1. How to be Awesome with
Google Adwords
BY
BRUCE GIBBS

2. 2
Keywords
Keywords are the life blood of your campaigns. It’s the keywords that trigger your ads so spend
time getting this right.
Make sure you use the right match type. Broad match can give you a lot of impressions but it
can also deliver clicks you don’t want. Phrase and exact match are good match types to start a
campaign.
Use long tail keywords. “Attorney” is a broad keyword. A long tail keyword would be “real
estate attorney” or “bankruptcy attorney Atlanta”.
Continue to optimize the campaign to remove keywords that are not performing and add new
ones based on your continued research.
Use Adwords keyword tool to help you refine your keyword list
BRUCE GIBBS

3. 3
Ad Copy
There’s a line from the book, The Richest Man in Town by Randall Jones. He says, “If you cannot
persuade people to do things, you simply will not be a success.” This statement accurately
applies to Pay Per Click (PPC) advertising. Persuading people to click or call is what ad copy is all
about.
You don’t just want clicks. You want relevant clicks. Your ad copy has to speak to the person you
are seeking. It has to touch them in a way to say, yes, you are speaking to me. You want them to
say “I need that service and I want you to give it to me”.
To do that you have to engage the searcher and persuade them to click on your ad. This means
using good call to action words such as “Get a Free Quote” or “Call Us Today”.
Use keywords in your ad copy to help searchers see your ad as relevant to their need.
BRUCE GIBBS

4. 4
Target Wisely
Target your campaigns to a serviceable area.
For example a dentist in Atlanta or Dallas
probably does not want to target the entire
metro area. Target a region/area around the
business, say a 10-20 mile radius.
To target locally include local areas in your ad
copy to make your ad more relevant to the
searcher, i.e. Bay Area Dentist or Norcross
Dentist (Norcross is a suburb of metro Atlanta).
BRUCE GIBBS

5. 5
Search versus Display
Google offers both the Search and Display networks to
advertise your campaigns.
The Search Network includes a group of sites powered by
Google’s search engine to show ads based on the
searcher’s input. The Search Network includes Google sites
such as Google.com, Google Maps, Google
Shopping, Google Images, etc. It also includes Google’s
search partners that uses Google’s search engine to display
ads. The Search Network mainly displays text ads.
The Display Network (formerly called Content Network)
includes over a million sites. These sites can show ads with
an article or email that may relate to that ad.
BRUCE GIBBS

6. 6
Search versus Display (cont.)
To have ads display on just Google Search
and Google Shopping, deselect the “Include
search partners” selection.
I recommend starting with the Google
Search Network and then branching out to
the Display Network.
BRUCE GIBBS

7. 7
Landing Page
The page your visitors go to when they click your ad is called the landing page.
Your landing page should be relevant to what the searcher is seeking. In other words, the
landing page should reinforce what the searcher read in the ad copy that brought them to the
landing page. If your ad copy states you are a residential plumber, your landing page should
reinforce that and give additional information.
Make sure your landing page is optimized to deliver/capture leads. After all, this is why you are
running a PPC campaign. Don’t buried your phone number in text heavy paragraphs. Clearly
display your contact information so your customers can reach you.
Make your call to action clear. Tell your customers what you want them to do. Use phrases
such as Call Today, Download Now, Try it Free, or Get a Free Quote.
BRUCE GIBBS

8. 8
Use Search Term reports
Search term reports (also known as search query reports) show you what keywords people
are using to cause your ads to display. You can use this report to:
◦ Decide which keywords you may want to add to your keyword list
◦ Decide which keywords you may want to include as negative keywords to keep your ad
from displaying
◦ Decide whether to add keywords as broad, phrase, or exact match
BRUCE GIBBS

9. 9
Google Reports
Besides the Search Query report, Adwords offer many other reports. Running these reports
regularly can help you better optimize your campaigns. Below are 4 common reports you should
run:
◦ Ad Extensions report – shows you extra information you can add to your ads such as a phone number
or links to pages on your site.
◦ Change History - this is very helpful if more than one person is optimizing an account
◦ Ad Preview & Diagnosis tool - use this tool instead of Google.com to see if your ads are showing. This
way you won’t accrue any false impressions.
◦ Traffic Estimator – this tool shows you estimated traffic for keywords you can use in your campaign. It
saves valuable time by helping you to eliminate or choose appropriate keywords.
BRUCE GIBBS

10. 10
Give Google What it Wants
Google is working to make searches more relevant to the user. Help them do this by making
your ads and landing pages relevant to what your potential customer may be searching for.
Don’t say one thing in your ad and have something totally different on your landing page. The
service or product you are offering in the ad should match what is on your landing page.
Giving Google what it wants can benefit your campaign by higher ad rank position and quality
score because your ads are relevant to the search term.
Keep optimizing your campaigns – “Set it and forget it” does not work in PPC.
BRUCE GIBBS

11. 11
Join the Community
There are many resources online to help you be successful with Adwords (and online marketing
in general). Check out the resources below:
◦ Adwords Blog (http://adwords.blogspot.com)
◦ Adwords Community (https://www.en.adwords-community.com)
◦ Adwords Online Training (https://support.google.com/adwords)
◦ Search Engine Land (http://searchengineland.com)
◦ Search Engine Watch (http://searchenginewatch.com/)
BRUCE GIBBS

12. 12
Contact
Need to contact me? Reach me at www.BruceGibbs.com or click the image below:
BRUCE GIBBS