Google AdWords is an online advertising service which is of course, owned and provided by Google, and in the past few years it has become the most popular and most universally used online advertising system in the world. There are already countless numbers of businesses who make use of Google AdWords for the purpose of reaching target audiences, and to expand their business and increase their bottom line. There are two primary tracks which business people can focus on when using Google AdWords, with these consisting of a display network and a search network.
The search network is comprised of pay-per-click (PPC) advertising, wherein marketers bid for specific keywords which happen to be relevant to their brand, their business, or their products and services. Anytime a customer enters that specific keyword in a search box, the advertiser then has a chance to show a user their PPC advertisement. This system is sometimes referred to as paid searches.
The display network side of Google AdWords allows advertisers to place banners on websites which conveys information to users about their business or about their products and services. Relative to the search network strategy, the display network approach has a considerably wider reach with users. Because you’re paying for your Google AdWords service, it’s essential that you do whatever you can to get the most out of your AdWords campaigns.
This means you want to develop a campaign which is high in conversions and low in cost-per-clicks, and in order to do that, you need to be aware of some best practices so you don’t waste money while trying to influence your target audience. Here are a few tips on how to make the most effective use of your Google AdWords campaigns.
Start with search network only
Although there are actually several different campaign types you can choose from, the vast majority of advertisers will choose either search network or display network, and if you’re just getting started with Google AdWords, you’re better off to stick with search network for the time being. This approach involves using a group of search-related websites where your ads can be displayed, and these will include both Google search sites and other sites which Google partners with.
Although you will probably get a greater reach and more impressions by using the display network, you’ll also get lower click-through rates and fewer clicks, even if you’re primarily targeting websites where you want your ads to be shown. The way you make use of Google AdWords will generally depend on your business type, as well as the objectives of your advertising campaign, and sometimes also on where exactly your audience spends their time.
Generally speaking, the ‘search network only’ is the best place to start out, because you get a better return for your market spend while you’re familiarizing with the whole process. This is even more important if you’re starting out on a limited budget, and you’d like to have your initial campaigns be relatively uncomplicated. After you see how your marketing campaigns are performing, you’ll have the option later on to broaden out your reach by using the display network for increased exposure.
Bid only on relevant keywords
Given the fact that keywords are pretty much the foundation for all AdWords campaigns, it makes sense to limit your bidding to the most appropriate keywords. Choosing the right keywords will often be the decisive factor in determining your return on investment, and one of the best ways you can do that is to use AdWords’ Keyword Planner to identify terms related to the obvious keywords you intend to use.
By taking this approach, you’ll be able to see which keywords and terms are used most frequently in user searches, and you can bid on some of these to reap the benefits of their already built-in popularity. Also, keep in mind that people tend to use search keywords which are a reflection of the natural language they would use conversationally.
Schedule your ads
To get the most out of your Google AdWords campaigns, you should schedule your ads when you will get the most benefit out of running them. As an example, if your business typically is open from 9 AM to 5 PM, you may not want to schedule your ads to be run at midnight. This is fairly simple to do, and it just involves choosing Search Network Only, and then choosing All Features, followed by Settings, and then going into Ad Schedule. Running your ads when they are likeliest to be seen will increase viewership, and help you to get your best return on investment.
Use AdWords extensions
By making use of extensions, you can make your ads appear bigger, and have more lines to work with. This will draw more attention to your ads and it will automatically help you to highlight more of the benefits and features that you’re trying to convey to users. In normal practice, Google displays no more than 10 ads on any given page, and that means competition is fierce for getting your ad to appear in one of those 10 positions.
Depending on the type of industry you’re involved with, and the keyword search phrases you’re using, it may be very difficult to land your ad in one of these highly visible spots where the maximum number of users can see them. Obviously it makes a huge amount of difference to have your ad appear on page one, and in a prominent position on page one, when you’re trying to increase the likelihood of having users click on your ad.
This is one area where Adwords extensions can be of great service to you, and can help you climb up in the rankings. Google strongly encourages the use of extensions, because they want users to have the best possible browsing experience, and the use of extensions does serve to increase user enjoyment while browsing through ads.
There are a number of different extensions available in AdWords, and the ones that you use will depend on the type of business you have. Some of these are known as ‘call extensions’, others are ‘location extensions’, but all of them add value and increased display potential for the purpose of attracting more users. You will definitely get more out of your Google AdWords by incorporating extensions in your campaign, because it will simply allow your ads to get noticed a great deal more often.