Google Adwords: where to start and how to boost your business

Marine Klein
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When it comes to advertising online there are a number of different options available to help differentiate yourself from the competition as a small business owner. These can include using search engine optimisation, creating blog content, or designing a solid website – all of which can potentially take time. But if you’re looking for immediate results, the top of the pile is Google AdWords.

This article will take a look at AdWords, explain how it works and how you can easily start to make it work for you and your gas, heating and/or plumbing company.

So, what is Google AdWords?

Google AdWords is an online advertising service that lets you pay money to make sure that your company or product appears at the top of the list when an individual uses the search engine.

So, if you would like your company to be highlighted on a search, you can choose certain phrases or words that will display your advert.

What this means is that a customer interacting with AdWords will have a certain type of experience. When an individual carries out a search on Google, they will have a need, query or problem.

For example: ‘plumbing heating gas repairman Sussex’. Google considers these as keywords and once they are entered, you have the ability to put your advertisement in front of that person if their keywords match the ones you have chosen. If the customer then selects the advert, you pay Google per click (PPC) and they are brought to your site.


This process has become so popular and effective that it now provides Google’s primary source of income and, if used effectively, can help boost your sales as well.

What does it do and how does it help boost my business?

When you pay to be listed on AdWords, an advert is placed at the top or side of the browser detailing your business. This will be made up of copy you have written and a hyperlink that allows people to very quickly be taken to your site.

This rapidly accelerates traffic to your page and allows you as a small business owner to maximise the effectiveness of what may be potentially limited resources in a meaningful way.

You can also define how the keywords affect users. You can choose a geographic radius, certain times of the day to advertise on and other details. Obviously, some words will be more popular (and therefore more expensive) than others and it’s important to do research before making a decision.

Where do I get started?

Before you reap the benefits of AdWords, you have to carry out the following steps:

  1. Open an AdWords account: The first step is registering with the company and making sure that you are happy with the steps involved (click here).

  2. Carry out your research: Before you start buying or bidding, take some time to do a bit of research around your current marketing. Where is it falling down and how much you can currently afford to budget?

  3. Identify which keywords will work best for your company: At this point, you can start choosing phrases that work best for you. Once these are selected, you can...

  4. Bid on those keywords: You can then enter the keywords that you have settled on and bid for them against others.

  5. Write good quality copy for those adverts: Once you have won your keyword, you can carry out the process of drafting the text for your chosen advert. This should be concise and thoroughly reviewed to ensure conversion.

  6. Commit: Your advert is ready to be placed. Before confirming, remember that Google AdWords works on a PPC basis - it is therefore vital to initially set them up in a way that can be used to ‘test the water’ and will not break the bank if unsuccessful.

  7. Analyse your outcome: After a period of time, you can take a look at your AdWords program and figure out how it is working for you. Ask, where is it not working and why? Where is it successful? And, what can I do to improve or bolster it going forward?

What are some tips for using AdWords?

Consider the negatives: As with any type of advertising, there will always be downsides or limitations. As AdWords runs on a PPC model, payment will have to be tendered even if the individual does not ‘convert’ to become a paying customer. The limited space available can also hamper the message that you can send through the advertisement if not used correctly.

Ability for analysis: One of the biggest pains and drains on resource is conducting the final analysis on your marketing drive. This involves identifying how successfully you interact with your customers and where in the process the chain ‘broke’ and individuals failed to convert to paying customers.

AdWords allows you to access this flow very easily and see where through analytics. This means you can quickly course correct and find a combination of keywords, advertising content that will allow you to reliably get customers to your site and have them interact with it as you intend.

Once you have discovered a process that works you can then increase your resource to your marketing drive and allow it to become exponentially more effective.

Larger companies: With keywords purchased through an online auction house, larger businesses can have an advantage by having the resources to buy up well-used keywords in high volume.

While this can make it difficult to settle on a suitable keyword, this can potentially be used as a strength. This can help ensure that you do not waste your resources on the wrong keyword or on badly written, non-converting advertisement copy.

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