What is Google AdWords & Why Do Businesses Use It?
By Intrigue
What is Google AdWords?
Google AdWords is an online advertising platform that allows you to create ads to market your business. These ads are clickable and link to specific pages on your website, and the best part is, you only pay when someone clicks on your ad! This type of online advertising is called PPC (Pay-Per-Click). The ads show up in Google’s search results based on keywords (specific search terms) you choose to bid on. When a user performs a search in Google, if the query they search is relevant to the keywords you are bidding on, your ad will show up. The Images below shows how search ads are displayed in Google’s search results.
Why Do Businesses Use Google AdWords?
In today’s world, more and more people are searching online to find the information they need. We’re no longer live in the days where flipping through a phone book will get us the best answer to our many questions. These days, when we have a question or are on a mission to find the solution to a problem, we want answers and we want them now!
Google AdWords is a platform that allows you to provide an answer to someone’s question, right when they’re searching for the answer. People could be searching for a local restaurant, the best water softener repair company, a trusted veterinarian, a hair salon that specializes in kids’ cuts, or a local roofing company. There are an infinite number of searches that businesses just like you can benefit from by advertising with AdWords.
You can easily create multiple campaigns that focus on advertising a theme of products/services and then create ad groups to advertise specific products/services. For example, if you own an electronics store, you could create one campaign for TVs and one for cameras. The ad groups for the TV campaign might be LCD TVs, smart TVs, or a brand of TVs. The ad groups for the camera campaign might be DSLR cameras, waterproof cameras, or a brand of cameras. The image below provides a great visual for how AdWords accounts are structured.
Here Are 6 Ways Your Business Will Benefit From Using Google AdWords
1. You Control The Budget
You set the budget and only pay when someone clicks on one of your ads. AdWords requires that you set a daily budget for each campaign, so if your online advertising budget is $300 for the month, your daily budget would be $10. It’s that simple and you can adjust it at any time!
You can also set that maximum you want to spend when someone clicks on your ad. This feature is called the maximum Cost-Per-Click or CPC. It allows you to further control your budget.
2. You Target People Who Are Actively Searching For Your Product Or Service
Campaigns are based on the keywords that people type into Google search engines. You include the keywords you think are relevant to your business and that are actually being searched (Google’s Keyword Planning Tool is great for finding these keywords). You set your campaign live and when people start searching for your services using the keywords you are bidding on, then your ads will show up in their search results.
3. You Decide Where & Who You Want To Target
For each campaign, you choose the locations you would like to target, enabling you to reach local, provincial or national customers based on your marketing goals. You can focus who you reach based on your target audience’s interests, demographics, and categories of websites they might visit.
4. You Can Get Creative
AdWords allows you to write text ads or design image ads depending on what you want to promote. For example, you can showcase your brand’s personality by writing creative ad copy, including enticing headlines and descriptive text. Image ads allow you to use your logo and other visual elements to represent your brand. Best of all, you can run multiple ad campaigns at the same time for each unique product or service that you want to promote.
5. Measuring Performance is Easy & Transparent
When creating an adwords campaign you are able to set up specific goals based on your business’s marketing strategy. You can set goals for:
- Generating brand awareness
- Increasing ROI (return on investment)
- Increasing clicks that result in traffic to your website
- Online & offline sales
- And other online conversions (such as filling out a quote form online)
Once your campaign is up and running and has gathered a few weeks of data, you can start to monitor its performance in real time. One of the greatest benefits to using AdWords is that it allows you to get measurable, transparent results, unlike other traditional forms of marketing. You see exactly where your marketing dollars are spent and what you received in return.
It also allows you to test new approaches and continuously improve your campaign’s performance. If you find something isn’t working for you, it’s easy to make a change at any time!
6. You Can Reach Mobile Consumers
AdWords allows you to target people who are searching on mobile devices, such as an Android or iPhone. A key element to reaching mobile searchers is providing them with your business location and contact information so they can easily find you!
For example, say you own a local shoe boutique. A potential customer is out running errands in your neighbourhood when they decide they want to buy a new pair of shoes! They get out their phone, open up google search and type in “shoes stores nearby” and voila! Your mobile ad shows up on their screen and shows them your shoe boutique, address and store hours. They visit your store, find that beautiful pair of shoes, and you find yourself a new customer ;).
At Intrigue, our main goal is to get your business found in the community. AdWords is one of the online tools that we use to make this happen! We use AdWords to get your brand in front of the right audience at the right time! It allows us to market your business online, generate awareness, and drives traffic to your website with the goal of generating leads and ultimately sales.
If you have any questions about how your business can benefit from using Google AdWords, don’t hesitate to contact the team at Intrigue!
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