Marketing your Website - Google Adwords & Pay Per Click
Google AdWords is one of the quickest and easiest ways to promote your small business online. You can sign up in minutes and have your ads displayed on the front page of Google within a couple of hours. If you do decide to use Google AdWords pay per click (PPC), you need to understand how it can help you promote your site.
This article explores the key concepts behind AdWords pay per click advertising and provides some hints and tips to let entrepreneurs get the most out of it.
How to use Google AdWords
- You sign up for an account - It's quick and easy to sign up; there are normally coupons available that can get you some free advertising credit as well
- You create a campaign - This is an overall collection of ad groups that advertise your products or services; for example, your campaign might be 'Exact match searches targeting the US'. You will set targeting, budgets, schedules and the like for each campaign
- You create ad groups - Each campaign is made up for a number of ad groups; each ad group has individual ads and keywords that are tightly focused and relate to each other
- You create an advertisement - This is normally a short, text-based advert for your business that includes a 'call to action'; there can be one or more ads for each ad group
- You choose keywords - You can bid on a number of keywords related to your business area (for example, accountancy services); there can be one or more keywords for each ad group
- Your ads appear on Google - When people search for something on Google featuring one or more of your keywords, your ads have a chance to appear
- People click on your ad - This will take them to your website; you will be charged by Google for the click
Some words of caution
Google AdWords can be highly effective, so long as you have the time and expertise to create an effective campaign. If you don't, my recommendation would be to hire an expert to help out.
Creating and managing an effective AdWords campaign can take an enormous amount of time, quite a bit of money, a lot of reading, experimentation and blood, sweat and tears; it's not for the faint hearted!
Hints tips and advice for getting the most out of Google AdWords
Here's some useful advice and things to bear in mind when using AdWords:
- Test different variations of your ads including headline text, body text, calls to action, display URLs and more
- Use AdWords experiments to directly compare the performance of your ads against each other
- Use comprehensive 'negative keyword lists' so that your ads don't appear for searches that aren't relevant to your business
- Test different landing pages that your ads send people to and ensure that they convert well
- Use 'exact' and 'phrase' matches rather than 'broad' matches to begin with
- Limit the amount that you spend per click and your daily budget so that you can spread your ads out
- Use ad scheduling so that your ads only appear when you want them to (for example you can turn them off over weekends)
- Use location and other types of targeting so that your ads only appear to your most relevant possible customers; you can target by location, browser and various other means
- Read up online about AdWords and learn from others
Advantages of online advertising and pay per click: instantly drives people to your site; can provide an excellent return on investment
Disadvantages of online advertising and pay per click: takes a lot of time and experimentation to build an effective campaign; can be very costly
Google AdWords tutorial
Have you used Google AdWords?
AdWords is one of the fastest, most effective ways to drive prospective customers to your website, but it does take effort to get the most out of it.
If you have the time to dedicate to AdWords, it is worth learning how it works as it can provide a good return on investment when it is used in the right way.