16 February 2016

Google

Google AdWords the Basics Part 1

Let’s face it. In this Eire of technology, we have thrown away the uses of the yellow pages. Nearly everything we search for is now done online through Google.

That is why it is extremely important to pay significant attention to detail when it comes to your online eCommerce site. Users want to find products online with ease and find exactly what they are searching for. This is where AdWords comes into play.

What is it?

Google Adwords, is Google’s own advertising service, which allows you to market your product and/or service. It lets you to place search results for your website on Google’s search engine, helping you grow your business and reach new customers. It is a great method to drive traffic, market your product and ultimately increase your sales.

How does it work?

It usually involves advertisers to purchase text and links on the Google results page, using keywords and key phrases that are relevant to your business. You then only pay for the ad only when someone clicks the link and visits your website. The cost varies depending on the quality of your ad, your Web site, and the competitiveness of the market defined by the Keyword or phrase.

Bidding System

The AdWords platform is a real-time auction. This means that you are telling Google how much you are willing to pay or bid for a particular keyword along with other advertisers for the same keyword that people are searching for.

You make a bid and so does someone else. The person who makes the highest bid has a better chance of their website being ranked further up however it is not just about the amount you bid but also the quality of your keyword.

It works like an auction, people bid money for clicks but not always will the highest bid win. Google also looks at the quality of the ad, ensuring the best experience for the user.

What is a keyword?

The particular word a user would use when searching for something online on a search engine.

Therefore, it is a phrase or word that an advertiser selects to bid upon. They should be relevant to your product or service, as the keywords will trigger the ad therefore it is important to use keywords with significance.

For example, if you are looking for a particular coloured lava lamp you will search for ‘red lava lamp’ in the search bar of Google. So to simplify it, words which are used to search for relevant information, news, product or service is known as a keyword.

There are 6 easy steps to get started with your online advertising with AdWords

1. Create your account
2. Target a geographic region: target areas where you would like your ads to appear.
3. Set your daily budget: You decide how much you want to pay per day. Remember, you only pay when someone clicks on your ad (Pay Per Click: PPC).
4. Control how much you spend: The automatic bidding option automatically adjusts your bids within your budget.
5. Create ad(s): Creat a good ad! Examples:
   • Stand out from the crowd, say how you are different: ‘excellent service, professional, good value’ so that the users know what to expect from your company and website.
   • Incorporate a call to action (CTA): Good CTA – ‘Buy Coffee’. Bad CTA – ‘coffee for sale’
   • Use the most important keywords: if the search term appears in the ad, it will appear in bold text. This means the ad will have a better chance of being noticed and clicked on.
6. Select keywords (words or phrases that will increase the chances of your ad to appear when users search for them). Select these very carefully.
   • Put yourself in your customer’s shoes: Use keywords or phrases your customers would use when searching for your product or service.
   • Relevance: Use specific keywords that link to what you are selling and what users are searching for.

Make sure you read part 2 to understand how Google AdWords can benefit your business.

Remember: It does take time to see effective results!

Here at FDC Leicester we specialise in Google Systems. So if this is something you are interested in give us a call on 01164 244 244 to find out how we can help you.