When you’re looking for a way to spread the word about your business online, Google AdWords is one avenue to consider. Google’s advertising system places your ads on the search results page, on YouTube pages, overlaid on videos and in properties such as Google Maps. You already know that millions of people use the search engine and other Google services, so AdWords just makes sense. AdWords is even more appealing to business owners as Google has put into play a series of search engine updates that make it difficult for websites to naturally appear on the first page of the search results.

One of the perks of AdWords is being able to choose your budget, so you’ll never break the bank when you’re advertising your business. Plus, you’re only paying for actual clicks to your website, unlike pay-per-impression ads.

Most AdWords campaign starts with keyword research. What keywords are searchers using when that will bring them to your company? If you’re a plumber in New York, that’s a good start. However, it’s not the only possibility. People might be looking for someone to fix a broken water heater, repair frozen pipes, or install a new bathroom. Smart shoppers might be looking for insured and bonded plumbers, so there are plenty of keywords to consider. Long keyword phrases, known as long-tail keywords, often have higher payout because people with specific needs are ready to pay for them.

Ad copy is an important part of AdWords. You’ll be able to show a title, URL, and descriptive text in the ads that appear on the search results page. What you say is important! Obviously, your text should be relevant to the landing page where visitors wind up after clicking on your ad. Your add should show value to searchers, too. What do buyers get when they use your company? Same-day service? Free shipping? Professional insurance? Those things matter to consumers and will help in your ad copy. Furthermore, your ad copy should include a call to action such as “Buy now!”

You’ll also want to craft the perfect landing page, which will also include a call to action. If you’re trying to sell your plumbing services, then placing your phone number directly on the page or setting up a contact form allows users to get in touch with you. Make phone numbers clickable for mobile visitors, allowing them to call you directly from their phone. A Google AdWords management professional can provide you with other tips for your landing page.

Your very first campaign will be experimental, and that’s okay. Maybe you’re not sure how much you want to spend or haven’t yet perfect the perfect ad copy. However, if you find that Google AdWords is too much stress, you can ask for help. Google even recommends hiring a third-party Google AdWords management agency if you’re not comfortable with managing your own campaign. While this isn’t feasible for every company, your business might benefit by turning over the wheel to an experienced professional.