Google AdWords is an online advertising service that allows users to display their web pages based on keywords and links to content. AdWords offers pay-per-click on advertising for text, banner, media ads, and etc. Some benefits of Google AdWords are:
1. Target your ads –
This gives you the ability to show your ads to reach people with specific interests. AdWords offers different ways to target your online ads and those are:
-Keywords: Words or phrases relevant to your products and service. This is used for showing ads when searching with those terms and relevant websites.
-Ad location: Show your ads in multiple locations such as search engines, commercials sites, or personal sites.
-Age, location, and language: Choose how you want to show your ads with the age, geographic location, and language of your customers.
-Days, times, and frequency: Show your ads during certain hours or days of the week, and just being able to determine when your ads appear.
-Devices: Ads can appear on all types of devices and you can also determine which devices you want your ads to appear on.
2. Control your costs –
AdWords can give you control over how you can spend your money for instance you can choose how much you spend per month, per day, and per ad.
3. Measure your success –
You can measure you success by the number of clicks in your ad and by what they did on the site like purchasing a product, downloading the app, or phoned in an order that you can track. By measuring these ads you will quickly see where to invest in your campaign Analytics can help you learn many things about your customers.
4. Manage your campaigns –
You can manage multiple accounts and this helps to save time and quickly make changes to your account.
So where can you advertise?
Your ads can show up on either Google search network or the Google display network. The search network works with Google search and other Google sites like map and shopping and other non-Google search partner websites. This can help the advertisers do the following:
-Show their text ads next to Google search results
-Reach customers actively searching for their specific product or service.
The display network includes a collection of Google websites, partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page. This can help the advertisers to do the following:
-Use appealing ad formats to reach a wide range of customers with broad interests
-Build brand awareness and customer loyalty
-Increase engagement with customers
-Choose more specifically where their ads can appear, and to what type of audience.
Also think about the different types of ads that can appear on Search Network sites:
-Text ads: those are the simplest and most common kind of search ad, text ads are made up of a headline, a display URL that shows the address of your website, and a description.
-Ads with extensions: Ad extensions are visual enhancements to search ads that more prominently display information about your business (phone number, location and links to relevant content).
Once you know where you are placing your ads you need a bidding strategy. Some options that you can choose are Cost-per-click, Cost-per-thousand impressions, and Cost-per-acquisition.
When you are setting up a campaign you need to know what type of campaign you are going to use such as a search network only, display network only, and a search network with display select. The campaign should also be structured into separate groups and themes for what you are advertising. Below is an example of what your campaign structure could look like.
Whichever campaign you choose, you need to have a keyword planner to develop a campaign and the benefit of a keyword planner is to research keywords because you can get keywords that are relevant to your product or service and to get historical statistics and traffic estimates because this will help you decide which keywords to use in your campaign and set bids for budgeting your campaign. You can also use a display planner when developing a new campaign to think about basic details like customer interests. The benefits of this are research targeting methods that help you get ideas for keywords, placements, etc. and to get impression estimates and historical costs to see how your ideas are formed based on past results and get historical costs to help guide your bid.
Now once we have found what type of campaign we are using and have gotten it set up to what is being seen, you can measure your results. Some tools to measure your performance are using conversion tracking, Google analytics, and campaign experiments. What you need to measure is clicks and click-through rate, keywords, and search terms. It is also good to know conversions, sales, page views, leads and more.
When you measure these results, look for the changes that you need to adjust based on your conversions and etc. Another thing you need to look at is continuing to increase your brand awareness through targeting options, ad formats and bidding strategies.
Now that I’ve read this I think I am ready to study a little more and than take the test!
Thanks for reading,