Google Adwords can be a fantastic system if you have a game plan and know the rules. Otherwise, you can burn yourself really really bad. Before you get started, you should have your goals in mind. These goals will help guide your keyword selection as well as your ad text.
How do you determine your goals for your Adwords campaign? It helps if you have an overall marketing plan that lays out where you want to go with your business and demand generation. Typically, the goals you’ll be working towards will be lead generation, brand awareness, relationship development and online sales.
If lead generation is your key goal, you’ll want to select words that reflect someone who is in the final buying stages of their purchase cycle. If you’re aiming for brand awareness.