Google is the largest and most popular search engine on the Internet. Therefore, it makes sense for your business to advertise on Google by using AdWords. It is quite simply one of the most important and potentially profitable marketing channels online and there are very few businesses who can’t make money from a well-run AdWords campaign.
Google AdWords is an auction based promotional method that came and brought a revolution in the field of advertising with the PPC (Pay-per-Click) pricing model.
Definition
Google AdWords is an advertising service for businesses who want to promote their brand and services with Google Network. AdWords makes it easier for your company to advertise by assisting you to design online ads, enhance your brand awareness, and attract more traffic toward your website.
AdWords permits advertisers to acquire links and text on the search result page. You only need to pay when someone clicks on your advertisement or goes to your website. The bidding amount for clicks can vary from as small as a penny or as high as $80.
Another advantage of Google AdWords is that it gives you complete control for your campaign. You can manage your advertising campaign online so that it becomes accessible anytime and anywhere you choose. You can also make changes, like editing it according to your budget.
As a business owner, you are the boss and in full control with the help of AdWords. You can set your bid, choose the place where your ad will appear and monitor the effects and results of the ad. These online advertisements help reach the right target audience that would be interested in your products and services.
Google AdWords campaigns are not “set and forget” campaigns. You do need to analyse, track and monitor your campaigns on a regular basis. AdWords rules and user interface are being changed on a frequent basis, and so they can’t be taken lightly.
Where Google ads are shown:
Ads can be displayed 24 hours, 7 days a week across the world or you can limit them to a specific area, region, state and country according to the publisher’s choice. Let’s have a look at how Google compiles search engine results.
Google shows Advertisements on Search engine result pages (also known as SERP’s). It also consistently modifies the results page layout, format and colours. A website can be shown numerous times in search results with the help of AdWords and organic search results.
When a person searches for a keyword (or query) on Google, relevant ads linked to that selected keyword are shown on the search engine results page. By default, there are up to 11 ads on a page. You can edit your browser setting to revise your limits.
Google also shows results from other Google websites and networks. To add that extra punch to your website appearance, you can take advantage of other Google products such as YouTube, Google Images, Google Maps and many more.
Search partners results
Google AdWords are not limited to only Google Search Engine Results Pages. Google recommends a vast advertising platform with three major elements – Search, Search Partners and Google Display Network (GDN).
Websites such as Ask.com, America online, Netscape Netcenter, CompuServe, EarthLink and Shopping.com are integrated with Google and display Google results within their search pages.
AdSense Websites and Gmail
Thousands of websites display AdWords ads on their webpages as being a part of the AdSense program. Depiction of AdWords Ads are decided based upon the content of the Website.
Any business owner who has an authentic website can benefit from AdSense. Google has close relationships with some of the prominent content websites and more.
Gmail is a mailing service owned by Google. AdWords ads are shown on the right side of the mail in your inbox. You can organize your ads to show relevant offers based on email text.
How to get started:
As a business owners, it would be a good idea to look at how Google AdWords actually works in order to make your advertising campaign successful. Google works using search algorithms to show the most relevant results as per the keywords on the search page.
To become familiar with Google AdWords, you need to know the basics, such as Keywords, Placements, Bids and Quality Scores. Let’s have a brief look at them.
Keywords:
Keywords are the terms that you can use to get your ads discovered on search engines and other websites. Keywords can also be described as topics or phrases that relate to some specific matter of significance.
For example, if you are dealing in “Bakery services”, you can use ‘cake decoration’ as a keyword. And when someone looks for the similar keywords, your ad will be shown in Google search results and other associated websites.
Placement:
Google significantly decides where your AdWords ads occur based on your search phrase compared to the Websites in the Google Display Network. If you want more control over your ads, you can choose “definite ad arrangement.”
Bid and Quality
Google AdWords is simply based on Quality score. Quality score depends on how your website landing pages, ads and keywords are related to the search query and what is the probability to get clicked.
Bid is the maximum amount you wish to pay for a click. Bid and Quality Score vary according to the campaign.
Ad Rank:
Google Ad Rank decides appearances and order of the Ads. Ad Ranks rely upon bid and the quality of the ad.
Ad Rank = Quality Score * Bid
Every time you appear in searches and someone clicks on your ads, you will be charged on CPC (cost per click) basis.
Google and You:
Google has great advertising power. The three advertising venues: search partners, AdWords, and AdSense practically agree with optimize, publicize and monetize to create the best Google Marketing campaign.
You need to think according to your prospects in order to enhance your CTR and brand value in the market. You need to run your AdWords campaign in the right way to grab customer’s attention.
Know your customers (KYC): You need to define targeted audiences and bring them to your website.
Know the interest: Notice the behaviour, interest, likes/dislikes and purchasing power of your targeted audiences for better targeting.
Target by demographics and interest: Communicate the same in your Ads, Website and landing pages, Email and in every segment of communication.
If you have products and want to sell them online, you can opt for Google’s shopping portals: Google Catalogs and Froogle. These portals are search engines dedicated to sh0wcasing printed catalogs and link it with your website.
Why should you definitely use AdWords for your business?
Google AdWords is an effective online advertising tool that enables you to show your ads in Google’s search results. It is a Pay per Click marketing method to help you reach potential customers and generate revenue by promoting your products online.
Google AdWords is an effective online advertising tool that enables you to show your ads in Google’s search results. It is a Pay per Click marketing method to help you reach potential customers and generate revenue by promoting your products online.
Amazing Benefits:
Some major benefits of using Google AdWords are:
The Ability to Advertise Locally or Globally:
Google AdWords provides you the ability to advertise your products or services locally or globally. You can display your ads in specific countries, regions or cities.
You can enable some particular ads to display only at some particular locations. You can specify some keywords to show your ads for a specific location. By customizing your ads, you can target interested audiences.
This geo-targeting ability of Google AdWords helps you to improve your visibility within the globe and brings more traffic to your business. Keep this in mind, and see your profits grow.
Reach the Right people at the right time:
Google AdWords helps you to reach the right people at the right time. You can advertise within the relevant niches and attract visitors. It allows you to easily reach the people who are searching for your products.
You can improve your conversion rates easily through a Google AdWords campaign. Targeting a specific audience is easily possible here. All you need to do is to plan accordingly.
You can also target a particular region, in a particular language to display your ads at a pre-specified day or time. It attracts interested audience and drives more traffic to sell your products or services.
Get your business easily discovered:
If your ad is displayed on the top of the search results, then it will draw the attention of more visitors. People will find your business easily and instantly.
It helps you to gain more visibility and create brand awareness.
Ranking above your competitors enables you to generate more potential leads and improves your online sales. You won't have to wait around for the results to be generated at an unspecified time.
Measurable, and Accountable:
Google AdWords provides you the ability to track how many people have seen your ad and how many clicks you received on your ads. It also helps you learn how long people stayed on your website.
It can provide you a sales report indicating weekly and monthly visits. You can easily measure your performance by analysing this data. By evaluating the results of these detailed reports, you can judge the factors that are improving your rank.
You can measure your Return on Investment (ROI) performance using AdWords. You have full access to your Google AdWords account and you can easily measure and maintain it. By doing so, you ensure your efforts are focused in the right direction.
Flexibility in your Campaign:
Google AdWords provides you complete control to change and manage your ads. If you want to increase your bid on a particular day or decrease it, then you can easily do it.
You can also turn off your ads when a problem happens. You can show images and any information on ad extensions. You can discover your audience by location, time, and language and device type.
It can be used to display your ads for exact match. As a result, you can make changes at your will. Thus, it provides you full flexibility to customize your ads according to your needs.
Cost effective:
Another important benefit of using Google AdWords is that it is cost effective. It offers you a Pay-per-Click method of online marketing in which you need not pay anything when visitors see your ads on search results.
You only need to pay when a customer clicks on your ad and visits your website. Cost-per-Click of each keyword is dependent on various factors like the bidding price, quality score and relevancy of that keyword to product or services.
Various options are available for bidding on keywords that you choose according to your budget. You can increase your traffic without increasing your budget by using Google AdWords.
Stop, Start, Pause, and Test:
Google AdWords allows you to stop, start, pause and test your ads anytime. If you find that an ad or a keyword is not generating any profit, then you can stop it whenever you like.
You can search for new terms and add it to your campaign. If some technical issues or any other issues occur, then you can pause your ad and restart it after solving those issues.
You can test your ads with different keywords to evaluate which keyword is generating more traffic to your products. These abilities help you to easily manage your online marketing business.
Highly Targeted:
Google AdWords can engage people by providing various targeting capabilities like:
- Location Targeting: It enables you to display your ads to the specific geographic location.
- Device Targeting: It allows you to target your audience separately by a specific device type like laptops, desktop, tablets or mobile devices.
- Language Targeting: It also provides you the ability to show your ads in different languages.
- Time Targeting: It provides you the capability to display your ads on specific days or hours of the day.
- Auto-Tagging: This feature automatically creates custom URLs to add additional information about clicks in Google Analytics Reports.
Maximum Relevance:
Position of ads on Google search results pages is determined by ad auctions. Many factors affect the ranking of your ad, like bid amount, Click through Rate and your landing page relevancy to search results, etc.
If your bid price is lower than your competitor, but your click through rate is high, then the probability of placing your ad at a high rank gets increased. If your website or landing page is more relevant to your ads, then it will place your ad above your competitor’s ad in search results.
Measure your ROI:
Measuring Return on Investment (ROI) is a time consuming process and needs effective analytical skills. Google AdWords provides you conversion tracking tools to measure ROI very fast and accurately.
Measurement of ROI enables you to evaluate which keywords are effective, and which are not.
Google AdWords ROI enables you to pay only for business and profit so you can control your loss. ROI helps you to calculate the real effect of your advertising efforts on your business.
8 Proven Tricks and Strategies You Should Start Using Today
Google AdWords is an effective way to promote your products and services. It enables you to target potential customers by placing relevant ads on Search Engine Results Pages. It helps you to expand your business by getting targeted traffic to your website.
Here are a few Google AdWords tricks followed by successful marketers
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Bid Popping
Bid Popping is a unique way of making the bids high at the start to achieve a higher ad position, that ultimately helps to get a higher click through rate, and then, after a certain span of time, changing them back to a manageable figure.
This strategy is followed by successful business owners when they have to operate in a specified budget, and also achieve quality traffic on their website.
Bid Popping enables you to get authentic data about your keywords in an efficient manner. After deciding which keywords you need to spend on, you can bring the price down so as to balance the conversion volume and CPA as well.
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Email Notification
Email notifications are the best way to get your business up and running. With the help of this, you can either become aware of a potential threat that may come up, or make people aware of an upcoming feature that you added.
Email notifications help you to track performance in a great way, and help you understand the most promising keywords for your campaign. With this, you do not need to worry about long term results.
There are different types of notifications (or alerts) such as billing alerts, marketing newsletters, special offers, your campaign maintenance letters, etc.
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Day Parting
Day Parting is also known as Ad scheduling. It helps you to select particular times of a day you want your ads to be displayed. By doing so, you can maximize performance by increasing the visibility of your advertisement.
If you are a B2B marketer and you are aware that there are only specific hours when maximum searches are done, you can make sure that your ads get displayed in that time. It avoids paying for no output.
It also enables you to get ahead of your competitors, if they exhaust their advertising budgets in absence of proper planning. It increases your ad position and reduces the CPC to your benefit.
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Make use of the Keyword planner
Google provides you with a very helpful tool that helps you locate, utilize and optimize keywords per your preference. It gives you the opportunity to formulate strategies as you desire.
But, the most important thing you need to keep in mind is to have patience. Do not expect the results to come with the click of your finger.
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Create an Attractive and Responsive website
In this age of technological competitiveness, you need to be at the top of your game when it comes to attracting an audience. Your website is the first impression of the viewer, make sure it doesn’t become the last.
Users are searching for information within a certain time frame. So, to get their attention, have a well outlined and informative website.
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Understand how the ads are displayed
A great deal of advertisers do not devote enough time when it comes to understanding how advertisements get displayed on Google. Don’t make the same mistake.
Numerous factors, such as your advertising budget, cost per click, rates offered by your competitors, etc., have to be well understood before plunging in.
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Work on a suitable plan of action
A proper Google AdWords campaign cannot work until you devise an effective plan of action. Make sure that you have a specific and well defined plan of action that clearly outlines your objectives.
By doing this, you'll ensure that you have the correct path to follow in order to attain success.
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Create attractive advertisements
Another valuable thing to consider is creating advertisements that have an attention capturing quality in them. Spend enough time creating ads that will cater to the needs and requirements of your audience.
It’s very important to create ads that make your customers feel connected with. Remember, each and every second of your advertisement can make you or break you.
Warnings you should be aware of while using AdWords.
Google AdWords can be most the systematic and organized way to attract targeted traffic towards your website in the least amount of time. But, kick- starting it in a correct way brings great results for your businesses.
If you do things in a wrong way, it can ruin your business. Here we are going to talk about some mistakes that you must avoid in order to optimize your Google AdWords campaign-
Using irrelevant keyword matches:
Many marketers and businesses don’t take advantage of broad match, phrase match, or exact match keywords. Don’t use broad match and highly searched keywords because they are expensive and bring irrelevant traffic to your website.
You need to use the most relevant and exact phrases for your business. With this, you might get fewer clicks, which will be more likely to convert. This will also improve you CTR and CPA.
Unfocused Google Display Network Campaigns:
AdWords advertisers fail because after setting their ad campaign, they forget to verify it. Your ads are displayed to a huge audience, and by not focusing on your campaign, you lose time and money.
Distorted campaigns also decrease your brand value and reputation. To avoid this situation, be focused and update your campaigns. Be results oriented to get the best results from GDN advertising.
Low Quality Scores:
Quality Score is a method of Google AdWords to know and evaluate the relevancy of your ads. If your landing page, home page and index page are less relevant with the keyword, it gets a low quality score.
To fix this issue, you need to create and run various versions of ads and keep the best one, enable ad extension to improve quality score and CTR, and bid on brand-terms to increase the quality score for your campaign.
Poor Mobile Optimization:
Running Google AdWords campaigns to target your customers is an easy task. But when it comes to mobile advertising, many marketers are not taking advantage of it in the right way. Their website is either less or non-optimized for mobile.
To target mobile users, you can write mobile preferred ads, enable call extension because mobile conversions begin with a call and analyse your mobile Cost-Per- Action.
Do You Want An Expert To Help Your Business Succeed?
Although we have given you enough information here to run your own profitable AdWords campaign you might not have the confidence to put it all into practice. There is definitely a science to getting it right and wringing every single penny out of a marketing campaign to make it incredibly successful for you and your business.
We are experienced AdWords experts and know how to create a money-generating marketing campaign for a wide range of small to medium sized businesses.
Why not contact us to day to see what we can do for your business.
