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An Introduction to Google AdWords

August 2018Becky

AdWords can be a powerful business tool as part of your wider marketing mix when implemented correctly. To ensure success and drive quality traffic to your website, it’s important to understand what exactly Google AdWords is and which types of ads are relevant to your business before setting up your campaign.

So, why not get started with our brief insight into the world of Google AdWords…

What is Google AdWords?

Google AdWords is a marketing tool developed to assist you in displaying ads to promote your products or services online. Google processes hundreds of millions of searches per day, so it makes sense to create simple, effective ads and display them to people who are already searching online for information related to your business.
Not only do they appear at the top of Google search results, meaning they’re the first thing you see, but they can also appear as display ads on countless websites across the internet. Multiple times a day, every day, you’re presented with Google ads.

What are the different types of AdWords campaigns?

There are many different types of ads that Google AdWords allow you to set up. Whether it’s a search ad, display ad or shopping ads, each ad type has different qualities and benefits. So when setting up an AdWords campaign it’s important to understand which ad type would be most beneficial for your business.

  • Search ads – Advertising on Google search opens your business to a large visibility, enabling you to appear on the search results page for your chosen keywords. Using a pay-per-click system, advertisers bid on specific keywords for which they want to show up for in the paid search results. When users perform a search containing those particular keywords, Google displays the advertisers’ ads in the paid search results. Since advertisers are charged on a pay-per-click basis, they will only pay if a user clicks on their ad.
  • Display ads – Display advertising is a type of online advertising that comes in several forms, including banner ads, videos and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. Within display advertising, there are three different types of ads, site placement advertising, contextual advertising and remarketing.
  • Google Shopping – Google Shopping ads appear in search results just like search ads, however, the key difference is that the ads show specific products from online businesses. Product information such as the product name, price, colour, size, availability as well as a picture of the product also now shown and users who see these ads can directly purchase the product straight from Google search results.

Tips for success

You don’t necessarily have to spend a lot on AdWords to get a lot out of the pay-per-click advertising, success with Google AdWords relies on thorough research, great copywriting, an effective landing page and continuous campaign monitoring and modifying.

Take a look at our top 4 tips…

  1. 1. Keep your target customer in mind when writing your ads. When writing it is important to keep checking your ad copy against the AIDAS principle of advertising:
    • Attract the attention of your target audience
    • Raise interest
    • Convince customers that they desire your product,
    • Lead them towards taking Action (include a call-to-action)
    • Provide satisfaction if they end up choosing your website
  2. Include prices, promotions and exclusives – people often use Google search to make a decision about something. Give them what they need to decide. If you have a limited time discount or stock an exclusive product say so.
  3. To ensure consistency throughout your campaigns, it’s important that the content on your landing page is coherent with the content on your ads. This will help to reinforce the right messaging to the user and highlight the key USPs of the product/service you are trying to sell. Remember – If the ad is the bait, your landing page is the fishing line attempting to reel the potential customer in! So take time to craft compelling copy and a visually pleasing design that will keep your customers engaged and persuaded.
  4. Choosing the right keywords for your campaign requires some knowledge of your potential customer. It is vital to put yourself in their shoes and ask yourself what they’d Google if they were looking to buy your product or service.

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