Google Adwords is all about reaching new customers – a clear benefit for any business that’s looking to grow.
In short, Google Adwords lets you set up multiple text adverts, which appear in prominent positions on Google Search result pages (or on the Google Display Network), where potentially millions of eyes can see them – and you only pay if they get clicked by users.
Now let’s look at it in a little more detail:
Adwords is particularly useful because your advert only appears on Google Search when users type in keywords that you specify. It’s targeted advertising. If you’re doing it right, you’re advertising to people who are already looking for the product or service that you supply.
It’s free to create adverts and it’s so simple anyone can do it. Yes, there are lots of complicated extras that you can use and take advantage of if you want, but if you want to experiment with a straightforward ad campaign, then it is genuinely easy to do.
Sign up to Google Adwords (at google.com/adwords) and start the process to set up a campaign. Google will walk you through the steps – it wants your money so it makes a point of being easy to understand! Your adverts can appear on the Google Search Network (eg Google Search, Shopping, Play), and also the Google Display Network (including Blogger, YouTube and other sites that have partnered with Google).
One of the first steps is choosing locations to target or exclude. What you do here will depend entirely on your line of business. If you usually work locally then you will only want to target the UK. If, however, your work could be done from your computer for clients around the world, then you might be happy to target all countries and territories.
You have the chance to add location information or your phone number to your advert as well – adding information like this just makes it that bit easier for web users to reach out to you.
You’ll need to think about your budget and how much you are willing or able to spend each day. It’s best to start low to begin with. If you have a successful day and your advert is clicked so many times that you use up your budget, Google will pause your campaign until the next day so that you don’t overspend. Of course if all the clicks are leading to purchases, it may be time to think about increasing your budget. You can also choose how much you spend per click, although it may be easier to let Google automate this to begin with.
The next step is choosing keywords that are relevant to your business. These are key (ahem) to showing your advert to the right audience. If you don’t know what keywords are, these are simply words or phrases that people would use in a web search while looking for products like yours. For example, if you make cakes, people might search for ‘birthday cakes’ or ‘christening cakes’ and so on. If you’ve only listed ‘sponge cakes’ as a keyword, your ads may not come up very often. Be obvious! Google will help with ideas if you’re running short.
You can create multiple adverts – in fact it is sensible to do so. Google will rotate how often they appear and then you can log into Adwords to see which advert is performing best.
Obviously that is a very quick look at what Google Adwords can do for you. It is both simple to use and also very complex. There’s a lot more you can do, but frankly we don’t have the pixel space here to go into it all. What we would advise is giving it a go, dip the old toes in slowly, and keep your budget low while you’re experimenting. That way you will soon find out whether Google Adwords is worthwhile for you and your business.
To speak to us today regarding a free consultation or to find out how we can help your business, contact firstname.lastname@example.org or call 01992 275626. We look forward to hearing from you.