AdWords Glossary (Part 1)

AdWords Glossary
(Part 1)

There are countless acronyms and abbreviations used throughout Google AdWords, not to mention terms and phrases that will mean nothing to the uninitiated.

In this blog post we'll try to explain a few of them and hopefully help in demystifying AdWords.

Campaign - This is highest level in the structure of AdWords and will contain your Ad Groups and overall settings. If you imagine all your Ad Groups as the rooms in your house, the Campaign is your house itself. You can have multiple campaigns e.g. if you offer multiple services, you'd have a campaign for each

Ad Groups - Whereas the Campaign is overarching, an Ad Group is more specific and will contain keywords and adverts that all share a similar target. This allows you to control specific elements for specific requirements. For example, if you cover multiple locations you'd have an Ad Group for each e.g. Oven Cleaning Blackburn, Oven Cleaning Preston, and this then allows you to set different bids, adverts etc for each

Keywords - Keywords are the words or phrases you choose that will cause your ads to appear when someone types them into Google

Impressions - An impression is recorded every time your ad appears in the search results. Always remember though that this just records how many times your ads have appeared, not how many times someone has done anything with your ads

Clicks - Much more important than impressions, a click is recorded every time someone clicks on your ad. Although you might think 'the more clicks the better', since AdWords is 'pay per click', every one of those clicks will cost you money

CTR (Click Through Rate) - The CTR is the number of clicks divided by the number of impressions e.g. if you have 100 impressions and 10 clicks, your CTR is 10%. The CTR is very important to determining how well Campaigns and Ad Groups generally are working, but are essential in seeing which keywords and ads are working best for you, and allows you to tweak them accordingly

CPC (Cost Per Click) - The CPC is the total cost divided by the number of clicks e.g. if your total cost is £100 and you have 10 clicks, your CPC will be £10. As we've said, AdWords is 'pay per click', so the CPC allows you to see exactly how much you're paying for every one of those clicks. Thankfully, you can set a 'maximum CPC', so it is a controllable element. Remember though, AdWords acts like an auction, so the more you are prepared to pay per click, the higher your ad is likely to appear in the results

Cost - Depending on what bit of AdWords you're looking at, this is the total cost you're paying for that particular campaign, ad group, keyword, ad etc. Put simply it's the number of clicks multiplied by the CPC

Conversions - It's easy to get your ad to appear, and to an extent it's easy to get people to click on your ad, but conversions record the number of emails and/or phone calls you have actually received

Cost per Conversion - This is the cost divided by the number of conversions e.g. cost is £100, you've had 10 conversions, so your cost per conversion would be £10. This is an essential metric for working out if your AdWords is cost effective. For example, if your average job price is £100 and your cost per conversion is £40, assuming you book every enquiry, that would still only leave £60 to cover every other cost (wages, materials etc)

Conversion Rate - This is the number of conversions divided by the number of clicks. Clearly, if someone clicks on your ad, you want them to make an enquiry, and the conversion rate will show you the percentage of how many actually do so

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WHAT WE DO

Here at AdWords 4 Cleaners, we do one thing and one thing alone - Google AdWords Management specialising in the cleaning sector.

Every campaign is tailored to each client's specific needs and requirements, and our primary aim is to see you generate as much business as possible at the lowest possible cost.

Just some of the thing we will do to achieve this include:

RESEARCH - we will find you the right keywords, search queries, negative keywords and locations

AD WRITING - we will design, write and constantly A/B test all your Google adverts

MONITORING AND REVIEW - we will constantly monitor your account, updating and changing to maximise performance

PERFORMANCE FOCUS - we will focus on cost per click (CPC), click through rate (CTR), return on investment (ROI)

IDENTIFY GROWTH AREAS - as industry and customers change, we will actively seek out new areas of growth

AD TARGETING - ensuring that all keywords, ads, geographical locations, devices and delivery times are focused on your potential customers

ONE CLIENT, ONE AREA - if you are a cleaning client covering Manchester, you will be the only cleaning client covering that area

NO AUTOMATION - we promise not to use Google automation and all changes will be manually done

LANDING PAGES - clicking Ads is one thing, but we can advise on your landing pages to help those clicks convert into customers

WEB DESIGN - if you are a new business, or feel your website is outdated, we can also offer a web design service

The most important thing we do is to understand your objectives and customers, and then focus everything we do to help you in achieving your goals.

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ABOUT CARL HANCOCK

After working in corporate marketing for 10 years I decided to go freelance with a specialism in small business development. Although I was offering a wide range of services from marketing plans through to logo design, it was through the use of Google AdWords that was enabling the most growth.

A chance conversation with a client who was formerly a carpet cleaner got me thinking that maybe if I was able to make money for my clients' businesses via AdWords that I could do that for myself and Pro Carpet Cleaning Ltd was born.

Less than eight years later in January 2021 I sold that business for a six figure sum and in that time it grew from myself and one other to a team of 13 servicing over 8000 clients a year and with a turnover approaching £1m. AdWords were the sole way of generating new business....and it worked!

Having made a success of Pro Carpet Cleaning I'm now offering my knowledge and expertise in the sector to any cleaning firms that want to use AdWords, or are using them and think they could be performing better.

There are lots of people who understand AdWords, but I also understand the cleaning sector, the way your clients search, and using AdWords for myself I made a fair chunk of money. Not many people can say that!

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