Google + Local Optimization and Google AdWords
Google AdWords is the system Google has developed to assist you in marketing your products or services in the Google Search Engine, and its affiliate sites, via the use of a placed text ad that appears when people search for phrases related to your offering, this appears as a “sponsored link”. The system is a “pay per click” system, this means you can dictate where your ad appears through bidding for a series of phrases, but you only pay the amount you have bid for if someone clicks on your ad as a result of a web search, i.e. pay per click!The ads take the format of a short text ad that includes a title line, two short descriptive lines and a URL link to a website or a specific website page.
The ad will appear on the page of results you decide you want it to appear in based on the keywords you choose for a given search result. The ads appear at the top and to the right of the organic search engine results. You can also pitch at what position on the page your ad will appear, through the amount you bid AND your Quality rating. Crudely this may mean the more you bid for a phrase, the higher your ad appears on page 1 of the Google Result.
Research shows us that 87% of web users do not scan past page 1 of search engine results. In addition, the higher your website appears on a page will result in more visitors to your website, as web users prefer to click on the ads/search results at the top of the page.
So why use Google AdWords?
- You only pay when someone clicks on your ad
- You can set a daily budget to control your advertising spending
- You can pay more or less for particular keywords depending on their popularity in your market
- You can set geographical constraints on where the ad will show (so local businesses aren’t paying for ads to run in other cities)
- People who are searching on your preferred keywords are likely to be more qualified prospects than those accessed with other traditional media.
It’s not quite as simple as that!
You could set up a Google AdWords Account and Campaign in a matter of minutes, but without Management, you will often find that your budget gets used up and does not result in any sales or enquiries. Learning how to manage and monitor your campaigns can be daunting and frustrating at best. We manage your account to keep your Quality Score High while keeping your Cost-Per-Click down. We help coordinate your Key Words with your Ad and your Website to create an effective campaign that results in Profits. Effective advertising at an affordable price!
Keys to AdWords Success
We're often asked this question by prospective customers, "does Google AdWords really work?". Then they might say "Oh, I never click on those Sponsored Links, no-one does".
Well, the reality is many people do actually click on them, and here's why. The success of Google is based on one simple factor - the algorithm that determines what search results will be displayed is all about Relevance. When we search the Internet, we want to find what we're looking for, and we want it now. If the search results we see displayed were not relevant, then we'd soon lose faith in that search engine. Google rose to dominance because they provided the most relevant search results in the shortest amount of time.
Keyword match types help control which searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers. In general, the broader the keyword matching option, the more traffic potential that keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to someone's search. Understanding these differences can steer you in choosing the right keyword matching options and can help you improve your Return On Investment.
Quality Score is a way for AdWords to ensure that relevant and quality ads are returned to users. AdWords uses Quality Score to balance the relevance and quality of ads alongside their CPC bid (ad rank).
Quality Score is fundamental to a healthy AdWords account because it determines your eligibility to take part in ad auctions. If you have a poor Quality Score because your ads aren’t relevant enough, it doesn’t matter how high you bid, you will always be limited in your AdWords performance and it will be much more costly.
It is also an element which determines Ad Rank. Ad Rank ultimately determines where in the paid search results your ad will appear. This means that if you have a high Quality Score, you will achieve a higher ad rank and will therefore be eligible to show higher at a lower cost.