How To Prepare For Using AdWords

Get the Flash Player to see this video about quality score.

Are you ready to use AdWords ? That’s a question you need to answer before setting up your first AdWords account. If you’re not ready, you may need to pause things for a few days, do some preparations and come back later.

There are a number of questions you need to answer before starting to use Google AdWords.

What Will You Sell?

On the web, there are basically two options:

  1. Either sell your own products,
  2. or someone else’s.

We say products but in fact you could sell anything from an iPhone, to a piece of furniture to an e-book, financial consulting or a newsletter. Here we will just use “product” as a generic name, meaning any item or service.

Knowing what you want to sell leads you to the next question:

Do You Have a Website?

Owning a website is a must if you want to sell online. However, if you don’t have a website you can build a very basic one of your own very quickly and easily using Google Sites. Learn more about Google Sites from this short Youtube video.

If you don’t have a website and are an affiliate instead – meaning that you sell someone else’s products for commission, the AdWords rules are slightly different. If you’re an affiliate that wishes to drive traffic to their parent company’s website you should read the “What should I know as an affiliate advertiser?” article from the Google AdWords help pages.

Does Your Site Sell?

Do you think your website is appealing enough to close the deal? Adwords will drive more traffic to your website, but if your site isn’t up to scratch you will not be able to convert those visits to your website into sales. Adwords can’t help you sell unless you send prospective customers to the right webpage – the one that keeps the promise in the ad.

Our advice is that you make sure your site sells. Your website should be efficient in converting prospects into customers. Because, from the moment you’ve set your ad up and running, the visitors cost you money. Besides, what’s the point in driving prospective customers to your website if they can’t find what they’re looking for?

This is probably the right moment for us to introduce the term “landing page” – this is the webpage where you send the people that click on your ad. The landing page does not have to be your home page. On the contrary, it’s best if you send your prospects to the specific part of your website that relates directly to your ad.

The landing page can be part of a website, or just a stand-alone page.

We cover landing pages in far more detail in our Advanced Techniques article “How To Build Landing Pages That Work“.

Can You Pay for It?

There isn’t a minimum spending commitment with Google AdWords, there is a one time activation fee of €5 for opening your account and the minimum cost per click is €0.01 or €0.20 for every 1000 internet users that sees your ad. AdWords accepts major international credit cards, debit cards, direct debit, and bank transfer payments.You choose the currency you want to use before setting up your account (and are unable to change this option later).

You have two payment options – either postpay or prepay. As a note of caution, you choose either postpay or prepay at the very beginning of setting up your AdWords account and are unable to change this setting later. However, you can change the credit card or account etc. at a later date if you wish.

  • Postpay – You only pay after building up advertising costs and are billed every 30 days.
  • Prepay – You add funds to your account, and your advertising costs are deducted from that balance. When you run out of funds, your ads stop until you make another payment.

You have the liberty to adjust your advertising budget to what you feel comfortable spending. Adwords allows you to set a daily budget for each of your advertising campaigns, so you have total control on your spend.

What Are Your Advertising Goals?

Before setting up your AdWords account it’s best to figure out what goals you have for this advertising campaign.

Ask yourself the following questions to help determine your advertising goals:

  1. What does your company (or division) do? Do you have different product lines? What are they?
  2. Who’s your primary audience (target market) for your products and services? Do you need to reach different audiences with separate ads?
  3. What are you trying to sell or promote? What do you want people to do (buy, visit, download, subscribe)?
  4. What results would you like to see? What would you consider a good return on your investment?

Once you have established your goals you will find it much easier to set up your first ad campaign and later on you will be able to use AdWords reporting to determine if you’ve reached those goals.

Of note: Before setting up your account make sure that the product you wish to advertise complies with Google’s advertising policies.

This and all the Redfly AdWords Tutorials are available on Youtube.

Further Reading: We recommend reading How To Understand Google AdWords next, or select from one of our growing number of tutorials below.

    Small Business Marketing Package

    LatestNews

    November 5th, 2012
    The most time intensive and tedious task when using Google AdWords is creating your keyword lists for new ad campaigns. Not only can it ... + more

    October 26th, 2012
    So many clients tell us that they don’t know what to write on their company blog or that their topics are boring and will ... + more

    October 20th, 2012
    Do you need to improve your AdWords Quality Score? Do you want to understand what Google wants from you as an advertiser in exchange ... + more

    January 2nd, 2012
    Google recently sent out promotional coupon codes to all of its Google Analytics users for use in AdWords, as a way to encourage website ... + more

    December 20th, 2011
    Many website owners install Google Analytics in an attempt to gauge the success or failure of their online ventures. Unfortunately, it is all too ... + more

    Adwords Qualified Company RedFly Ltd. Inter-
    net Marketing has met Google's requirements to attain recognition as a Qualified Google Adver-
    tising Company.