Are you confused about Google AdWords? Unsure as to how you might use it to generate leads and increase online sales? If so, help has arrived - this crash course on Google AdWords for beginners will have you creating leads and generating business in no time.

But First, the Basics

AdWords is all about positioning your business online for maximum exposure. By using the right words and strategies, you can create AdWords campaigns that can help you get noticed far more often than organic searches. True, it’s pay for play, however, you’re always in control. In fact, you only pony up when someone clicks on your ad, and even then, it can be fairly inexpensive.

Writing for Adwords

Effective AdWords campaigns are deceivingly simple looking. They consist of brief text-only ads that appear when you look up a given search term, such as ‘removing soap scum’ or ‘vinyl siding.’ You’ve seen these when you’ve searched online. Perhaps you’ve even wondered why some ads appear more prominent.

There are many reasons for this. The advertiser may have agreed to pay more to use certain keywords¬ - the ones you typed in to start your search, for instance. Or they used the same exact phrase in their advertising, another way to heighten visibility. Or their ad may have simply appealed to more viewers.

The key is to create AdWords campaigns that resonate with searchers on many levels and rise above the competition. Here are three ways you can do this:

1. Focus on your differentiators.

You’re not the only vinyl siding provider available online, but you may be the only one in your area with a lifetime warranty. Or you may offer free installation or certified employees. The key is to find your differentiator and drive it home. This may require you to research your competitors to see what makes them different.

2. Don’t beat around the bush.

You have limited time and space to make your point. Be straightforward in your promise and don’t mince words when you want action.

Instead of this:

Vinyl Siding Experts
Wide variety of colors plus custom colors, too.

Try this:

Your New Vinyl Siding is Waiting!
Your color, your way installed - get your free estimate today.

3. Entice with a Special Offer.

One of the most effective ways to get your AdWords campaign noticed is by including a special offer. Do you really sell the best product for cleaning soap scum? Include an online offer for a free sample.

Another smart way to increase interest and get searchers to take action is to leverage their fear of missing out (FOMO). Create an offer that’s only good for a limited amount of time online. Ticket sellers will do this to encourage action and enhance the illusion that ‘tickets are going fast.’

Test, Test, and Test Some More

Once you’ve conducted an AdWords campaign, test different copy options and offers. You may find that different combinations work better than others, or that certain ads perform well with unique calls to action.

Because the expense is minimal, it’s easy to run two ads (or more) and know instantly which works better. It’s also easy to weed out failures, learn what went wrong and move forward. But the first step is to get acquainted with the concept of Google AdWords and the impact they can have on leads. The sooner you try, the more accomplished you’ll become.