It’s a new year and another chance to make sense of complicated technology! Today’s subject is Google AdWords. In a nutshell, it is an advertising medium which allows a business to create advertising based on key words that relate to the business. It is usually set up as ‘pay per click’ which means you only pay when your ad is clicked. Example: you have a clothing store online, you choose ‘women’s clothing’ as the AdWord you would like to target – meaning when someone searches ‘women’s clothing’ your ad link will show up on the search page. If a customer is interested they can click your ad and then you would pay Google. Another way that you can choose is the CPM for cost per thousand – this essentially is cost per impression. The advertiser is charged the bid price for every 1000 times the ad appears (or makes an impression on the ‘printed’ webpage whether or not the consumer clicks on your ad or not.
The more specific words selected, the better the chance your business is clicked. So in the previous example, ‘women’s clothing’ is extremely broad based and too general to be helpful when competing against larger businesses. What you have to do is have a targeted focus when marketing to consumers. Many small businesses choose to do this on their own but can also miss key opportunities. Larger businesses enlist the support of outside professionals or have marketing departments devoted to driving customers to the business.
The process is simple to begin. After a business has completed a comprehensive advertising plan and determined a budget for Google Advertising, a business needs to set up an account with Google AdWords. You also have the option to specify where the ads will appear. You can limit to Google only or include the Google partner network which includes: AOL, Ask.com, Earthlink and NYTimes.com. You can even target local customers within a specified mile limit. That helps make this type of advertising even more targeted to people close to your business.
Once you decide this, you will bid for the specific keywords that you are targeting and the type of ad you would like to have appear. When this is done, your ad can appear once your bid has been accepted. Consumers searching for your ads which link back to your business have the opportunity to find you.
The business has the opportunity to evaluate the success of the ad strategy using the Placement Performance Report. The business can then make changes as necessary and gain new customers.
More later.
clh
The more specific words selected, the better the chance your business is clicked. So in the previous example, ‘women’s clothing’ is extremely broad based and too general to be helpful when competing against larger businesses. What you have to do is have a targeted focus when marketing to consumers. Many small businesses choose to do this on their own but can also miss key opportunities. Larger businesses enlist the support of outside professionals or have marketing departments devoted to driving customers to the business.
The process is simple to begin. After a business has completed a comprehensive advertising plan and determined a budget for Google Advertising, a business needs to set up an account with Google AdWords. You also have the option to specify where the ads will appear. You can limit to Google only or include the Google partner network which includes: AOL, Ask.com, Earthlink and NYTimes.com. You can even target local customers within a specified mile limit. That helps make this type of advertising even more targeted to people close to your business.
Once you decide this, you will bid for the specific keywords that you are targeting and the type of ad you would like to have appear. When this is done, your ad can appear once your bid has been accepted. Consumers searching for your ads which link back to your business have the opportunity to find you.
The business has the opportunity to evaluate the success of the ad strategy using the Placement Performance Report. The business can then make changes as necessary and gain new customers.
More later.
clh
