Google Adwords is an online advertising scheme from Google. AdWords enables you to highlight your website or products in search results pages, via the use of an advert that appears when people search for phrases directly related to your website content, products and services.
AdWords runs on a ‘pay per click’ system (sometime referred to as PPC) which means that you only pay when someone actually clicks on your advert and then through to your website.
You don’t pay for your advert simply to be shown; you only pay when a user interacts with it. This way, you’re only paying for engagement. Here’s a brief overview of how it works
You may have noticed advertisements that appear at the top or right-hand side of your search results page on Google. These are there as a result of Google AdWords.
The position of your advert depends on a number of factors, including the quality and relevance of your website page once the user clicks through, the amount you are willing to pay for a click, and the quality of your advert.The image below shows how a search result with Google Ads looks - it may look very familiar to you!
The top three results are adverts whilst all of the results below these are organic search results which haven’t been paid for.
The cost of a click can vary from a few pence to several pounds, and is all about how competitive your keyword search terms are. The more people are competing on the same words, phrases or locations - then the more expensive the click is likely to be.
However, you are in control of the maximum amount that you are willing to pay per click.
You can set a daily budget so that Google knows when to stop showing your ads and when to stop spending your money. Once your daily budget has been spent, your adverts will not appear until the following day when the process will start all over again.
Because this form of digital marketing involves more financial investment, it obviously needs careful consideration and subsequent careful monitoring. It’s important that your AdWords campaign is focused and well managed, to keep your costs to a minimum and ensure that your adverts attract relevant customers who are ready to engage with your business.
AdWords is a strategy with the sole purpose of directing traffic to your website so it’s not a marketing strategy to be used in isolation. You may also wish to consider a combination of content marketing and other SEO strategies to be used in conjunction with paid-for advertising
However, this type of advertising can provide instant results, in many cases significantly increasing traffic to a website. This can be particularly helpful to new websites that will need more time to rank well organically.
The next guide is on printed media marketing - which is familiar to a lot of businesses. Click below to read!
Start your planning now with our free, comprehensive 2019 eCommerce Calendar.