A Beginner’s Guide to Google AdWords

Google AdWords is a great paid-search advertising platform that can be used to maximize real estate on Google. Unlike organic listings that will appear in someone’s search results,…

Google AdWords is a great paid-search advertising platform that can be used to maximize real estate on Google. Unlike organic listings that will appear in someone’s search results, the platform allows paid sponsored listings to appear on the top and side of these results pages. Google ranks ads based on budget, keyword bids, landing page quality and click through rate, but they also allow many ways for a user to optimize campaigns themselves.

To start, a marketer should develop a digital strategy that focuses on improving organic search engine rankings (which one would do through SEO tactics) and running paid search advertising simultaneously.

Studies have shown that consumers are more likely to click when they see your company name appearing on the search engine results page, and in the sponsored results. However, don’t let that stop you from turning to AdWords. Improving your search rankings organically can take a long time, and requires much attention as you optimize the webpages of your site. If your website is appearing on the second or third page down in Google’s results, investing in paid search advertising is something to consider as part of your next digital marketing campaign.

You will of course need to create an account, or have an existing account in Google AdWords to get started. The AdWords account structure can be thought of as a puzzle: one part is not complete without the other. The structure begins at the account level, then campaign, then ad groups, and then finally, keywords.

At the account level, you would set up your billing, currency and country information. At the campaign level, you would choose whether you want to advertise on search, display, or both; devices to target; locations and languages to target; budget and any ad extensions. Under the campaign, you would then create your first ad group where you’ll be able to develop text ads and insert keywords. The character limits for text ads are 25 characters for the headline, two lines of description with 35 characters each, and the display URL with 35 characters. An example of an ad is displayed below.

Guide to Google AdWords from C&EN Media Group

 

Setting up a campaign is relatively easy, and following these best practices, you’ll be well on your way to creating a successful ad campaign!

› Brainstorm a list of 20-30 keywords per ad group: Create a list of keywords for each ad group, and keep the list updated with new ideas. Incorporate the same keywords within the text of your ad as well. When a user searches a keyword from your list, it will then appear in bold and draw their attention.

Keywords that are too broad or too narrow either yield many irrelevant clicks or no clicks at all.

Also, the more specific your keywords are, the better. Google AdWords allows four different keyword match types: broad, phrase, exact and negative. Keywords that are too broad or too narrow either yield many irrelevant clicks or no clicks at all. It is best to use “phrase” match type for keywords that you would like to appear in a certain order. You can also include negative keywords, for which you do not want your ad to appear.

› Create multiple ads in an ad group: Create 3-5 different ads for one ad group. After running the campaign for sometime, you can then evaluate which ones are performing well, pause any that aren’t, and create new ones to better optimize your spend.

› Use the tools: AdWords provides many great tools to enhance campaigns. The Keyword Planner is an essential tool that can help you generate many keyword ideas and provide traffic estimates as well. The Ad Preview Tool is another that will show you if your ad is appearing in the search results for certain keywords without accruing any impressions. It also identifies the reason why your ad may not be appearing.

› Optimize your landing page: The destination URL should reflect your keywords and call-to-action in your ad. The user shouldn’t have to look any further than the page they were prompted to. Do you want them to register for a webinar? Make sure they can do so from the site you direct them to. That information on your landing page should be set above the fold and have engaging information that interests the user. Make sure your keywords are listed in this page as well, as this will boost SEO traffic as well.

› Use ad extensions: Ad extensions allow you to add additional information to your ad at no additional cost. You have the option to include location information, links to relevant sections of your website, phone numbers, reviews and even apps when targeting mobile and tablet devices.

› Don’t just “set it and forget it”: Keeping a tab on the progress of your campaign is key to its success. Make it a habit to review the clicks and impressions you’re receiving from certain ads and keywords. For instance, perhaps the name of your initiative coincides with another industry’s – you won’t want to pay for those visitors. Remember that you can always pause any ads that aren’t working out, and bid up on those that are performing well.

With the right mix of text, keywords, budget and campaign management, Google AdWords is an essential tool for your digital marketing strategy. And, the best way to learn how to use the platform is to do just that – use it! In addition to these resources, you will learn your own tips and tricks that are particular to your product, campaign, and industry.

Want to take the next step in your AdWords game?
Continue reading with our new blog post:
Advanced AdWords for Science Marketers

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Sammi Wang

Account Manager
sammi@echinachem.com

Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

Sales Territory: China 

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Kyra Luttermann

Account Manager
kl@intermediapartners.de

Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Uwe Riemeyer

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Jim Beckwith

Account Manager
j.beckwith@jgeco.com

Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

Sales Territories: US East Coast and Southeast 

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Beth Kurup

Beth Kurup is an Account Manager based in Los Angeles, California. She handles marketing programs for clients in the Western United States. Beth’s media and marketing background aid her in creating strategic plans for clients with a focus on details and meeting objectives.  

Sales Territory: US West Coast Sales

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Pete Manfre

Account Manager
p_manfre@acs.org

Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

Sales Territories: ACS Meetings Exhibition and Sponsorships (ACS Spring, ACS Fall and Pacifichem) 

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Chris Nolan

Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

Sales Territories: US Midwest and Northeast East Coast; Canada; Australia; New Zealand and South America

Mariam Agha 

Account & Marketing Manager
CENBrandLab@acs.org

Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

Senior Editor
CENBrandLab@acs.org

Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

Senior Editor
CENBrandLab@acs.org

Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

Shane M Hanlon Ph.D.

Executive Editor
CENBrandLab@acs.org

Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

Heather Lockhart-Neff 

Account & Marketing Manager
CENBrandLab@acs.org

Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

Cynthia Graham-Tappan 

Managing Director, Sales Strategic Partnerships
CENBrandLab@acs.org

Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

Kenneth Phan 

Creative Director
CENBrandLab@acs.org

Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.