AdWords is Google’s advertising service. It’s designed for businesses who want to display their ads on Google with paid placement. You’ll be able to establish your budget for your ads and you’ll only pay when someone clicks on one of your ads (pay-per-click). For businesses, it can be an effective way to put ads in front of searchers likely to be receptive to what’s being offered. Read on to learn how you can make Google AdWords work for your business.
Your business will only benefit from AdWords if you have clear goals and objectives before getting started. Do you want a specific number of leads per month? Are you primarily looking for more website purchases? Whatever your goals are, they are what will determine how you manage your campaigns.
Google uses your keywords to determine where your ads should be placed. The ads show up above search results when people are looking for something online that’s somehow related to the keywords used in your ad. This benefits your business because your ads will be less intrusive and less likely to be ignored by searchers. Google offers different keyword match options, including:
• Exact match: These ads are only displayed when someone types the exact keyword or phrase, meaning your ads are being displayed in more relevant search queries.
• Broad match: Ads are displayed whenever your keywords are used. Results include keyword variations Google thinks are relevant.
• Negative match: Your ads are excluded from showing up with results for certain keywords you don’t want to be associated with your products or services
Every keyword used in an AdWords campaign has a cost per click (CPC) bid amount associated with it. Keywords that are more expensive and competitive are the ones people are searching for the most when looking for what you have to offer.
However, it’s not always necessary to go with the higher priced, competitive keywords. With the right strategy, you can run effective campaigns with less-competitive and less costly keywords while still getting beneficial results.
In addition to researching keywords likely to appeal to your intended audience, you’ll also want to do competitor research to see what words or phrases they’re using to reach the same audience. Look at the bidding habits of your competitors as well to get an idea of how much they’re investing and whether or not you’re missing opportunities.
It takes consistent monitoring and adjusting to make AdWords campaigns work. Fortunately, there are plenty of stats Google puts at your fingertips that you can use to see how your keywords are performing and how many conversions your various campaigns are encouraging. You can even add your Google Analytics data to your AdWords reports if you want to compare results with your other online engagement efforts. AdWords conversion tracking alone allows you to track things like:
• Clicks that turned into sales
• Phone calls received after someone clicked
If you need some help fine-tuning your goals and exploring your digital marketing and advertising options, the team at Create Web Studios is at your service. We offer a wide range of services that include website design, SEO, and social media marketing. We’ve also got you covered if you need some assistance with blogging, social media engagement, or your email campaigns.