Digital Marketing: Google Adwords

GOOGLE ADWORDS

Google Adwords is a system developed by Google to assist companies in marketing their website on the Google Search Engine. It uses placed text ads that appear when people search for phrases related to your offering and they appear as “sponsored links”.

How Adwords work:

• The company writes an ad detailing their offer. 

• They then choose the search terms or key words that will make their ad shown in the Google results. A daily budget is and the ad is then ready to go live.

•  When a consumer searches the company’s keywords, their ad can appear next to or above the search results.

•  The customer clicks on the ad and goes to their website.

    Ad Example:

Your Ad Copy

•          Make sure and include keywords
•          Choose an attractive ad which has a call to action
•         Include features, testimonials and a sense of urgency
•          Display URL
•          Ad needs to match to landing page

Google provides Google Adwords Keyword tools such as Google Trends and Freeware KeywordPad. 

Auction Model

Your ad rank depends on:

·         maximum Cost per Click (CPC)

·         quality score

Maximum CPC = This is a bid which you set to determine the maximum amount you are willing to pay for a click on your ad. A higher bid usually helps your ad to appear in a higher ad position on the Search Engine Results Page.

Quality Score = An estimate of the overall quality of your ads, keywords, and landing page. You are ranked on a scale from 1- 10. Higher quality ads generally lead to lower prices and better ad positions.  Your quality score depends on your expected click through rate, ad relevance and landing page.

How it works: