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Google AdWords Explained

A simple explanation of how Google AdWords works, how ads get displayed, how much you pay for each ad and more


Google Ads Cost

How to calculate your total google ad costs, estimate a budget that works for you, and what you pay to Google for advertising


Scaling Your Business With AdWords

What to consider before starting, how to scale your business using AdWords, How to Use Google AdWords Effectively


Google Display Advertising

Benefits of Using Google Display Network for Your Business, setting up display campaigns, examples and tips

conversion tracking

Conversion Tracking

How does conversion tracking work? Conversion tracking basic options and setup

Quick References

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Frequently asked questions

You’ll need an AdWords account before you can reach your customers with targeted search ads.

Step 1: Head to the Google AdWords main page where you’ll see a brief introduction on getting your ads on search:

Step 2: If you already have a Google account, click the “Sign In” link at the top right corner. Enter your email address and click the “Next” button:

Step 3: On the next page, you’ll be asked to enter your password. Alternatively, if you don’t already have a Google Account click the “Start Now” button on the main page. Either option will take you to the following page to get started with AdWords:

Step 4: Enter in your email address (preferably one associated with your business) and your website where you’ll be creating ads for and driving traffic to. Then click the “Continue” button to start creating your first AdWords campaign:

To return to this page or login to your account from another device, simply head back to the Google AdWords main page.

Answering this question isn’t exactly straightforward.

Google advertising costs depend on a number of factors:

  • Industry: AdWords costs vary for different industries. For example, you can expect to pay much more per click for the insurance industry than in the furniture industry. It all comes down to the potential value that a new customer brings. People looking for insurance products are easily worth tens of thousands of dollars so companies in that industry are willing to pay more.
  • Competition: Advertising costs in AdWords are largely based on supply and demand. The more advertisers there are for certain terms, the higher the prices will be. This is something you’ll need to take into consideration when creating a new campaign.
  • Keywords: Finally, certain keywords are more valuable than others. For example, transactional queries (e.g. “buy digital camera online”) tend to cost more as they indicate purchasing intent whereas informational queries (e.g. “how to setup camera lighting”) may not be looking to make a transaction. Transactional queries tend have higher costs associated with them.
  • Location: Location is another factor that affects how much it costs to advertise on Google. A suggested bid can be higher in Sydney than it is in Adelaide even though the keywords are identical.

If you’re looking for a quick answer, calculate your Adwords Budget in minutes by reading our Adwords budget guide.

To get cost estimates for keywords you wish to advertise for, use the Keyword Planner tool. 

Keyword research is a fundamental part of PPC campaigns. When users search for keywords that relate to your products or services, you want your ads to appear for those queries. Using the right keywords then is crucial to drive targeted traffic and sales to your landing pages.

Fortunately, AdWords comes built with a keyword tool. To access the Google AdWords keyword tool, follow these steps:

Step 1: Login to your account

Step 2: Click on the Tools link at the top and you’ll see Keyword Planner in the drop-down menu

Step 3: You can then either search for new keywords, get volumes for keywords that you’ve picked out yourself or get suggested keywords by entering in your site’s URL or choosing a product/service category. 

Long tail keywords as the name suggests, are longer keywords, usually 3-4 word phrases that are super specific to whatever you are selling. For example “left handed acoustic guitar”, “cheap swimming goggles”, etc. You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy. These keywords tend to have lower volumes but are generally cheaper and more likely to lead to a sale.

Google offers free support to help business owners get started with a digital marketing campaign. This includes setting up an AdWords account and helping you build your business.

The number to get in touch with a Google AdWords representative is 1800 988 571.

Note that this free service is only available for new Australian advertisers. Fortunately, even if you have an existing account but would still like professional help, there are other alternatives available. Our AdWords experts manage and optimise your campaigns to maximise your return on your investment.

Call us today on 1300 853 844 to get started.

Google Partners is Google’s program for advertising agencies, digital marketing professionals, and other online consultants who manage AdWords accounts.

An Adwords Premier Partner is a company that’s part of Google’s “authorized reseller” program, to which it refers SMBs. Our parent company Digital Monopoly is an example.

Here are some of the benefits of getting AdWords certified:

  • Demonstrate proficiency: Getting certified means that individuals have gone through extensive training on all aspects of Google AdWords, something that will certainly appeal to prospective clients. It also means getting a Google Partners public profile page that lists all certifications.
  • Up to date information: Google AdWords is constantly evolving to deliver better features for its advertisers. AdWords certification means that the individual has received up to date training as certified professionals are tested every year to maintain their certification.
  • Google Partner or Premier Google Partner badge: Agencies that meet all requirements can earn the Google Partner badge which shows their specialization area and can promote itself as a “Google Partner”. Prospective clients can see these badges in Google Partner Search when searching for agencies to work with.

Working with professionals who hold Google AdWords certification is beneficial for your business. It means getting access to individuals who have demonstrated proficiency in different areas of AdWords.

Google Adwords Express differs from Google AdWords in that it’s a much more simplified version and is designed with local businesses in mind. Here is a comparison between the two products:

Here is what makes AdWords Express appealing:

  • Ease of use: AdWords Express is designed to be as simple and effortless as possible. In fact, there are only a few short steps to follow before you can have your ads displayed.
  • Automated features: Automatically comes up with keywords that are related to your products or services. Even managing bids is also automated, saving you even more time.
  • Targeting: Your ads are automatically targeted based on your geographical category. Google will also target your ads based on the category that you specify.
  • No website needed: You can still advertise on AdWords Express but you will need to at least have a business page on Google My Business.

To get started, go to the Google AdWords Express homepage and login or sign up for a new account.