Google ads have the potential to be seen by millions of users considering the 3.5 billion searches that are executed every day.
Google AdWords is a system that allows anyone with a website to buy specific keywords and phrases and also pay to have their site advertised through PPC, pay-per-click. Google AdWords allows businesses to target ads, control costs, measure success, and manage campaigns. Here’s a video from Google which illustrates some of the benefits of using Google AdWords.
Google AdWords is more interactive and more application based compared to Google Analytics where you could potentially set up an analytics account and forget about it. While Google AdWords, can be updated daily and bids and keywords can be changed daily, it requires frequent communication with a specific business. Google AdWords also has a different pay structure compared to Google Analytics. The main difference here is that while Google Analytics costs are calculated using fixed prices, Google AdWords is bid based and offers businesses a few choices regarding how the costs are computed.
Here are the 3 types of pay systems according to Google AdWords:
- Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to your website, you’ll want to use CPC bidding.
- Cost-per-thousand impressions (CPM): If you want to focus on impressions — the number of times your ad shows — and increase awareness of your brand, you’ll want to use CPM bidding. Note that CPM bidding is available for Display Network campaigns only.
- Cost-per-acquisition (CPA): If you want to focus on conversions — which is when people take a specific action on your website after clicking one of your ads — you’ll want to use CPA bidding
The key takeaway with the pay system is to communicate with your client (business) to assess their budget and assess what’s the appropriate method to achieve their goal. For example, a big business like Macy’s will be able to pay more for advertising compared to a small local clothing boutique. Ultimately, a smaller business should concentrate their efforts on certain keywords where they’ll have the most user traffic. Also, bidding and specific keywords are both very volatile and susceptible to change which is why smaller businesses should monitor this closely and look for opportunities to get ahead in search results. Below is an example of the changing price and estimated clicks over a month illustrates the every changing environment in Google ad campaigns.
When establishing an ad campaign there are 3 types of campaigns a business can choose to execute through Google AdWords. The 3 types of campaigns according to Module 2 of Google AdWords are:
- Search Network Only: Which is a campaign where your ads can appear throughout sites on the Google Search Network. This campaign links AdWords keywords to the words or phrases someone searches for on Google and then shows them relevant text ads on search results pages.
- This campaign type is beneficial for businesses to connect with customers right as they’re searching for their products or services.
- Display Network Only: Which is a campaign where your ads appear through Google Display Network. This campaign matches your ads, including text, images, rich media, and video ads, with websites such as YouTube and mobile apps, with content related to your targeting.
- If you’re a wedding registry wanting to increase awareness of your event you could use a display network only. With a “Display Network only” campaign, you can reach people visiting wedding-related sites, such as blogs about wedding planning.Here’s an example of a display ad from Macy’s that appears on the wedding site, the knot, which shows the similar keywords and categories both the ad and the site share.
- Search Network with Display Select: Which is a campaign that allows your ads to be displayed, including text, image, rich media, and video ads — with search results on the Google Search Network and relevant placements within the Display Network. With this option, your budget is shared across both networks and essentially you’re getting more options.
Once you’ve established the type of campaign your business wants to run you need to coordinate and organize the different ad groups into campaigns and ultimately designate a single account which will have access to all campaigns for your business, as seen below.
After implementing your ad campaign through Google AdWords you will want to monitor your campaign’s performance and be able to filter down to see how specific ad campaigns are doing. By linking Google AdWords with Google Analytics, your business can monitor the analytics behind specific ads and make decisions about the future, or whether to continue or stop a specific ad.
When using Google Analytics to analyze a campaign, your business should measure web traffic, conversions, return on investments (ROI), the return on the ad spend, and your overall brand awareness.
Another potential avenue for your business to pursue is Google Shopping. By using Google shopping, your business can display items and generate more customers and purchases because the search processes has been simplified for customers. Instead of having to find a site and then search through their product listings to find what you’re looking for, the results pop up in the main search results page making purchases easier and simplifying the overall purchasing process.
All and all, if your business, big or small, isn’t utilizing Google AdWords and you have a website, you are essentially missing out on a large opportunity. Google AdWords is essential for any website that wants to increase traffic, raise awareness in search results, and increase the number of user conversions.
Until next time,