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Google AdWords: Your New Year’s Solution

Vani Krishnamurthy

Vani can hear, feel and talk with Google. She is our digital marketer and an absolute ninja at search engine optimisation. Adventurous at heart, Vani loves to take road trips whenever the holidays roll around to discover new places. Classically trained in dancing and passionate about cooking, she is quite the natural in a whole host of pursuits.

Vani Krishnamurthy
08 Jan 2015 • 3 min read

Investing more in advertising through Google AdWords could be the answer you’ve been looking for.

Investing more in advertising through Google AdWords could be the answer you’ve been looking for. In this day and age, you’d be foolish to underestimate the power of search engines in driving traffic towards your business. The reality is, on an average day in Australia, over 90% of Internet searches are made via Google, accounting for roughly 6 million searches. As a result of this, Mo Works utilises the tools of Google AdWords to generate new customers, a method that many other businesses could, and should, invest in.

The potential of advertising through Google AdWords is so great because whilst the internet has made it much it much faster and easier for consumers to make purchases, influencing purchasing decisions has become much harder for companies. Sure, it’s easy for clients to access information, but what happens to the businesses that provide these products and services to satisfy these needs? Why do some companies pop up on the first page of Google, while others are on the second or third?

Cue Google AdWords

Without efficient use of SEO, SEM, PPC and paid search marketing strategies tailored to a specific target market, businesses risk getting lost in the infinite abyss that is the internet and missing out on potential consumers. Google AdWords uses these methods to assist in boosting the likelihood of people finding out what you can offer and is readily available to everyone with web access if you are willing to learn and dedicate a budget towards online advertising.

When used effectively, Google AdWords can:

• Boost website views • Grow online sales • Assist with return customers

It’s not about manipulation, it’s about attracting relevant consumers to a relevant business and making the process easier for both parties.

Keywords are King

A large part of using this kind of advertising effectively begins with identifying the target market you are trying to reach out to, and doing solid research on the types of ways they are searching for similar products and services to what you are offering. This is where keywords come into play – words or phrases that consumers are most likely to associate with you and your business.

For example, Mo Works is a creative agency that assists clients looking for strategy, media and communication design in Melbourne and around the world. By constructing an advertisement loaded with keywords users are prone to searching when looking for these kinds of services, we are more likely to appear higher in a Google search, therefore increasing our customer base and revenue.

Grasping Ad Rank

When multiple advertisers use the same keywords to highlight their ads, Google uses a tool called Ad Rank as a measure of deciding which ads will appear first – a combination that is determined depending on the quality of the overall ad and its relevance to the keywords, and the amount a business has bid for the ad.

Mo Works might use phrases such as “creative agency Melbourne” or “quality website design” as triggers, but the overall position of the ad in the search results depends on those factors working together. Sometimes, it is possible to win a higher position than your competition even if you’ve bid a lower price, purely because of the ad’s pertinence.

Control Ad Placement…Or Not

The beauty of Google AdWords is that it gives businesses the option of having complete control over ads or letting the automatic settings work their magic. This is evident in placement, which is an option that allows users to administer ads to appear on non-search websites. Display network placements allow ads to appear on sites external to Google, such as YouTube, in the form of an entire website, a subset of a website, an individual ad unit positioned on a single page, a video, a mobile phone app and more, as a result of relevant keywords. This helps businesses reach an even larger audience.

Bid Wisely

Perhaps the most complicated feature of Google AdWords is the bidding process, which can be approached in a number of ways and should be determined based on budget and main goals.

There are three options that affect how influential an ad is, these are:

• Cost-per-click • Cost-per-impression • Cost-per-acquisition

These options will be appropriate in different situations depending on whether a business wants to increase traffic, brand awareness or conversions.

Measuring Success

To determine the success of an ad and monitor the significance of a brand on the internet, it is vital to calculate the value it generates compared to cost. By harnessing the powers of Google AdWords in the right way, your business will gain a strong online presence and be visible to potential clients. This is undoubtedly the most important part of a sustainable enterprise and provides you with the opportunity to play a role in a consumer’s decision-making process.

If you like the sound of Google AdWords, contact us to find out how to make it work for you!

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21 Jan 2015

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