The World Wide Web has made a lot of changes in how businesses carry out their marketing and advertising. From sole proprietorships all the way up to multinational corporations, advertising on the web has become an essential part of fostering public awareness of products and services as well as directly driving sales. Google is of course a name which needs no introduction and its Google Adwords program allows businesses to use the search results provided by Google to help reach consumers anywhere in the world.
When you enter a search term into Google, the search engine quickly searches for matches in its database of web pages and pulls up a list of results ranked by relevance to the search term used. Alongside these search results, text ads are displayed. As with the search results themselves, ads placed through the Google Adwords program contextual; that is, they are ranked by relevance to the search term. If someone searches using a keyword which you’ve used for your Adwords campaign, your ad will be displayed alongside the search results.
Google search result advertising is priced on a cost per click (CPC) model (also known as PPC or pay per click). Advertisers only pay when someone clicks on the ad, taking them to the advertisers website. Advertisers can also choose to purchase Adwords advertisements priced using a cost per impression model (CPM, for cost per thousand the M represents the Roman numeral for 1,000).
Your Google Adwords account is broken up into campaigns and ad groups. Each campaign can be configured for different daily budgets, geographic targeting (for country and region where you want your ads displayed) as well as the start and end dates of your campaign. You can set a budget of $10 per day for your campaign, set your campaign to only be displayed to users in Estonia and to run for a set period of time.
Adgroups are subcategories of you campaigns where you can determine individual keywords to use in your ads and set the CPC for your campaigns. As an example, you could set keywords such as coffee, Mexico City or pastries, Mexico for different adgroups and the CPC for each group. You should also list your goals for each campaign or adgroup. While you already know what the goal of your campaigns are, its a good idea to set this – if you’re running several campaigns at once, it can get confusing.
You’ll generally get the best results by creating several different ad groups for each campaign and organizing your ad groups by subject, cost per click and geotargeting. This allows you to monitor your results for each and fine tune your campaigns accordingly. Don’t make the mistake of using mismatched keywords in your ad groups or turning your ad group into simply a huge list of keywords. This will only confuse you later on as you try to manage your campaigns. If you need help, there are plenty of resources available on effective Adwords campaign management.
Google Adwords offers businesses a powerful and cost effective advertising platform. There is a little bit of a learning curve involved in learning how to set up, deploy and manage your campaigns, but as you gain more experience, this will become easier and more profitable for your business.
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