How to Use Google AdWords, Step #1: Establish Account Goals
What are you using AdWords for? Lead generation? E-commerce? Brand building? How you structure your account and the features you take advantage of will hinge on your response.
How to Use Google AdWords, Step #2: Determine Audience
Developing personas is essential. What do your ideal customers do? Where do they do it? When are they actively searching? On what device?
How to Use Google AdWords, Step #3: Conduct Keyword Research
By bidding on keywords relevant to your business, you can place your ads in the search results when people are searching for what you offer. Keyword tools can help you discover cost, competition, and volume for search terms at every stage of your sales funnel.
How to Use Google AdWords, Step #4: Set Budget & Bids
You’ve determined which keywords to bid on: time for some math! If the average CPC looks too high, get granular: volume will decrease, but so will cost!
Make sure to spend most of your AdWords budget on keywords that convert at a high rate! But make room for testing and brand-building, too.
How to Use Google AdWords, Step #5: Structure Account
The name of the game is relevance, folks! Your account is made up of campaigns, each with distinct goals. Within each campaign you need tightly knit ad groups, each featuring just a handful of keywords and hyper-relevant ads.
Step #5.5: Quality Score is King
Quality Score is Google’s way of grading your keywords and ads in terms of how relevant they are to users. Small ad groups and highly clickable ads raise your Quality Score, which lowers how much you pay per click while raising your ad rank!