You have maybe heard of Google AdWords. But what is it and how can it help your business?
Google AdWords is pay-per-click advertising on Google. It works like this:
- People search for specific product or services (which you have targeted).
- Your results show up next to or above the organic search results.
- People click through to your site to find out more.
Paid advertising is very effective when done properly. It’s also quite complicated, with the need to constantly monitor your ads and tweak them to ensure that people are clicking through and converting.
There are lots of benefits to paid advertising. Here are what we think are the top five.
It can be difficult to know where your advertising budget is going, which parts are successful and which are not, especially if you try a number of different channels. With Google AdWords, every part of your campaign is measurable, with the number of clicks, amount of impressions, click through rate, conversions, and conversion cost all available to view. It’s a great way to demonstrate return on investment, and a fantastic way to ensure that you are improving with each new campaign.
The beauty of pay-per-click is that you literally only pay when someone clicks on your ad. You can set an upper budget which means that you never accidentally spend over what you have set aside for advertising. As you get better, your campaign can be honed so that it costs less, with better results.
When people are searching on the web for something specific, they want to find accurate results. This is why smaller companies can go head to head with larger ones on AdWords and actually come out better. Here’s how.
Every time someone types in a search query into Google, there is an ad auction in the background. This auction determines the order of the relevant ads as they appear to the user. As an example, if someone searches for ‘Leeds dentist’, and one company has bid £10 for that keyword and another £15, it doesn’t always mean that the highest bid wins. If you have a good click through rate, or a great landing page, then Google can place the cheaper bid higher. This level playing field helps small businesses to do well.
- Target acquired
To get a good ROI, you may target specific market segments based on a number of factors. To help with this, Google AdWords allows you to target:
This means that you company’s website is ending up in front of the right people.
If a user has visited your site once, Google AdWords can be set up to show them your advert again to tempt them to come back. You can target specific adverts at these users to ensure that the messaging suits them through building a remarketing list in Google AdWords.
If you want to know more about PPC, we can help – give us a call on 020 8123 6303.