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Google AdWords 101


Google AdWords is a product from Google which assists you to advertise cost-effectively online. AdWords lets you create simple, effective online ads and display them to people searching online for information relevant to your mortgage and finance broking business through the use of keywords. It also makes it possible for you to only show your ads to the most relevant customers.

The way Google facilitates such highly targeted advertising is to display paid advertising on the top of the search results page, which draws customers to your advertised site. When you set up your AdWords account, you’ll find it extremely cost-effective as you only pay when someone clicks on your ad.

This article will provide you with guidance to help you get up and running with Google AdWords quickly and tells how you can start to get results.

How does it work?

Google AdWords operates like an automated auction of advertising space. The top ads appear to potential customers at the top of the page with a symbol denoting that they are paid advertising.


Google Adwords Eg

When you write your ads, you use keywords that are relevant to your business and services. A “keyword” is the search term or phrase that may be used by your potential customers to search for your business, services or information that may be relevant to the products you provide. The keywords you use in your ads need to match the words or phrases that people use to search for you in order for your ads to appear.

Google rewards relevant, quality advertising with a higher position on the search page and lower costs. It is therefore very important to ensure that your ads are relevant, of high quality and genuinely reflect the needs of your customers. Make sure that when your customer clicks on your ad, it takes them directly to the information they are looking for and provides it quickly and simply. This will help to ensure your customers are interested in what they find and make an enquiry.

How to set up your Google AdWords account

Setting up your Google AdWords account is easy. Just click here to go to the Google AdWords account set up page. Google will walk you through the set up process and provide a simple tutorial on how to use Google AdWords.

To create your Google AdWords account, all you’ll need is an email address and website for your business. (If you don’t have a website yet, Connective provides a very cost-effective option. To find out more, just click here.)

How to structure your Google AdWords account

Your AdWords account gives you three levels: account, campaign and ad group. Your Google AdWords account is split into campaigns, which allows you to try different approaches and offers. Each campaign is subdivided again into ad groups, which you can think of as categories and sub-categories that allow you to reach out to different segments of your audience.

For example:

Campaign 1 – Buying a home

Ad group 1 – First Home Buyers

Ad group 2 – Next Home Buyers

Ad group 3 – Property Investors

Campaign 2 – Building a new home

Ad group 1 – Buying off the plan

Ad group 2 – Building your own home

Ad group 3 – House and land packages.


  • Give each campaign an appropriate name so you can identify them easily.
  • Stick to one theme per campaign.
  • Focus on a single product or service in each ad group.
  • Aim for three ad groups per campaign and ensure each ad group is targeted to a specific group of customers.

Choose your matching options

Google’s matching options give you more control over when your ads show up in a search. This makes it more effective to use your keywords to reach the right customers and helps to reduce the possibility of wasting your ad spend by getting clicks from the wrong customers. The two basic matching options you should start with are Broad Match and Negative Match.

Broad Match will display your ad whenever your keyword is searched for, however it will also match to a relevant variation of your keyword. This is the default option for keywords.

Negative Match prevents your ad from showing when a word or phrase you specify is searched for. For example, if you have Home Buyer as a keyword and specify “First” as a negative match, your ad will not show on search terms such as “First Home Buyers.” This can be extremely useful when targeting your campaigns.

Selecting and refining your keywords

When choosing your keywords, it is important to deliberately select keywords specifically related to the product or service promoted in each campaign and ad group. Here are some good tips to help you choose effective keywords.


  • Think like your customers and use the words or phrases they would use.
  • Use negative keywords to prevent your ad from showing up on searches that are not relevant to your business, product or services.
  • Regularly review your keywords and remove any that are not providing value.

Write targeted advertisements

In order to write ads that get your customers clicking, grab their attention by using your best keywords in your ads. The more relevant the ad is to their needs, the more likely they will click on it to go through to your website.

Use a headline that focuses on what the customer is looking for. Provide a description that details the specific benefits and remember to include a call to action. When you are familiar with Google AdWords, you can create different ads to see which ones get the most clicks.


  • Use your keywords in your ad.
  • Include the unique selling points of your product or service.
  • Link the ad to the page on your website that is most relevant.
  • Use a strong call to action – call today, find out more, get free info.

Managing your Google AdWords account

A weekly review of your Google AdWords account will help you get the most out of your advertising budget. Each time you log into your Google AdWords account, follow the actions below to review how your account is performing.

  • Check the notification and account alerts on the home page when you login as they contain important information relevant to the performance of your campaigns.
  • Click on the campaigns tab and set a time range of 1 – 4 weeks to get good indications of recent performance.
  • Use the keywords tab to review your keyword performance. Here you will find the click through rate for your keywords and other information that could help you improve the performance of your keywords.
  • Use the ads tab to review click through rates for your ads and see which are performing best.
  • Refine your keywords and ads – use the top performing ads to guide you to make changes to poorly performing ads or simply delete them entirely.
  • Test new keywords and ads for your campaigns against each other. If you don’t have multiple ads in each ad group, try adding some to test which ones work best for you.
  • Remember to repeat these steps regularly to build on your success.

Take it to the next level

Google provides free online assistance and excellent video tutorials to help you take your Google AdWords campaigns to the next level. Once you’ve mastered the basics outlined above, you can easily learn how to expand your reach and measure your success using the analytics tools provided by Google in your AdWords account.

Connective provides excellent support for your digital marketing efforts with My Marketing and Connective Socialise. If you’d like to find out how Connective can help you use them to improve your bottom line, then make a time to talk with your local Sales Manager today. If you’re already a member and you need help with your digital marketing, please contact your local Broker Support Manager, they’ll be happy to help.