Google has many services on offer for businesses, but perhaps the most effective is Google Adwords. If you’re a Small Business with a website, then you have probably realised that just having an online presence isn’t enough to draw potential customers in.
Google Adwords can help you successfully drive traffic to your website.
What is Google Adwords?
It is defined by Wikipedia as “an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on keywords, predefined by the advertisers, that might link the copy to the content of web pages shown to users”.
Google Adwords –
The Basics: When you search for something in the Google search field, Google throws up ‘organic search results’ as well as ‘search ads’ for your enquiry:
Organic search results: Websites that contain content that match your search query. These results are not paid for by advertisers, and Google algorithms cull them by crawling all over the internet and matching content.
How Google culls them is a whole different story, but in a nutshell, it ranks its results based on the quality of their content, that are similar or match your search phrase or term. Inbound links from other websites is another criterion that Google looks for while ranking results.
Search Ads: As the term suggests, these are ‘advertisements’ paid for by people to be displayed when user search terms match these. They are separated from organic search results, and are displayed in a cream coloured box at different positions – below the search field, along the right side of the page or on other websites part of the ‘Google Display Network’.
One cannot pay Google to rank the results higher in the search results, but you can determine where and when your ad will be displayed, depending on the aptness or budget that you have.
What does a simple Google Ad look like? – A headline – A short URL – A call to action After mastering the basics, you can explore linking to webpages on your website that are relevant, include an address, a phone number or even a social media channel.
Geographic targeting is possible, where you can allow or disallow a certain city or country to view the ad. You can even target your ad based on the kind of devices your clients use, or even the time of day the ad is to be displayed. Now that you know the basics of Google Adwords, let us help you create an ad.
Step 1: Set up a Google account – either use your existing Google email account or set up one specifically for AdWords. Once you create an account, a number of choices are displayed for organising your AdWords campaign.
Step 2: You can specify your campaign based on what you want to promote E.g. If the account is for a clothes store, your campaign could be to promote a specific seasonal collection
Step 3: You can specify the breadth of the campaign by creating groups of Adwords E.g. One group could be Indian Wear while another could be Western Wear
Step 4: Each ad group needs one or more keywords. (You can utilise Google AdWords’ own programme to determine your keywords or use other free or paid tools) E.g. The keywords for your clothes store could be ‘Modern’, ‘Summer’,’Salwar Kameez’, ‘Skirts’, etc
Step 5: Google AdWords also allows you to create different campaigns based on geographic location (city, country, state, etc.) E.g. Only allow Rajasthan to view the ad or allow all of India except Rajasthan to view the ad
Budget for Ads: You determine your budget according to what you are willing to pay and can bid based on three different models:
Cost Per Click (CPC) or Pay Per Click (PPC): You (the advertiser) pays the publisher (Google, in this case) every time the ad is clicked on by users
Cost Per Impression (CPI): You pay each time your ad is displayed on a user’s screen
Cost Per Acquisition (CPA): You pay only when the ad ends with an acquisition or lead for your business. The advertiser specifies what a goal or an acquisition is by defining goals. If used correctly, Google Adwords can do a lot for your business.
From increasing visibility of your business and therefore creating more brand awareness, to showing up on relevant keyword searches – Google Adwords presents a world of opportunities for a Small Business.