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Expectations & Goals Using AdWords

By way of setting reasonable expectations for AdWords, it is my opinion that it is rare first time advertiser who starts making a profit from their advertising immediately.. Usually, 'success' with AdWords will take some time, and some money invested. 

How much time and money it will take is largely dependent upon how much attention is given to both learning the AdWords program and then managing the account once it's running. If I were to summarize how well AdWords will work for a new advertiser in a very straightforward way, it would be like so:

* Advertisers who expect to very quickly set up their account and then forget about it - and who do not have either the time or interest to really learn how AdWords works - will almost certainly be disappointed in their success.

* Advertisers who make only a moderate effort will likely see moderate success at best.

* Advertisers who take advertising with AdWords very seriously can find AdWords to be anexceptionally effective way to send highly qualified potential customers to their site. 

When I speak of taking it seriously, I mean spending a substantial amount of time learning both the basics and the nuances of how it works, then, spending a similar amount of time managing the account, experimenting, learning from the results of those experiments and updating the account, tracking one's Return on Investment (ROI) using the free tools available from AdWords, and so on.

Along the lines of learning about AdWords, there is a great deal of information provided in the AdWords Help Center and the AdWords Learning Center - with one of my favorites being found on the page below. It's a very useful overview of how to think about AdWords, and how set up an AdWords account for success:

Tips for success
The topics covered on this page - which are essential to using AdWords effectively:

  1. Identify your advertising goals.
  2. Organize your account for maximum effectiveness.
  3. Choose relevant keywords and placements.
  4. Create straightforward, targeted ads.
  5. Optimize your website for conversions.
  6. Track your account performance.
  7. Test and modify your campaigns to get the results you want.

With all that said, I wish the best of success with AdWords, should you decide to use it! Here's a link, if you want to get started

(Shamelessly plagarized from Googler AWP, who welcomed me to the Community when I showed up confused and bewildered. I still think this is one of the best pieces of advice that a new advertiser can get.)

about Theresa Zook

I am co-owner of All About Clicks, an agency focusing on SEM & SEO for SMBs. To explain that jumble of acronyms, we work with our clients to enable their businesses to compete successfully in today's connected marketplace. Contact us (at for information or to discuss having your account reviewed.