ADWORDS: Running a
with Jeremy Hermanns
Hi, I’m Jeremy Hermanns, and I’m a search In this course, we’ll be breaking down the process
engine marketing (SEM) expert. I’ve been working and tools you need to create and run a successful
in search engine marketing for over ten years, AdWords campaign and promote your business.
beginning with my career as an afﬁliate
marketer back in college.
After graduating, I was an analyst for
Overture, the company that actually developed
and patented Pay-Per-Click advertising, which
is the most popular form of online advertising
today. Overture licensed out the PPC patent to
all the big players, including Google and
Microsoft, and was eventually bought out by
I went on to work as an SEM expert at
LegalZoom, and helped them grow into the
popular service they’ve become today. These days I’ll walk you through setting up an account,
I’m the VP of Marketing at Onestop, an building your ﬁrst campaign and understanding
marketing and design solution for over 40 major e- the hierarchy of AdWords so that
commerce companies. you can really
As an SEM expert, I can tell you that Google trafﬁc. Let’s
AdWords is the premier source for advertising on begin!
the web. AdWords is the system through which
Google sells advertisements based on keywords
that people type in their search engine.
YouTube (In-Stream) Ads
Advanced advertisers can consider serving ads on YouTube videos;
this includes streaming intro ads and text ads that appear on the
Search Ads bottom of the video. Note that you only need to pay for intro
The text link ads that videos when users view the entire commercial; if they close the tab
appear on the top and the or pause it before the ad is fully served you don’t need to pay for it.
side of the search engine
result page of google (see Mobile Ads TV Ads
There is incredible growth in the These are basically tv
mobile industry, which makes it commercials, which are
Display Ads a great space to begin exploring. usually reserved for large-
Display ads are visual Mobile usage is starting to scale brands and
banners that integrate images eclipse desktop use, and as a businesses. However, as
and copy. They sometimes business you should be striving your business grows it
contain blinking or to get ahead of the game during may become an option
movement to attract the eye. this transition. for you.
QUICK BREAKDOWN: BASIC GOOGLE SEARCH
Let’s start from the
very beginning. In order
to get started you must register for
an account on the Google AdWords page. If you
already have an email you use to access Gmail,
Google Plus, or Google Docs, you may use that.
Once you’re created an
account, you will choose BE AWARE
two important factors: the
You cannot adjust
timezone and the
the timezone or
currency you’ll be using for these campaigns. The timezone sets a schedule currency once you’ve
for the ads to appear, so location-speciﬁc businesses should take care to registered!
register for the appropriate one.
Google will send you a veriﬁcation email, and you will be unable to use
the account until you click the link to activate it.
A Note on Billing
Before starting your ﬁrst campaign, be
sure to ﬁll in your billing
information. As soon as your
campaign is created, Google will
immediately work within your budget
and gets your ads started.
Once you register you
Manual payments allow you I’d recommend automatic
will have two payment
to specify the amount that payments, because it
options: Google will charge you in a assures that your ads will
certain period of time, such never be paused if you
as $200 a week or $1,000 a forget to replenish your
BUILD YOUR FIRST CAMPAIGN
Once you’re fully registered, head to the campaigns page to
create your ﬁrst AdWords campaign. PRO TIP
I would suggest selecting Search Network Only and All Note that if you are only
Devices for your ﬁrst campaign. This enables an all inclusive interesting in advertising
search network, which will include mobile devices, desktops and in the United States, you
tablets. It doesn’t allow for more speciﬁc targeting, but will work
ﬁne when you’re just starting out. could be unintentionally
overspending if you
When naming your campaign, try to stick to very relevant and select the United States/
consistent naming conventions that will remind you of what Canada button instead of
your goals are and what you’re advertising. When you are speciﬁcally choosing
managing a wide variety of campaigns, the names will become
more difﬁcult to distinguish. United States
A Note on Bidding
Google offers a variety of options for bidding
and budgeting, but I would strongly
recommend manually setting bids.
This allows you to bid on each keyword
individually, and set a minimum and maximum
amount rather than allow Google to set that bid
for you. Unless you have a completely unlimited
budget (and what business does), this is the only
option that allows you to set aside a certain
amount per day, week or month.
WHAT ARE AD EXTENSIONS?
There are a variety of ad extensions that you can turn on to
leverage a local presence, products, call-in options and
more. You can dive into these later when you become
somewhat more advanced, but one that I would
recommend for locations-speciﬁc businesses is the local
extension, which allows you to target your ads and even
add it into Google Maps and Google Places.
Once you’ve set up your account and created a This is where you select from the ﬁve ad types
campaign, the next step is to create an Ad outlined earlier, and proceed to create the actual
Group. ad. Your ﬁrst ads will most likely be the simplest
and most commonly used, text ads.
I like to think of an Ad Group as a large
collection of keywords which are carefully paired You have the ability to create top ads and side
with speciﬁc ads. ads (seen below) in AdWords. The top ads will
appear above the organic search results, whereas
If you created, for example a general campaign the side ads will be listed on the right.
for a ﬂorist in Topeka, Kansas, your next step is
to create an Ad Group speciﬁcally aimed at Be sure to heed the character limits for both,
selling the product, a group of ads that promote because Google will actually truncate your ad if
roses for $10.00 a dozen in Topeka. you exceed their
QUICK BREAKDOWN: TEXT ADS
The headline has a 25 character limit, so be sure
that it’s succinct and contains a call to action. It is
the bright blue link that users will actually click on.
This is the link that the
headline will lead to.
It’s very important that
the display url and
the headline link lead
to the same place, for
Description greater user experience
The description is broken into line 1 and line 2, and they have a and increasing
limit of 35 characters. I would recommend following up on the Google’s ability to
attention grabbing headline by encouraging immediate action. improve your ad.
Note that you can add a maximum
Now that the Ad Group has been created,
of 25 campaigns at one time. Don’t
you must select your keywords. Your goal is
see this as a restrictive limitation,
to select the right keyword/ad combination
but a useful guideline. If you’re
to get the best conversions. A lot of this
exceeding this limit, your
comes with practice, but I will go over some
campaigns most likely need
of the best tools and methods for
tightening up for greater relevancy.
KEYWORD MATCH OPTIONS
Exact match means that you can’t put
anything before, after, or within the
keyword phrase. The search must be
exact. It’s the most restrictive of the
four, and should be used carefully.
The negative match can be useful for
counteracting the downside of a broad
Broad Match match. For example, you can keep the
“rose” search relevant by making negative
The broad match means that anyone who types in a keywords for the “Rose Parade” and
general keyword will see your ad. The positive side “Pete Rose” to keep those searches from
of broad match is that you will probably get the most cropping up.
impressions, but the downside is that it will draw up
matches from searches that are unrelated (for
example, a broad match for “rose” will also appear
on searches for the Rose Parade or Pete Rose)
A phrase match allows you to lock a string of
words so that someone searching can only add
words before or after the keyword phrase.
USING THE KEYWORD TOOL
The Keyword Tool is critical for any Adwords campaign, because it helps you determine
what people are searching for and what keywords you should bid on. You will have the
option of narrowing your searches down through a variety of ﬁlters:
Match Types Keyword Search QUICK TIP
You will have the option Here is where you enter One of the quickest ways to select your ﬁrst
to select broad, exact, search terms for your keywords is to simply search for the top 10
and phrase match keyword, such as a a keywords from your main competitor’s
keywords. word, phrase, or a url. website and add them to your campaign.
Broad match is
the most common
match type used
by advertisers. If
on using it, be
sure to have a lot
keywords so that
QUALITY SCORE KPI
Your quality score is the ranking KPI stands for Key Location
that google assigns your ad and Performance Indicator,
You can search under local
keyword within an Ad Group. It’s in other words the
monthly searches, which
dependent on variables such as metrics you use to focuses on a selected
impressions served, click-through measure the success of country, or global monthly
rate and cost per click. your campaign. searches, which applies
MORE KEYWORD TOOLS
Google Analytics is a great
tool for tracking your trafﬁc
and expanding the depth of
your keyword research.
Searches to see
people are clicking
on Google to get
to your website.
This is important
because if you have
paid and organic
ads, you have a
50% chance of
getting clicked. SEMRush SpyFu
Look at the top 10
keywords listed SEMRush is a free SpyFu is another option for searching your
(note that the ﬁrst and easy way to competitor’s keywords. The difference it offers from
will be missing), discover what SEMRush is that it allows you points of
and be sure to add keywords your triangulation, where you can compare and contrast
those to your competitors are different options.
campaigns. You can bidding on, and
add them to a new when.
group called SEO
Keywords, and be I’d recommend
sure to update and paying for a pro
track them, account, because it
because they will gives you 10,000
be diﬀerent from results per report,
the ones on organic and paid
Google’s Keyword insights, and you can
tool. easily export all of
Pay per click is the
most common ad optimization refers to
model, where ads
CPA improving your landing CRO
are paid for per page to increase
each click. conversions, sales, or
Cost per Conversion rate
acquisition is the optimization is similar
amount you’re to landing page
paying per sale or optimization, but
per conversion. focuses speciﬁcally on
how you’re going to get
the desired conversion
from that click.
CPC Impression Share
Cost per click is This metric
the amount an measures how many
advertiser pays relevant keyword
per click. searches your ad
KPI appears in.
indicators are metrics
that your optimization Click through rate is
efforts are gauged the percentage of
against to measure people who click on
success. your ads when they
appear in a search.
investment means, Landing page
how much did you optimization refers to
earn for every dollar your ability to
you spent? Your increase conversions,
goal is to work leads or sales from
towards a positive your landing page.
You’ve written your ﬁrst text ad, your goal
now is to diversify and create a series of ads
that will be relevant to different iterations of
An easy way to do this is create your ﬁrst
concatenation worksheet to build out text
ad copy using Excel.
Concatenation is a
lesser utilized function in
excel that will allow you
to build out keyword
phrases by combining
Column A can represent
a variety of descriptive
words, colors, seasons,
model numbers, size,
style, ﬁt... it depends on
the product or service
This is an easy way to
populate and diversify
When writing your ad,
pay close attention to
the display preview
on the righthand side.
This will give you an
idea of how your ad
will looks to potential
If you’re going to be using AdWords regularly, get something unrelated to football, such as ﬂowers,
to know their policies. Google expects you to get your ad will be taken down.
familiar with their regulations, and your ability to
advertise will be compromised if you don’t. Remember, the people most likely to ﬂag you for
being inappropriate is your competitors. They
They will not stop you from entering anything in will be keeping an eye on you, and will not let you
the ad box, but if your ad is ﬂagged or taken get away with ads that are falsely boosting your
down, it will hurt your account and your quality impressions.
Never ever use high-ranking keywords if they
aren’t clearly related to what you’re advertising .
It may brieﬂy bring you a few more impressions,
but you’re going to be swiftly ﬂagged and
For example, if you bid on the keyword “NFL”
around the time of the Super Bowl to advertise
1) Title and Description
The resource I recommend to keep up with
changing AdWords policies is the ofﬁcial Be sure to insert the keyword you’re
Inside AdWords blog, which is maintained by using in both your title and
Google themselves. description. This increases you click-
through rate because the keyword will
There is a lot of information about all forms be bolded.
of advertising, as well as changes in their
policies. Here are a couple tips for easily
boosting your click-through rate without 2) Dynamic Keyword Insertion
violating any Google policies:
Turn on dynamic keyword
insertion; this option means that
whatever the viewers type in the search
engine will actually be inserted in the
ad, within certain parameters. In your
ad they will literally see just what they
were searching for!
Split testing is a way of optimizing because this has
combinations of ads and landing pages, by been proven to be
splitting trafﬁc between two groups and the most effective
assessing which performs better. way to increase
The key to split testing is to make one small mindful when split testing,
change, so that you can more easily track however, that the landing pages remain
what’s leading to the positive results. For congruent and convey the same message.
example, keep the same keyword, the same
description 1 and 2, but change the title. A lot of the changes that end up being the
most effective will feel counter-intuitive, so
You can always keep iterating the successful remember to stay open minded and ABT
variations until you hone in on the highest (always be testing!)
It’s important to have an ad in
combination with a landing page,
Copyblogger for a
good collection of
examples and case
studies on split
TESTING TOOL: UNBOUNCE
Unbounce is a great resource for building and testing
landing pages. It will even allow you to test landing pages
that have already been built against other options, to ensure
they’re fulling optimized. It also has a great 12 Step Landing
Page Rehab Program that allows you to easily analyze and
improve a landing page that already exists.
7 ELEMENTS OF
A WINNING LANDING PAGE
1) Unique Selling Proposition
Your title needs to be front and center. It
should be very clear about what you are
selling, and why the user is there.
6) The Backup Plan
2) Beneﬁts If the user doesn’t interact with you, you can
leave in a little reminder that encourages
Why are others using your product or service? them to bookmark the page. They may not
What does it offer over competitors? Is it purchase now, but include a tagline that will
cheaper, easier to use, smaller, faster? lodge your product in the back of their mind
until they are ready to buy.
3) The Hero Shot
7) Call to Action
The hero shot will grab people’s attention, and
take up the prime real estate on your website. The The call to action is the most important part, it
golden triangle is an area on the top and left area facilitates the sale. Be speciﬁc about what you
of a webpage that is most viewed. Our eyes want the user to do. Click Here, Get Started,
naturally scan from the top left to right, then the Submit Now, Buy Now! You can also add in
top left and down. phrases customers love, like Free Shipping!
4) Context of Use
This is what the viewer will relate to. It could be an
article, a reference, a testimonial, anything
reafﬁrming the human side of your product and the
people it serves.
5) Request for Data
This is simply a text box, where users can submit an
email address, a full name, whatever data you’re
seeking. I’d recommend putting the request on the
righthand side of the page, so people can read
within the golden triangle and interact on the right.
BID MANAGEMENT REMEMBER
Once your campaigns are up and running, You can’t control the way that Google
you’ll need to exercise bid management. works, or how your text ads look. But
you can control the landing page, so be
When managing bids, you can’t change the bid sure that you take what the viewer
on a campaign, but you can change the bid in searched for and meet their needs.
two other ways:
1) Ad Group Level 2) Keyword Level
The ﬁrst option is to manage bids at the ad group You can also create a bid for each
level. The Ad Group contains a collection of keyword, which I recommend; the
keywords, so if you can apply a blanket rule it will go more speciﬁc you are in this process,
into effect within all the keywords in that group. the better results you’ll get.
Once you start getting some results,
you can go into your campaigns
and adjust your bids so that you’re
bidding more for the keywords that
are performing better.
We already know these three match
types: broad, phrase and exact.
Most people will start with broad
match because it gets the most
impressions and is easy to manage.
Once you get started you have the
ability to bid on more targeted
keywords and match types. Google
will also generate similar keywords Inline Editing
for you, which you can
test out and manage Once you have keywords in your campaign, you can use
based on how the “Edit in Table” function. This allows you to actually
they change bids quickly within the online editor. You can pause
perform. or lower bids on keywords that aren’t performing well, and
the changes will occur in real time.
Once you’re comfortable managing keywords shock the system
and bids, you can start managing ad groups. too much at once,
Your goal is to make sure you’re having the best you may hurt your quality
ad appear with the highest performing keyword score.
Only focus on the top performing ads, and
Remember that there is a cost to testing ads; create a couple permutations at a time. Test for
you will invariably end up putting money into a week or two, pause the lower performing ads,
ads that won’t perform very well, and if you then test the new iterations.
ADVANCED TOOL: ADWORDS EDITOR
AdWords Editor is an excellent application for
improving campaign performance while saving
a lot of time. With AdWords Editor you also
have the ability to work ofﬂine, which means
you can take your work on-the-go.
AdWords Editor was actually developed
internally by Google account managers, to
optimize their own experience. It allows you to
to synch your AdWords account with the
Editor, track your changes, duplicate
campaigns and edit them easily using the ﬁnd
and replace function.
• Pursue some extra AdWords training • Efﬁciently test and build out your
through completing the Google Certiﬁcation keyword list with Copyblogger.
• Easily manage keywords and
• Take part in courses such as this AdWords campaigns with Google AdWords
seminar held by Cardinal Path. Editor.
• For building landing pages, check out some • Implement split tests and multi-variant
of the resources and case studies at Anne testing using Google Website
• Interact with other search engine marketing • If you want to build a website
professionals on the SEMPO (Search Engine without any coding or HTML,
Marketing Professionals Organization) Unbounce makes it easy to create and
website. Participate in forum discussions and test a webpage.
access white papers and industry research.
• Keep track of competitors and test
• Keep up with the policy changes and new your keywords against Google’s with
features by following the Inside AdWords blog. SEMRush and SpyFu.
• Jeremy’s Twitter
• Jeremy’ Facebook
• Jeremy’s website