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Tutorial de Adwords - Start

This tutorial shows you how to create a Google Adwords account and start up a marketing campaign in this medium. The structure is::

1. Introduction.
2. Google account.
3. Keywords analysis.
4. Important factors to consider.
5. Investment budgetr.

1. Introduction:

The Google Adwords programme:

• Enables you to obtain a very interesting return on your advertising investment as you only pay when a user clicks on your advertisement.
• It enables you to achieve very valuable hits as they are users who at that very moment have been searching for some of your keywords.
• You choose what you are prepared to pay at any given moment as you can measure the return of your campaign on a daily basis.

Your adverts will appear next to the results on the Google search page results or at the top of them.

2. Google account:

Although neither insisted upon nor indispensable, it would be advisable to set yourself up with a Google account, such as a Gmail one (http://www.gmail.google.com). De todas maneras, con un e-mail de otro proveedor de correo también puedes registrarte.

3. Keywords analysis:

A “keyword” is a word or concept with a special significance in our website.  It is very important that you hit on the terms with which your target audience searches for websites of your type when they interact with search engines.

To begin the process, access the keyword analyser that Google puts at your disposal:

https://adwords.google.com/select/keywordsandbox

To obtain hits from people genuinely interested in your product/service, your keywords must be wholly related to the product or service you are advertising.

You can opt to generate a list of possible “keywords” using one word as a starting point (“Variations of key word”) or let them be generated by the site content (“Key words related to the site”).  The first option is the one that usually provides the best results.  Once you have a list of “keywords” (an adequate number would be between ten and fifteen), you can then register as an Adword user via the “Register with these keywords” option.

To obtain the keywords that will best work in your specific case, you will have to keep testing until you reach your ideal status.  The point is that for the most popular ones there are many advertisers bidding for them and they have a high cost per click (CPC).  The more money per click you are prepared to pay, the higher up the list of Adwords you will appear.  Many people perceive the first on the list to be the best, even though being there costs more, as you can then achieve many more relevant hits.

On the other hand, the less obvious keywords which are rarely searched for tend to cost less as less people bid for them.  Test daily to see which ones work for you.  These types of keywords are of interest to you as you can then pay a lot less per hit.

When creating your account, to keep it simple, opt for the “Beginners Version”.  In this version you will only have one advertisement.  At a later point you can change over to the standard version which has many more functions (bear in mind that to move backwards from the standard to the beginners is not possible).

4. Important factors to configure:

1. The cost per click: You can let Google calculate a cost per click or you can establish the maximum yourself.  In the event of wanting to change it, you will have to change to the standard version (option at bottom left). To modify these parameters you must click on the option “edit information” of the campaign.
2. Limit our target audience to a specific geographic location: This is essential when you are a company that covers a city or at the most a province.  To do this, click on “edit information” of the campaign and on the left right hand side you opt for “options to segment by location”.  You can opt to limit to regions and even cities.  If you want to limit yourself to a city you will have to enter “province, city”.  So, for the city of Barcelona, enter “Barcelona, Barcelona”.
3. Text of the advert : It is very important to bear in mind that what you want are quality hits, even if they are few.  You will pay for the number of clicks and you must try and ensure that this investment brings you a good economic return.  If you focus the advert on getting a lot of people to click on it, regardless of whether they are qualified or not, you will spend a lot more, whilst achieving roughly the same results.  Be precise in the advert text: what you offer, for whom and where.  It is advisable to create at least two different adverts per keyword group and thereby you can test which works best.
4. The "landing page": If your website is solely focussed on one product/service, it is fine for the click to be directed to the home page.  If you offer different products, it will be worthwhile directing the visitors to the specific product page.  To do this, said “landing page” must be well designed to provide information relevant to the user and with an attractive marketing message.

5. Investment budget:

The most common Adwords budget varies between 200 and 400 Euros per month.  To begin with it is better to kick off with a modest figure and refine both the keywords and the CPC (cost per click) as you go.

The optimum CPC depends completely upon each keyword.  There are more competitive sectors (such as insurance) where the CPC will be high in order to place our advert in the lists (it might be in excess of two or three euros per click).

In a market sector without competition, with just a few cents per click you will have enough (although we would only encourage this for non-profit websites).  Good advice would be to start testing with a figure of around 0.30 euros and increase it or decrease it depending on the progress of your marketing campaign.

Related articles :

The structure of an Adwords campaign.
The tracking of an Adwords campaign .