Sure, Yahoo! and Bing offer pay-per-click advertising of their own, but for much of the world, pay-per-click advertising is intrinsically linked to Google and its AdWords program. Google may be a lot of things, but #1 revenue earner for Google has always been AdWords. It is because of AdWords that Google is one of the biggest companies in the world today. Google AdWords is easily the most important player in online marketing.
So what does Google AdWords do for you? Simply, Google AdWords displays an ad for your business prominently on Google’s SERPs (or search engine results pages.) You will be required to pay a small fee to Google every time someone clicks on your ads, which directs them to your website.
This is targeted advertising at its best because you pay the customer only when he clicks on your ads, which means he or she has some interest in them. Your prospective customer will come across your ads only if he or she is searching for the keywords that you have based your PPC campaign on.
So, it is unlikely that your advertising budget will be wasted on people who have no interest in what you have to sell – which is a big problem with advertising on the print media or on TV. Plus, pay per click advertising on Google AdWords is much cheaper, relatively speaking. And it hardly takes any time to get started.
So how does Google AdWords help your small business?
First, Google Adwords is targeted advertising which ensures that only interested customers actually visit your site. This does wonders for your conversion rate as people who visit your site through Google AdWords are more likely than not to buy something from your online shop. In fact, the only reason they have got to your online shop in the first place was because they were actively searching for products and services such as those sold by you. So their visit is likely to culminate in a sale.
Second, you can easily track your PPC advertising campaign on Google AdWords. Google has a sophisticated system of analytics tools that help you monitor your ad spend, the areas you wish to target, track the demographic where most of your customers come from and constantly monitor the return of investment (ROl) of your ad expenditure. This information will help you decide whether to boost your ad spend or cut it down, or for that matter, use it to target new and different areas.
Third, Google AdWords is really useful as a marketing tool for small local businesses such as a dentist’s clinic, a boutique, a pub or a restaurant. There is no risk of wasting your ad budget with Google AdWords. So, if you run a small shoe store in Berlin, Germany, you can restrict your PPC campaign on Google AdWords to Berlin only. There’s no risk of someone in India or Nigeria coming across your PPC ads and clicking on them, which would be a complete waste of your marketing expenditure.
Fourth, with Google AdWords, you can get instant results. You don’t have to wait long for your advertising campaign to get started. Just bid for your keywords using an automated process, win your bid and get started. At no stage is any interaction with a Google employee is required as the whole process is automated and instant and completely objective and non-discretionary. The process is as fast as it gets.
But to get the most of your pay-per-click advertising campaign on Google AdWords, you should combine PPC with effective SEO as well. Nothing works quite as well as a strategy that makes the best use of both paid search and organic search. A combination of SEO and PPC helps ensure long term marketing success for your business, builds your brand and wins customer loyalty.
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