As mentioned earlier, with the AdWords platform you can pay Google to serve ads to its users. When combined with good SEO, an effective AdWords strategy can mean your business appears twice in Google Search results. A paid advertisement, along with an organic result, both appearing on the first page of Google Search results, is effectively the holy grail of digital marketing. It makes your business very difficult to ignore.
AdWords is relatively quick to set up and usually works on a pay-per-click (PPC) model. With PPC, you pay a small amount every time a user clicks on your ad, rather than a one-time fee to list it. Alternatively you can pay for impressions, which means you pay whenever your ad is served, no matter how many clicks you get on it.
Much like SEO, and Google in general, AdWords revolves around the use of keywords.
After you’ve built your advertisement, you will choose a number of keywords that relate to your product. Then you will place a bid. When a user searches with these keywords, the advertiser with the highest bid has a higher chance of their ad being served.
Again, this is a very simple explanation and, in reality, there are many different factors which determine when your ad is displayed. Things like popularity of keyword, quality of website, location and historical results all play a part. The main thing to remember at this stage is that, if done correctly, you can have an ad for your business appear above organic search results, looking like this:
To help you tackle AdWords yourself, here are the top three things to consider:
- Broad keywords: You don’t want to appear in every result for a specific keyword
- Example: A mechanic doesn’t want to appear in searches for ‘rental car’ when using the keyword ‘car’
- Negative keywords: There are certain words you don’t want your chosen keyword associated with
- Example: A seafood restaurant doesn’t want to appear in searches for ‘seafood poisoning’ or be grouped with results about the overfishing of our oceans when using the keyword ‘seafood’
- Ad groups: These will help you organise your campaigns. Within each campaign you can separate your ads and keywords into ad groups. You need to have different ads for different keywords. Don’t just show the same ad for every search
Ad groups: These will help you organise your campaigns. Within each campaign you can separate your ads and keywords into ad groups. You need to have different ads for different keywords. Don’t just show the same ad for every search
In 1 and 2 above, it would be best to create a central list of keywords that are either negative, or will likely provide unwanted impressions or clicks. This list can then be applied across multiple campaigns. This approach will allow you to better manage negative keywords as you would be able to simply add the identified keyword to your central list, and have the change apply to all campaigns linked to the list.
The range of services that Google offers, and the enormous reach and clout it has, make it the obvious place to start your digital marketing. The cost of such efforts can usually scale to the size of your business, and Google products are very user friendly. If, however, you are eager to take your business to the next level with Google but are not up for experimenting, our experts are always happy to help.