Google AdWords is a service that allows users to create and run pay-per-click ads for their business. Pay Per Click (PPC) means exactly that, that you only pay for your ad when someone clicks on it. These ads are displayed alongside search results when someone searches on Google using one of your keywords. The ad will appear under “Sponsored Links” in the sidebar of the results page or in the top row above the free search results.
The main advantage of Google AdWords is that because you choose relevant keywords for your ad, it allows you to advertise to an audience that is already interested in your business. When potential customers search for your keywords on Google, your sponsored ad will appear above or next to the natural search results. With Google AdWords, you have the freedom to choose from multiple ad formats that can include text, images, and videos.
PPC marketing is especially valuable for those local businesses that are in very competitive industries or industries where the customer travels rather than the customer coming to your physical location. This is because Google Maps is geo-targeted, which means it’s hard to get exposure to a certain location without a physical address. For example, if your business is in Huntington Beach, but you’d like to serve customers throughout Orange County and Los Angeles County, the easiest way to reach your target audience would be with PPC ads. In fact, the entire PPC system can be customized so that ads appear exactly in the area where your target audience resides.
If your business has a physical business location, PPC advertising is extremely valuable. This is because Google only allows 5 keyword categories in Google Places accounts and their AdWords accounts allow up to 2,000 keywords. Additional keywords will help your business appear for more keyword phrases, increasing the chances that potential customers will find you instead of your competitors.
The cost of your Google AdWords PPC ads varies depending on the audience you’re trying to reach and the location of your business. There is no minimum monthly charge for AdWords. You have full control over how much you’re willing to spend each day, as well as how much you’re willing to pay per click or per impression (your ad is seen in search results). The best part of a PPC ad campaign is that you only pay for the results. You choose to pay only for the clicks on your ads or for the impressions your ads receive.
The price per click of each ad also depends on the keywords you want to use. More competitive keywords, or keywords that people want to use more of, cost more money per click. These are generally broad keywords. More targeted and specific keywords tend to cost less because there is less competition for them. You can use the Google Keyword Tool to view keyword traffic and cost estimates, then choose the right keywords to maximize your budget.
Once you’ve set up your account, you can analyze your Google AdWords reports to determine which ads are working for you and which ads need to be replaced or modified. PPC campaigns are all about trial and error because what works for one business may not necessarily work for yours. After your first month of service, you can review your reports and decide whether to choose new keywords, write new ads, or edit other aspects of your campaign to better engage your target audience.
If you’re not familiar with PPC advertising, it can be tricky, and in many cases it’s best to let a professional handle your campaign. It is possible to find an online marketing company with Google AdWords certified people who can help you in exchange for an administration fee. If you have no idea what you’re doing, this is probably your best bet.