In a way, AdWords is a lot like college.
You show up on day one doe-eyed, forced to decide whether you’d rather dominate the books or the beer pong table. (If you’re a savant, perhaps you’re capable of doing both simultaneously.) If you study and learn and adapt and grow, you come out the other end successful – in college, this means a degree; in AdWords, it means obliterating your KPIs and your business goals.
Unfortunately, there’s another path, too. A dark, treacherous, expensive path, littered with bong rips and Nintendo cartridges: the one where you fail to plan and grow sufficiently. In scenarios such as these, both AdWords and higher education have the capacity to turn your bank account into an unmanned fire hose.
And nobody wants to see that happen. I don’t want to see that happen. In fact, I want the exact opposite. I want to be the parent beaming in a sea of other, less stoked parents, as you receive your diploma, not the one moving your Nerf hoop and flat screen TV back into the childhood bedroom where you’ll drift through your twenties in a balding malaise.
To improve your chances of AdWords dominance (and avoid becoming a dropout), we’ve put together this infographic detailing every step between you and PPC success, from goal creation and keyword research to counting bread on the deck of your mega-yacht.
How to Use Google AdWords, Step #1: Establish Account Goals
What are you using AdWords for? Lead generation? E-commerce? Brand building? How you structure your account and the features you take advantage of will hinge on your response.
Tolearn more about establishing realistic goals for your AdWords account, check out these resources:
How to Develop a PPC Plan that Aligns with Your Goals
5 Questions AdWords Advertisers Should Ask Themselves Every Quarter
3 Ways a Small Business Can Compete with the Big Guys in PPC
How to Use Google AdWords, Step #2: Determine Audience
Developing personas is essential. What do your ideal customers do? Where do they do it? When are they actively searching? On what device?
To learn more about developing customer personas and defining your audience, check out these resources:
How to Create Buyer Personas That Are Scary Accurate
3 Free Tools to Help You Understand Your Online Audience
4 International PPC Tips for Non-US English-Speaking Countries
How to Use Google AdWords, Step #3: Conduct Keyword