begin.
3. Be patient. This is by far the most important factor when starting with Adwords. 99% of the people who do not make a profit on Google Adwords simply quit too early or spent all their money too fast chasing a quick win. Be patient it takes time to become an expert.
Okay, let’s get started with some basics.

Chapter 1 – Quick Overview
There is no faster way to flush your money down the toilet than a poorly run PPC campaign.
The first thing you need to master in order to optimize a campaign is choosing the right keywords, but also the right type of keywords.
A keyword is a word or phrase the user searches for, who then sees your ad. Your ads will only show up for the keywords you pick.
You need to understand each type before we move on:
Broad match – Will match searches with the words in any order, as well as synonyms.
Broad match modifier (+) – If you add a “+” sign before a word, your ads will only be shown on queries that contain that exact word (but still the individual words in any order)
Phrase match – If you put your keywords in quotes, your ads will only show up on searches that contain that exact phrase.
Exact match – If you put your keyword(s) in square brackets (e.g. [buy flowers]), your ads will only show up on that exact search query.
Here’s a chart from Google that will clear up any confusion:
Add Google descriptions in French
Google counts the clicks on your ads, and charges you for each click.
You have to set a budget for a campaign and place a bid per keyword.
The bid you set is how much you are willing to pay per click. If your maximum bid is 1€, Google will only show your ad to people, if other companies aren’t bidding more on average than yourself.
This is not the only thing you can analyse.
Google also counts impressions which are the number of people who saw your advert, and click-through-rate which in turn can influence the position your advert appears.
The CTR is important so that you can analyse your adverts and determine what works best for your business.
On top of this there is a whole lot more information provided by Google from the average position for a keyword particular keyword to the impression share your advert received compared to your competitors who are bidding on the same keywords.
However, none of these things really matter if you are not getting conversions.
A conversion is generally a sale of a product you offer and in order to regain the money you spend on adverts you will need conversions.
In order to make money with ads, you need to sell something.
Makes sense, doesn’t it?
I’ll now walk you through how to set up your account, make sure you track conversions and then get the ball rolling.

Chapter 1 – Setting Up your campaign
Getting set up and is the easy part.
Go to Google AdWords and click start now.
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Enter your email (best to use a Gmail account) and create your account.
The next step will be Google asking you to set up your first campaign.
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How am I supposed to know any all of this, if I’m just starting with Google Adowrds?
That’s what this guide is for!
Open a new tab and walk through this as a guide.

How to calculate a profitable Adwords Budget
To understand how much you can spend without flushing your money down the toilet we need to carry out some simple maths.
Let’s say you sell garden sheds. You will need to know your average profit per order and your conversion rate.
If you sell a shed for €300 and from the €300 you make an average profit of €100 on each sale you have €100 to play with per sale.
Your conversion rate is the percentage of people who actually order when they arrive on your sales page.
For example for every 1000 views of the page 10 people buy, that’s a 1% conversion rate.
So since advertising on Google costs money, how much are you willing to give them from your profit.
If you think making €60 per sale is still okay, then that’s as if you pay Google a 40% commission for each successful conversion through AdWords.
If you put these three factors all together it helps us identify what you should start with as a max CPC
Max. CPC = your profit x commission for Google x your conversion rate
In this case, that would be €100 x 0.4 x 1% = €.40
That means you can spend €.4 per click and still make €60 per sale (given your conversion rate stays the same).
See, that was not too bad was it?
One misconception is that you need lots of clicks.
This is not true.
You just need a few to get started and then you can scale up as you become more comfortable and you start seeing results.

Chapter 2 – Setting Up Your First Campaign
The first step is to click on campaigns and then click on add new campaign.
For the purpose of this article and for anyone just starting out with adwords I would suggest you select Search Network only.
Under type, select all features as this will supply you with greater details about your campaign and extra functionality for when it comes to optimising your campaigns.
If your business is operating in France the next step is to target you’re the correct audience by selecting France as the location and French as language
The next step we will have to go back to our budget.
Add you default bid and a budget per day which should be 100 x your default bid if you have a 1% conversion rate.
However please ensure you set a budget that you can afford.
Imagine creating 5 different campaigns for various keywords, with a €20 daily budget each.
It doesn’t seem like a lot but if you let it run for a month, without paying attention, you’ll soon find yourself with a €3,000 bill to pay!
For the moment and if we are just starting we will ignore Ad Extensions which means you can now save your first campaign and continue onto creating your first advert.

Step 3: Write your first ad
So what does it take to write a great ad?
A couple of things.
You don’t have a lot of room, so try and be very precise.

Next is to utilise the display URL which can often be forgotten by competitors. This is the green link displayed beneath the title.
The domain has to match the domain of your landing page but after it can be anything you want it to be so do not waste this opportunity.
Pro Tip: You should always include the main keyword here, for additional highlighting.
Having a unique selling point (USP) helps. It’s a one-sentence description of the benefits you bring for your customers.
Lastly be transparent, do not try misleading the visitor as they will simply leave your website if not presented with what they expected.
Secret Tip: What I have found to be very successful in my experience is to include the price in the advert so the person clicking on your advert has no surprises when they arrive then it is just up to your content to convert them.
So successful this tip is that I have seen competitors copy my adverts word for word.
Keeping those factors in mind, create your ad.

To start with I generally check out the competition.
Start by typing your keyword into Google to analyse the competition and determine if it will be easy to compete.
Then go to and enter your keyword,
Spyfu will provide you with some great insights into the marketplace for your keywords providing details of the average CTR, number of companies bidding on your keyword and show you keyword ideas which have done well on Adwords within the niche you want to target from the last three months.
On top of this you can even see the actual adverts your competitors used within this period.
Now you have analysed the competition let’s start creating your first advert.
If our page is, we need to make that the display URL as well.
Pro tip: Remove the “http://” in your display URL to get more space for your keyword.
Let’s dissect the ad real quick:
If possible try include the main keyword you are targeting as the headline so that it stands out and people are encourages to take action and click on your advert.
Display URL:
With the http removed you can add “cheap-sheds” at the end, so it’ll be highlighted in the search results and make our ad more relevant to searchers.
You only have 2 lines, which isn’t much to get the message across so try be clean and precise with as much information you can include to help the client know what they can receive from you.
Delivering within 2 days is definitely a bonus most other shed stores won’t offer (let alone mention in their ads).
Call to action (CTA):
“Order today.” What more needs to be said? There is no exclamation mark, because Google isn’t big on those, but it’s definitely a good prompt to take action.
Remember: One factor effecting Google’s quality score is whether the keyword shows up in your actual ad so remember to include it within your advert.
Step 3: Add Keywords
Now it is time to determine what searches you want to be bidding on.
If you are already in a good position with your business and are making sales try using an analytical tool such as Google Analytics to find what people are already searching for to get to your product pages.
Otherwise, if you are literally just starting out try putting yourself in your customer’s shoes and head over to the Google keyword planner, and start searching for what your customers would search for to reach your website.
If you were looking to buy sheds online, what would you enter into Google to find what you require.
Now type that into Google Keyword Planner and if you really want to ensure you get the best results set the right country and language under targeting.
For Google just choose Google, exclude the network (these are sites that show banners etc.). Hit get ideas.
Once you go to the keyword ideas tab, you’ll see the monthly search volume for your keywords in that region, plus the average CPC for them.
This then gives you an idea of the search volume and the CPC you could expect to pay so be careful to ensure you select keywords within your budget.
Want to find less competitive keywords?
Read this complete guide into keyword research for unique ways to find profitable keywords at half the cost.
Once you have decided on some keywords to target it is time to enter them into the campaign.
Initially, any keyword gets set as broad match by Google.
Unfortunately, that’s not very targeted and could end up in you paying money for traffic which will not convert.
My suggestion would be to start with phrase match but if you want to start off very carefully then exact match would be the way for you.
Once you become a bit more comfortable I would then suggest adding some broad modified keywords as I find this works best for generating traffic and conversions.
Usually, phrase match is a good option, since it must contain your keyword as a fixed phrase, but can have other terms around it.

Step 4: Set up conversion tracking
What is the one thing you want from all of this?
Conversions, right!
That’s why you need to track each and every single one of them.
How do you do this without knowing any coding?
Well luckily it is fairly easy to implement a simple snippet of code provided by Google unique to your account.
Simply add this code to the page users reach after successfully buying from you which is normally the confirmation page.
This will tell Google AdWords every time a user reaches the page and makes a purchase after clicking on your ad.
To set it up go to tools and then conversions.
Click add conversion.
Now choose website.
Add the info, basically just a name and the value of the conversion.
Hit save and continue. Then you’ll reach the page with the code snippet.
Just copy the code and paste it to the HTML code of your thank you page.
You have now completed all the necessary steps to run your first Google Adwords campaign.
What happens now?
Google will review your ad, before it starts showing it to people.
Once you see your advert has been approved you can then make a couple more versions of your advert.
In order to get the best results on AdWords, as with other parts of your website you always need to test different ads against each other.
Now, What’s next after you have added a few adverts?
Sit back and wait. I’m serious.
Turn on your second ad and once everything is running, do something else.
Don’t sit at the computer, waiting for things to happen.
Remember AdWords takes patience.
Check back in a day then create more adverts start tweaking based on the data from the dashboard.
Remember: Nothing matters without conversions.
It might take a while to get results but stay patient and follow your campaigns and analyse your data over the next couple of weeks.
Start editing your campaigns by pausing adverts that do not work, add more keywords or campaigns which you think will work and do more or spend more on what is working well.
What do you want to use Google AdWords for?
Let me know the headline of your first ad in the comments.

How to Double Your Adwords Conversion Rate
Once you have been up and running for about a month you will then want to start optimising your campaigns.
There will be two factors which you will be concerned about and that will be your conversion rate and the cost per conversion.
In this section, you’ll learn the best ways to improve your AdWords conversion rate.
Here are a couple of steps:
1. Ensure Ad Copy relates to landing page and keywords
This is a simple one.
If you want your Google ad copy to generate the most clicks possible, you need to make it the highest quality possible and ensure it is higher relative to your landing page and the keywords you are targeting.
Your quality score is what Google uses to measure how effective and efficient your PPC campaigns are.
So it is important to understand a high quality score will help reduce costs and increase exposure within the search results.
Tip: I would suggest having a maximum of 20 keywords in an ad group so that every ad group is highly targeted and relevant to that particular keyword.
I have seen on many occasions ad groups with hundreds of keywords and they wonder why Google gives them a quality score of 3 out of 10.
2. Use Negative Keywords
If you are using phrase or exact match targeting correctly then negative keywords will have less of an impact on your campaigns but you must realise not all search queries your adverts appear for will be relevant to your company.
Using negative keywords is a smart move towards a better conversion rate.
For example, if you’re selling Sheds, you’d want visitors to click your ad, visit your landing page and make a purchase.
You would not want people landing on your website who have searched for “free sheds” – because it’s obvious they don’t want to buy from you.
So, when adding keywords, remember to also add negative keywords
To do this, follow the simple steps below:
Step one: Log in to your Google AdWords account. Click the “Campaigns” tab then click the [+] sign next to the “New negative keywords list” tab.
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3. Test Landing Page
Your landing page influences your conversion rate and therefore it is important that this is regular tested and that you run split tests to maximise your adwords performance.
When your landing page is high-converting, you can maximize your clicks and traffic. Instead of wasting money on Google AdWords, you’ll see continual improvement.
Did you know every bit of your page can be tested?
For example you can test the headline on the page or look at investigating if price has an influence on sales.
Each of the changes you make should provide you with information about what works best for you to improve your conversion rate.
Google AdWords is a very effective way to get traffic fast to your website.
There are many metrics you can monitor to gauge the effectiveness of your campaigns, hoever conversion rate and the cost per conversions remains the most important factors.
They affect the whole success and profitability of your Adwords campaigns.
What do you want to use Google AdWords for?
Share your experiences so far.

• Use Remarketing as a CRO Tool
• Test landing Page
• Ensure Ad copy relates to landing page – quality score link
• Implement Click through best practices
• Effectively Group your Adwords and groups
• Integrate Negative Keywords

Chapter 1 – Intro to setting campaign up
Step 1 – Understanding Customer needs and demands
One of the first steps you need to do is to ensure that there is a demand for your product by carrying out keyword research into customer needs and demands.
If nobody is searching for the keywords that describe your product Google Adowrds is probably not the best marketing route for you.
You need to verify there is in fact search volume for what you’re going to offer.
Discover how to use the tool Google AdWords Keyword Suggestion Tool for this.
Then you need to understand what your customer wants.
The best method is to put yourself in your customer’s shoes and uncover the problems that they’ve been battling.
Studying your customers enables you to ensure your site (or product) can become a resource for solving their problems.
Not sure how?
Start by analysing your websites demographics.
Type your website homepage to Alexa and then look into the results which will highlight your key demographics and help give you a clearer picture of your customers.
Now you have looked into your customer needs and demand there are fours questions to ask before you start targeting a particular keyword.
1. Is there sufficient searches in Google worth targeting
2. IS the person searching the keyword likely to convert into a customer? To begin you want to target buyer intent keywords where people are in the last phase of the purchase funnel.
3. Will my advert an content satisfy the needs of the customers search intent?
4. Can I afford to target that keyword to make a profit?
Step 2 – Competition Analysis

How to Create a Profitable Google AdWords Campaign (from Scratch)

Before you start using the tool, make sure the Advanced Options are set.
If you’re in the France, then set the Location to France and set the Language to French.

How to Double Your Adwords Conversion Rate
Do you want to improve your Google Adwords conversion rate?
Of course you do.
Here are a couple of steps:
• Use Remarketing as a CRO Tool
• Test landing Page
• Ensure Ad copy relates to landing page – quality score link
• Implement Click through best practices
• Effectively Group your Adwords and groups
• Integrate Negative Keywords

Avoid these Deadly Adwords Mistakes

If you are not using Google Adwords you are losing out on a lot of potential traffic.

According to MosierData, “on average, the top 3 ad spots get 41% of clicks” so if used correctly Adwords can mean more visitors and customers for your business.

If you start to avoid these common mistakes made by marketers that leave them broke you will be in a much stronger position to grow your business quickly.

The truth is if you plan on just creating free content alone will not get you the best results.

Instead, combine paid adverts with your content marketing efforts.

In this article, you’ll learn the deadly mistakes that will frustrate your efforts with Google AdWords PPC.

• Not using correct keyword match
• Not utilising Ad Extensions
• Not understandin profit margins
• Not using negative keywords
• Not Knowing CLV
• Not testing Advert position