Google Adwords PPC

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WHO I AM (ABOUT AUTHOR) My name is MURLI, an Indian, living & doing legitimate online business right here in India.

I spent 12 years working in digital marketing and visual designs. I am primarily a Digital Marketer, with a fountain of knowledge SEO/SEM, Content Marketing, Lead Generation and Conversion, Online Advertising, Social media, User Experience (UX). Develop efficient market leading CRM strategies, Marketing Automation and drive inbound enquiries through SEO, PPC and Digital Marketing Strategies.

I am Digital Marketer, AMAZON BOOKS AUTHOR, Entrepreneur, Blogger & Online UDEMY Instructor & off-course a Lovable, Respectful and Helpful guy.

Read all about me here

I didn’t want to spend my life taking orders from someone else or making my boss rich. To keep my spirits up, I read books. I pretty much read whatever was on the top 10 list in the business section.

DotComSecrets - FREE Book!

FREE TRAINING: "How to Earn a 6-Figure Side-Income Online"

I have Strong Experience in DIGITAL MARKETING - Now I am self-employed (ENTREPRENEUR). I have trained people and companies on ENTREPRENEUR - START, RUN & GROW your business and Digital Marketing.

Now, I am focusing on helping other people create their own online empires. It is my goal to help others by teaching and coaching them to achieve their own successes!

I love creating content and helping my students reaches their potential.

I created each one of them thinking about YOU. Let me help you achieve your learning goals & take you on a journey to success, wealth and happiness!

Over the last decade, I have garnered so much knowledge and a vast wealth of practical experiences that I can now smell the perfect home based business opportunity a mile away.

And once I identify a promising home business opportunity, I invest in it instantly.

As of now, I am the proud owner and publisher of the following websites: https://www.edoup.com - Digital Marketing Blog Here I mention just a few of the many online businesses that I possess in my online business portfolio.

With the success I have recorded in my numerous online businesses, it is obvious that I have a complete understanding of what makes many home based businesses fail where others succeed.

Matter of fact, I will teach you how to make REAL money online from the comfort of your own home.

My personal resume speaks volume as to the fact that I am the perfect choice when it comes to the best advice you could ever want on a choice of the internet marketing business.

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Without wasting any more of your time, please flip over to the next page and start your journey to a whole new world of limitless possibilities.

All Rights Reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the author/publisher.

DISCLAIMER The contents of this manual reflect the author’s views acquired through his experience on the topic under discussion. The author or publisher disclaims any personal loss or liability caused by the utilization of any information presented herein. The author is not engaged in rendering any legal or professional advice. The services of a professional person are recommended if legal advice or assistance is needed.

While the sources mentioned herein are assumed to be reliable at the time of writing, the author and publisher, or their affiliates are not responsible for their activities. From time to time, sources may terminate or move and prices may change without notice. Sources can only be confirmed reliable at the time of original publication of this manual.

This manual is a book only and, as such, should be considered solely for basic information.

Earnings or profits derived from participating in the following program are entirely generated by the ambitions, motivation, desires, and abilities of the individual reader.

Without any further ado, let’s get started.

The dynamic qualification will provide you with the essential knowledge and skills you need to plan, implement and monitor effective digital marketing campaigns and contribute to operational marketing plans.

You’ll learn what digital marketing is about, including understanding the buzz words and main trends.

FREE TRAINING: "How to Earn a 6-Figure Side-Income Online"

The simple truth is that you need to choose a solid PLAN & STRATEGIES from day one, be willing to consistently work on your business over the course of several months and follow the path laid before you by people that have actually done it.

Whether you simply want to learn how to make your first $ Dollar or $1,000 online or more than this, create streams of passive income or build your own online business empire, Online Business from Scratch will help you turn your dream of starting an online business into reality.

How I Got Started?

For many years my life was in the corporate world.

I worked in Digital Marketing, was in the digital marketing business and got involved in a number of technology start-ups.

But I was so burned out dealing with the complexities of businesses with lots of people and other things over which I had no control, that I decided to look at starting my own Internet business.

Like you, I had heard all kinds of fantastic claims about people making $19,487 in three weeks or $150,000 per year working part time.

That got my attention, but knowing the business world as well as I do, I found these claims VERY HARD to swallow.

Looking for What Works So prior to making the decision to start an online business, I spent the better part of a year reading, studying and researching.

I wanted to find out what really worked for the people who succeeded and to discover why so many people FAILED. I spent a lot of time surfing and visiting sites.

I bought and read a lot of Books. I bought courses on how to market on the Internet.

FREE TRAINING: "How to Earn a 6-Figure Side-Income Online"

I interviewed successful internet marketers. And I spent $5,000 on Big Seminars where I met some heavy hitters.

Being Overwhelmed At first I WAS OVERWHELMED. There was so much to learn, and there were so many different stories about how to succeed.

Everybody had a different idea about what worked and what didn’t.

AND there was tons more to understand about marketing and selling on the Internet.

Affiliate programs, traffic generation, conversion ratios, search engines, shopping carts, merchant accounts, and on and on.

It seemed endless.

Taking the Plunge Finally… I just decided to take the plunge, knowing that I would learn more in the water than watching from the beach.

So I bought a small Internet business, a free traffic exchange. It was a bit bumpy at the start but that site is now doing almost $500 a month in revenues.

And it only requires a few people to run it.

Bottom line: with all my study, research, interviews, cold hard cash and hands-on experience (including a bunch of mistakes) I’ve uncovered…

THREE SECRETS “GET-RICH-QUICK” BOOKS DON’T TELL YOU. 1) Most of the claims people make are in fact true!

BUT… what they don’t tell you is that IT TOOK THEM A YEAR – SOMETIMES TWO OR THREE YEARS -- BEFORE THEY MASTERED THE SKILLS to make $$$$$$$ in three weeks or $$$$$$$ working part time.

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2) ALL THE SUCCESSFUL PEOPLE LEARNED HOW TO MAKE MONEY BY FIRST LEARNING THE BASICS. Then they applied them to building one online business, then a second and a third and so on, until they had MULTIPLE-STREAMS OF INCOME. Once they figured out how to do it, they did it again and again. Just as you would never consider putting all your life savings into one stock, the same is true with online businesses.

3) And then I discovered THE BIGGEST SINGLE REASON PEOPLE FAIL. Each and every person I talked with about their failures had TRIED TO DO TOO MUCH, TOO SOON. They tried to master the technology, product development, marketing and selling all at once.

And IN EVERY CASE they were OVERWHELMED, FRUSTRATED and then…they CRASHED AND BURNED… long before they saw their first dollar.

The whole name of the game is for you to LEARN how to make money online.

You can easily do it, IF you’re willing to work at it for a couple of years because it will take your that long to learn how to make $5,000 or more, a year.

Remember one of the three secrets, it takes everybody that long. Keep remembering what I said up front.

This is NOT a GET RICH QUICK plan, this is GET RICH PLAN. The QUICK is what kills people…because they really get frustrated and angry when it doesn’t work right away and then they GIVE UP -- feeling they’ve failed.

Our approach may take a little longer but …it WORKS. Once you’ve mastered all three phases, you’ll have your own SIMPLE MONEY MACHINE. Then you build a second, then a third, fourth, thereby creating MULTIPLE STREAMS OF INCOME… until you make enough to retire!

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What’s really exciting about this strategy is that by reversing the process and including a “money model” with each step, you start making money right from the beginning.

And the MONEY is your constant reminder of what you need to focus on and what you need to LEARN. It’s a GREAT TEACHER. You’ll… LEARN MUCH FASTER… You’ll… BE MORE MOTIVATED & BE MORE CONFIDENT… IF… you’re EARNING… WHILE YOU’RE LEARNING. Who Is The Program For? The DIGITAL LIFESTYLE ENREPRENUER, program is designed for four types of people: 1) Those who have decided to start an Internet business, but don’t know where or how to begin; 2) Those who already have a website or online business that is NOT living up to their expectations, (everything you’ll learn here can be directly applied to your existing online business or Website); 3) Those who are looking for a job, have time on their hands, and would like to make some money while waiting for a new position.

4) Those who are currently employed and wish to begin developing a business where they have control in the event their job is outsourced. Almost anyone can learn to make a DIGITAL BUSINESS. Because you can just stay at one level and prefect those skills so until you reach your financial goals or keep moving to the next level as your skills and confidence grows.

Students, housewives, professional people, even kids are building DIGITAL BUSINESS. The Internet’s Different

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On the Internet, the medium is communications, the product is information, and the content is intellectual.

Anybody with a brain can play. All you need in order to start is: (1) a computer, (2) high-speed access to the Net, (3) the desire, (4) the willingness to learn, and (5) your HEAD. (While you don’t actually need a high-speed connection, you’ll want one so you don’t waste so much time waiting for things to happen while you’re working.) So what does all this mean to YOU? 1. You can start your business with LITTLE or NO CAPITAL. Unlike traditional businesses with hard assets, you don’t need to invest in building physical products, factories, inventory or stores.

Assuming you already have a computer and Web access, you can start with little or no capital.

Never before has it been possible to start a business with so LITTLE CAPITAL and still have the potential to make millions.

2. You can start your Internet business in your SPARE TIME. A Web business can be built by one person working at any time of the day or night. There’s no need to quit your day job before you’ve mastered the skills and built a new income base.

3. You don’t need EMPLOYEES. Most of the skills required for running an Internet business can be learned as you go. And to the extent that you do require the specialized skills of others, you can find these people on the Net and hire them as contractors, either by the job or by the hour.

FREE TRAINING: "How to Earn a 6-Figure Side-Income Online"

No need to worry about employees, insurance or benefits.

4. You can start and run the business from your HOME. Other businesses require a place where customers can come to purchase a product, a place to warehouse inventory, and offices to house a staff. But you can start your Internet business in the den, a spare bedroom or even a closet!

All of your customers arrive via the Internet and your inventory is on a hard disc in your computer.

5. You get to be your own BOSS. This is a great opportunity for those of you who want to take responsibility for yourselves and your future. You get to do things the way you want: work when you want, wear what you want and make as much as you want.

The sense of FREEDOM is fantastic!

6. You can build your business ANYWHERE in the world.

You can live and work wherever your heart desires you to be. You can start it where you are, build it up and then move to where you’ve always wanted to live.

Moving your business is as easy as carrying your laptop anywhere. All you need is a highspeed connection to the Internet.

7. You can go as FAST or SLOW as you want.

There’s no urgency to build a business in the next month.

Start simple, learn the basics, make some money, develop your skills and confidence and move at your own pace.

The only pressure is the pressure you create for yourself.

Never before has it been so easy to start a business, with no capital, and that has the HUGE UPSIDE POTENTIAL that the Internet affords.

The leverage is enormous.

FREE TRAINING: "How to Earn a 6-Figure Side-Income Online"

You can now reach a world-wide market from your computer. And it will be a few years before this window of opportunity closes.

As more and more people discover the Net’s potential, the profitable market niches will get filled by those who get off their butts and swing into ACTION. So Where Do You Start?

I’ve talked about what a fantastic financial opportunity the Internet is.

Hundreds of thousands of people make all or some portion of their living from one or more DIGITAL LIFESTYLE ENTREPREUR BUSINESS. What we’ve not talked about is…YOU. DIGITAL ENTREPREUR BUSINESS is built by people like YOU. However, there are three characteristics successful DIGITAL ENTREPREUR BUSINESS has.

Do you have these characteristics…or are you willing to develop them?

1) You’re DECISIVE and TAKE ACTION. YOU will not create your first Money Machine, much less the second and third, until you decide to take ACTION. It’s a lot of fun to dream about having money, but money doesn’t come to people who don’t see the opportunities in front of them and TAKE ACTION. You have to identify an OBJECTIVE, develop a PLAN and then start to WORK. 2) You’re NOT AFRAID to make mistakes and you’re quick to fix them.

YOU must be willing to experiment, to try something, and if it doesn’t work, try something else and keep trying…until you figure it out.

The Internet is still in its infancy. And it’s changing rapidly. It’s in a very dynamic growth phase. There are no hard and fast rules. There are only guidelines.

FREE TRAINING: "How to Earn a 6-Figure Side-Income Online"

What worked yesterday may no longer work tomorrow…and vice versa. So YOU must be open to change, willing to experiment and not get discouraged when it doesn’t work the first time.

As someone wise once said, “We don’t learn from our successes, we learn from our failures.” Since so many variables have to work right for success, it’s not possible to make a list of the reasons.

But it’s usually pretty easy to see what didn’t work and why.

3) You’re WILLING TO INVEST BOTH TIME AND MONEY IN LEARNING. Because the Internet is so new and changing so fast, the most successful people spend a lot of time and money on their CONTINUING EDUCATIONS. They constantly read books, both for new information and for motivation. They often read the same books multiple times to keep pounding the information home. They invest in courses and seminars.

They spend time with other successful people looking for new ideas and better ways of doing things. So don’t think that by reading and studying this book alone you’re going to get rich.

Though you don’t have to spend $3,000, you must be willing to read three books on the same subject just to get different perspectives. And you’re willing to re-read the same book five times to make sure you got it all, and you start hanging out at seminars with the gurus.

Then you’re on your way.

There are no shortcuts to success.

That’s why Get-Rich-Quick books don’t work.

This book will only work if…YOU work IT. Still with me?

If so, let’s get to work….

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Are you ready to take action?

Let’s take a deeper dive into the skills you’ll be mastering through this Ebook Course offer.

Here Is A Preview Of What You'll Learn

TABLE OF CONTENTS - Google AdWords Overview Introduction - Why Use Google Adwords For Advertising?

- How Does Google AdWords Work?

- How Do You Rank on Google AdWords?

- How To Setup Your Google AdWords Account In Easy Steps - How To Do Keywords Research To Start Your First Campaign - How To Use Third-Party Tools To Spy On Competition’s Keywords?

- How To Setup Your First Ad Group & Write New Ads - How To Setup A Landing Page That Convert - Review, React, Repeat CONCLUSION RECOMMENDED RESOURCES

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1. Google AdWords Overview Introduction What Is Google Ads? Google Ads is Google’s online advertising program.

It allows users and companies to advertise and reach audiences that are interested in the products and services they offer on Google’s Search Network as well as their network of partner websites.

AdWords is the service where you can buy ads on Google and Google's search partners.

Using AdWords, you can display your website above, besides or under the organic search results on the search engine result pages (SERP).

A SERP is the page you see when you have typed a search within Google.

Google AdWords is an online platform, owned by Google, which is used by advertisers and agencies to advertise online on Google.

Since over the last few years, Internet usage has become increasingly associated with the use of Google as a search engine, we can rightly assume that the majority of online users, especially in Bulgaria, know how to use the search engine for finding relevant information and topics of interest.

Besides the natural, organic results for a query, however, Google allows for additional paid, advertising results, which are targeted by advertisers and agencies via Google AdWords platform.

However, ads on search result pages are far from all that can be offered by AdWords.

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2. Why Use Google Adwords For Advertising?

Unlike tons of popular marketing tactics in the digital world, advertising isn’t free.

You can post on social media, build a brand and connect with influencers without spending a dime.

You can write new content and drive organic search traffic without ever pulling out the credit card or paying large bills.

You can create new YouTube videos and build a hyper-engaged audience for free.

But with advertising, it’s always a pay to play landscape where money can be lost in just a matter of days or weeks.

While it’s loaded with risk in both your time and money, AdWords is worth it.

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Here are the top three reasons as to why you should be advertising on Google.

If these can’t convince you, nothing can…

Reason #1. Google Is The Most Popular Search Network and Packs a High Average ROI Google dominates just about every aspect of the online world.

Even offline in daily life, it’s almost impossible to go a single day without saying (or hearing someone say) “just Google it.”

When it comes to other search engines, they simply don’t compare in terms of user base and beloved success.

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According to Net MarketShare, Google dominates the search engine market with over 72% of users worldwide:

It’s by far the most widely used search engine on the market, dominating rivals like Bing and Yahoo.

And when it comes to advertising, unless you are a major corporation selling products that appeal to anyone, you need a platform that reaches even the most segmented and specific audiences.

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Nothing compares to Google when it comes to doing just that.

Not only is Google great for reaching your target audience and broad spectrums of demographics, but it’s also great at producing a high return on your investment.

According to Google studies and their Economic Impact Report, advertisers on the platform will on average generate $2 for every $1 spent. That’s an average of doubling your investment.

And using this guide, you’ll be able to implement tactics to improve that ROI even more!

Reason #2. AdWords Has Diverse Ad Options To Fit Any Business Model and Goals Google AdWords is far from a one-trick show pony.

Packing diverse features, any and every business in any and every industry can find success.

Want to just stick to text-based ads on Google search results?

No problem. You can run search network ads in a matter of seconds.

Want to show your local business on Google Maps?

You can easily do that, too.

Good at creating videos that showcase your business?

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Advertise with Google TrueView on YouTube:

Google AdWords- youtube trueview search result The options are almost endless.

You can run campaigns using:       

Gmail YouTube Google search results Maps Partner websites Mobile app downloads Phone call only

… and more.

With remarketing, you can bring back people who didn’t buy from you the first time.

For instance, if they click on your ads but don’t buy or fill out a form, you can easily fire up a new campaign that targets those specific users.

Long story short: AdWords can be successful for any business type.

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Reason #3. Google AdWords Produces Fast Sales With Less Work Social media requires you to start with nothing. No followers, shares, likes or retweets.

Growing your social media following and building up active and consistent engagement is brutally difficult.

Unless you already have a following or a massively popular site, generating social engagement takes months if not years to accumulate.

Similarly, SEO isn’t an overnight hack or some random growth tip. It’s a marketing tactic that takes months to come to fruition.

You have to find keywords, create content, optimize your entire site and everything you will do moving forward.

Even then, you are competing with thousands of other businesses for the same keyword. Your content has to be top notch, have tons of shares and backlinks, and be consistently updated.

And only once you’ve done that, you can start to expect noticeable results in maybe six months to a year. Ouch The bottom line is: Most digital marketing tactics don’t produce success overnight.

But there is one giant exception: Pay per click marketing with Google AdWords.

In just minutes you can launch an AdWords campaign and generate real sales.

And this isn’t some snake oil pitch. Nobody is getting paid to pitch AdWords.

With AdWords, sales can come instantly when a campaign begins.

How? Intent.

What is intent on Google AdWords?

Essentially, intent can be derived by examining keywords.

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For example, if someone searches for “tv buying guide,” they probably aren’t ready to buy yet, right? Right.

That keyword is an indication that they want to compare products, not purchase them yet.

But “60-inch flat screen smart tv” is a higher intent keyword, indicating a prospect is close to purchasing. That keyword shows that the user has done their research. They know what they want.

And according to the latest studies, high-intent keywords are almost always driven by ad clicks, not organic search!

Meaning targeting your SEO strategy around near-purchase keywords won’t do anything.

You need AdWords for that.

Through keyword bidding on AdWords, you know which keywords are going to drive nearly instant sales.

With SEO, you need to create a funnel to accommodate the buyer’s journey. You have to plan content, keywords and lead magnets to drive them down the funnel and “warm” them up for converting.

But with AdWords, you can capitalize on searches that are already low in the funnel.

For instance: plumber near me.

Google AdWords - Searching for plumbers on google

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You can be sure that a person searching for a plumber needs one ASAP. Ranking your ad #1 ensures that you’ll be capturing their attention first and likely driving a sale without ever engaging with them previously.

That’s the power of AdWords and intent.

It’s far less work than producing content and planning out your SEO strategy.

3. How Does Google AdWords Work You’ve no doubt heard about Google Adwords before. It’s why you are here, after all. But you might still be confused on how AdWords results in customers for your business.

Google AdWords is tough to explain. Some oversimplify it, and some overcomplicate it.

In this section, we’ll tell you exactly what you can expect on Google AdWords and how it works.

We will break down the different advertising networks, options and how you can rank your ads against competitors.

Here is everything you need to know about how Google AdWords actually works.

Google Networks: What They Are and What They Mean If you aren’t familiar with AdWords, it’s currently divided into two different Google networks, each one containing varied advertising options to fit your goals:  

Search Network Display Network

The search network contains advertising locations like the actual search results on Google, other Google properties like Google Maps and Google Shopping, as well as partner sites on

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Google that show text ads.

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Similarly, you might see direct products shown on a given Google search, like this specific search for 4k LED TVs:

That’s Google Shopping, another entity of the search network.

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If you are searching for local businesses on Google or even directly within Google Maps, you might also see ads:

On the other hand, the display network focuses on platforms and advertising methods that aren’t text-based like the search network. I mean platforms like YouTube, Gmail and thousands of partner sites on Google.

If you ever browse YouTube and notice ads, that’s the display network. If you navigate Gmail and see inbox ads, that’s the display network.

Have you ever noticed image ads on the sidebar or headers of a website you have browsed?

Those are ads on Google partner sites on the display network!

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To give you an example of how AdWords works in action, let’s head directly to Google to conduct a basic search: I’m in the market for a new camping tent for the summer. So I search for it:

In the search results, I see Google Shopping ads promoting sites that sell tents:

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And when I scroll down, I also see basic search network text ads from other businesses selling tents:

Being interested, I click on the Ad that captures my attention to see what they have to offer:

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After clicking, the advertiser (Scheels, in this case) pays a few dollars for my click in hopes that I will convert.

Hitting their landing page (shown above), I explore the products and buy one.

That’s AdWords in a nutshell. It simply involves running ads based on keywords or audiences and then using compelling ads and landing pages to get someone to buy from you.

So, what if someone doesn’t buy from you? You use remarketing! ne doesn’t buy from you? You use remarketing!

What is Google AdWords Retargeting?

Remarketing (otherwise known as retargeting) is the act of sending another marketing message, ads in this case, back to users who already interacted with your previous ads but didn’t convert.

You are bringing them back for a second chance at driving the sale.

Thankfully, Google packs excellent remarketing software and custom audience options to do just that.

For the display network, advertisers can target audiences or keywords, showing their ads on sites that potential customers are browsing.

From there, it works just like the search network: click on the ad and buy.

Now that you’ve got the network under your belt, it’s time to learn how your ads show up and how you rank on the paid network.

4. How Do You Rank On Google Adwords?

When you search on Google, you will likely notice that ads are displayed in order, just like

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organic search results:

Depending on what position you hold, it can have significant impacts on the amount of traffic you get.

Being at the top four positions is obviously better than the bottom of the page.

Ad Rank, a value created by Google, is used to determine what position your ads are shown.

But how do you do it? What factors go into ad ranking?

The top factors of ad rank are:    

Bid amount: bidding higher means higher rankings. But only bidding high isn’t enough.

Auction-time ad quality: quality score (more below) Context of search: location, device, time, etc. relating to your ads. Is your ad the best choice, logically based on the context of each person and your current offering?

Ad extension impact: how much of an improvement do your ad extensions make?

More = better. Higher CTRs will provide bigger impacts.

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Google says, “Even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords and ads.”

Essentially, bidding isn’t everything. Sure, higher bids are going to rank you higher than most. But if you want the first or second spot, you need to nail all of those factors listed above.

Your ads need to have high-quality scores, matching contextual information and higher CTRs than average.

What Exactly is the AdWords Quality Score?

If you hover over the quality score metric in your AdWords account, you should see something like this:

The quality score is a rank from 1-10 (with ten being the best) of how each ad or keyword is performing. It’s a general score to give you an idea of how well you are doing.

Currently, the quality score is made up of three distinctive portions: 

Expected clickthrough rate: What’s the average CTR for your space? If you are higher than average, you can expect a better quality score than most.

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



Ad relevance: How specific are your ads? Does the offer and call to action make sense for what you are advertising? If your ads say, “visit store now,” but you are selling online products only, your ad relevance will be low.

Landing page experience: Does your landing page communicate the same information as your ads? Same offer? Same keyword? If not, your quality score is likely low.

These three factors are all critical to nailing a higher quality score and in turn, converting more users.

Why is Quality Score Important?

Well, the higher your quality score, the cheaper your conversions:

Combined in ad rank, your quality score is a function of your ranking. You can’t just bid high. You have to have a good quality score too. Quality scores are simple, straightforward measures that tell you if you are doing the right or wrong thing when optimizing your campaigns.

The higher your quality score, the cheaper your clicks and final acquisition costs will be.

5. How To Setup Your Google AdWords Account In Easy Steps?

You now know how Google AdWords works. And you know the top three reasons as to why advertising on Google AdWords is worth your time, money and effort.

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Now it’s time to capitalize and create your free AdWords account to get started ASAP. In this section, I will walk you through the setup process, help you decide between AdWords and AdWords Express, and show you the key factors most people miss in the setup process that hinders their progress and advertising potential.

Without further ado, here’s how to setup your account for success.

AdWords or AdWords Express?

One thing you will notice when attempting to signup for AdWords is the promotion or option of AdWords Express, another AdWords service: What is it? How is it different than general AdWords? That’s what this section is all about.

To summarize it: AdWords Express is a simplified, automated version of AdWords where Google handles most of the work.

It’s only available for local businesses with stores or an online e-commerce shop.

If you don’t have a physical store or an online store, you can’t use AdWords Express.

With regular Google AdWords, things can get complicated fast.

Just look at the standard dashboard: AdWords dashboard It’s complex and contains dozens of sections with different metrics, reports and more.

It can take a ton of time to manage every week.

AdWords Express is best for users who:   

Are brand new to PPC advertising Are limited on time or resources Own stores and want to generate extra revenue without much work

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But beware: AdWords Express is very simplified. After a period of time, you will likely find your sales stalling at a certain point with very little room to improve performance.

Regular AdWords packs so many features to improve your account that Express does not.

If you are brand new to paid search or have limited time, Express is a great way to start out. But sooner or later, you will likely realize that you need to switch to the full AdWords experience.

Creating Your Free AdWords Account in Just Five Minutes To create your free AdWords account, if you don’t already have one, head to Google AdWords and sign up using your email and website URL:

welcome screen google adwords

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Next, you will likely notice a whole bunch of overwhelming setup factors that you aren’t even sure of yet:

For example, budgets, targeting, bidding and already writing a text ad.

Let us walk you through the key factors here.

First off, for your budget, start small. You can always increase from here, and the beginning stages are always going to be random.

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Set a comfortable budget that allows you to bring in some traffic and conversions without breaking the bank just yet.

When choosing your targeted audience, start by selecting locations that you want to target:

Do you only sell products to the US? Select that. Are your products sold worldwide? Select “All countries and territories.�

When choosing networks, as we discussed earlier, select the networks you want to focus on the most:

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We recommend simply selecting both, as you can easily change this later and will likely want to use the display network for remarketing at some point in the near future.

Lastly, for keywords, enter a few that you want to focus on in relation to your business or specific products you want to sell.

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For what bidding, let AdWords automatically set your keyword bidding for the start (bidding options and detailed guides for bidding can be found in next Chapter):

Your daily budget won’t change, and AdWords will never spend more than what you set, so don’t worry!

Next, write a basic text ad and click continue.

Once you enter your payment and hit continue, your AdWords account is live and ready to use.

Voila! That’s it.

Remember: you can edit all of this later! And we will walk you through campaign setup including ads, keywords and more.

How To Setup Conversion Tracking (And Why You Need It) Now that you have linked Google Analytics and the basics of your account are good to go, it’s time for one final setup item: Conversion tracking.

Conversion tracking is relatively simple: Setting up scripts on your website to allow AdWords to track how many people buy from you.

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While this process seems simple in nature, most people don’t understand how it works, how to set it up properly, or why they even need it in the first place.

71% of accounts had no conversion tracking or had set it up improperly, causing faulty and unreliable data and reports.

That’s not good.

Without proper conversion tracking, you are basically shooting blind. You’re throwing money at something without any idea of how it worked.

You just set up your account. You are running new campaigns in no-time, spending $500 a day on AdWords. Until you look at your reports and data and realize you have zero conversions.

How? No conversion tracking.

Sure, real conversions and sales were happening. But how many were from AdWords? How much are your acquisition costs? You have no clue if you are even profitable.

Conversion tracking is one of the most (if not the most) essential factors in a successful AdWords account.

So, how do you set it up?

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It’s simple. Head over to the conversions section of your dashboard:

Select the blue “+” button to create a new conversion.

From here, you can decide between four types of conversions:

As you can see we can:    

Website: tracking conversions on your site, store, etc.

App: track how many people download your app Phone: record how many phone calls your ads generate Import: import your own conversions (not recommended unless you have great outside conversion tracking software already)

More than likely, the most common conversion tracking elements you will use are website codes and phone call tracking.

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Give your new conversion tracking element a name that you can recognize in relation to your campaign.

Next, select the category of your conversion:

Is it a purchase or direct sale? A form sign-up? A generalized lead?

Here is your chance to specify exactly what a conversion is to each campaign you run.

In terms of the value, you can opt to select no value, same value or use a specific value for each conversion:

If you decide to use specific/different values for each sale (most commonly used for online stores and ecommerce), you can follow Google’s setup to edit your tracking tags accordingly.

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Click to continue, and you will have three different options for installing your new codes:

Self-install (install the tag yourself) Email the tag to a webmaster Use the tag manager If you opt to install it yourself, first you must install the global site tag for AdWords.

This will allow you to create remarketing lists where you can bring back users who engaged with you in previous marketing campaigns.

You need to install this tag on every page of your website.

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Next, you’ll want to install the “Event snippet,” which is what you just created when selecting value and type.

This will allow you to create remarketing lists where you can bring back users who engaged with you in previous marketing campaigns.

You need to install this tag on every page of your website.

Next, you’ll want to install the “Event snippet,” which is what you just created when selecting value and type.

Install Your Event Snippet The easiest way to install your event snippet is using the “Page load” method.

What is it?

Essentially, you want to place this tag on a final destination or thank you page only, not every page of your site like you did with the global tag.

This code is meant for a page that customers will land on after completing their conversion action.

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For instance, if someone buys a product in your online store, they should be directed to a “thank you” page after purchasing that only buyers will be directed to. This is where you place the event snippet.

This way you can ensure that the page only loads and records a conversion when someone buys from you!

This seemingly simple idea is easy to complicate or install wrongly.

Let’s recap to make sure you’ve got it down:  

Global site tag: your global AdWords tracking script that goes on every single page of your website.

Event snippet: individual conversion tracking scripts that you make for each campaign. These go on thank you pages only.

Congrats!

You’ve just successfully installed the right conversion tracking scripts. Ready to keywords research for your first campaign?

6. How To Do Keywords Research To Start Your First Campaign?

To have your ads show up, you have to target and bid on specific keywords in your industry. For instance, if you sell handbags, you’d want to target common searches that real people conduct when looking to buy handbags.

But frequently, finding the right keywords that you can afford to bid on without sinking your budget feels next to impossible.

Especially when competitors are dominating the top ad spots with higher bids than you.

In this section, you’ll learn the ins and outs of keyword research to start your campaign off on the right foot.

Start With The Google Keyword Planner

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The best place to start keyword research for your first campaign is right on Google AdWords itself, utilizing Google’s own keyword tool.

Why? Because you can get clear suggestions on basic topics without knowing much about keyword research in the first place.

For instance, if you haven’t ever done keyword research before, it’s hard to know where to start.

When you fire up the keyword planner, you can enter topics and phrases or even URLs from your own site (or others). Google will then create ideas for you:

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To start, simply enter a summary about your business in 1-3 words:

Hit “Get Started,” and you will find an entire list of curated keyword ideas:

Wonderful, but confusing, right?

This new list contains tons of potential keywords for your next campaign.

But it’s also complex when it comes to bidding information.

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On the right-hand side of your columns, focus your attention and effort on the following metrics:

Top of the page bid low and high. These are the amounts of money you need to bid (per click) on each keyword to be at the top of the first page or the bottom of the first page.

This gives you an idea of what you can expect to spend on keywords.

Want to rank first? You will be paying something close to “Top of the page bid (high).�

Next, look at the average monthly searches and competition levels for keywords that interest you.

You want a mix of high and low volume keywords.

Generally speaking, most keywords with higher average monthly searches will have more competition. But they will also be more general in nature, leading to fewer sales.

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Having a mix of both will give you specificity and tons of traffic that you can remarket.

The key with keywords (pun intended) is to analyze intent behind the search.

When keywords are closer to the bottom of your funnel, you can expect more direct conversions without the need for remarketing.

More generic terms, like “tv reviews,” are clearly not looking to buy from you yet.

When selecting new keywords for your campaign, you need to match them to your goals.

Ask yourself the following before selecting a keyword:  

Is this campaign meant to drive new sales?

Is it meant to bring in new traffic and turn them into brand-aware leads that can be converted into sales later?

Always analyze the intent behind a keyword before you run with it. Match keywords directly to your campaign goals.

If you want to sell more shoes in this campaign, focus on keywords that are lower in the funnel. If you want to educate people about your shoe brand, target top of the funnel review searches.

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After compiling a big list of potential keywords using the keyword tool, you can move on to using a few more tools that can help you dig deeper into potential ideas by investigating your competition.

7. How To Use Third-Party Tools To Spy On Competition’s Keywords?

The keyword planner is a great start to generate basic ideas and get a feel for keyword research.

But nothing beats spying on competitors and seeing what keywords they target and find success with.

If you aren’t sure who your competition is, conduct a basic search on Google for a keyword that you found using the keyword planner:

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You should be able to find multiple companies bidding on the terms you searched for.

These are your competitors and they likely have tons of experience that you can steal with a few nifty tools.

SEMRush, a Goldmine of Informations To start, open up SEMRush and create a free account.

In the search bar, type in your competitor’s website and hit “Search.”

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On the left-hand side, click “Advertising Research” to pull up all of your competitors’ Google PPC history:

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Here you can analyze their current keywords, positions for those keywords, costs per click that they pay and even their landing pages.

It’s a goldmine of information. Your competitors have already done the research on the most effective keywords.

And using the “Traffic %” column, you can see which keywords generate the most traffic for their site, giving you ideas of how much you need to spend to outrank them and steal their traffic.

Use this tool to analyze a few of your top competitors and piggyback off their existing work to dominate AdWords.

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8. How To Setup Your First Ad Group & Write New Ads? Setting up your account in AdWords isn’t a simple process, unfortunately.

How your campaigns and ad groups are created and setup is some of the most important factors when it comes to improving your click-through rate, quality score, and general performance.

Using the wrong setup makes your account and campaigns hard to manage. On top of that, writing great quality ads on AdWords can be strenuous due to the limited character space.

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If you haven’t had experience writing ads, it can quickly become frustrating.

In this section, I’ll walk you through setting up your first ad group and writing Top AdWords ads.

Step-by-step setup instructions and a bunch of formulas for writing the best quality ads at scale is what you get if you keep on reading!

Ad Group Setup: Single Keyword Ad Groups (SKAGs) When starting your first ad group on Google AdWords, Google gives advice that is easily misconstrued by new PPC advertisers:

Did you see it? “Start with 10-20 keywords.” Start with??

That’s a lot of keywords for a single ad group.

Way too many, in fact. Why?

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When you add too many keywords in a single ad group, you run the risk of showing ads that can’t possibly relate to all your keywords:

Ad group success boils down to one major factor: Specificity.

If your ad groups contain dozens of similar keywords like the image above, it’s still not specific enough.

If someone searches for size six dresses, they don’t want to see an ad with text about a sleeveless dress. Despite being contextually similar, those keywords are worlds apart.

Even simple changes between keywords are going to cost you potential sales.

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People want what they searched for. Exactly what they searched for. It’s why “Ad Relevance” is a massive factor in calculating your quality score:

If you aren’t giving relevant ads to searchers, they are going to click elsewhere.

The best way to ensure that every ad you post generates interest is to vastly simplify your ad groups.

And that’s the practice of creating single keyword ad groups, otherwise known as SKAGs.

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Here’s what a single keyword ad group (SKAG) looks like:

Taking your single keyword, you can use that keyword with three different match types like the example above.  

Broad match modifier: +keyword Phrase match: “keyword”

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

Exact match: [keyword]

Or, you can get even more specific by using only a single match type.

The choice is up to you, and many PPC experts will have their own favorite method.

Personally, I’ve found great success using those three match types. They work together well to combine reach and relevance while producing high-quality scores.

And I’m not the only one. ConversionXL improved a client’s quality score from 5 to 8, and their CTR jumped by 28.1% using SKAGs. How to set up your single keyword ad group All you have to do is pull keywords from the list you developed earlier in this guide during the keyword research portion into your new ad groups.

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To do this, head over to the ad groups section of your dashboard and create a new ad group:

For the purposes of clean, easy to access account organization, give your ad group the name of the keyword you are going to use for this ad group.

For instance, one of my current ad groups is named “b2b website design”:

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And the keyword(s) contained in this ad group are also b2b website design:

This is my single keyword ad group.

Giving it the name of the keyword you are using will make your AdWords experience feel 100x better as you can see exactly what keywords are in your ad group without ever clicking on them.

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Next, you should see two more options: Bidding and keywords.

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In the keywords section, enter your keyword in the three match types discussed earlier:

For bidding, reference back to the keyword planner tool on AdWords that you used earlier chapter. Remember the specific metric “Top of page bid (high)?�

Set that as your default bid, otherwise known as the max CPC for this ad group.

That would be the maximum cost you will pay and will ensure that you are in the running for the top few spots on the first page results.

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Hit “Save and Continue” and move on to the next section!

Writing New Ads: How To Write 3-5 Ads Per Ad Group At Scale Writing ads on AdWords is a tiring process. You have character limits and writing anything compelling in a short limit can feel next to impossible.

Due to this, most people write a single ad and then move on.

After all, all you need is one great ad, right? I wish.

According to Google, you should always “create specific ad groups with at least 3 ads.”

They even confirm the idea of creating SKAGs to help with ad relevance:

Why do you need so many ads? Because your ad groups will automatically rotate ads and show the ads that perform the best.

It’s essentially built in split testing that can help you refine your ads, value proposition, and calls to action over time.

For instance, while your first ad may have a CTR of 2%, maybe writing a new one that’s better and more compelling can increase that CTR to 5%. Then you can try using ad extensions in your next ad to increase CTR even more.

This process helps to get the most out of your ads. But obviously, it requires a bit more work.

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To write your ads, you will notice a bunch of different factors in the anatomy of an AdWords ad:

Final URL: the destination that searchers will land on when clicking your ads. Otherwise known as a landing page.    

Headline 1: First headline space Headline 2: Second headline space Display Path: 15 characters to customize what your URL looks like to searchers Description: 80 characters to describe your offer

The trick here is knowing what to include.

One of the best templates for writing dozens of AdWords ads in just a few minutes is keeping it simple.

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Focus on the benefits, keywords, and using a great call to action

Using the keyword of your ad group in your ad will help you with specificity and ad relevance.

Benefits are a great way to entice users to keep reading and click through.

And your call to action is a great way to remind the searcher of exactly what you want them to do.

This simple yet effective ad is easy to craft for any keyword.

From here, you can start to subtly modify the ads by tweaking your call to action and benefits to see what offers are most compelling to searchers in your space.

Test different discounts or offers and different contact methods like phone calls.

Once you’ve created your ads, you can start to use ad extensions to help you boost your click-through rate.

How To Use Ad Extensions in AdWords

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Ad extensions are nifty add-on features in AdWords that can help you provide additional information that normally can’t fit in the limited character space of an AdWords ad.

For instance, things like additional links to your website:

These related links will help you boost click-through rates by providing alternate points of interest for potential searchers.

If they don’t find your original ad text compelling, they might find a link interesting enough to click.

And according to Google, ad extensions can raise your CTR by 10-20% on average!

Ad extensions come in a variety of options that can fit dozens of different goals.

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For instance, if you sell an online product, you can use review extensions to showcase ratings and user reviews:

Currently, AdWords offers the following ad extension options:  

     

Location extensions: used to showcase your businesses address. Can be great for driving local store sales and foot traffic.

Affiliate location: if you sell products in third-party retailers, you can display local stores nearby a searcher where your products are carried. For instance, if your merchandise is at the local Best Buy, that store location would show up.

Callouts: add additional text to your ads. Great for coupons, discounts, and calls to action.

Calls: showcase your business phone number to encourage phone calls Message: allow searchers to text message your business from the ad Sitelinks: add more sitelinks to relevant pages Price: show the price of your product on the ad itself Apps: link to your application for downloading

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Once you’ve written your first ad, you can start to apply ad extensions right below it:

Simply select the ad extension you want to use and begin to build it out.

Depending on which extensions you use, you will be required to enter business information or link to direct URLs on your website.

Once you’re done, hit save and you can publish your ads live.

Compliments! You’re halfway done!

9. How To Setup A Landing Page That Convert?

Landing pages are the pages that searchers will arrive at when clicking on your AdWords ads.

Landing pages are an essential piece of the AdWords puzzle.

MUST READ -> Building Awesome Websites Landing Squeeze Pages [TIPS] Good landing pages will help users convert and complete their purchases on your website.

Bad ones will tank your sales and cost you thousands of dollars in clicks without any sales to show for it.

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In this section, we’ll showcase great landing page examples and best practices you can follow to drive more conversions.

Remember: if you get your keywords, your audience and your ads right but not your landing pages… it won’t matter!

What Are Landing Pages? The Best Examples From Top Companies Landing pages are simple in practice: They are individual pages on your website that are specifically created to entice a user to buy from you or complete an action.

They aren’t usually existing pages on your website, like your homepage.

Landing pages are stripped of most navigation elements and focus mostly on the offer that you present to a given user.

For instance, this is a Clickfunnels[RECOMMENDED] – Gives You EVERYTHING You Need To Market, Sell, & Deliver Your Products & Services Online!(Without Having To Hire or Rely On A Tech Team!) landing page for a free trial of their software:

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Why? It helps to focus the attention on the offer and not give users external routes to leaving the page.

The sole purpose of the page is to drive action.

Most new advertisers on AdWords make the mistake of using their homepage as the landing page because it contains similar content like calls to action and detailed information on the products or services offered.

But this is a big mistake.

There are too many other elements that distract users from converting and the content isn’t specific enough to each ad group.

In a perfect world, every ad group you make should have its own keyword and content specific landing page.

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One of the best examples of landing page.

That’s what you want to see on an AdWords landing page.

With CTAs on the header and the body, users can convert from anywhere they want.

Before creating your next landing page, here are a few key factors that make up a great landing page.

AdWords Landing Page Best Practice #1: Message Match Message match is the idea of conveying the same message and offer that your ad and keyword does. It’s simple but often overlooked.

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It goes all the way back to the root of the search: keywords.

Keywords pack different intent and therefore, users expect certain things when they search.

For instance, searchers typing for “seo guide” clearly want a guide to help them with SEO, not an agency to hire, right?

Right.

It’s imperative to put yourself in the shoes of the searcher to understand what they’d likely expect out of the search.

Next, you carry that information over to your ad to reassure the searcher that your content is what they need.

Lastly, your landing page should convey a matching offer that doesn’t exceed or miss expectations.

Going back to the SEO guide example, your landing page would need to display an SEO guide in exchange for an email.

You can’t trick people into clicking for an SEO guide and demand they pay or hire your agency.

More commonly, advertisers will fail to repeat their offer on a landing page, leading to confusing experiences for users.

Even small moments of hesitation can be devastating to your conversion momentum.

Let me show you an example.

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I recently searched for a social media marketing tool. I found this ad from a company and the 90-day trial was very compelling. 90 days! That’s huge.

So naturally, I clicked through to their landing page. But instead of being told to sign up for my 90-day, risk-free trial, the call to action was this:

What happened to the 90-day trial? This CTA is unclear and leaves me guessing if that 90day offer is still there.

I don’t know what to expect when clicking on “Get Started Today.”

If the call to action said “starts your 90-day free trial now,” you can bet that I’d click.

Now, let me show you a great example of successful message match.

I searched for another social tool and saw another trial offer:

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Clicking to the landing page, I was met with exactly what I expected to get:

They repeated the 15-day free trial offer twice in the above-the-fold content alone. They also used the same language as their ad, including terms like simple, easy, and no obligation.

That’s perfect message match.

When creating your landing page, make sure that the offers on your page match your ads. Re-use keywords and text from your ads to inform your value proposition.

AdWords Landing Page Best Practice #2: Value Propositions Value propositions are short statements that seek to explain to a potential customer the value of your product to their needs and wants.

Just browsing the internet, you’ve seen thousands if not millions of value propositions. On almost every single website you can spot a value proposition in the first few sections of content.

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Check out this landing page and see if you can spot the value proposition:

Utilize intelligent chatbots to improve customer engagement. The value of this product is helping businesses improve engagement with their customers.

Your value proposition should be concise and should explain the final benefits that customers can expect, not features.

For example, nobody really cares about chatbots. Heck, most probably don’t even know what they are. But people definitely care about improving customer engagement.

Focus on benefits, not features.

Keep your value proposition concise (1-2 short sentences) and display it at the center of your landing page header below your headline (keyword).

10. Review, React, Repeat As with everything you do, you should review your AdWords data and pivot as much as needed.

Once you launch your AdWords campaign and allow some real data to flow through, you’ll most likely find you need to make some edits.

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Quality Scores will shift, CPCs will go up, and Keywords will change, and you need to be ready to adapt.

Focus on your conversion rates. If you’re getting tons of clicks but no conversions, you may be attracting the wrong audience, or your landing page copy may not be valuable enough to entice them to convert.

Set reminders for yourself to review your campaign data each week and don’t be afraid to make changes.

Experiment with different landing page content, try new ad copy, or even add a different modified keyword. Small changes can sometimes make a huge difference when it comes to optimizing your Google AdWords Campaign.

There are a few landing page builders I like for small businesses and large companies alike — Instapage, Leadpages, GetResponse, OptimizePress and Clickfunnels.

Of course, there’s only one landing page tool this nerd endorses…

Clickfunnels is the most powerful tool here, and, if you can afford the fees and will use the main features, it’s probably going to have the biggest impact on your business. However, the funnels functionality may take you a while to master.

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CONCLUSION There is no shortcut to SUCCESS; you probably can’t make a million dollars by tomorrow if you’ve never done it before.

But there is a process you can follow that will get you there.

A massive amount of ACTION and PERSISTENCE is required.

After all, you should be willing to do whatever it takes.

To Your Success,

MURLI (DIGITAL MARKETER, AMAZON BOOKS AUTHOR, Entrepreneur, Blogger & Online UDEMY Instructor) Copyright © 2017 by MURLI (www.edoup.com)

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Click Here To Get Your VideoMakerfx - Tool 7. Educational Courses Tools: 1. Udemy [RECOMMENDED] - Join World's Largest Online Learning Platform, High-Quality On-Demand Online Courses, Expert Instructors, Download To Your Phone, Lifetime Access.

Click Here To Get Your Udemy - Courses 8. Freelance Services 1. Fiverr [RECOMMENDED] - The world's largest freelance services marketplace for lean entrepreneurs to focus on growth & create a successful business at affordable costs..

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NOTE: Some of the links on this page are affiliate links & will earn a small commission if you sign up to the services. This adds no cost to you but helps keep sustainable. It’s also worth noting that almost all resources mentioned on this page are resources that I’m a signed up, paid up & regular user of.

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