Using Google Adwords Effectively

Google Adwords is very powerful because of its features, but what are they and why should you care?

Google adwords can display the following types of ads:

  • Text - This gives you the advantage of being displayed commonly on Google's Search Engine.
  • Image - This is your classic type of banner, it is great for getting exposure to your business.
  • Video - This is similar to image ads except your ads will be displayed on different sites and you get the attention grabbing effect of video.
  • Rich Media - This is an ad created with interactivity in mind, it is essentially an ad that will engage your audience.

You are also able to choose how you want to pay for having your ad displayed with the following strategies:

  • CPC - This stands for Cost Per Click, it is probably the most common way of paying for Google Adwords. You don't pay for exposure, instead you pay for a web user interested enough to click on your ad.
  • CPM - This way is great for brand awareness, CPM means cost per thousand impressions.
  • CPA - Cost Per Acquisition means Google Adwords will show your ad if it is more likely going become a 'conversion' but you still have to pay for each ad clicked.

Each technique obviously has different strategies attached to it. On top of selecting what kind of ad you want to create and how you want to pay for it, you can also choose many different strategies for targeting your ideal customer. 

They are broken down into the following categories:

  • The devices that they use
  • The location of your target market
  • The searches your target market do
  • The actions that they take
  • The language of your target market
  • Demographics of your target audience

This list is not exhausted, their are other factors like time of day that google allows you to uses in your targeting strategies.

Google Adwords can be an excellent investment because Google Adwords allows you to target, measure and alter your campaign whenever you want. Google Adwords works in your favour if you know your customer and you know enough about their behaviour and interests.

You are also able to integrate Google Adwords with Google Analytics, this allows you to get a much clearer picture of how successful your Adwords campaigns are. You can see what people searched for when they clicked on your ad and then how those people behaved on your website in that session. This gives you enough tools to answer the fundamental question you will ask yourself when using Google Adwords; is Google Adwords giving you a good return on your investment?

It might take some experimenting to work out how to get the most out of Google Adwords but my experience has been it is generally a good investment that can easily compliment other parts of your marketing strategies.

I have included a video on one of Google Adwords features called Remarking that should get you in the mood to give it a try.

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