13 Apr

What is Google Adwords?

What is Google Adwords?
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Google Adwords is the advertisement program from Google which allows you to show your advert in the Google search results under “sponsored links” or “adverts”.

With Google Adwords you advertise for keywords or search terms. These are words or combinations of words which users type into Goggle to search fro something. When a Google user types in your keyword which you advertise for, an advert for your business will show up.

In the following video Google Adwords is clearly explained.

Keywords differ in price

The prices for advertising differ according to the keyword. Words like ‘insurance’, ‘loan’ and ‘mortgage’ are amongst the most expensive words to advertise for, they have prices around €15 per click.

Mind your quality score

Google rates your keywords in the search network with a certain score, which is called the Quality Score. When it is less than 7 this is too low, then you score below average according to Google.

Is your score 7 or higher you are all right, Google will reward you with lower click rates for your adverts. Trying to get your score to 10 is therefore a nice target!

So it is no matter of having a big budget and paying a lot of money per keyword; the relevance of your advert is taken into account as well. If your advert is not relevant to the content of your website and a lot of people who clicked the ad leave your website very quickly (bouncerate), your advert will loose relevance in the eyes of Google.

The less relevant you are, the lower your quality score. The higher your quality score, the higher you will rank and the less you’ll pay for your ad. Google tends to reward relevant advertisers, because they make an excellent user experience. No matter what a user is looking for, Google always wants to put the most relevant sources at the top.

If you are relevant and deliver an excellent user experience with your website, you’ll pay less! It’s as simple as that!

Quick, paid traffic to your website

It is possible that your are not yet getting a lot of organic (free) traffic from the search engines to your website, for example because you have not yet started with search engine optimization or because your website is still new.

In case you would like to attract a lot of traffic to your website right away, Adwords is perfect for you. Within a few minutes you can start getting hundreds of new visitors from Google, without a lot of time and energy. These visitors will also be ‘warmer’ than the average visitor, because they came to your website through a keyword you chose in advance.

The disadvantage is you made yourself dependable to Google Adwords and it costs a lot of money. Every paid visitor to your website will therefore have a lower ROI then a free visitor.

How does it work? Start with Google Adwords

If you decide to start with Adwords, Google will give you a welcome gift, you get 75€ free advertising budget. There are however a few conditions, one of which is to make a deposit of at least 25€. You can register and read the conditions here: https://www.google.com/intl/en/adwords/jumpstart/index_il.html

Set your budget and daily budget

As soon as you have registered for an Adwords account and made a deposit, you can set a budget. For example you can set a maximum ‘cost per click’ (CPC) and a daily budget. If you set a daily budget, your ad will be automatically disabled once you reach it, just to be safe.

This way you can control the amount of money you spend per day and in what way it is spent. You can let Google handle this automatically, but you can rest assured that your daily budget will be spent in no time. Try to keep this under control, you can always adjust this later.

Build campaigns and ads

You can also start with a new campaign and one or more ad for that campaign. Lets say you want to attract visitors to the homepage of your website about dog food. You will name your campaign ‘Dog Food Homepage’ and build several ads to see which one works best.

It’s possible to see which ad gets the most clicks. When you offer services or products on your website, you can even see what percentage of your visitors actually converts (conversion rate).

You are not advertising blindly like it used to be, but you can see exactly which ad works and which you could better disable. The more information you have, the easier you can fine tune your ad to peoples search behavior and deliver a better user experience.

Build keyword lists

To be found with your ad in Google, you have to build a list of keywords (that’s why you do keyword research). When someone uses one of your keywords in a Google search, your ad will appear in the advert section, at the top or bottom of the search results.

With a website selling dog food, you’ll want keywords like ‘buy dog food’, ‘order dog food’ and ‘dog food online’. People searching for this kind of words are probably with their credit card in hand, ready to buy dog food online.

It is however your job to figure out which words people interested in your product or service would be searching for. As you go along you will be able to add more keywords to your list and grow your potential reach.

Negative keywords

You can also point out negative keywords. When someone searches for one of your designated keywords in combination with a negative keyword, Google will not show your ad. There are standard lists of negative keywords to be found on the internet, assembled by users containing hundreds of keywords you don’t want to be found for.

Do’s and dont’s

Although it’s quite easy to set up an ad, it’s not as easy to get the right results. Google Adwords is a seperate field of study and to get the desired results without spending a fortune you’ll need to master this. Google’s guidelines allow you to learn a lot, especially about what not to do and what activities you will penalized for. Here are a few do’s and dont’s to keep in mind:

Carefully read the policy

It’s good to carefully read the Google Adwords policies before getting into this. The slightest mistake can get you banned and you’ll loose your credit. Make sure you don’t send people to a page where all they can do is register and your landingspage doesn’t contain any content that is not allowed by the Adwords policy.

Not directly to an opt-in page

A couple of yours ago you could send people directly to an opt-in page from your Google ad. Today unfortunately this is no longer possible. Google wants to send every paid and free visitor to a website which is most valuable to them. A page where a visitor can only enter a name and email address is not valuable because this does not offer an answer to the users question immediately.

Focus on relevance

Google wants to be and stay the best search engine on the internet, they can only achieve this by offering their users only the best results. Good results are usually the most relevant results to a search. Google wants your ads and the pages these ads redirect to (landingspages) to be relevant to the keywords you advertise for. If you have a website about fishing and you advertise for ‘running’ Google will not appreciate this. You will have to pay a lot more per click in order to get displayed.

Make sure your Adwords ad is relevant to what you offer on your website. The better your ad lines up with your website, the more people will stay longer on your website and the higher your quality score will be.

Make a distinction between search- and display network

In Google you can advertise in the search results or in the display network (ads by Google on other websites). If you want to play smart, you will build seperate campaigns for both options so you can have a different approach for each one. The quality score is not used in the display network.

Measure conversions

Measuring is knowing. If you don’t measure anything you don’t know if you are doing it right. You should measure your “conversions”. That can be purchases or subscriptions to your newsletter, workshop, etc…

Categories: Google Adwords

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