Google Adwords
Google Adwords is probably the most efficient way for your business to achieve guaranteed results on the popular Google search engine. If you have ever wondered how the sponsored links appear on the right hand side of Google when you make a search, the answer is Google Adwords!
How It Works
Google Adwords is a “pay per click” advertising service which essentially means you that you pay an agreed small fee each time Google sends a visitor to your website via your paid Google advertisement. This means that you only pay for the actual customers you reach!
Setting Up an Adwords Campaign
Although creating a basic Adwords account can be done quickly, a truly successful campaign should be an intricate and well thought out exercise. An Adwords campaign is also never finished; it should be monitored, reviewed and adjusted regularly for better results.
The Basics of Creating a Successful Campaign
Choose your target countries and cities. An Adwords campaign should only target the geographic areas your business can service. Adwords gives you the flexibility to select which countries and cities you would like to specifically target.
Segment your account into specific campaigns. Every Adwords campaign should be broken down into top level groups which may be targeted countries, company departments or products. This will give greater control when adjusting and reviewing the account.
Segment your campaigns into specific ad-groups. Ad-groups are the more detailed breakdown of the top level campaign. Ad-groups are specific groups of keywords and text ads relating to a particular type of product, service or information.
Detailed keyword research. Keyword research is essential for understanding how customers behave when searching for a specific service online. Good keyword research will provide an accurate list of the keywords your campaign should target. “Negative” keywords should also be researched to ensure that specific combinations of keywords do not display if necessary.
Assign specific keywords and phrases to your ad-groups. The keywords selected for an ad-group should be specifically relevant to that ad-group type e.g. if the ad-group is for “treadmills” there shouldn’t be keywords relating to “fitness equipment” as that should have its own ad-group.
Create specific text ads and assign them to each ad-group. Relevant text ads should be created to best attract the web browser by matching the content of the ad-group and keyword. Text ads should be carefully constructed to entice the user.
Try multiple text ads within each ad-group to measure their performance. “Split testing” allows you to try different text ads and choose the ones that have the most success.
Create detailed and specific “landing pages” for each text ad. Because a text ad should already be specifically relevant to a group of keywords, the page people “land” on when clicking on the text ad should be also. The landing page should contain all the information necessary for the consumer to make a purchasing decision.
Nominate the maximum “cost per click” you are prepared to pay. As Google Adwords is a “pay per click” model, the advertiser needs to decide how much they are prepared to pay for each click. Similar to a bidding system, the higher the bid, the more likely the text ad will be shown higher in Google’s search results. The advertiser will never pay more than they are prepared to bid.
Nominate the maximum daily budget your business is prepared to spend on the campaign. Creating an Adwords campaign is not like writing a blank cheque as the advertiser needs to nominate their maximum daily budget. When the budget runs dry, the advertising stops until the following day.
Monitor, review and adjust your Adwords account regularly. A good Adwords campaign should always continually evolve to ensure the best results for the advertiser.
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