Understanding Google AdWords

Understanding Google AdWords
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Are you still finding it hard to hit top search results? Although you have remained competitive with your SEO, it's time to take a different approach. Put an effort in Google AdWords pay-per-click ads which will help your target the right audience faster and who would want to click your ad to buy from you.

What is it?
Have you noticed when you search for something on Google, there are results at the top, labelled "Ad." To get results, companies pay to move to the top of the list. This is called pay-per-click (or PPC) ads. When someone searches for a particular keyword that relates to your business, you set the cost per click you are willing to pay.

Keywords can cost up to $100 per click. It depends on how competitive the word is compared to the others are more competitive than others, and therefore, can cost upwards of $100 per click. You have to balance our budget, so you are firm on how much you are going to pay for a click against you profit margin.

Do AdWords Work?
AdWords come in handy: you can get in front of your audience faster than you would with traditional marketing, and you can use your ad as market research. You don't always have months to build up your content marketing arsenal to attract people the old-fashioned way. Or you want to test out a landing page to see if it appeals to your target market. How about you only attract a few hundred visitors to your blog, investing in AdWords ads can help you quickly reach more people.

You can also get specific about who you target with your ads, ensuring that the people who click on your ads are the ones most likely to buy from you. And another perk is how easy it is to measure results! You can view how many clicks a campaign received, what you spent on it, and how many clicks resulted in sales. You now have an exact breakdown of your return on investment.

What terms do I Need?
It is not that hard to use Google AdWords. Use this list of vocabulary terms to help you before you get started.

Acronym for "pay-per-click." Refers to an ad where you as the advertiser pay a set amount each time someone clicks on your ad link.


The appearance of your ad on a web page.

Landing Page
Clicking the link in your ad takes visitors to a particular web page, called a landing page. It should be targeted for a specific product or audience.

Your return on investment. Refers to how many customers you're getting per your PPC spend.

Conversion Rate

The percent of the people who click on your ad that actually make a purchase or take a particular action.


Cost per action. Rather than being charged for each click, you are charged when a specific action occurs, like someone making a purchase.

Cost per thousand impressions of your ad. You can opt to pay a set price per CPM or per click.

The search words or phrases you bid your ad on. When someone searches a particular keyword, your ad will appear, ranked based on your budget.

Click Fraud
When someone (sometimes a competitor) clicks on your ad to incur costs to you, this is considered click fraud.

Here are a few tips to succeed with a Google AdWords Campaign
Compare other ads in your specific industry prior to starting your own campaign. There is limited space for words you use. Your words will have a significant impact on whether people click to find out more about your products.

Remember to use short, to-the-point language that instantly shows the benefit of clicking on your link or buying your product. See the examples below:

Get people to click your link by creating a sense of urgency by using words like "buy now" or "limited time offer." You want people to feel like if they don't click your link, they'll miss out on something great.

Make sure your keywords are clear. What word would a customer use for to find your website? Be specific, so the better targeted your ad, the less competition you'll have for the top spot. Example, let's say you run a bakery in Philadelphia, using the keyword "bakery" will not only have more competition, but it will be entered by people who live not only in Philadelphia but everywhere. Instead, choose the keyword "Philadelphia bakery," or even better: "gluten free Philadelphia bakery," and you'll be able to save money while securing the top ad position because fewer bakeries are competing for those keyword phrases.

Keep an eye on your campaign once you launch it. Create and run two different ads. This is known as an A/B test on the ad, meaning you create two different ads with different words that lead to the same link. You can see which get the most action, then send the traffic to the as with the most action to your site after 7 days or a week.

It is vital to pay attention to whether the clicks are converting to sales. If they're not, make sure you're properly targeting your audience with the language in the ad as well as what they find on the landing page. It's possible people click expecting one thing and get something else. Make sure your ad and landing page line up with customer expectations, and you should have no trouble converting.

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