Did you know that Adwords is Google’s main source of revenue and in 2010 alone Google’s total advertising revenues equaled to USD$28 billion? As a result you can clearly see that businesses are using Google Adwords, but is it right for you and your business?
What are the benefits of Google Adwords?
Google AdWords provides many unique opportunities for you to promote your products and services on the World Wide Web. Key benefits include:
No minimum buy: Unlike traditional advertising methods which can be quite expensive to generate results. Google AdWords allows you to spend whatever amount you want. The amount you decide to spend can be changed on a regular basis to reflect supply and demand and other factors.
Pay only for clicks: Google AdWords is a pay for performance system, this means payment is only incurred when a potential customer clicks on your advert. This makes it more cost effective than say print advertising when you pay for the advert no matter what – even if the advert results in no increased sales for your business!
A set maximum cost per day: Google Adwords allows you to set a maximum spend per day. Once this maximum spend has been reached, your adword will not display until the following day.
The ability to stop or pause your campaign at any time: If adjustments need to be made to your campaign, the adword can be amended. Campaigns can also be paused or stopped at any time with the click of a mouse button!
Measurement capability: Google AdWords provides monthly marketing intelligence and if used in consultation with Google Analytics data can provide interesting insights into your target audience. For instance, we once worked on a campaign for a company where we found that 15% of web traffic to the website was caused by spelling mistakes, we then created a Google Adwords campaign around the spelling mistakes which resulted in their website traffic growing by 400%.
What are keywords?
With Google Adwords, it is possible to select specific keywords. Keywords are words or phrases relating to your topic of choice. It’s important to note that popular keywords will not only be popular to you but also to your competitors. Therefore selecting the correct keyword can take time and no campaign should be truly analysed for its success until at least after three months.
How do I know which adword will work best?
Did you know that Google automatically rotates the selected ads and shows the better-performing AdWord more often? Therefore it’s important to experiment with different call-to-action phrases to determine what’s most effective.
Other research has identified the following best practice tips:
*Ads that have the right amount of capitalization out perform those that are all lower case. However, minor words such as ‘as’, ‘in’, ‘on’ should not be capitalized
*Use of exclamation and question marks to emphasize points. Note: ads can be disapproved if punctuation and symbols are overused.
Most importantly, like with any advertisement, your adword must have a clear call to action that is enticing – don’t confuse customers AND keep your message short and sweet! This is why Google Adwords limits the number of characters that can be used in each adword.
In summary, we personally believe that the greatest benefit that Google Adwords offers businesses is CONTROL, it gives you greater control over your advertising spend and messaging than other channels. In addition, Google Adwords allows you to advertise in a space where people are already actively looking for your product or service. This means if you select the correct keywords then the visitors who click on your advert should be legitimate customers.
However, there are few things to be mindful of; although it appears to be quite easy to set up a Google Adword campaign there is quite a lot of background research that results in a successful campaign. If ever in doubt, save your money in the long run by contacting a professional such as Vent2Me to set up your initial campaign.
How do to know if you require a professional? Did you know that things like the way the website URL is presented and what page it links to can dramatically affect the results of your campaign? If you didn’t then contact us today!
Until next time,
Cents and Sensibility
Julia Taine, Executive Director of Vent2Me, is a marketing problem solver and mentor. A mover and a shaker, Julia sees a niche in an industry, and takes it, by making it her own. Julia started Vent2Me, because people she knew were struggling with their online presence and their digital strategies. Julia knew she could help these people, and so here she is today.