- People use keywords (or search terms) to search for specific products and services
- If the keywords you’ve chosen match what people search for, your paid ad appears next to or above organic Google search results
- When people click on your ad, they’ll go to your website to learn more or buy
Google AdWords offers assured, immediate traffic to Web sites against a certain investment, and therefore using this campaign comes with a host of advantages for Web sites and businesses. Google AdWords is the main advertisement and major revenue source for Google. It offers a Pay Per Click (PPC) advertising campaign that includes ad programs with local, national, and international distribution.
Google AdWords is one of the most useful methods of bringing traffic to one’s site, but the fact that Google AdWords brings assured traffic does not mean there is nothing more to be done. One needs to be an active participant in the AdWords Campaign and choose titles, provide descriptions and images, and understand keywords, conversion of keywords, and so on in order to utilize Google AdWords for earning profit. A failure to do so could lead to bankruptcy. Therefore, it is very important to manage a planned and effective Google AdWords Campaign for a Web site. This article will discuss the reasons why one can still use Google AdWords and how to implement effective ideas with Google AdWords for profit. The first section includes the importance of Google AdWords, followed by the reasons behind the popularity of Google AdWords, and how you can use it effectively. Before going into the benefits of using Google AdWords, let’s observe the major importance of the Google AdWords campaign.
Importance of Google AdWords
Google is the largest search engine on the Internet, and to use the Internet as a profit-making source, one needs to use Google. The more smartly you use it, the more benefits you will reap. Google AdWords makes your marketing task a whole lot easier by bringing huge per click traffic through the use of proper keywords. When these keywords convert to business and sales, the traffic driven from Google AdWords is converted to profit. Many factors contribute to Google AdWords’ success as a method for Web sites to earn profit. Keywords are search terms or strings of search terms that when put in the search box show results relevant to that search. For example, a person searching for “CAT exam” will get, say, 1000 search results in the search engine, and the user can click on any of the items to view the results and details. However, the top search results that come through Google AdWords have greater chances of visits. On the other hand, Google ads appearing in relevant Web sites, such as “e-learning materials” showing in one corner of an educational Web site, have a greater chance of getting visitors through them. Both these situations come along with the Google AdWords Campaign. Thus, this campaign is of great importance in bringing relevant clicks and visits to one’s site.
Google AdWords’ location targeting enhances the importance of the campaign all the more. Location targeting is one of the most important and useful components of implementing a successful PPC campaign. This determines in which location a particular ad campaign will be shown and thus one can customize ad displays per location. It also disables locations where the ads need not be displayed. These features that come along with the Google AdWords campaign highlight its importance for e-business.
Now, after highlighting the importance of Google AdWords, let’s focus on the reasons behind its use for a successful campaign.
Here are 10 reasons why you can still use Google AdWords:
1. Small Initial Investment
This is the major reason why Google AdWords is so popular. Google AdWords comes with a small initial investment. You need to pay only a small amount to create an AdWords account; thereafter you can bid on the best keywords. After creating the Google AdWords account and releasing the content, the payment is billed after every click. Therefore, with each click, a certain amount is billed and if no click happens, no amount is billed. In such a case, Google AdWords comes with assured clicks, and payment is billed only against clicks. Thus, there is no loss if keywords generated are perfect, and effective related measures (discussed later in the article) are taken.
2. Defining Budget
This is another important reason why Google AdWords is used. You can set your own budget with Google AdWords and monitor your budget, thereby reducing any overspending. After the account is created, the bid for any keyword is independent of choice. Therefore, any keyword that performs well can be bid high for better results. And a keyword that does not perform well and does not bring any profit to the site can be removed from the campaign. Also, keywords that bring more clicks but less conversion can be removed or bid with a reduced amount. You can also control your budget during a crisis. At times, when a site is down, a bid can be reduced in order to control the defined budget. Thus, defining the budget becomes another essential reason behind the use of Google AdWords.
3. High ROI
Google AdWords comes with a Return of Investment (ROI). This means you need to pay Google per click, which suggests your investment is returned against assured business. Google AdWords increase click through rates and visits; therefore, there is a greater chance of business. Now, by following some other rules such as generating the best converting keywords, effective bidding, a fast loading site, and so on, these clicks can be converted into profitable business. Therefore, Google AdWords ROI makes people pay only for business and profit, so evident loss can be controlled.
4. Target Traffic
This is another important and very useful aspect of Google AdWords that serves as a major reason behind the use of the Google AdWords campaign. By using this, you can bring targeted traffic directly to a Web site. As ads are displayed along with a defined title and description, a serious audience will end up clicking these links and taking a further call to action. Thus, Google AdWords serves as an effective way of bringing traffic to your online business. This target traffic can be defined as per location and places as well. There are options through which you can specify a definite keyword for a specific location. This increases the rate of visits and conversion, which improves the business of a site tremendously.
5. Test Marketing Campaigns
These campaigns are another major reason why you can still use Google AdWords. Test Marketing Campaigns means using different types of ads for different keywords. If a certain ad campaign fails, you can use a different campaign with a different title line and description. For example, the first marketing campaign can be tested with an exact match, then a phrase match of the keyword, and so on. Such flexibility in a marketing campaign makes Google AdWords more usable. You can test marketing campaigns many times without paying anything extra. Thus, you get many chances to experiment with the right title line and description for display ads. The same goes for having keywords included. While good performing keywords can be bid high, low performing keywords can be bid lower or removed from the marketing campaign. Thus, you get enough tests to experiment with marketing campaigns, which serves as a major plus point for using Google AdWords.
6. Instant traffic
This is one of the most important reasons why you can still use Google AdWords. Google AdWords bring instant gratification or traffic to one’s Web site. On-page optimization and off-page optimization is very important for bringing traffic to one’s online Web site. However, all measures such as link building, on-page optimization, and so on do not come with assured traffic brought by Google AdWords. Google AdWords showcases relevant ads in relevant sites and also at the top of search pages, which increases the chances of clicks and visits, which later convert to business. Google AdWords brings instant traffic to a site, which would otherwise take a much longer time and require greater investment. Thus, as it comes with instant gratification against a certain investment, it becomes an effective way of bringing immediate traffic to a Web site, which translates into a profitable and successful business.
7. Tracking success
By using Google AdWords, you can track your success and take effective measures when required. You can use Get Clicky or Google Analytics to track the reports of the Google AdWords campaign against keywords. This allows you to decide on their future steps with regard to a certain keyword or marketing campaign. Suppose a keyword or a campaign is performing well; you can track its report and place it prominently with a high bid in future to increase traffic towards a profit-making business. On the other hand, a keyword or a campaign that fails to bring expected traffic can be removed for future usage. Thus, you can track success and failure in real time and decide on calls to action for future marketing.
8. Targeting ads locally
Google AdWords offers location targeting for display ads. You can specify definite display ads for certain locations, which will enable those particular ads to display exclusively to a particular location. This enhances the effective use of Google AdWords as it allows you to reach browsers at local, national, and international level. You can also customize ads in the local language to make them more useful and prominent for a particular location. For example, ads that will be displayed in France can be customized in French, which will have a direct impact on a French audience. By customizing your ads, you can focus on a targeted geographical audience with focused goals, which will give you a greater chance of getting instant traffic and business. Also, customizing ads per the seasons relevant to locations makes them more effective.
9. Suggested high volume keywords
Google AdWords does not just display ads, but also suggests high-volume keywords for an ad campaign that will convert to purchases and a profitable business. High-volume keywords are those that are searched the most, so including them prominently in the ads, title lines, and in the description improve the click rates for the ads. High- volume keywords can be included keeping in mind the competition. Also, as phrase matches for keywords work better, such search terms can be included for the ads and the campaign to be more relevant. This is another major reason why you can use Google AdWords.
10. Improves hands-on experience
By using the Google AdWords campaign, Web sites get instant traffic or gratification and therefore soon become effective direct marketers. Users perceive these sites as popular, and therefore are likely to click on the site for another purchase decision without giving it a second thought. Also, marketing through the PPC ad platform levels the playing fields for people and their competition. It gradually increases the value of the site and takes the business to a level of brand. Thus, the feature of improved hands-on experience makes Google AdWords more relevant for users aiming to generate profit from their Web sites.
These are the top 10 reasons why you can still use Google AdWords to bring effective traffic and business to your site. All these features accompanying Google AdWords make this campaign more effective and useful and thus increase its use among those who maintain Web sites to bring instant and targeted traffic to their Web sites. These features also specify that Google AdWords, if managed efficiently, can be used as a perfect tool for increasing Web site traffic and running a profitable e-business.
After going through the abovementioned 10 reasons why you can still use Google AdWords, let’s focus on ways to make a successful Google AdWords campaign for Web sites. Just investing money in Google AdWords by putting high search volume keywords in display ads will not convert it to a successful campaign. Other factors need to be implemented. This section will discuss ways through which you can make a successful Google AdWords campaign.
Generating the best keywords for a specific target market is very important. If people are not specific about generating the best keywords and keep only high-volume keywords in their ad campaigns, they might lose a lot of money through Google AdWords. You should check if the keywords chosen convert to sales. If the keywords chosen bring visits but do not convert to sales, the business won’t be profitable. Suppose a Web site is into shoes, and uses the words “shoes” or “shoes online” in its ad campaign. It may have a high search volume but because of heavy competition, the keywords might not convert into sales. Such keywords will bring huge traffic but there will be less chance of conversion. On the other hand, the keyword “buy jogging shoes online” will have fewer clicks and visits but a high conversion rate. This kind of decision should be made while generating keywords for Google AdWords. Keywords can be decided based on exact match, phrase match, and broad match. Among the three phrase matches are usually the keywords that can be termed as conversion keywords. You can also include negative keywords, which will exclude the ad from display against specific negative keywords. Here are some useful ways to decide a call while generating keywords for an ad campaign.
- List the top search keywords that speak about the Web site or are relevant to the Web site.
- Include keywords that have more chances of conversion.
- Use long tail keywords which bring fewer clicks, but have ensured conversion.
Title lines hold equal importance in Google AdWords, as do the keywords. The job of title lines is to attract users and bring them to your Web site and then convert the visit to a sale. Any user will check the title line first, so giving it the best try is very important. Also, Google has an affiliated network that displays just the title line of the ad. A title line should be a direct approach that includes a prominent keyword with volume as well as conversion rates. However, this approach has to be completed within 25 characters, as offered by Google.
Descriptions are other important attributes of the Google AdWords Campaign. Descriptions are supposed to justify the titles as well as the ad campaign. Descriptions convince users of their benefits with a click. It encourages users to purchase the products sponsored by the ad.
Directing link is another important element of the Google AdWords Campaign. This is an important call to action. The link that is directed from the ad should take users to the most relevant page from the searched keyword point of view. Users decide their call through the directed landing page regarding their purchase. Once the user clicks on the link, the Web site needs to pay the amount per click, irrespective of purchase or bounce back. Therefore, the directed landing page should be good enough to convert the search to a sale, which is the sole aim of the entire business.
Active site is another important feature that needs to be managed in the case of Google AdWords. This campaign charges you against each click and therefore an essential factor such as loading time holds great relevance. If the loading time of the site is less, users will definitely bounce back without taking any call to action, which means you get billed for the click but don’t profit from the click. Therefore, loading time should be fast, and whenever the site is down the bids should be reduced in order to control clicks and bills.
Budget controlling is a major factor in managing the Google AdWords Campaign. On the other hand, the keywords that bring clicks but do not convert should be removed. In straight words, you should behave mercilessly while generating keywords for your Google AdWords Campaign. This comes within budget control because a single keyword should not eat up your entire budget. Keywords and your budget should be well distributed.
Relevancy of Ads is also an important feature that plays an essential role in the PPC campaign. Major search engines such as Google and Yahoo give huge importance to the relevancy of keywords to the landing page. Therefore, it is essential to ensure keywords are closely associated with the landing pages. If you are selling training courses, the landing page should speak prominently about training and courses offered.
Along with all these, campaign users should establish firm goals for their Google AdWords Campaign. Outlining the goal is very important and you should be clear about whether they [who?] are trying to make business or profitable business. You should be sure whether Google AdWords is used in order to get just a click or to bring conversion clicks. If the latter is true, only converting keywords should be kept with high bids. In the other case, which is very rare, high volume relevant keywords will perform the task of attaining the goal. Thus, in straight words, including phrase matching, good converting keywords with the direct action title line and description, you can assure instant traffic to your Web site. If this traffic is successfully converted to a purchase, your Web site will profit accordingly. Thus, you can make effective use of the Google AdWords Campaign, experiment with test marketing campaigns, and experiment with exact and phrase keywords to ensure your Web site is profitable and stays profitable.