Google Adwords

Adwords Provides Great Value

Consider how Google Search is used in every day life. Users use Google to learn more about topics of interest as well as to compare products and prices. Search engines are the starting point for many users when beginning to research online.

Capturing a user’s interest at this point gives you the best opportunity to reach a customer as they are actively looking for information.

Once a user clicks on a result, they may also visit a site which is part of Google’s display network. This is an additional opportunity to reinforce your message to the consumer. The user will often go back to the search engine and type in a new keyword or continue to a new result.

When running a branding campaign, this provides a huge opportunity to reinforce your brand over and over to the user as they research and collect information.

TV has been shown to be very powerful in driving user searches. As a user watches TV, they will often search for keywords relating to what they are watching. Adwords blends well with offline advertising and cross-media campaigns.

Users use search engines to research the best possible product and service for their needs, although they may choose to complete their purchase at brick and mortar stores. It is important to encourage these types of sales as well, and not limit users to online conversions only.

How Does Adwords Work?

  1. Relevant keywords are researched and selected.
  2. Users search on these keywords.
  3. Google ranks the ads in an auction format. Criteria is based on both price and relevance.
  4. Winning ads appear in the search results.
  5. You pay only when an ad is clicked, or per CPM.

This system allows the best performing ads to show first and self-regulates itself. A high performing ad will be rewarded by Adwords and cost less over time, while maintaining a high ranking.

Adwords allows you to target narrow searches. When a user performs a broad search, such as “puppies,” their needs may not be clear. While a search for “puppies” may yield more searches, it is harder to be relevant for that term. A more narrow search, such as “training puppies not to chew” receives less searches, yet is much easier to craft relevant ads which will convert users. Narrow terms are best used for direct response and to drive sales.

Effective Adwords Campaigns

To prepare an effective Google Adwords campaign, we will go over a multitude of very important facets about your business. These questions are hard hitting and require thought, so we’ve published them in advance to allow you time to have answers ready for us.

Learning About Your Business

  • Who are your competitors?
  • Are these competitors different?
  • What are your current online and offline marketing strategies?
  • What is your flagship product or service?
  • What do you use your website for?
    • Is the website e-commerce based?
  • What are your needs and objectives?

Plan Your Business

  • What is your strategy over the next year?
  • How do you expect your business or market to change?
  • What trends effect your business?

Current Advertising

  • What advertising medium has been successful to date?
  • Is your marketing campaign integrated and measurable?
  • How do you measure success?
  • Which advertising agencies do you currently work with?
  • How do these agencies support your business at the moment?
    • This is important, as we may need to work with them.

Analyzing the Competition

  • What advertising has been successful for your competitors?
  • What is your unique selling point versus your competitors?

Your Business Model

  • What is your sales and distribution model like?
  • How do you generate revenue?
  • Who is your primary target market?

Growing Your Business

  • Are product releases planned?
  • Are there untapped markets in the local sector?
  • Are there prospects in new markets?

Google Adwords allows you to create highly targeting advertising campaigns to reach exactly who you need to. To be able to properly tailor your campaign, there are a few things we need to know about your goals.

Is the purpose of the advertising campaign to:

  • Increase sales
  • Product branding
  • Company branding
  • Product launches
  • Customer interactions

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