Advertising on Google Search is a great way put your products and services in front many potential customers.
You may have noticed when you've searched for a company, their products or services that some of the top listing on the search result page have the [Ad] symbol next to them, these businesses appear here because they have a Google AdWords marketing campaign running. Google AdWords is the world's largest and most widely used online advertising platform. Ads created on Google AdWords appear when someone search on Google Search.
How does it work?
Put simply, you enter keywords that are relevant to the products and services you want to advertise on Google Search and your Ad shows when someone types in a search query with those keywords.
Google AdWords can be a powerful sales engine for your business, but only if it is managed effectively. A well managed AdWords campaign can put your business in front of many potential customers at the right moment, when they are ready and willing to buy. But a poorly run campaign can easily spend your marketing budget without getting a return on your investment.
Why is this? While the concept of AdWords is simple, there are a number of factors that can be quite technical you need to deal with to ensure you're spending your marketing budget wisely:
1. Keyword Research & Optimisation
Keyword research and optimisation is really important, let say for example that have a donut shop and want to advertise your business on Google Search. An obvious keyword would be 'donuts'. If you set this as a keyword then your ad would appear if someone typed in 'donut shop near me'. A great result, but your ad would also appear if someone typed in 'how to make donuts' or 'Homer Simpson eating donuts'
Keyword Research and Optmisation allows your Ad to only show for the relevant searches. We achieve this by using a combination of different keyword match types, different keywords used in combination with each other and negative keywords that prevent your Ad from showing if that keyword also appears in the search query.
Get your keywords wrong and you might find that you are spending your marketing budget on people who are not interested in what you have to offer and you have no money left to bid when people who are interested search.
2. The AdWords Auction
The Google AdWords Auction is done every time someone searches and that search has keywords that businesses have selected.
Google charges you each time someone clicks your ad, how much you pay is determined by how much other businesses are willing to bid for the same keywords and the relevance of your ad.
Relevance is determined by a number of factors, such as the relevance of the search query to your ad, your landing page (the webpage you set when someone clicks your ad) and the click through rate (the percentage of people who have clicked your ad after it has displayed). Google determines this and assigns you a Quality Score out of 10.
The final bid amount is determined by your bid X your Quality Score.
So it is important to ensure your keywords, ad and landing page are relevant to the search query otherwise you will either:
- Pay a lot more for your ad then other businesses who are bidding in the auction, which can also quickly drain your budget and mean your ad will not displayed for the rest of the day.
- Or due to a low quality score your final bid may be lower than all the other businesses who are bidding for the same keywords as you and your ad is not displayed.
3. Conversion Tracking
Conversion tracking allows you to better understand the return you are getting from your marketing spend, by tracking how many sales or leads you get from your advertising.
There a two main things to track:
1. Actions that you want to happen on your website such as someone buying a product, or someone completing a leads form.
2. Someone calling your business, to buy your products, enquiry about your services or book an appointment.
By tracking the outcomes you want to have happen from your Ad you can see how your Ad is generating business. This not only help you to understand why return you are getting for your marketing spend but also the value of this advertising for your business.
If you're keen to give AdWords a go, why not talk to us and see how we can help.