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Google AdWords 101

If you haven’t heard of Google AdWords before (also known as PPC and Pay Per Click advertising), chances are you have seen it at work, but just haven’t realised it. When you last performed a search on Google, you may have seen small text advertisements appearing at the top of the page and down the right-hand side of the page. If you ever wondered how they got to appear there, it is because of Google AdWords advertising. 

How Does Google AdWords Work?

Your ads have the opportunity to appear above or alongside the Google organic search results, every time a person performs a keyword search. In order for your ad to appear, you must have first included that keyword, or a close variation, in your ad group’s keyword list. You then bid on that keyword for the chance for your ad to appear in one of the top positions.  You only pay for the clicks your ad receives; therefore it is important to have enticing ads that relate specifically to the keyword phrases being searched upon. AdWords also has Display Network sites, where you can use contextual targeting to match you keywords to websites within Google’s Display Network. 

Similar to an auction, you bid on keywords and keyword phrases that you want your ads to appear for.  It is important to note that the price you set for bids is not the only factor that determines which ads get the top placements.  AdWords takes into account a series of quality related factors to determine the relevance of ads to searchers search queries. Adwords wants its users to be provided with ads that relate directly to their search queries, resulting in a positive user search experience. 

How Much Does Google Adwords Cost?

Aside from a small initial setup fee, plus management fees if you decide to have a certified Google AdWords Company setup and manage your campaign, the great thing about having a Google AdWords Campaign(s) is that you set a daily budget that you are comfortable with and the individual keyword bids you are willing to pay for.  You can stop at anytime, plus change daily budgets and bids whenever you want.  If you have a limited advertising budget for your website, Google AdWords can be an efficient and highly effective way of achieving your return on investments goals. 

What Are Some Key Benefits Of A Google AdWords Campaign?

- Drive targeted traffic to your website straight away. Your ads are appearing to an audience whom is already interested in your products and/or services.

- Full control of how much you want to spend, where and when you want your ads to appear.

- Location and language targeting. AdWords is available in 38 different languages and 250 countries.

- Monitor and measure your return on investment. Adwords has a comprehensive set of online tracking tools.

- Generate leads, sales, conversions and/or create brand awareness. 

Who Is Google AdWords Suited To?

While anyone can use AdWords advertising for their website, it can be more effective for particular websites.

- Do You Have A New Website or Blog? If you have just launched your new site, you will now want traffic. Unfortunately, if your business is in a competitive industry it can take months if not years of effective online marketing to position your website/blog in front of this valuable first page of search results traffic.  With AdWords, you can get targeted traffic to your site straight away.

- Budget Constraints. Many small businesses have a limited advertising budget and struggle to measure the effects from other forms of advertising such as print. AdWords let you set the budget you can afford and offers full transparency when it comes to costs and return on investment.

- Ecommerce sites.  If you are selling goods and services online AdWords can cost effectively market your goods to an already interested audience. You may also find that only a few of your products/brands perform well in Google’s organic (non-paid) search results, but struggle to get traffic to others. With AdWords you can focus specifically on those less trafficked products/brands. 

While it is easy enough for anyone to set up a Google AdWords Campaign, the daily management involved in monitoring one requires close attention to detail and diligence. There is also a vast array of features available that can be incorporated into a campaign, such as Google Analytics, many of which can mean the difference between a poor performing campaign and a great one that consistently meets your goals.  

To get the best from your online marketing investment, we strongly suggest that you contact a company with qualified and experienced Google AdWords Consultants, whom also specialise in search engine optimisation (SEO) and search engine marketing (SEM) – you won’t regret it.

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Filed under Digital Marketing

Written by

Jess joined Apex in 2005 after graduating from Massey University with a Bachelor of Business Studies majoring in Marketing. As an Account Manager at Apex, Jess is responsible for the management of a large number of Search Engine Marketing campaigns. Jess is a Google Adwords Qualified Individual managing numerous campaigns for our clients across a broad range of industries and a...

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