If you’re unfamiliar with Adwords, these are the ads you see at the top and bottom of every Google search.
Google Adwords, or as it’s better known, allows businesses to appear in top positions in far more searches than they would typically reach.
You may be wondering how this is achieved, or perhaps you already have an idea of how the great Google machine operates.
Google utilizes a combination of metrics and algorithms to position your advert in front of the right person at the right time. Some of the deciding factors include:
- Client Budget: The world works on a “pay-to-play” mechanism – the more you invest, the further your marketing reaches. While we cannot guarantee a specific level of views or clicks per month, with machine learning, the longer your ads run, the more mileage you get from your budget.
- Keywords: These are the words or phrases potential customers will be searching for, which may align with your products or services. The price per view or click of your advert depends on the level of competition for the keyword and the position in the search where you want to appear.
- Type of Ads Being Run: The type of advertising you choose depends on your end goal. If you want more visits to your site, PPC (Pay Per Click) will work well. If you want more signups or purchases, the CPA (Cost Per Acquisition) model is best. If you aim to sell more products, Google display ads will work for you.
- Number of Locations Serviced: Are you focusing on specific store locations, countries, or the entire world? The more localized the advert, the fewer potential customers may see it.
- Marketing Lists: These include audience, interest groups, and remarketing lists. You can target audiences based on interests, LSM (Lifestyle Segmentation Model), ages, sex, and location of potential clients who are most likely interested in your products and services.
- Relevance of Landing Page: The initial landing page of your advert on your website also affects the cost and frequency of your ads. This page needs to contain your keywords and relevant information about the ad’s topic. If your ads promote a cleaning service but direct users to a page about gardening, it will result in a negative score, leading to more expensive ads and potential ad closure by Google.
These are some of the main factors to consider when running Google AdWords campaigns. Why not speak to one of our experts to help you decide on the right budget and campaigns for your business?
