Guide to Google AdWords: It all starts with a search. Google AdWords is a great way to attract more people to your website that may not have found it otherwise. It is a service where you ‘buy’ keywords from Google and when people search for those keywords your ad or website will appear bringing traffic and business to your website. Because the service is provided by Google, their analytics will tell you exactly how much traffic you are getting and how effective it is. See our Guide to Google Analytics You only get charged if someone clicks the link provided by AdWords so you get what you pay for. �

1. Supernova Media Presents:
AdWords

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3. It Starts With Passion
There‟s no shortage of creative thinkers out there.
What‟s a little harder to find are creative thinkers who
understand business. That‟s where Supernova Media
Shines.
We are a full service web company. We provide our
customers with a uniform custom branded web
presence.
At Supernova Media we specialize in the speedy setup
of WordPress websites & blogs. All our websites are
mobile friendly, have onsite search engine optimization
and social media integration.

4. Google AdWords
It all starts with a search.
Google AdWords is a great way to attract more people to your
website that may not have found it otherwise.
It is a service where you „buy‟ keywords from Google and
when people search for those keywords your ad or website
will appear bringing traffic and business to your website.
Because the service is provided by Google, their analytics will
tell you exactly how much traffic you are getting and how
effective it is. See our Guide to Google Analytics
You only get charged if someone clicks the link provided by
AdWords so you get what you pay for.

5. Google AdWords
Another great thing about AdWords is you
can target your ads locally. So if you only
want your ads to appear for customers in
“your town” you can make that happen.
AdWord‟s text advertisements are short,
consisting of one headline (25 characters)
and two additional text lines (35 characters).
Each word and phrase choice is VERY
important. You can also have image ads.

6. Google Adwords
Signing up for Adwords is simple.
1. Sign in to your account here. If you already have a Google account for
other Google services that same login should work.
2. You will have to confirm your Country, time zone and Currency in the
next step. You will not be able to change these things at a later date so
make sure everything is correct.
3. Click the Create your first campaign button. The campaign setup
process involves a few simple steps:
• Choose your budget
• Create your ads
• Select keywords that match your ad to potential customers
• Enter your billing information
Once you complete these steps, your account will be activated.

7. Google Adwords
First, you‟ll want to set goals, objectives and targets. You
can‟t measure something you don‟t define so this is
important. Once you do that you can start to create your
campaign:
1. Name your campaign
2. Select which type of campaign you would like to run.
You can choose whatever you feel suits your needs
best but they recommend Search & Display Networks
to reach the most customers.
3. Choose your Network next. You can choose either
Google Search Network, Google Display Network or
both. Google Search Network is Google search and
search partners while Google Display Network is
Google‟s network of partner websites (not search).

8. Google Adwords
4. Next you will choose what types
of devices your ad will appear on.
You can choose all devices
(recommended for beginners) or
select specific devices.
5. Location is next. Your options
here are:
• All countries and territories
• Canada (default option
chosen by Google)
• Let me choose (here you
can type in a specific
province, city, postal code
etc…)

9. Google Adwords
6. Next, up we have Budget. You can manually set your CPC (cost-per-click) price here or let
Google AdWords set your bids to help maximize clicks within your target budget. This option
allows AdWords the freedom to set the CPC for your keywords while staying within your budget in
order to get the most clicks each day.
This is not something anyone else
can really tell you what to do as
everyone‟s budget and goals are
different. You could get your feet wet
by trying $100 per month or even
less. If your business is a little bit
bigger you could try $50 per day but
feel it out, and you can change it
later if it‟s not working for you. Enter
a daily value in this box.

10. Google Adwords
7. Finally, we have ad extensions. You can use this optional feature to include relevant
business information with your ads:
• Location- Extend your ads with location information
• Sitelinks- Extend your ads with links to sections of my site
• Call- Extend your ads with a phone number
• Social- Increase the social relevance of your ads by associating them with your Google+
Page
8. Then click Save
and Continue.

11. Google Adwords
Once you‟ve done this you will be brought to the next page where you can create an Ad Group,
provide your descriptive titles and choose keywords.
1. Name your Ad Group. An ad group contains one or more ads and a set of related keywords.
2. Next you will provide:
• Headline
• Description line 1
• Description line 2
• Display URL (ie- www.SupernovaMedia.ca even if
they are not just going to the home page. This is what
people will see at the end of the ad.)
• Destination URL (this is where you put the specific
URL you want to direct your customers to, ie-
http://supernovamedia.ca/pricing/)

12. Google Adwords
3. This is the meat and potatoes of your campaign: the keywords.
These are Google‟s tips for selecting keywords:
• Start with 10-20 keywords.
• Be specific: avoid one-word keywords. Choose phrases that customers would
use to search for your products and services.
• By default, keywords are broad; matched to searches to help you capture a
wider range of relevant traffic. Use match types to control this.
• Learn more about choosing effective keywords.
Once you have chosen your keywords you can enter them in the text box. One
word per line. Once your finished, select Save and continue to billing. You can
set up billing later, but your ads will not activate unless you do go through the
process of setting up the billing info.

13. Google Adwords
Now, it‟s just a matter of monitoring the
activity and optimizing your ads based on
traffic and favored keywords.
See our Guide to Google Analytics

14. Google AdWords
Have you ever been „stalked‟ by an ad?
You notice it one day, click it, and check out the page and info on the
product and maybe you decide it‟s not for you, or not “right” now. A little
while later (days, months) you‟re browsing the web and the same ad pops
up AGAIN! You think; “Hey, I‟ve seen that before, let me check this out
again”. Clearly it‟s meant for me, I‟ve come across the ad before, it‟s a
product I‟m interested in so I go ahead and buy it. That‟s a conversion.
A successful „conversion‟ is someone who does just that. Clicks the ad
and buys the product. (or whatever you define a conversion as- ie: signing
up for your newsletter, etc..) Most of the visitors do not and will not
convert but that‟s just how an online business works. Most just browse,
but with proper ads, keywords and promotion, hopefully you can increase
that conversion rate.

15. Google AdWords
Presenting your ad and sales message to people
who have already seen it is called re-marketing. If
you could relate in some way to the example on
the previous slide, that‟s why it works. That
repeated exposure will hopefully convert more
prospects into customers.
Re-marketing is especially good for „free-trials‟ or
limited time only events that will change with time.
But how do I get them to see my ads again?
Google Display Network in Google AdWords that
will help you with this.

16. Google Adwords
The great thing about re-marketing with
the Google Display network is your ad
can be displayed out of context.
Usually your ad will show up on pages
with closely related content and
keywords but once someone has
already shown interest in your ad, it
can be displayed without the „web
surfer‟ searching related items.

17. Google Adwords
The way to setup a re-marketing campaign is to click
on the “Shared Library” link that is in the left hand
navigation under the “Campaigns” tab in AdWords.
From there, click on the Audiences option, and click
view. Once you do so, you will be brought to a page
that gives you a little info on how it works and then
you can click „Set up remarketing‟ at the bottom.
The first step is to review the privacy policy. Next,
Google provides you with some code to copy to your
entire site. Once you do this proceed to the next
page.

18. Google AdWords
Defining your lists comes next. Here is an example from Google:
Imagine that you have a site with this URL structure:
www.example-site.com
www.example-site.com/sports
www.example-site.com/sports/basketball
www.example-site.com/sports/football
You could create a list called "Category Sports," and the list definition could be "URL contains
sports“
Once you are finished, pick a name and description for the list, and set the membership duration
(how long should Google recognize someone as being on this list from the time they‟ve visited
your page). The default length is 30 days, but you can make it as short as a day, or as long as 18
months.

19. Google AdWords
Image ads on Google sometimes get
overlooked but don‟t make that mistake with
your campaign.
Many users prefer image ads as it gives a new
dimension in addition to normal text ads; but
not only that:
Supernova Tip: “a large portion of Google’s
Display Network is setup to favor image ads”.

20. Google AdWords
You can target your customers based on what actions they took came to
your site and which actions they took to help promote conversions. Here
are some examples:
• If they’ve visited a specific product page, they could be researching
different products in that category. Show them ads that showcase the
benefits of your product versus the competing solutions that they might
be evaluating.
• If they’ve visited your pricing page, they could be price shoppers who
need to see more cost-justification information. Show them ads that
include ROI calculations, examples of benefits, and your money-back
guarantee.
• If they’ve visited your community page, then they‟re probably interested
in user engagement, so show them testimonials from satisfied users,
and statistics showing how many tweets, shares, and so forth your
content is generating.

21. Google AdWords
• If they’ve visited your email subscription
thank you page, then you can show them
targeted ads referencing the material that
you‟re sending them via email, to make your
messaging even more effective and
pervasive.
• If they’ve visited your shopping cart (but
abandoned the process), then they‟re the
most valuable group of people you can
target, because they were within one click of
becoming your customers. Showcase the
benefits of becoming a customer, including
social proof from existing customers.

22. Google Adwords
These are just a few reasons why re-marketing is important for your
business. Create different ad groups for each of these categories
and gradually track your results to find out what works for you.
It‟s a simple process that should take less than an hour to setup so
we say it‟s well worth your time and effort.
We‟ve looked at creating campaigns and re-marketing; two very
important parts of Google AdWords. Once you get going you will
learn more about what works best for you and your company.
Bottom line- if you‟re looking for something to boost your business-
Google AdWords may just be what your looking for.

23. Our Services
Being Passionate comes easy when you
genuinely enjoy what you do. We offer an
array of services at Supernova Media but
here‟s what we do best:
• Web Design & Hosting
• Consulting
• Branding
• Virtual Tours
We know that your success is our success.
Contact Us

24. About Nancy Bain
Nancy is a business owner, educator, and business strategist
with more than 20 years experience. When she is not advising
and teaching people about social media, Nancy spends a lot of
her own time using social media.
Find Nancy online:
Google+ : Nancy Bain Like Supernova Media on
Follow Nancy on Twitter Facebook
Visit her Website Find her on LinkedIn
Follow her Blog And visit her YouTube Channel