Whenever we want to search for a product, a service or anything else, nowadays you’re most likely to use Google.
That is where Google AdWords comes in. AdWords is the paid-for element of Google’s search results which helps a customer find a product, and retailers and service providers to effectively market and sell.
There are a number of reasons why a business can benefit from AdWords, and get the most out of its budget as long as you pay attention to details and do your research.
Everything begins here:
No matter the size of your business, you want to be on the first page of Google.
When a customer notices your business as and when they are searching for information concerning your products, services, location or deals; this translates to very profitable intent marketing (marketing focused on persons intent to find your products).
Whether you are a small or large company, with Google AdWords you can compete on a level playing field, with experienced PPC management able to get your message seen by those searching for your product or service.
This is done through location targeting options.
Whether you’re a local business, a regional company, or even an e-commerce website, you can use geo-targeting to get seen by your customer without wasting money on those who aren’t in your specific location.
AdWords lets you target or exclude countries, areas within a country, and radius targeting easily – so that ads can be seen within a certain distance from your business.
This is especially useful for retailers of larger products or those wishing to attracts visitors and users to a specific location.
Geo-targeting increases your ROI and lowers costs by allowing you to target users more precisely.
Additionally you can target specific income earners through geo-based demographics, based on income levels, and depending on the goods being sold e.g. luxury or exclusive goods.
When one uses Google Business together with AdWords a map of your shop can be seen together with your ad, making it easier for customers to find you.
What Ad extensions do is that they let a business supplement its Google AdWords with phone numbers, site landing page links, addresses, app downloads, reviews, previous page visits, to mention just a few.
They appear in blue just below your ad description.
By doing this, it is easier for a prospective customer to connect with you.
It should be noted that although extensions don’t cost extra to be included in your ad, you have to pay the same for a click on them as for your headline.
If for example, someone clicks on your phone number to contact you directly from your ad extension, you’ll be charged for this paid conversion – which Google can track.
If you use optimised, highly-targeted keywords for your ad groups, you’ll reach many more consumers, and at the same time Google will rank your ad better.
Target keywords that you would search for to find your product or service, putting yourself in the place of your customer and keep in mind that these words can be changed any time you wish.
What is re-targeting? Re-targeting allows companies to display ads or product page to users who have visited our website, long after you left the site. .
When a customer visits your website, a ‘cookie’ is placed on their machine from code that is placed on the back-end of your site. When the prospective customer leaves your site, your ads can be targeted to trail them on Google search or the Google Display Networks.
Let’s say you have a shop with computer products, and someone who is searching for a laptop clicks on your ad and visits your landing page for computers.
Their browser picks up your Google AdWords cookie and even after they leave, to do more shopping around, whatever site they visit which has to do with this search, including YouTube, your ad is there for them to see.
Just the fact that they continually see your brand name or label means extra sales and brand awareness, with no additional cost (unless they click)
Google AdWords offers you a variety of mobile optimisation options which allows you to target both text ads and image ads, making it easier for customers to find you.
For example a customer may be looking for a place to get some coffee in your area and be near your coffee shop, right outside your door, if your mobile optimised ad shows up first, you’ve got new customer.
Take note that in your campaign Settings, Devices should be on the default of “All”. This way all types of devices are targeted.
Google has an incredible amount of ad partners.
You might have read a blog, or ads specific to your marketing niche. Most likely that blog is part of the Google Display network and serving ads using Google Adsense platform.
Being part of the Google Display network is positive, because it will be easier for you to advertise on popular with your customers niche sites – You can also follow your results and even exclude sites that aren’t doing as well as you’d like.
One suggestion when starting out on Google AdWords, is to use the Search and Display option, since it gives you a wider reach.
The more you get used to how Google AdWords works, the more you’ll narrow an ad campaign to the Display Network only. This will result in improved ads as you go.
Google AdWords gives you a huge amount of personalised options to track and asses all of your work in one dashboard.
For example, you can place and track your own goals for:
The results of each of your Google AdWord campaigns can also be measured within your ad groups. Metrics allow you to review which keywords are performing the best, the ads that get the best click-through-rate, what time of the day your ads are best performing etc.
You can also connect to Google Analytics so as to be informed about pages your ad traffic is visiting, within your site.
Small businesses are usually more familiar with offline advertising methods, where you pay a specific fee for each ad you run. That equates to a certain amount of ads to a certain amount of money.
The difference with Google AdWords is that you can set and change your budget for each ad you run.
If an ad is doing well you can increase your ad spend. If it’s under-performing, you can decrease ad spend or pause it.
What is great about Google Ads is that you can run just as many ad campaigns as for your marketing goals.
If for example, you have an event planning business that markets services for – Wedding planning, Fundraisers, or Corporate events – You could set up one marketing campaign for each of your targeted services, and then set up a variety of ad groups for each campaign, that can be targeted with various but specific keywords.
E.g. -“Wedding Planning” campaign, targets three groups: Wedding dresses, Wedding invitations and Honeymoon destinations. Don’t forget to add related keywords for each group.
Two ads can be prepared for each ad group so that you can A/B test to detect which ad runs best.
Compared to offline advertising, it’s very easy to monitor your real ROI on Google AdWords, and simple to adjust your ad copy to get better results and increased profits.
In conjunction with the above mentioned reasons there are also certain strategies that will help you get your money’s worth from Google AdWords.
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