Getting discovered more often by potential customers is one of the biggest benefits of advertising with Google AdWords. But the key to succeeding with this platform lies in recognizing that it calls for a different marketing approach than that used in other campaigns – including those geared toward Google Display ads.
As opposed to the Google Display Network – a collection of millions of websites that regularly host paid ads for other companies – Google AdWords are listings that show up on the Google Search Network any time a search is conducted through Google.com.
Leveraging the Search Network effectively means:
- understanding the significance of search keywords, and
- creating ad copy that targets prospects successfully in the very moment when they’re searching for products or services like yours
A big advantage of using Google AdWords is that it makes managing marketing costs just a little bit easier. Not only can your business set up a daily advertising budget in advance, you really only pay when your ads get results. Why? Because charges only happen when someone clicks on your ad to visit your website or telephone your company!
The Basics of Google AdWords
When someone uses Google to search for information on their smartphone, tablet, or laptop, the words and phrases they type in the search box are collectively known as keywords.
The better the match between the typed keywords, and the ones that you’ve chosen for your marketing campaign (think “pool cleaning service” or “dentist in Scottsdale”), the more likely your ad is to show up above or next to their search results.
Google AdWords is an ideal vehicle for attracting the attention of anyone who might be searching for what your company sells. It’s also a great way to:
- increase online sales,
- reconnect with current or former clientele, and
- target prospects and customers by region, city, or country – or simply by the fact that they’re within a certain geographical distance from your business
With Google AdWords, you have the ability to track the performance of your live ads and adjust them as necessary to optimize results. You can even consider running a variety of advertisements to determine which pull the biggest – and most lucrative – response.
Get Help Getting Found
The concept behind Google AdWords is simple:
- write an ad describing what you offer,
- choose the related search keywords most likely to be used by your customers, and
- decide on a budgeting cap
But like any advertising strategy, the more you know about wielding Google AdWords effectively, the more likely you are to meet your marketing objectives.
For example, did you know that while the ads displayed in search result listings are mostly what sets Google AdWords apart, the Google Search Network also includes an entire group of search-related websites (Google Maps, Google Shopping, Google search-partner sites) where your company’s ad can potentially appear?
When it comes to making the most of everything Google, the choice is up to you: you can try mastering the ins and outs in your limited spare time, or you can reach out and work with a seasoned professional.