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Google Adwords

Google Adwords is a form of advertising within Google and the wider content network where the advertiser bids based on how much they are willing to pay for each time someone clicks through their advert to visit their website or other destination.

Google Adwords advertising is located within the Google search pages and occupies the top three listings (backed by an off-white background, in contrast to the white background of the search results) and the listings down the right-hand side of the page.

Google Adwords (also known as Adsense) can also be used within the wider content network where website owners can allow related sponsored advertising to appear within their websites. This is also based on pay per click.

Google Adwords presents a great way for website owners to enjoy ‘first page’ positions quickly, provided you are prepared to pay each time someone clicks through, therefore costing money whether the click results in business or not.

Google Adwords can be very costly if not managed correctly and can be off-putting to first-timers, so here are some things you need to know:

Google Adwords essentials

Google Adwords accounts should be set up using ‘exact match’ keywords to begin with. That is surrounding your keywords with [square brackets] to indicate you only wish the advert to show if the exact phrase is used, therefore limiting exposure.

Only 10-20% of Google searches result in an advert being clicked on, so view Adwords as a short- to medium-term activity and part of a wider digital marketing strategy.

Review your campaign regularly to ensure it is only appearing for terms you want it to.

If you do use broad match terms (keywords without brackets), build up a list of negative keywords (specify the words you do not want to show for).

Use a professionally-designed campaign for great results and contact a Google Engage agency who are approved to build the campaign as they will be able to give you a voucher get you started and ensure minimum cost per click.

Don’t worry about competitors clicking your adverts and costing you money – Google track each click and won’t repeat charge you for anti-competitive behaviour.

Next month the journey through digital marketing continues with a summary of digital PR and how you can use it to grow your business exposure online.

To read more on this and other subjects, click here to visit the Ascensor blog

Ascensor are a digital agency in Leeds

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