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Pay Per Click

AdWords: Back to Basics

AdWords: Back to Basics

Getting started with advertising online can be overwhelming. With so many benefits over other traditional advertising, PPC marketing using Google AdWords is a fantastic medium. It offers targeting, flexibility, scalability and relevant data from your marketing efforts.

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So how do you get started using AdWords? Here are a few AdWords Basics to help you set up a successful campaign.

Formulate Campaigns

After you have set up an account by following Google’s simple step-by-step process, you will be ready to set up your first campaign. You will be given two options for featuring your ads, either Search Network or Display Network.

Search Network ads are found on Google search or other Google sites and many partner sites as well. These ads are text ads containing simple information such as a key phrase, your URL and a headline. They are displayed according to relevant content on your site which is useful for e-commerce sites with regularly changing inventory or products. You can add extensions to these ads to include information such as a phone number or address.

Display Network ads are found on sites like Gmail, YouTube and many other partner and mobile sites or apps. These ads are a little more flexible and allow for text as well as images or animated HTML5. This type of ad also gives you more control over where your ad is displayed.

Select Keywords

Selecting the right keywords is imperative in setting up a successful campaign. However, with Google’s ability to track your campaigns, you will be able to test out different keywords and finesse your strategy over time. Start out by coming up with phrases or single words that best describes your business, products or services. Let that guide you as you design your ads. As you track each campaign’s success, you will be able to modify and adjust your keywords.

Write Ads

Your headline is the most important part of your ad and can be the difference between whether or not your ad is clicked. Are you sharing a promotion? Do you have a strong call-to-action? What is the most important information you want to convey? Use your words wisely and keep it short and simple.

Set up a Budget

Google makes it simple to set up a budget for your new campaign. There are options like the Cost-Per-Click (CPC) bidding strategy so your ad never goes over price. There is Cost-Per-Thousand Impressions (CPM), which helps with brand awareness. Finally, there is the option for Cost-Per-Acquisition (CPA). This deals with conversions from clicks on your ads.

AdWords is a great way to take your business to the next level and an effective PPC advertising strategy. For more information on AdWords, please contact us.

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