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Advertising with AdWords, the pay-per-click (PPC) service from Google, can be daunting for a newcomer, and expensive if handled incorrectly. In this four part guide, we'll simplify the process - helping you to run a successful AdWords campaign, in just 20 minutes a day.

Should I Do It Myself?

It's quite possible you don't have the time or energy to learn new skills, in this situation it can be best to let an experienced internet marketing company handle things. WebExpress can solve your PPC advertising worries using proven techniques, at affordable rates - if this is what you're after, please dont hesitate to contact us.

If you're still reading at this point however, you are clearly ready to tackle things yourself, so let's get to it.

The Basics - What is AdWords? Why Should I Use It?

AdWords is the pay-per-click advertising service from the Google search engine. It allows us to place text adverts on the results pages of searches using Google, for which we pay a fee every time an ad is clicked.

Google is without doubt the web's most trusted search engine, and the AdWords ads they display are also regarded as more useful than normal web advertising, as they serve the most relevant ads on the first pages of the search engine results (more on this later).

The Potential of AdWords

To illustrate how AdWords can work for us, let's look at a quick example.

John's Games Ltd is an online store selling sooden childrens toys.. rocking horses, train sets, that kind of thing.

John knows his average profit per sale is £25, and he knows his conversion rate from regular traffic sources is in the region of 1%.

If he gets the same conversion rate on his AdWords traffic, then a click is worth 25p - so as long as he spends less than 25p per click on his AdWords ads, he should make money.

AdWords allows us to set a limit we'll pay per click, our bid, so we'll almost always be able to use this type of PPC advertising to generate profit. The only hurdle comes when the average bid price is already more than the click is worth - we'll look at that later in this guide

Who Should (or shouldn't) Use Adwords

Adwords is not the ideal advertising solution for everyone. If you don't have a website which can easily convert visits into sales, it can still be useful for increasing brand or product awareness, but should be looked at more in the same way as traditional advertising - albeit very targetted.

If you only have a small amount of products in a competitive market, you should probably try other methods first. One example of this could be a clothing site with only a handful of "brand name" products, trying to compete with a large department store who probably are better for price & choice.

If you've got a good product range, competitive prices, a niche market, or all of the above, you should be able to use AdWords effectively.

The Secret to Successful AdWords Advertising

The two main factors that dictate our AdWords success are conversion rate & advert relevance. Conversion rate can be improved in a number of ways, as can advert relevance - lets delve into those areas later so that they can be looked at in more detail.

That's the end of part one of this guide, in part two we'll look at setting up your account & getting started with Adwords PPC advertising.