An Overview of Google AdWords
Ever since the turn of the century – the 21st century, that is -- Google AdWords Advertising has been changing the way small businesses can increase their brand recognition and grow their sales.
It began simply enough, as an online advertising service that linked ads to the advertisers' websites. And it still does that. But in the intervening years, AdWords Advertising has grown to an overwhelming and sometimes intimidating array of advertising options.
- Text-based search ads
- Graphic display ads
- YouTube ads
- In-app mobile ads
As people search for things on Google, advertisers target their searches, or QUERIES, using KEYWORDS. The relationship between queries and keywords is the essence of search advertising with AdWords.
Google uses your keywords to place advertising copy on pages where it is relevant.
Advantages of AdWords Advertising
The biggest advantage to AdWord advertising is that your business gets seen by customers at the EXACT MOMENT they’re searching on Google for your products and services. And you only pay when they click on your ad.
For example, you want to search for protein powder. The first two results are ads for protein powder.
There are other advantages to Google AdWords as well.
Google AdWords Ads Are Measurable.
With Google AdWords, every single aspect of your marketing campaign is measurable, right down to the number of clicks, click through rate (CTR), cost per click (CPC), and more. It’s very easy to measure your return on investment (ROI).
Google AdWords Are Cost Effective.
Google AdWords’ are extremely cost-effective. You only pay when someone clicks on your ad, and you get to determine how much you want to spend before you do anything. You can set your budget to $10 per day to $5000 per day; it’s up to you and your budget.
Google AdWords Allow You to Target Specific Locations.
For each ad campaign, you can pick the locations where your ad will be shown. You can choose locations such specific cities or even a radius around a location. You don’t have to waste money advertising nationally when you only sell locally.
Google Offers a Huge Number of Searches.
Google handles more than 3.5 billion searches every day or 40,000 searches a second. Internetlivestats.com lets you see this number live. This means a business owner can literally make money while he sleeps as clicks on their Google Ads lead prospects to their website. Goodbye and good riddance to the days when you had to spend tons of advertising dollars on print, radio and television ads with the hope of attracting new customers.
Google Allows You to Reach Your Audience Any Way You Want.
Do you want to drive prospects to just a certain page of your website? You can. Or maybe you want to test which of your landing pages works best. Also easy to accomplish. You have full control over the ad.
Google Reporting Tools are Amazing.
You can see which keywords or websites are driving the best quality traffic, sales or conversions. Stick with what works, and eliminate what isn't working.
How to Determine Keywords to Power Your AdWords Ads
Remember, AdWords accounts are run by keywords. Google uses your keywords to place advertising copy on pages where it is relevant.
Google Adwords advertising offers an incredible way for a small business to reach a very targeted and motivated audience. Remember - your ad only shows up when someone is searching for what you offer. It doesn’t get much more targeted than that. And you’re in complete control of every aspect of the ad.
Take Me to Your Landing Page
When a potential customer clicks on your AdWords ad, they should go to a dedicated landing page, not to your website’s home page. Your landing page should capture their interest and attention at once or they are gone.
The most important quality of a landing page is RELEVANCE. Just as the text in your ad should be relevant to your keywords, your landing page should be relevant to your Google ad. The page should deliver what the ad promises and what the user expects to see.
The headline is the first thing your prospect sees. Use it to re-state the offer made in the ad and encourage your prospects to keep reading, fill out the form, or whatever action you want them to take. Include your NAP (name, address, phone number), benefits of your product or service, details about your offer, proof that you’re a legitimate business, and a strong Call-To-Action.
Brief Overview of How Costs Are Calculated
Pay-per-click advertising means that you pay for every time someone clicks on your ads. You set a maximum cost-per-click bid, and that’s the highest amount you’re willing to pay for a click on your ad. There’s no minimum amount that you have to spend. Instead, you set an average daily budget.
If your main goal is to have people visit your website, then clicks are a good place to start. By using cost-per-click bidding, you’ll pay only when someone actually clicks on your ad and comes to your site.
AdWords runs an auction every time it has an ad space available -- on search results, or on a blog, or a news site, or some other page. Each auction decides which AdWords ads will show at that moment in that space. Your bid puts you in the auction.
Let’s say you’ve set a maximum CPC bid of US$1 for your ads. The most you’ll pay when a customer clicks your ad is $1.
Organizing a successful Google AdWords campaign isn’t easy. When set up and managed properly, AdWords can be a wonderful source of new customers.
But it’s complicated, there’s lots to consider and it takes time to manage.
Before you commit to hiring a digital marketing team to help you put together a Google AdWords campaign – experts like DigitalMX Online -- make sure you’re completely satisfied by discussing with them:
- TARGETED KEYWORDS. Together, you and your digital marketing guide will establish a list of keywords you want to target. A comprehensive keyword list should match your business’ strengths with the most relevant search terms.
- COST PER CLICK OF THE TARGETED KEYWORDS. Together, you and your digital marketing guide will establish a budget for your AdWords campaign.
- TARGETED GEOGRAPHIC AREA YOUR AD WILL COVER. Together, you and your digital marketing guide will establish the territory your ad will be shown in.
- INFORMATION CONTAINED IN THE AD. Together, you and your digital marketing guide will develop the core message of your ad.
- LANDING PAGE. Together, you and your digital marketing guide will develop the message for a landing page for your business that is relevant and compelling and converts web surfers into customers.
Using Google AdWords, your business gets to be seen by prospects at the moment they’re searching on Google for your products and services.