15/09/2016 SEM 0 Comments

What is Google AdWords?

What is Google AdWords?

and why is Google AdWords good for your business?

In a nutshell, Google AdWords  is a valuable marketing tool which allows you, the business, to place an advert above organic search results, or in a prime web location, or even in a YouTube video, when a user enters your specified keywords. You get the right sales leads. The customer finds a relevant business quickly. Google rakes in their profit.

You pay a small fee every time someone clicks on one of your ‘adverts’. There is no cost to the user, and there’s no cost merely for the ad appearing – only if it’s actually clicked on.

However, this all makes it sound deceptively simple when in reality it’s a bit more complex if you’re looking to make the most of your advertising budget.

Google AdWords – The Lingo

Whilst debate may rage over the benefits of strictly organic SEO rankings and clicks versus clicks generated through paid-for ads, the reality is that most businesses need to get going with both. However, once you walk into the world of AdWords it’s easy to quickly become confused with formulas, acronyms, and a whole bunch of jargon. Getting your head around these terms helps you to make sense of Google AdWords.

Getting Started with Google AdWords

Fundamentally, once you’re using AdWords you’re conducting a campaign. From here, you decide whether you want your ads and specifications (your Ad Groups) to just to appear in Google; above the organic results (Search Network Only); or Display Network Only, which has your ads in the running for websites, videos and more. If you want both then you’re looking at Search Network with Display Select.

Google AdWords Key Term = Keywords

As with SEO, Keywords are the make-or-break of a successful AdWords campaign. These are the terms, phrases and sentences that define which auction your ads will enter. They are also important because they are the basic deciding factor on where your Ad Rank is: that it gets seen, by the right people, at the right time.

When it comes to Keywords you need to be looking at a few different options:

  • Broad Match: a straightforward match between search term and keyword.
  • Negative Match: a way to eliminate your ad if certain search terms are used.
  • Phrase Match: your ad is displayed when the search phrase matches your keyword.
  • Exact Match: your ad is shown when there is an absolute perfect match.

The All Important Quality Score

However, it’s not quite as simple as choosing your keywords to reflect your product or service. Google expects more than that and rewards accordingly. The value of your selected keywords can be boosted or hindered according to something called your Quality Score. This is where your ads can bring you pre-qualified sales leads at minimal cost.

Your Quality Score is a Google determined metric for working out how relevant and useful your particular advert is to the user. Ultimately this is key in determining both your position and CPC (Cost Per Click) in AdWords. You get a high Quality Score by factors such as relevance, website landing page and more.

How Much Does Google AdWords Cost?

This is where the variables of your keywords and Quality Score come in to play within an auction, alongside your maximum bid. Simply, your maximum bid is the maximum you are willing to pay for someone to click on your ad. However, it’s not a simple case of whoever bids the most gets first place. Instead, Google AdWords uses a formula:

Maximum Bid x Quality Score

So, as we pointed out, Quality Score really is all-important. You need to be providing the user with a valuable link in the eyes of Google, not just someone willing to pay the big advertising bucks.

Great for Small Businesses

This makes Google AdWords invaluable for smaller- to medium-sized businesses who get a chance to get themselves in the running and capture customers. Bearing in mind research suggests a staggering 91% of searchers don’t go past the first page (link: you can see why it’s essential to not only be on that first page, but ideally at the top.

So Google AdWords is Simple?

On the face of it, getting a campaign up and running isn’t too hard. These aren’t big ads (you’re looking at a title line, 2 descriptive lines, and a URL). Your budget can be tiny, so you’re not going to make big losses.

However, getting Google AdWords ‘right’ and getting the lowest CPC, with the highest conversion rate, can take a good deal of insight, testing, and experience. Whilst a trial and error approach can be taken, getting a good Quality Score combined with accurate keywords, as well as keeping the budget low, is quite a specialist task.

This is why Google AdWords campaigns are frequently part of a business’s media package. This way you benefit from using the wonderful and powerful tool that is Google AdWords, in a way that maximises return on investment and drives your business.