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A Beginner’s Guide to Google AdWords

Estimated reading time: 3 mins

You want your product or service information to be visible to as many possible clients as possible. However, visibility itself isn’t enough to make for the most efficient marketing process. Simply throwing information about your website or company out onto the internet for all to see certainly will increase traffic, but not as efficiently as one might hope.

By targeting specific audiences that are more likely to be interested in your products or services, you are able to reach readers who are a better match for what you are offering. This reduces the amount you must spend on marketing and increases the rate of individuals who are converted from readers into buyers.

One of the best ways that new companies can find and meet their target audiences is through the use of Google AdWords. It can be difficult to navigate the complexities of this incredibly beneficial system, but once you understand the basics, you will be able to increase your conversion rate. You’re just a few steps away from making your marketing campaign the most financially efficient that it can be.

How Does It Work?

Google AdWords is essentially a method of ranking content for visibility in Google searches. It is based on a number of factors relating primarily to keywords that consumers will search. Where your website appears in Google’s rankings can affect whether or not it is seen by the right people, and if it is able to appear when the right keyword to match your content is searched, then you are more likely to gain a client.

AdWords works by allowing companies to bid on keywords. When a potential client types in a keyword, the ads that appear at the top of the page gain their highly visible place based on how high the company bid for that keyword, and the quality score for the ad.

What Is Quality Score?

A quality score is a measure of how well your content matches the inquiry or search of the consumer. It can be calculated by measuring the CTR, or click-through-rate, the quality of the page, and the keyword relevance. A high-quality score will gain you higher, more visible rankings if it appears alongside a bid for the keywords being searched.

How Does Bidding Work?

The process of bidding is a major component that contributes to where your ad appears in the Google rankings. Google auctions occur each time a keyword is searched. The mechanism will look at the bids each advertiser has made, along with the quality score. From there, they will then determine the placement of the ad, as well as the cost per click, or CPC.

The Language of AdWords

  • CPC: Cost Per Click, or how much a company pays for their ad each time that a consumer clicks on it. This varies depending on each auction and what the other bids are, but it is always lower than the maximum bid price.
  • CTR: Click-through-rate. This describes how often your ad is clicked on compared to other ads of the same search criteria.
  • CPM: Cost Per Thousand Impressions. This type of bidding is based on the number of impressions as opposed to CPC, which is based on the number of clicks.
  • SEO: Search Engine Optimization is a method of organically increasing site visibility by tailoring the content to include targeted keywords, links, and other methods.
  • PPC: Pay-per-click is the process by which advertisers pay for their ads each time their link is clicked on by an individual utilizing the search engine.

Pay-Per-Click Services

Effectively managing your ads can make a major difference in the conversion rate of viewers to buyers. Finding the right company to work effectively as a PPC management agencycan be difficult, but once you find one that is the right match for your company and your ad campaign, it can be one of the most beneficial decisions you make in promoting your brand, products, or services.

 

About the author /


Simon is a creative and passionate business leader dedicated to having fun in the pursuit of high performance and personal development. He is co-founder of Applied Change, a Business Change consultancy based in the UK. Simon is also an Ambassador for Gloucestershire business. Simon is an Associate Member of the Chartered Institute of Professional Development.

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