Google AdWords

Introduction to Google Adwords

Google AdWords is Google’s main advertising product, and main source of revenue. AdWords offers pay-per-click (PPC), also referred to as cost-per-click (CPC) advertising, cost-per-thousand-impressions (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads.

The AdWords program includes local, national, and international distribution. Google’s text advertisements are short, consisting of one 25 character headline, and two additional 35 character text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.

The 5 pillars of AdWords success

  1. Structure your AdWords account
  2. Choose the right keywords
  3. Write attention-grabbing ads
  4. Select the right landing pages
  5. Track who became your customers

Get started and make your first campaign

Learn how to set up your AdWords account step-by-step and start advertising today. See how to create your first ad, select keywords and manage your advertising budget.

Follow the steps below to set up your AdWords account.

1) Go to

2) Create your AdWords account

  • If you have an existing Google account, simply sign in
  • If you don’t have an existing Google account, enter a valid email address and password to create a new account. You will be sent a verification email

3) Select your time zone and the currency you’ll use to pay for your ads

4) Create your first ad campaign

  • Go to the Campaigns tab
  • Click on the Create a new campaign button on the top left
  • Follow the guided steps to create your first campaign. For help visit

5) Activate your account

Because Google AdWords is a paid service, you’ll need to provide billing information and set budget limits before your account can be activated.

  • Choose your payment method
    1) Use Prepay to pay for your advertising ahead of time, and we’ll notify you when your balance runs low
    2) Use Postpay, and we’ll bill you when you reach your limit, or after 30 days—whenever comes first
  • Enter your billing information
  • Read / Agree to the AdWords terms and conditions
  • Click Save and Activate

Remember, with Google AdWords, you’re in control. Reach customers worldwide – and pay only when people click on your ad.


Organize your AdWords account to maximize your success

Good account organization helps you make changes quickly, target your ads effectively, and, ultimately, reach more of your advertising goals. By creating well-structured campaigns by theme or product, you’ll get more than just an account that’s easy to manage and keep organized: you’ll also have sets of ads and keywords that are directly related to each other, which helps improve your Quality Score . With a higher Quality Score, you get more bang for your buck.

A well-structured account consists of separate campaigns for each of your product lines, general themes, or types of services you offer. Each of those campaigns, in turn, consists of tightly themed ad groups that focus on one specific product, service, or theme. And each ad group should contain specific keyword lists that relate directly to the associated ad text.

With a well-structured account, you can:

  • Determine which ads are creating the optimal conversions (like sales or leads) and traffic.
  • Monitor changes easily.
  • Have better control over budgets and costs.
  • Locate specific keywords quickly.
  • Manage and edit your campaigns easily.

Top three tips for structuring your account

1) Organize your campaign to mirror your website
A good rule of thumb for creating an effective campaign structure is to mirror your website’s structure. By creating campaigns and ad groups around a specific theme or product, you can create keyword lists that directly relate to the corresponding ad text, and ads that link directly to that product’s page in your website.

For example, a furniture store’s website is likely to have different sections for each type of product, like bedroom furniture and dining room furniture. The website might also have separate sections or pages for each specific product, like a certain bed or model of table.

Here’s an example of good account structure:

Account structure

  • The account contains everything relating to the furniture store.
  • The campaigns are organized around broad product areas (the categories of furniture as a customer might group them).
  • Each campaign contains several ad groups that focus on one specific product (like tables and beds).

This format can be changed to match your business and the scope of your advertising. For example, if you sell many types of beds, you can have a “Beds” campaign with ad group themes like “Bunk beds,” “Queen size beds,” and “Sofa beds.” Or, if you sell only one product or service, you can create a simple campaign structure around that product. For example, if you sell only lamps, you can create several ad groups based on descriptive themes like “beaded lamps” and “modern lamps.”

2) Create separate campaigns for multi-region advertising
If your business serves several areas, you might create a separate campaign for each location. For example, if you have a store in France and one in Italy, set up two separate campaigns, each targeting one of these locations. Each campaign should be translated to the local language and should emphasize that your services or products are available in that country.


  • The campaigns mentioned above that target Italy and France should have ads in Italian and French, respectively.
  • Local businesses such as furniture stores, real estate developers, or car dealerships may create a campaign for each region, and within each campaign, create a different ad group for each city or metropolitan area they cover. If you’re running a promotion in a specific city, you might create a campaign targeting that city only.


3) Use AdWords Editor to manage your campaigns
Tool: AdWords Editor is a free Google application for managing your AdWords ad campaigns. You can use it to make changes to your account quickly and conveniently, whether you’re editing one keyword or adding hundreds of text ads.

Among other benefits, you can:

      • Add, edit, and delete campaigns, ad groups, ads, keywords, and placements.
      • Make large-scale changes quickly.
      • Perform advanced searches and edits.
      • Sort and view performance statistics.
      • Copy or move items between campaigns, ad groups, and accounts.
      • Export a snapshot of your account for archiving or sharing.

Download AdWords Editor to help optimize your AdWords campaigns.


How to choose the right keywords

  1. Use keywords that are 2-3 words long
  2. Use negative keywords.
  3. Use the Google AdWords Keyword Planner .

How to set budget for your campaigns?

Budgeting for Your Online Advertising

What is Quality Score and why does it matter?

Learn why your keyword Quality Score is key to getting your ads in front of customers. Find out what a Quality Score is, how it’s calculated and how to improve it.

Social extensions for AdWords

From ads, to your site, to Google+, there are lots of ways for people to recommend your company. Social extensions let people see more of your customers’ recommendations across Google by linking your Google+ page to your AdWords campaign. We tally the social interactions with your brand, including +1’s for your Google+ page, website, and ads. The bottom line? Ads with annotations average 5-10 percent more clicks.

Learn how to use and enable social extensions.

Why use social extensions?

Search ads with Google+ average 5-10 percent more clicks, and AdWords social extensions let you show more of them to people across Google. Whether they’re seeing ads, search results, or your Google+ page, your customers will see the annotations — like +1’s — your business has received.

How to implement social extensions

To enable social extensions in an AdWords campaign, click “Ad extensions.” Change the view to “Social extensions.” Click “New extension,” enter your Google+ page web address, then click “Save and continue.”


Google Adwords Content Network – Banner Size

Acceptable file formats: .GIF, .JPG, .JPEG, .PNG, .SWF
File size limits: 50 KB or less for all files.

Supported ad sizes:
250 x 250 square
200 x 200 small square
468 x 60 banner
728 x 90 leaderboard
300 x 250 inline rectangle
336 x 280 large rectangle
120 x 600 skyscraper
160 x 600 wide skyscraper
300 x 600 half-page ad