How AdWords can help YOU

How long does it take to create my account?

It will take 3 to 5 minutes to set up your account, and you can come back & edit your account or advertisements at any time.

Can I see how my google ad is performing?

Yes, at any time you can log in to your dashboard. From this view you will have access to manage your ad & see a comprehensive view of your ads performance, including how many clicks, how many people saw your ad & how much each click costs. We provide you with the statistics that are most important to you.

How do I make changes to my online advertising?

Simply login to your dashboard & make the necessary changes. It is simple to add keywords (search words), change your text or view search results.

What are keywords?

These are the words your clients will type into the Google Search engine when looking for your business. As you know your business and clients best, use the words you believe your clients will use to find you. Adflow will do the hard work and generate additional keywords to lead more customers to your site!

How many ads can I make?

Currently you can create 4 x ads with Adflow. It is also possible to include Sitelink extensions.

When do I get charged?

Adflow will directly debit your account for the service and notify you when your account is running low, before topping up your google ad spend. Remember, you only pay for clicks to your site.

What is a negative keyword?

After some time, you may notice people searching for products or services that do not relate to your business, and that are clicking your online ad. Simply add them to your negative keyword lists to streamline your online ad delivery, and optimize your results.

How much should I spend on a daily budget?

You can spend from as little as R10 per day. On average Adflow clients spend between R50 to R100 per day. We would recommend a minimum spend of R49 per day.

How to write ad-copy (text)

Since you only pay when a person clicks on your ad, it is critical the person understands what your business can offer them before they click your ad. Therefore, try to be as clear and concise as possible about your offer when writing you ad-copy.

The ad structure

The ads are distinguished from the organic links by a green marker which tells us it is an “Ad.” The structure of the ad is one headline, one display URL, and one description. Please see example below:

– The headline (blue text) has a max length of 30 characters each (incl blanks/spaces).
– Display URL (green text) is the URL of your website.
– The description (grey/black text) has a max length of 90 characters (incl blanks/spaces).

Destination URL

The destination URL is the website address linked to the ad. Remember that the ad should be relevant to the page you are linking to and vice versa.

To use multiple ads

If you are working within different areas, e.g. if you are a hairdresser offering both “women’s haircut” and “men’s haircut”, you could use one ad for your service “women’s haircut” and one ad for your service “men’s haircut”. Keep in mind that you can create a maximum of four different ads so don’t be too specific.

You will select new keywords for each ad that you create (make sure the keywords you select are relevant for that specific ad). E.g. only select keywords relevant for “women’s haircut” to the “women’s haircut”-ad. Also, don’t use the exact same keyword in two different ads.

If it is possible for your website, it is beneficial to link the ad to the most relevant landing page on your website, i.e., link the “women’s haircut”-ad to the part of your website that is about “women’s haircut”. This helps your visitors to get the correct information as quickly as possible and increases the chances for them to do business with you.

Display of ads

Your ads will be displayed on the Google search engine result for people who search for keywords that are relevant to the keyword you have chosen. However, there are no guarantees your ads will be visible every time someone searches on your keywords on Google. Your ads’ visibility depends on things like your set daily budget, the competition (how many other advertisers have selected the same keyword as you), and how good your ad is (ad-copy, sitelinks, landing page). Also, each person’s personal Google-history affects which ads will be displayed. For example:

– If you rarely click on Google ads, it is less likely you will see ads when you use Google.
– If you often search on the same type of keywords and don’t click on “ad A”, Google will think that you are not happy with “ad A” and that it is irrelevant to you. In order to try to make you click on an ad, Google will show you other ads, like “ad B”, “ad C”, and “ad D” in hopes you will click on one of those instead.

Impression share

You can look at the “impression share” statistics in order to see how often your ads are displayed when people search for your keyword. To improve your impression share you can raise your daily budget or improve your ad by, for instance, adding more keywords, adding sitelinks, and adding your phone number. A good impression share is normally around 80%

Geographical targeting

Geographical targeting is important because it lets you control where you want people to be located in order to be able to see your ad when they search on your selected keywords. Depending on how big your market is, combined with how big your daily budget is, it is important that you focus your advertising correctly geographically in order to get the most out of your budget.

For example, if there are enough people searching for “women’s haircut” in your local area, it is a good idea to focus the advertising on your local area (in this specific example, your city, since people usually don’t travel too far to get a haircut).

By using the geographical targeting you are increasing the probability that the people who sees your ad after searching on your selected keywords will click on your ad and later become your customers. You can choose between three types of geographical targeting:
– Country
– County
– City

There are limitations as to how many countries, counties or cities you can choose. However, keep in mind if you select a specific country, you are automatically choosing all counties and therefore cities within that country.

Phone number

In order to increase the clarity of your ad and make it more appealing to potential customers, you can add your phone number to your ad. This is especially important if you are in a business where a lot of potential customers contact you by phone. Adding your phone number to you ad doesn’t increase the cost. (In the service you will find the phone-setting under “Advanced settings.”)


Sitelinks are subheadings in your ad that make the ad bigger and provide more detailed information to the people seeing your ad. Sitelinks are extra links to other landing pages on your website than the original display URL. Sitelinks are good to have because they help you clarify your message to the users – for instance, sitelinks for the categories you have on your website. It will increase the probability of getting more relevant clicks on your ad and lower your overall CPC (cost per click).

Keep in mind, if you have added sitelinks to your ad, sitelinks aren’t always displayed. Depending on how good your ad is, Google might choose to show or not show your sitelinks with your ad. For example, if you have a well-written ad-copy and you link your ad to a relevant landing page on your website which has relevant text for your ad-copy, it is more likely Google will show your sitelinks.


To make sure that you reach out to the right potential customers, it is important you think about which keywords you choose to advertise on. The keywords you select will determine when your ads will be displayed on the Google search engine result page. Therefore, make sure the keywords you select are relevant for your business and describe what you offer and aren’t too broad – try to keep them as specific as possible.

Good keyword examples
– Carpenter
– Bathroom renovation
– Hairdresser
– Women’s haircut
– Lawyer

Bad keyword examples
– Good (Good for what?)
– Cheap (What amount is cheap or expensive?)
– London (Too broad!)
– Quality (Which products / types of products?)

Negative keywords

Sometimes, keywords have multiple meanings. Sometimes, there are keywords that describe your business well, while at the same time, the same keywords describe something completely different and irrelevant to your business.

For instance, you run a golf store selling golf products and you want to advertise on Google when people search on the keyword “golf.” At the same time, the car manufacturer Volkswagen produces a car called “Golf.” In order for you to not show your ad and potentially pay for clicks when people search for “test drive Golf,” you need to add negative keywords. The negative keywords will make sure your ad isn’t shown when people search on keywords related to the Golf-car. In this example, you could select the keyword “golf” as an ordinary keyword and set the keywords “car” and “test drive” as negative keywords. Then your ad would be visible when people search for golf as the sport, not as the car.


In order for you to follow how your advertising goes, we have compiled the most relevant statistics you need. You can see:

– How many people has seen your ad
– How many people chose to click on your ad (i.e. visited your website)
– The cost per click (i.e. a person clicked on your ad and came to your website)

You can also follow these numbers broken down for the respective keywords you entered.

Daily budget

The daily budget is the budget you set that determines how much money to spend each day. The daily budget consists of traffic costs and administration fee.

There is no maximum or minimum level on the daily budget, you decide for yourself what amount that suits you. However, if you set a higher daily budget, you have a higher probability of getting more clicks on your ad and therefore get more visitors to your website.

Traffic cost

Traffic cost is the cost Google charge in order to deliver visitors to your website from your advertising on Google. The traffic cost is based on the daily budget you set, as well as the number of people who click on your Google ads.

Some days the cost may be slightly higher and some days slightly lower than your set daily budget. This will, however, be straightened out during a full calendar month which means you will not pay more per day than you indicated over time.

The payment model that Google applies for advertising on Google is called PPC, which stands for Pay Per Click. This means that you only pay when a person clicks on your ad and goes to your website. If a person only sees your ad but doesn’t click on it, you don’t pay anything.

The cost you pay for a click, also called CPC (Cost Per Click), is based on two factors:
1. The competition – how many other advertisers want to appear with their ad on the same keywords as you.
2. How good your ad is – the better your ad is, the cheaper the cost per click will get.

This means that the cost per click (CPC) varies. E.g. If you improve your ad, it is more likely the CPC decreases. If the competition to advertise on the same keywords as you would decrease, the CPC would decreases, and vice versa.

Administration fee

The administration fee is a percentage mark-up on the traffic cost that is charged for the use of the service.

Monthly fee

A fixed monthly fee charged monthly when the account is active.

Balance refill

In order to advertise on Google you need to register a debit/credit card in the service. The debit/credit card will be used for the costs incurred using of the service.

When you set up your account for the first time your debit/credit card will be charged by 30x your set daily budget. This money will then be used for your advertising (the money will never “go out of date” in your account). When the balance of your account reaches below 7x your set daily budget, the service will charge your debit/credit card by a new 30x your set daily budget and so forth. This will keep going until the advertisement is paused, or payment method or account is deleted or terminated.

Payment method

We charge your card to add a balance to your account ahead of time. The amount is based on the projected monthly costs derived from your daily budget.

We currently support payment using a credit or a debit card.

The service automatically optimizes your ads to increase your results.


The Symmetry Platform is made up of a number of tools and services to help you navigate an array of business challenges and facilitate business growth. View our tools & services here.