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What is Google AdWords? How AdWords works? How can it work for your business?

What is Google AdWords?

It is a Pay-Per-Click Online Advertising tool to attract customers searching for the answer to their question.

How AdWords works?

1. It starts with a person asking a question. “I want to…” or “How do I…”

2. They visit Google and type in the ‘keywords’ in context relating to the question.

3. Google gives (related answers to the question) your business the opportunity to put your message in front of them.

4. These are called ads. Each time your ad is shown it is referred as an ‘Impression’, meaning you do not pay for the ad unless the user clicks on it.

5. Anyone at anytime who types your relevant keywords will see your message (ad).

6. If they see your message and it motivates them they’ll click the ad.

7. They visit your website/landing page or call direct (if mobile advert).

 

 

How can it work for your business?

• Test your sales message to optimise conversions and accelerate the traffic to your website.

• You can work to a budget and adjust accordingly once you gain a better understanding of ‘Cost Per Click’.

• You can set qualifiers to relevant prospective customers by geographic location, radius, time, demographic and many more.

• AdWords makes it so easy to measure, manage and smarten your adverts to cost you less and win bigger.

 

‘The success with marketing is delivering the right message to the right person at the right time.’

 

The benefits

• It delivers quality driven traffic (target audience you would like to reach) you wish to ‘serve’ (Ref. James Newell).

• Turning somebody who has a question into a customer that you can help and provide value towards.

 

Wesley’s Tips

• Invest your time writing great ads. A copywriter is ideal if you have the budget. A/B split test your ads and use the data from Adwords to highlight the top performers and keywords that work.

• You will see one or two enquiries drip through from start of the campaign. It generally takes a minimum of 6 weeks to get an accurate read of the market and correct ad spend to really optimise the campaign and start to see real results.

• Depending on how competitive your market is you generally need a minimum spend of £600 – £800 per month for ad visibility and lead generation.

• To enhance conversions I would strongly advise you setup separate campaigns for each individual product/service you wish to push to remove choice, which can cause hesitation.

• The benefit of having a dedicated Landing Page is it will be fully optimised for full user experience and created specifically to drive lead conversions.

• Consider Keyword Matching Options – Keyword match types (Symbols) help control which searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.

  • Broad match – Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches and other relevant variations.

  • + Broad match modifier – Ads may show on searches that contain the modified term (or close variations, but not synonyms), in any order.

  • “Phrase match” – Ads may show on searches that are a phrase, and close variations of that phrase.

  • [Exact match] – Ads may show on searches that are an exact term and close variations of that exact term.

  • – Negative match – Ads may show on searches without the term.

Visit 6rs for more information on Google Adwords