50-ways-to-make-your-first-sale

Chapter 26
Pay for Google Adwords
The headline, description and keywords are your testing “levers.” You’re
going to spend a lot of time adjusting them to see which combinations bring
you the most profit.
Let’s get into how you can use Google Adwords intelligently, so that your
budget turns into profit.
Start Small
There’s no reward for wasteful spending.
Before you choose 1,000 keywords and a budget bigger than you can handle,
it’s best to start with a small and manageable campaign. The key with
Adwords is to hone your skills before scaling. You need to learn what works
and what doesn’t work for your business.
So, start by choosing a few items that you know will probably move without
much persuasion. Next, select a handful of keywords and create a couple of
different ads for each item.
1 Make an ad group for each type of product you sell – The more
specific, the better. For example, if you sell shovels, make an ad group
for “snow shovels” and one for “gardening shovels”.
2 Create at least two ads for each ad group – You are going to want
to test these ads out against each other. This will be critical for scaling
and improving your profit later. We will discuss this more further
along in this chapter.
By starting with a few ad groups and a few keywords, managing and testing
your campaigns will be much easier. If you try to test too many ad groups at
once, it’s very easy to get overwhelmed and make poor decisions.
Choosing Smart Keywords
Once you feel you have Adwords down, think about setting up some smart
ad groups that may convert better for you.
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