Digital training and consulting company, Marketing Tom Media, has invited us to help train people at the upcoming Google AdWords Workshops this month and next.

Last year, Chris and I were involved in the 2 day Google AdWords Masterclass, which got great feedback, so myself and Alun from Marketing Tom Media are doing it all over again.

Whether you are new to Pay Per Click advertising, or have some experience and want a refresher or are keen to learn the more advanced features then we'll be covering everything, from building accounts and choosing keywords to writing adverts and using ad extensions to really stand out.

The spaces have been filling fast and there are only a couple of seats remaining. You can read more and book online here

If you’re looking to control your advertising spend whilst getting a good return on your investment, Google AdWords – Google’s own paid advertising platform – is a good choice. No matter how much time or money you have available, AdWords can help you to reach new customers and get your business noticed.

Google give subscribers to the service complete control over the positioning of their ad, advertising spend, and also visibility of the impact of that ad and whether it is performing well or needs to be changed. AdWords allows businesses to reach customers at the exact moment they are searching for a product or service. Your ad will be displayed in a prominent position and the best thing is you only get charged when somebody clicks on your add.

There are many benefits of using Google AdWords:

  • The service allows you to reach people who are searching for your services or products – this is great as these people are in the mood to take action and are more likely to click on a prominent ad
  • You can choose exactly how or where your ad appears
  • You have complete control over your AdWords spend – if an ad isn’t working particularly well, you can pull it and review your advertising once again
  • There are no contracts and no up-front payments – you only pay when somebody clicks on your ad

Google AdWords works by using cost-per-click bidding, hence why it’s also called ‘Pay Per Click’ (PPC) advertising. That means you are charged whenever somebody clicks on your ad and not the moment your ad is published. Basically, there are a number of bidding options available to you. You can choose to set a monthly budget and Google will never charge above this rate, or you can set an unlimited budget.

AdWords also gives you complete visibility of your ad’s performance. Not only can you see how many customers are connecting with you, but you can also see where they are coming from and the time of day they visited. This information is invaluable when it comes to perfecting your website and how your ads are worded. AdWords also gives you access to tools that allow you to improve and edit your ad in order to increase its effectiveness.

Part of creating your ad will involve the selection of your ad’s wording. You’re going to need to get creative here as Google only allows a short ad, but with the clever use of keywords you can get your point across in just a few words. Google also has a Keyword Tool that will help you pick out the best for your business.

All in all, Google AdWords is a great service if you are looking for a cost-effective and controlled method of advertising. Unlike many other advertising services, you will not be charged unless your advertising campaign is effective.

Are you interested in Pay Per Click advertising for your business? Why not contact one of our Google AdWords consultants today?

Don’t let it be said that we aren’t willing to share here at Liberty. Yes we do have our own team of pay per click advertising specialists and yes they are extremely good at what they do, however, we are still willing to spend a little bit of time compiling this list of common pay per click advertising mistakes you should avoid like the plague should you decide to run your pay per click advertising campaign in-house.

Analyse your results

A pay per click advertising campaign is for life, not just for Christmas. Granted that’s a poor use of metaphor but it does help to emphasise just how important it is to look after your pay per click advertising campaign. You shouldn’t simply set it free to roam; it needs constant care and nurturing. All those statistics enable you to fine tune your campaign and cut off the fat, leaving a lean, streamlined and effective campaign.

Take your time over keyword choice

Choose your keywords wisely. Don’t make the mistake of assuming that a more expensive keyword is a better keyword. Conduct thorough research. You never know, you might unearth a gem! Sometimes niche keywords produce the most lasting results and the more targeted your choice, often the less expensive the bid.

Give your ads a chance

Don’t go chopping and changing your pay per click advertising campaign when you start to panic that you aren’t receiving enough clicks. To establish a true picture of the success of an advert, even if it’s destined to fail, it is essential to give it every chance. By leaving adverts for a good amount of time you will eliminate any element of doubt. Such an advert can then be removed from your future pay per click advertising strategy with certainty.

The top spot is not reserved for the biggest spender

Pay per click advertising can be a great leveller. Do not make the mistake of assuming that by blowing the competition out of the water with a high bid, top spot is guaranteed. Google is far too clever for that. Your bid will be considered alongside the wording of your ad and the quality of your landing page. Keep the standard high or prepare to be usurped!

If you’d rather trust the proven expertise of pay per click advertising specialists, Liberty Marketing’s in-house team benefit from the experience gained whilst managing over 200 campaigns.

If you believe the adage there is no such thing as bad traffic, you could well be wasting a good proportion of your Google AdWords spend by neglecting to add negative keywords.

Negative keywords can be defined as those terms which are not relevant or associated with the products or service being offered. Negative keywords can pose problems, as often a term which is relevant to your industry can also be used widely within another.

An example of the importance of a Google AdWords consultant identifying negative keywords can be seen in the following instance:

If, as a dedicated Google AdWords consultant, you are looking to attract new customers to your Pay Per Click service, you might choose to run an ad campaign with the search term ‘increasing traffic’ featuring heavily. However, traffic is a term more widely associated with the congestion of our roads, and as such your ad will likely be clicked on not just by individuals looking for a Google AdWords consultant or methods or increasing traffic via a PPC campaign, but also individuals trying to work out how long it’s going to take to get to work in the morning.

If your ads are attracting clicks from people looking for an entirely different service, then not only will you receive poor conversion scores, your cost per acquisition will also be far higher than it should be.

So how do you identify negative keywords?

  • Keyword research
    As Google AdWords consultants will doubtless be all too aware, you should never dive into a campaign without having completed thorough keyword research. You will be surprised by how many of the terms you assume will be most popular actually receive a low search volume, with other industry specific keywords mopping up most of the traffic. There are a number of keyword tools that can you help you to identify negative keywords and they are all simple to use so there really is no excuse.
  • Take a look at the search results
    The most popular search engines now have a feature which offers keyword term recommendations as you type your keywords into the search bar. This can help to identify other terms you have neglected to consider.
  • Look at industry literature and use your intuition
    If you are a Google AdWords consultant operating in-house then you are likely to know your industry inside-out, including all of the most industry specific terms. However, sometimes when you are so involved in a project it becomes difficult to see the wood from the trees. Taking a step back and approaching the industry assuming zero knowledge can help you indentify terms you may have overlooked.

There are plenty of other strategies you can use to identify negative keywords, but obviously our team of Google AdWords consultants have to keep some of their resourceful methods to themselves. For further insight or a no obligation quote, please call our Google AdWords consultants on 029 2076 6467.

As a result of numerous requests from online advertisers, Google AdWords has offered ad group level impression share metrics for the Search and Display Networks, making it easier to identify, analyse and track the success of your highest performing ad groups, helping you to ensure your ads capture the maximum number of impressions.

Here at Liberty, our Pay Per Click advertising team had been suffering from sleepless nights for some time, unable to dampen their excitement and anticipation at having three new columns on their ad groups tab to play with.

The three new columns responsible for causing such excitement are:

  • Impr. Share – this tab details the percentage of impressions you received as a proportion of the impressions you were eligible for.
  • Lost IS (Rank) – this column identifies the number of impressions you lost due to your Ad Rank.
  • Exact Match IS – (Search Network only) shows the percentage of impressions received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive.

In terms of Google AdWords, it seems it never rains but it pours. Pay Per Click advertising specialists are also happy to see the further addition of an update to the algorithms, ensuring more accurate campaign impression share metrics. This has brought about additional changes that PPC advertising professionals will need to keep abreast of.

  • Improved campaign level statistics – an improvement in the algorithms has not only improved impression share metrics, it has also updated all erstwhile campaign-level impression share metrics dating back to May 2011. However, as a consequence of this change, you are no longer able to see campaign-level share metrics prior to May 2011.

If you’re looking to make the most of your PPC advertising campaign, the experienced and professional team here at Liberty will put their expertise to good use making sure you receive the very best value from each and every penny you spend.

Sometimes the internet can seem like a cut-throat place. In such an environment non-profit groups and charities with limited budgets can lose out. Fortunately there are many good guys scattered across the web and, luckily, search engine giant Google is just one of them. 

What are Google Grants?

Google have been running a programme called ‘Google Grants’ for a number of years now. The Google Grants programme allows non-profit, charitable organisations to give their online presence a significant boost by providing them with their very own AdWords account. This Google Grants AdWords account comes with up to £310,000 worth of online advertising every year, allowing charities to make a big splash online. 

Why should your charity go for a Google Grant?

A well-managed AdWords account allows users to display their adverts right at the top of Google search results.

Put to good use, Google Grants are your organisation’s route to increased visibility, a greater presence, a louder voice, widespread support and significantly boosted donations. 

To date, Google Grants have supported and empowered more than 6,000 non-profit groups by giving them free access to highly effective AdWords advertising. The Google Grants programme has been responsible for some incredible charitable successes. From boosting Shop UNICEF’s profits by 43%, to gaining 10% more volunteers for CoachArt; Google Grants can be used to achieve great things.

Is my organisation eligible for Google Grants?

If you are a registered UK charity with current charitable status, you can apply for a Google Grant. Google Grants are available to you if you are registered with:

  • The Charity Commission of England & Wales
  • The Inland Revenue
  • The Office of the Scottish Charity Regulator

Along with registered charity status, you will need the following in order to be eligible for the Google Grants programme:

  • An up-and-running website to link to your Google AdWords Pay Per Click account 
  • A set of targeted keywords relevant to your charity
  • No money-making adverts (this means no affiliate ads and no Google AdSense etc.)
  • The ability to make the absolute most of the Google Grants programme and your free AdWords account. 

This last point is an important one. The team in charge of the Google Grants programme are obviously looking to ensure that the Grants they award are used to the greatest advantage. This means that they are far more likely to be given to organisations with a good understanding of how AdWords works. 

How do I apply for the Google Grants programme?

Before you do anything, make sure you know exactly what you are signing up for. Ensure you fully understand how Google Grants work and how you can turn a free AdWords account to your advantage. When you make your application you’ll need to:

  • Suggest potential keywords for your AdWords campaign
  • Provide compelling adcopy to work alongside them
  • Explain exactly how your charity will benefit from the Google Grants programme

If you are at all confused or uncertain about any element of Google Grants or AdWords, speak to someone who knows their stuff. Here at Liberty we have a dedicated and talented Pay Per Click team who work extensively with Google AdWords. Our Pay Per Click advertising experts can provide you with all the advice, training and information you need to make your Google Grants application a success. Call us now on 029 2076 6467 to discuss how we can help make your application stronger and take away a lot of the hassle.

Once you’re on top of all the facts, you’re ready to make your application. Just fill out the online Google Grants application form and wait for it to be reviewed. Due to the high number of applications, the review process could take up to 5 months. Once the review has been completed you will be contacted with the result. If your Google Grants application has been successful you will also be sent instructions to help you set up your Google Grants AdWords account and get started! 

What do I need to know about Google Grants?

Once your organisation has been accepted onto the Google Grants programme you will continue to benefit for as long as you continue to make good use of the award and stick to its rules. Here are a few key things to bear in mind regarding Google Grants:

Use it or lose it

Once you’ve won your Google Grants account, you’ve only just begun. In order to manage a successful AdWords campaign and to continue receiving free advertising from Google you’ll need to regularly work on and monitor your AdWords account. Signing in regularly and responding promptly to communication from the Google AdWords team will give your grant a longer life.

Stick to the rules

You can be taken off of the Google Grants programme if you fail to keep to the rules. There are a number of rules, but if you are using your free AdWords account for your own charitable purposes you’re unlikely to break any of them. The conditions include:

  • Only ever linking your free ads to your organisation’s website
  • Never using irrelevant keywords
  • Never using bids of more than $1.00
  • Never using your free ads for purely commercial purposes
  • Never using Google Grants ads to advertise financial products or vehicle and property donation

You have the power to boost your budget

If you prove that you are using your allotted Google Grants budget shrewdly and successfully (and to its full extent), you may be rewarded with an increased budget. Google Grants generally start at around £75,000 per year and could be increased to a maximum of £310,000 per year. To push budgets up and to create the most successful AdWords campaigns, many charities outsource the management of their Pay Per Click advertising to an online marketing agency like Liberty.

If you would like to learn more about Google Grants and how to boost your non-profit organisation using Google AdWords, get in touch with us today. Our AdWords experts can help you to win a place on the Google Grants programme and make the very most of all that Google has to offer.

Earlier in the year, Gareth was approached by an online publisher to write a book on Pay Per Click advertising. Bookboon publishes short textbooks for students, professionals and business owners to download from their site.

They mentioned that there is a demand for easy to understand books in the world of online marketing and they wanted a title on Pay Per Click and Google AdWords. They needed a new book where the advice would fall somewhere between an introduction to the topic and a step-by-step guide for those new to search engine advertising.

A few month and 15000 words later, Gareth had written the book. Chris, who heads up the Liberty Pay Per Click team (and knows Google AdWords and Analytics inside and out), contributed on some chapters and made sure the book was up-to-date following the numerous AdWords changes.

If you want to learn about Pay Per Click advertising, in particular Google AdWords and Facebook Ads, then you can download your copy of How Google Changed Advertising and How to Master AdWords here.


Call extensions for mobile devices have been with us for quite a while now. But this week, Google introduced a new version that is designed to target the desktop and tablet users – which will be rolled out to all advertisers over the next few weeks. 

So, if you’re an advertiser that enjoys healthy conversion rates from users phoning your business, you may wish to pay more for a phone lead than an online enquiry. Equally, if you’re an advertiser interested in online conversions – there are benefits for you too. 

How does it work? 

Currently the position of your advert in the Google rankings is influenced by your Ad Rank – which is your Quality Score multiplied by your maximum cost-per-click. With bid-per-call enabled, this will carry its own Quality Score and can directly impact on your overall Ad Rank. Which means you could improve your overall ad positions and generate more clicks and calls. 

Want to give it a try?

Go to the ad extensions tab and:

- Select the call extensions option.

- Select the option for a Google forwarding number. 

- Enter your max CPP

If you are already using call extensions for mobile, just enter a max CPP for the extension to show on desktops, laptops & tablets. 

What is really exciting about this type of targeting is the reporting. Not only will you see the basic dimensions, like phone-through-rate and cost-per-call. You’ll get extra metrics like call time, duration, and caller area code – which will be available from the dimensions tab.


If you want to learn how Pay Per Click advertising works and see what makes Google AdWords one of the most popular advertising platforms in the world then join us at our latest joint training course with Marketing Tom Media.

On the 3rd and 4th November in the ESIS conference centre in South Wales, Gareth Morgan, Managing Director of Liberty and Alun John of Marketing Tom Media, will be teaming up to offer another 2-day Pay Per Click Masterclass.

The course will look at everything from the history of search engine advertising and the theory behind Pay Per Click, to advanced AdWords uses, such as the display network and ad extensions. Attendees will be shown how to choose keywords, structure an account, write adverts, pick keywords, manage bids, and a whole lot more!

This training will benefit those new to AdWords as well as existing advertisers that want a refresher or a look at additional options.

Full details and a booking form can be found here. We hope to see you there!

AdWords advertisers are being targeted by scammers with a new phishing email that is being sent out a lot. In the past 24 hours, we've seen a few dozen of these emails target various inboxes belonging to Liberty and its clients.

Whilst phishing emails have been doing the rounds for years, and AdWords ones aren't a new thing either, these ones are different because they are written by someone who can actually spell. Even though previous emails were filled with misspellings and grammatical errors, they caught a lot of people out, so these will probably do quite well.

With the title "Google AdWords: Please Update Your Payment Information", the plain text email reads:

This message was sent from a notification-only email address that does not accept incoming email.
Please do not reply to this message.
If you have any questions, please our Help Center to find answers to frequently asked questions.

Please update your primary and backup payment information, even if you plan to use the same information.
Please follow the steps below to update your information and trigger our billing system to process your
next payment.

1. Log in to your account at
2. Enter your new or updated payment information.
3. Click 'Save Changes' when you are finished.

To update your backup credit card:
1. Visit the 'Billing Preferences' page, as described above.
2. In the Backup Credit Card section, click 'Edit'.
3. Re-enter your backup credit card details.
4. Click 'Save'.

To update your bank account:
1. Visit the 'Billing Preferences' page, as described above.
2. In the Bank Account section, click 'Edit'.
3. Re-enter your bank account details.
4. Click 'Save'.

Thank you for advertising with Google AdWords.
The Google AdWords Team