How to Use Adwords to Generate Business

Some research and a great call to action phrase are key to success


So… you built a better mousetrap?

We began our series by asking two questions: So what? What specific problem does your product or service solve?

We had also seen the following division of advertising tools for small and medium-sized businesses:

When we talk Adwords, which is among the most popular tools for SMB’s, we are talking having an organized and explicit advertising budget.

Adwords – Conceptually the simplest thing in the world

From the point of view of the small and medium-sized business, Adwords is really simple: You buy some “keywords” or search terms that people might use in looking for your business or similar ones, write your ads, people click on them if they are interested, land on your website, you sell.

What could be simpler?

Well… it is not that simple. Going back to our CPA example, there are enough moving parts in the process that you need to stop for a moment and draw a diagram. And, once you get into it, the path is more complex than it seemed originally:

So, first things first, Google documents on Adword campaigns. There are literally millions of documents. My suggestion is that you invest a few hours reading about how to improve your Adwords campaign.

How does Adworks Work?

Before embarking on an Adwords campaign, you should understand that Google is in business to make money for Google, not for you. Obviously, the way Google makes money is by helping your business make money.

Ultimately, realize that Google doesn’t really care about your specific business but about the entire mass of all of their clients. This means that it is up to you to use the tools appropriately and to your advantage.

Google is a bidding site: You bid for “keywords”, these keywords are the search terms that people use when looking for goods and services.

When someone uses the particular keywords that you have bid on, your ad will appear.

However, your ad will appear based on two factors:

  1. How much you are bidding on the keyword –the higher you bid the higher your ad appears on the paid search area.
  2. The profit to Google. This is a tricky part but, nevertheless, important. Because Google only makes money when people click on your ad, ads that combine high CTR’s (Click-through rates) AND high Keyword bids are placed in the best positions. These ads produce the best combination for Google: high cost/click and high clicks = more money for Google.

By now, everyone has used Google and we’ll assume that you are familiar with the basic  structure. So, bringing it down to our example, if I live in Coral Gables and just look for a “CPA”, this is what I get:

I get a map of where I live but I also get results from all over the place. From companies that want to help me find a CPA (referral services) to specific ones (like rfigueroacpa in Doral). This is the most generic search term of them all and is probably very expensive.

Ideally, you would want to buy a search term (or keyword) that will narrow the search because the more focused it is, the more likely the term is going to be used by people who could be really good clients for you and your conversion ratio (more about that later) will improve.

Next- The Effect of Choosing Narrower Keywords

Marcelo Salup
Marcelo Salup
Marcelo Salup's 30+ years career in advertising covers a wide range of everything. A wide range of roles -he began his career on the creative side, won 2 Addies, changed to media, included strategic planning and consumer insight and has been an agency owner several times. A wide range of venues: Spain, Latin America, International and the U.S.  A wide range of clients that go from automotive through banking, electronics, fast food, soft drinks and much more. His professional philosophy can be summed up in four words: “Only performance is real”. Today, he runs a successful strategic planning consulting,  Website

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