If you have conducted a search using Google’s website, then you have already seen AdWords advertisements. (If you have not, search on www.Google.com to see links to various AdWords links.) These “AdWords” are the text advertisements that show on the Google search results page.
For example, you look up “antique shopping”. Usually, it would be searched by the words “antique” and “shopping” in the Google search box. These words are called “keywords”; Google uses keywords as the source to search for information on the Web.
Google publishes its findings back on a “results page”. This is the list of webpages Google suggests you visit to learn more about your particular topic of inquiry (in this case antique shopping).
On the results page are text ads. One is about a store that sells antiques, while another is from a company that hosts antiques road shows.
You may think this pretty cool (or coincidental) the ads listed on the results page relate to your topic of interest. You should know this is no coincidence in fact, Google planned this – and this is how AdWords works. When typing keywords in the search box, you have identified the type of advertisers that will appear on your results page.
For a clearer understanding of how AdWords works, picture yourself as the owner of a business (for this example think a camera sales and repair shop) with a new website. As a business owner, you need traffic to get the word out and let people know about your business, which means you need to do some advertising.
You would need to spend a huge amount of money on print, radio or TV ads; well that was before AdWords. Now for smaller businesses it could possibly mean making flyers and posters for distribution in your area. But that takes time and money too.
Wait; don’t get too excited, there’s no real guarantee the people viewing your ad are truly interested in seeing your products or services.
With AdWords, you will use significantly less time and money producing because your advertisement is being seen by people who are interested in your products or services. This is because of two primary reasons:
1. Keywords matter
When placing your ad with Google AdWords, all you need is a keen sense of knowing how your (potential) customer thinks; no need to spend money on expensive productions.
As in the previous example, when a person types in “macro photography” on Google’s search box, it means he is looking for information about the topic, hence, interested in knowing more.
AdWords is giving you the opportunity to show your ads to an audience who has shown interest in your products or services using a Google search. Take advantage of every opportunity that makes sense for you and your business. Because these users have already shown interest in your line of business and so chances are good they will stop and read your advertisement.
To target a more specific audience, knowing what keywords people use to look up information allowing your ads to get the desired interested traffic.
2. Pay for click through only
Another great benefit of using Google AdWords, advertising costs are very manageable for every budget. Versus conventional ads where you pay FIRST before your ad is even shown. With the click through method of advertising, Google charges only when a user clicks your ad to visit your website.
How much does each click cost exactly? You set the cost. Sounds good right? Google offers a bidding system to “sell” keywords advertisers, like you. Advertisers can dictate the price of the cost-per-click (CPC) for each ad. The more popular the keyword, the more expensive, so you can determine your budget.
For this example, on a results page the CPC using the, more popular, keywords “macro photography” may cost 80 cents when the, not so popular, keywords CPC “macro lens protection” may only be 15 cents.
Watch out; don’t let the seemingly low cost be misleading. Paying 80 cents per click may not seem like much, but if 200 people click on your ad every day, you’re looking at $16,000 per month. That is still something to think over, even for a medium-sized business. The smarter advertisers increase their revenue by minimizing their cost of advertising while focusing on converting more visitors to actual customers.
To draw in those ideal customers whose interests are closer to what your business is offering by using more specific keywords increasing the chance of seeing your advertisements. Then, when visitors click on your ad and go visit your website, you have minimized the burden to convince your prospect they need and want your product or service.
Using this setup, it is quite possible to conduct a nationwide ad campaign for your business for just dollars a day AND see encouraging growth in your bottom line.
Keep in mind; all these innovations are only as effective as the marketer. You will still need to know your customer and how they think. Once you’ve got this down and you are comfortable, AdWords will become a much more powerful tool to help increase your business’ potential to make a larger profit.
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*** These are paid ads and Pharice Brown & Associates, LLC and it’s subsidiaries are not responsible for products or services. ***