It’s hard to imagine – but also comforting to know – that there are still businesses out there that don’t employ Google AdWords to drive sales and brand awareness.
In this article I’ve curated 9 resources from leading AdWords experts to help you profit from Google AdWords. And profit you will.
If you’ve never used AdWords, or haven’t given it a try in a while, you are missing out on a powerful tool to drive brand awareness and sales.
But before we get into the nice juicy stuff let’s be clear on one thing…
Google AdWords can be intimidating!
How To Beat The AdWords Odds (Whatever Your Budget)
Using AdWords certainly has its flaws.
Especially when it feels like Storage Wars. Yes, there is an auction. You have to bid on keywords. Set goals. Set up a campaign. Set a budget. Figure out targeting. Write ad copy that get clicks. Convert those clicks into sales.
And it takes time to set up and manage once it’s up and running.
AdWords isn’t a magic bullet that will solve businesses’ paid customer acquisition problems. Like anything else, success takes hard work and dedication. – Larry Kim, Search Engine Land
Here’s the good news…
The bar set by many AdWords advertisers is very low. With more than half of AdWords advertisers only bothering to optimize their campaign once per month. And another 25% only logging in once in 90 days.
Did you know that over half of AdWords advertisers haven’t checked their account in the past month? And another 25% haven’t logged in once in over 90 days? – Source: WordStream
This means that even a small amount of work can make a huge difference, and put you way ahead of your competitors.
With that out of the way let’s dig into the powerful stuff.
#1. Eleven Reasons To Use Google AdWords
Why should you use google adwords?
Good question. And brilliantly explained by the guys from DigitalMarketer in their article Reach 90% of Internet Users Worldwide (And 10 more reasons to buy traffic from Google AdWords).
Two reasons from the article that stand out are:
It Forces You To Get Your S#!& Together
When you are paying for traffic, a funny thing happens…
- It forces you to hold your marketing accountable.
- It forces you to pay close attention to how much you’re spending and what you’re getting back in return.
- It forces you to think about how to improve your online activities to do a better and better job of converting clicks into dollars.
When you can’t measure your advertising, and/or you rely on “free” traffic, it’s easy to be lazy and not worry about things like ROI and optimizing sales funnels. But when your own, hard earned money is on the line, it changes your mindset. It forces you to optimize like you’ve never optimized before!
The Little Guy Can Still Win
Just because you bid the most in AdWords for a click, doesn’t mean your ads will show up first in the rankings.
Google uses an algorithm, known as Quality Score, to level the playing field a bit.
If your ads are the most relevant ones for the keywords you’re bidding on, and you can get a high Quality Score, you can end up paying less per click than your competitors and still rank higher than they do.
Plus, if you optimize your online sales and marketing so that you can convert more clicks into more dollars than the competition, you’re in the driver’s seat. Because that means you can afford to pay more for clicks.
And at the end of the day, the advertiser that can afford to pay the most to profitably acquire a new customer wins.
That means that the little guy can outmarket the big dogs in AdWords.
This video from DigitalMarketer highlights five more reasons. You can read the rest in the article.
Now that you have a better idea of why you should invest time and money in AdWords let’s look at resources to help you make it happen.
#2. Google AdWords Campaign Audit
Your AdWords campaigns are never perfect. Hopefully, that doesn’t come as a surprise to you. The truth of the matter is that no matter how hard you work on building a profitable campaign and optimizing it according to best practices, you will probably miss something.
An independent audit can reveal painful hidden issues that need to be addressed. Once you’ve identified these issues, you can get to work improving the overall health and performance of your account and campaigns.
While there are many automated tools and services that provide algorithmic-based audit results and grades for your account, they often lack the context of getting a pair of fresh eyes to spot opportunities and problems.
Some benefits that can result from an AdWords audit include:
- Finding areas of budget waste.
- Identifying new opportunities to expand.
- Enhancing ongoing management processes.
- Gaining audience insights that can be applied to the account as well as other marketing channels.
- Validation of assumptions
Use an independent AdWords Expert to conduct the audit. The money spent is well worth it.
If you’re set on doing it in-house here’s a basic 4-step AdWords audit from DigitalMarketer. Or if you want to do a more in-depth audit use this 8-step checklist for PPC audits from WordStream. They also have a free AdWords Performance Grader.
#3. Google AdWords Made Simple Tutorial
Google AdWords is straightforward, but not easy. It takes time to master and most companies lose money on it, because they’re not patient enough to get results from pay-per-click advertising. – Neil Patel
Neil Patel put together a great AdWords tutorial about why and how you should be using AdWords to grow your business. This is a long article, but don’t get scared away! It is an easy read, covers all the terms an AdWords advertiser need to know, and illustrates concepts with lots of pictures.
Neil asks new AdWords advertisers to commit to 3 things, and I couldn’t agree more:
- Don’t spend a lot of money. Set a fixed budget. It can be as little as $50, or even $25. That’s enough to get started.
- Don’t overcomplicate things. The Google AdWords interface is complex, It’s easy to get lost in it and start creating dozens of variations of ads. Don’t. Keep it simple. Do as little as the platform allows to begin.
- Be patient. This is by far the most important. 99% of the people who lose money on AdWords simply quit too early (or spent too much, too fast). Have patience. It takes time.
Neil is able to simplify the process without creating the impression that it’s a silver bullet. He also points out some tricks of the trade, such as websites for brainstorming keywords and how to review your results.
#4. How to Create a Profitable Google AdWords Campaign (from Scratch)
Launching a new AdWords search campaign is an exhilarating process. Excitement, anxiety, fear, and hope are emotions that come to mind when I’m about to click the Enable button on a new campaign. – Phil Frost
If you’re just starting your Adwords advertising journey, then fear may be dominating your thoughts. And if Neil Patel’s tutorial did not put you at ease, this in-depth article on the Kissmetrics blog by Phil Frost certainly will. His 10-step plan will help you deposit more money into your own bank account, rather than just funding Google’s empire.
The first ingredient in Phil’s recipe is establishing search demand or customer demand for products or services in Google search.
The reason for that is simple..
If your customers are not searching for your product or service in Google, then obviously, AdWords search advertising is not going to work for you. So, you first need to verify that there is in fact search volume for what you’re going to offer.
Phil explains how to gauge demand using the free Google Keyword Planner. It’s a valid starting point if you are starting out but it’s worth pointing out that you’ll quickly outgrow your reliance on this tool.
Phil also shares an AdWords checklist that you can download for free (prep yourself for the upsell post-download) which is a good source of information once you know the basics. Yes, both the tutorial and downloadable PDF are long. But for good reason! They are comprehensive and (if you follow directions) will help you win at AdWords.
#5. Adwords 101: Get More Customers with Search Marketing
If you prefer a more formal learning approach Udemy.com has a TON of AdWords courses, tutorials and walkthroughs. More than anyone can work through and review in this lifetime. I’ve enrolled in a few free courses but I haven’t found one I can recommend.
I did however find this popular AdWords course by Carl Sednaoui to be well worth the $20 investment and about 2 hours it took me to work through the 34 lectures.
Note 1: With all Udemy courses, you have a 30-day money back guarantee and life-time access.
Note 2: Time is precious. Speeding up videos can cut your learning time in half. Don’t worry, your brain will keep up.
Here’s what you’ll learn in this AdWords course:
- A good understanding of Adwords
- You will be able to launch your own advertising campaigns
- You will understand the different keyword types (broad, phrase, exact and negative)
- You will understand how Paid Search works – and how Google makes billions
- You will be able to ranks for specific keywords – such as your company name or product
- You will be able to create effective ad copy
#6. The Complete Google AdWords Course: Beginner to Expert!
If you are willing to invest a little more time and money in your AdWord education then check out this course by Suppoman. With more than 20 000 students and 300 ratings it’s one of the best selling Google AdWords courses on Udemy.
In this AdWords course, you will learn how to:
- Write a super-effective ad using the new Expanded Text Ads
- Choose keywords that trigger your ad to be shown to ‘buying’ browsers
- Enable more conversions by attaching other product links to your ad
- Maximise clicks and traffic to your web pages with ease
- Select a bid strategy that gets you profit on your ad spend
- Do Power Product Marketing on YouTube via Google Adwords for Video
#7. Ultimate Google AdWords Course – Stop SEO & Win With PPC!
With more than 38 000 students and an average rating of 4.8 from more than 8 700 ratings this is the most popular AdWords course on Udemy.
It features the latest AdWords updates, in-depth analysis, real case studies, and valuable extras. Not to mention that you’ll get 98 lectures (more than 18 hours of video).
If you’re set on running your own AdWords campaigns this course comes highly recommended.
Here’s what you’ll learn:
- Drive consistent, round-the-clock traffic to your website or landing page
- Use conversion tracking to determine the value of your ad campaigns
- Create, develop and optimize your own profitable google adwords campaigns
- Remarket to your previous website visitors to get them coming back to your site
- Advertise your products and services online effectively
- Monetize the more than 6 billion daily searches on google
- Boost traffic and increase sales to your website
#8. Done-For-You AdWords Management
Not everyone wants to be an AdWords expert and invest in online courses and training. And not everyone can spare the time it takes to setup, optimize and manage profitable AdWords campaigns.
That’s why AdWords Management Services are so popular. They offer you the opportunity to grow your brand and sales without having to invest in continuous education and campaign optimization.
There are three service levels you can choose from:
- You can hire an AdWords Expert to simply setup your campaigns using the latest best practices. You then take over the optimization and campaign management. This option requires that you have a better than average working knowledge of AdWords campaign management and optimization; time to invest in the daily and weekly activities; and the ability to stay abreast of new developments.
- Hire an AdWords Expert to setup, optimize and manage your campaigns for the first three months because most campaigns can be fully optimized within 2 -3 months. This option requires that you have a good working knowledge of AdWords campaign management, and campaign optimization.
- Hire an AdWords Expert to setup, optimize and manage your campaigns for as long as you are running them. This option is the most popular because it allows you to focus on what you do best in your business, whilst the AdWords Expert takes care of your campaigns.
Successful business people spend money to save time. Unsuccessful ones spend time to save money. Which one are you?
#9. Three Qualification Criteria for Hiring An AdWords Expert
- When hiring someone to help you with your AdWords campaigns make sure the person who’ll be working on your campaigns has a current Individual Google AdWords Certification for each channel you’ll be using. This is more important than hiring a Google Partner Agency because it ensures that you get qualified help.
- Your AdWords Expert should also have a Google Analytics Certification because it ensures that they will be able to help you measure and improve conversions. Again, it’s of no use to you if someone else in the agency has this qualification. You want the person working on your campaigns to have a working knowledge of Analytics and the official qualification to proof it.
- Your AdWords Expert should also be a Certified Customer Acquisition Specialist. CAS’s are uniquely qualified to help brands and businesses leverage paid traffic channels such as Google, Facebook and other demand-generation platforms to grow their customer base without breaking the bank. In short, Customer Acquisition Specialists are able to not only deliver fresh leads and customers… they are able to deliver those leads and customers at a PROFIT.