We can use Google AdWords to place your business advert in front of a potential customer at precisely the moment they are looking for your product or service. But there is huge competition for these online advertising places, which means you can’t rely on a ‘set-and-forget’ marketing strategy.
I have lost count of the number of times I have been asked this question over the last 18 years or so. A top placing in Google is seen as essential for many business websites and with good reason. There is a lot of data from research which suggests that the top 3 positions on a Google search results page account for between 60% and 80% of the clicks, with the top position taking anywhere between 25% and 35% of the clicks, up to 3 times as many clicks as position 2. And what about the difference between paid adverts and the organic listings?
Paid search advertising is the only form of marketing I can think of where as a marketer, we can put our message in front of a potential customer at exactly the time they are seeking our particular product or service.
If this is such a powerful form of marketing, then why do people sometimes say to me that Google AdWords does not work for their business?
The power of advertising on Google search is that you can display your adverts to highly targeted audiences at the precise moment they are seeking your product or service. The Google AdWords platform is an amazing technological achievement, but it's easy for a new advertiser to get lost in the detail and quickly waste money.
Here are some top tips that I would offer to any advertiser who is considering using Google AdWords, or who has already got started.
Online advertising is one tool that most businesses will consider as part of their marketing toolkit. Google AdWords is very attractive and with its Pay-Per-Click (PPC) model, advertisers only pay Google when somebody clicks on their advert. But of all the marketing tools available, how important is it, and could you class it as ‘essential’?
What is remarketing? Simply, it is the opportunity to put your targeted message in front of somebody who previously visited your website.
On Google search, AdWords essentially works on the basis of people using search using keywords that trigger the display of relevant adverts, which link through to the advertiser’s relevant website, but what is the penalty for not continually optimising a Google AdWords online advertising campaign?
We are often asked, “What is the best way to market my business in the search engines?” and occasionally, “Surely SEO is better, as it’s free!”. Well nothing is free. Both natural and paid listings in the search engines take time, experience and money to implement.
All businesses have a limit to their marketing budget and have to decide where to invest to get the best return. One decision for online advertisers is whether to put their budget into search Pay-Per-Click (PPC) adverts or social media sites PPC adverts