If you have been wondering about Google AdWords and are curious to know more then you have come to the right place. In simple terms, it is a paid advertising platform. You may have come across the term PPC which is an abbreviation of pay-per-click and is the same concept.

How Does it Work?

The way it works is actually quite simple. Lets say, for example, you run a hardware store.

1. Firstly, Person X will search for a specific product such as an electric drill. The phrase ‘electric drill’ is a keyword.
2. If ‘electric drill’ is a keyword that you have chosen, it will match Person X’s search.
3. Your paid ad will pop up just above the organic search results.
4. Finally, Person X will click on your ad and hopefully buy the electric drill or even just learn more about your business and what else you have to offer.

What are the Benefits?

It’s Measurable

If you think you will be wasting money using Google AdWords, think again! Each part of your marketing campaign is measurable, from the number of clicks to conversion rates. If your return on investment (ROI) has not been improving, you can analyse data such as the number of impressions the ad is receiving.

If you really want to improve over time, perhaps consider forming a dedicated team that focus on regularly optimizing your AdWords campaigns.

It’s Cost Effective

One of Google AdWords’ primary benefits is that it’s extremely cost-effective. You only pay when someone clicks on your ad (i.e. you pay per click) and you determine exactly how much you want to spend. You can set your budget to €5 per day to €5000 per day; the options are limitless. More importantly, if you’re working with skilled professionals, your campaign performance will be optimized in a way where your cost per click will gradually decline over time. This means, you’ll be able to see an increase in traffic without increasing your costs!

It’s Highly Targeted

As an online advertiser, sophisticated targeting tools are essential to maximizing ROI with search marketing. Google AdWords’ targeting capabilities are quite sophisticated and provide advertisers various channels in which to fine-tune their campaign, including:

• Location Targeting: Google AdWords allows you to target specific geographic locations. For each ad campaign, you can select locations where your ad can be shown. You can choose locations such as entire countries, areas within a country, cities, territories, or even a radius around a location. More importantly, AdWords allows you to target people searching for or viewing pages about your targeted location, even if they may not be physically located in your target location.
• Mobile Targeting: Enhanced campaigns allows advertisers to target mobile device users. This is especially important because the mobile consumption of information and mobile search queries are growing exponentially each year. At the same time, devices are evolving quickly with a growing list of capabilities so enhanced, mobile targeting with Google AdWords provide new opportunities to target the right audience at the right time. This is especially important for advertisers who want to customize their ad text or extensions to grab the attention of customers when they’re viewing the ad on a mobile device.
• Time Targeting:  AdWords allows advertisers to select specific hours during the day for optimal targeting.
• Auto-Tagging: Tagging destination URLs for analytics tracking has to be manually executed with other advertisers; however this process is automatic with AdWords.

Remarketing

Google remarketing, also known as retargeting, has been chastised in the media for the excessive frequency and poor targeting of the ads. However, if the audience is grown and cultivated correctly, there is a huge advantage for advertisers to recapture their audience’s attention elsewhere. Retargeting involves showing paid ads to users based on their past web activity on your site. Remarketing allows advertisers to follow users and show ads to them across Google’s large network of partner sites on the Google Display Network. The best way to ensure these ads are targeted correctly is to build a remarketing list on Google AdWords.

For example, you can create a retargeting list for visitors to your most popular product category and the remarketing tag tells AdWords to save visitors to your “Popular Category” list. You can then build an AdWords campaign with a specific message to show only to people in the “Popular Catgory” list.

At Savvy Business Gals, we know Google AdWords. We can help to create great AdWords campaigns that will provide great results for your company. Check out our website or book a FREE strategy session.

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