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August 19, 2016
Marketing  |  5 min read

5 Things You Need to Read: The Google AdWords Edition

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Amy Saunders
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@amyksaunders

Want your website to show up first in a Google search?

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Well, so does every business. And there are nearly 50 billion webpages on Google—a number that isn’t going to shrink anytime soon, or probably ever.

But there is one trick that guarantees your website gets prime real estate in search results: Pay Google, of course.

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Through its AdWords service, Google allows you to bid on keywords so that your website appears on the top of the page for specific searches.

Pro: AdWords provides a shortcut to the top, which can be helpful for a small business competing against larger and more-established companies. Con: AdWords is complex, and using it will cost you—a lot, potentially. According to WordStream, a pay-per-click advertising tool, the average cost per click in AdWords is $1 to $2. And for the most competitive keywords—like those involving insurance, loans and attorneys—that price can skyrocket beyond $50 per click.

Still, with a well-informed strategy and careful monitoring, AdWords can be a vital way for small businesses to increase targeted web traffic and attract new leads.

If you’re thinking about launching an AdWords campaign, we rounded up five articles that will help you get started.

Google AdWords Made Simple: A Step-by-Step Guide (via @neilpatel)

If you’re new to AdWords, “simple” is probably not an adjective you’ll use to describe it.

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But this guide from entrepreneur and marketing expert Neil Patel walks you through the basics of AdWords with step-by-step directions and screenshots. You’ll learn how to determine your budget, choose keywords, organize a campaign, and create a compelling ad (as well as the landing page behind it), and track your success.

5 Things to Keep in Mind When Using Google AdWords for Small Businesses (via @Infusionsoft)

Small businesses don’t have thousands of dollars for AdWords experiments.

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This article outlines five AdWords considerations specific to small businesses, like choosing an objective and a budget, setting postal code limits to focus on a target market, and ensuring that leads are captured once visitors arrive from Google to your site.

Top 10 AdWords Mistakes to Avoid (via @SEMrush)

The goal of using AdWords isn’t getting clicks—it’s getting leads and customers. If you’re burning money on clicks without any sales to show for it, you’re probably making some of these top 10 mistakes identified by SEMrush, a search-engine marketing tool. For example, maybe your keywords are too broad or your ads aren’t mobile-friendly.

Or maybe you didn’t know about negative keywords, dynamic ads, bid modifiers, ad extensions…the list goes on. 

Quality Scores Fully Explained (via @tenscores)

AdWords is the epitome of pay-to-play: The more you pay, the more people will see your ads, right? Surprise: It’s more complicated than that.

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Google shows ads based on both bids and quality score, a measure of your ad’s relevance. If people found what they’re looking for by clicking your ad, Google will show it more often—and at a lower cost. This post from Tenscores, a tool for optimizing quality scores, provides an explanation and a handy flow chart for increasing quality scores.

Here’s What to Expect When You Hire a Paid Search Agency (via @sengineland)

Managing AdWords campaigns is a full-time career for a reason: The platform is too complex and time-consuming for many business owners to master on their own. If you decide to hire a paid search firm, then what? This article in Search Engine Land describes how to start a relationship with an agency, establish goals, and measure success. (Shameless plug: Infusionsoft offers AdWords creation, management, and reporting, with data integrated into the Infusionsoft app.) 

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