Welcome to Part 2 of the Google AdWords Series.  Profit from Pay Per Click – Part 1, reviewed information about what Google AdWords is and how it can be a great tool for businesses of all sizes to drive traffic, generate sales, and acquire customers.  Part 2 covers the first step in the process; how to set up an account.  Not the most exciting topic, but a necessary one. Afterwards we’ll move on to more interesting aspects of how to create effective campaigns and understanding how Pay Per Click (PPC) can be an effective internet marketing tool.

One of the things that I’ve found very confusing are the differing sets of directions there are associated with setting up an AdWords account.  I’ve tried to sort through the various options and boil it down to the basic task of setting up and verifying the account without diving into the particulars of setting up campaigns.

As we walk through the process, keep in mind that Google changes the layout of pages from time to time so don’t get frustrated if the screen shot in the post doesn’t look exactly like what you see, the steps will be the same even if the button is in a slightly different location.

Google AdWords Account Set-up

Step One – go to Google AdWords.  You can get there in a couple of different ways.

  • Navigate directly to http://adwords.google.com
  • Search On Google Adwords and click on the main link – Google Adwords – Online Advertising by Google
Google AdWords Landing Page - Start Here

Step Two – Enter your Google account or create a new one

You have to have a Google account of some sort in order to set up and use an AdWords, if you’re not currently using Gmail, you’ll need to set one up.  If you already have an account you can use  that.

There are two choices on the initial set up screen; either you have an email address associated with a Google service or you don’t.

The menu changes dynamically based on which radio button you select.  If you choose :  I have an email address and password I already use with Google services like AdSense, Gmail, Orkut, or iGoogle.  Your options will be to use your existing Google account or choose a new login name and password.

create Google Adwords_exisitng email

A word of caution to folks that have multiple Gmail accounts – if you’ve already set up a Google Analytics account (Google’s free service that tracks how visitors engage with your website and provides insights for search engine optimization), your AdWords account should be the same as your Analytics admin email.  (if it’s not you can tie two accounts together later, but it makes it way more complicated).

If you choose I do not uses these other services, you’ll be prompted to create a new Google Account to use with AdWords.

You’re ready to set up your first campaign or are you?

Launching and Managing an effective AdWords campaign involves more than coming up with a list of keywords and writing some ad copy.  In order to optimize your spend and achieve good results you’ll want to incorporate the following concepts as a part of your process.

  • Identify your target audience and market potential
  • Define your keyword tactics
  • Establish a testing strategy
  • Determine your goals and how you’re going to measure success
  • Evaluate the quality of your website’s landing pages and content
  • State your value proposition and advertising strategy
  • Understand the Goals of your Ad

The list of things to consider could go on and on, but this is a good starting point.  In the next post we’ll delve into some key aspects of organizing your AdWords Campaign.

If you have any tips or experiences to share, I’d love to hear them!