An introduction to Google Adwords

Google Adwords is an online advertising tool that allows you to advertise in Google Search Results

Google Adwords adverts are displayed at the top and right hand side of search results.

In the screenshot above we have highlighted in red the Google Adwords adverts.

These advertisers (jdsports.co.uk, sportsdirect.com, amazon.co.uk) are all paying to be shown in the position that they are shown in. You can see that jdsports.co.uk also appears in position number 4 in the results. This is actually position number 1 in the 'organic' search results - which they are not paying for.

Google Adwords works on a 'pay per click' advertising model, which means that each time a visitor to Google Search is shown your advert and clicks on it, you pay Google an amount of money.

The amount that you pay for each click varies wildly depending on the keyword you are advertising under, from as little as 5p per click to as much as £50. It all depends on how many other people are advertising under the keyword you want to, and how much they are willing to pay per click.


Setting up Google Adwords

To get started with Google Adwords, you'll need to go to www.google.co.uk/adwords.

You can then go through the process and setup your Adwords account, your adverts & keywords.

Google Adwords provide an excellent free service to help you get started if you are unsure of what to do. You can telephone them on 0800 169 0702 or request a callback.

There are also many different online help guides available and video tutorials on YouTube that you can use.


Getting your conversion code

Once you have setup Google Adwords, we recommend that you use conversion tracking to monitor which adverts and keywords are working best for you.

You can follow the instructions here to find out how to install your conversion code, and the guide below will explain how you can get your conversion code from your Adwords account.

1. Once logged into your Google Adwords account click 'Tools and Analysis' from the top menu and then 'Conversions'

2. Then click the '+ conversion' button to create a new conversion type

3. Give the conversion a name, e.g. 'Sale' and select 'Webpage' from the list.

Then click 'save and continue'.

4. On the next page you'll need to select how you want to notify your customers that you are using Google Adwords tracking, either with the Google Site Stats message, or through your privacy policy.

Then click to continue to the next step.

5. On the next page click 'I make changes to the code' and a drop down box will appear with your conversion code in.

Then you can copy this conversion code and place it into your account, following the instructions in this article.