In an age where the typical consumers encounters upwards of 5,000 marketing messages each day, optimal marketing isn't loud or flashy. It's sufficiently fine-tuned to cut through the excess noise. Companies are increasingly turning to Google AdWords as a tool for conveying their messages to consumers who are actively searching for branded solutions. Over 94% of consumers use Google as a primary tool for product or service research, and AdWords can effectively ensure your content is at the top.
What is Google AdWords?Google AdWords are the results that appear at the top right of Google search, as sponsored results. Marketers write effective advertising copy, and use Google's built-in keyword research tool to identify the words and long tail keywords (defined as 3 words or more) that are driving search in their industry. As the world's largest search engine puts it, you're really just advertising to an audience that's already looking for you. These paid advertisements may also appear on the millions of websites that advertise with Google's network, depending on the relevancy of the website content, and the search habits of the website visitors.
How to Use Google AdWordsJust like with organic content marketing, Google's key recommendation to marketers considering paid advertising is to consider quality. If you're using irrelevant keywords, or trying to promote a questionable website, your costs, ROI, and rank among sponsored ads will be significantly lower.
Effective keyword research is vital to a successful campaign. It's essential to choose a group of between 5-50 key terms that are closely related to the product, service or offer you're promoting. Fewer keywords that are more relevant have better potential for success than a larger group of keywords that aren't as relevant. It's advisable to further tailor your advertising by allowing both broad match results for closely related concepts, and negative match, to block results that are linguistically close but irrelevant.
One of the primary factors which influence the final cost of your campaign is relative competition in your industry. Insurance, loans, mortgages, and attorneys are currently ranked as the most-expensive categories for pay-per-click advertising, where keywords can exceed $10 per click. Achieving a high quality score for your paid advertising campaign is an effective way to control costs; as is ensuring you identify negative keywords to filter results.
Why Use Google AdwordsSimply put, Google AdWords is an effective tool for modern marketing. Between search and affiliated networks, Google's advertising drives an estimated 29.8 impressions daily. Data from the 3rd quarter of 2012 indicates an average conversion rate of 5.63% for ads displayed on Google, and 4.68% for websites within the search engine's advertising network, or a total of 12 million conversions every 24 hours.
It's easy to track the efficacy of your AdWords campaigns with built-in analytics, which include quality scores, average position, and your average click-through rate. When coupled with Google analytics or your marketing automation software, you can simply tie your click-throughs to website conversions, as well as the percentage of your paid advertising-originating leads who ultimately become customers.
Finally, unlike other forms of paid advertising, it is a feasible option for virtually any budget. Companies can choose keywords that match their product and intended spend, and purchase impressions accordingly.
Unlike many other forms of advertising, Google AdWords can be leveraged to effectively promote virtually any product, within any niche. While there is a significant learning curve to begin, and a campaign is only as effective as its keyword research strategy, an effective approach can convey your messages to consumers who are already looking for similar solutions.
For more information on Google Adwords, visit our Google Services page on our website.