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Google AdWords For Small To Medium Businesses

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Google AdWords is a marketing platform also referred to as pay-per-click advertising. The process involves an auction where you bid on certain keywords relating to your business and pay that agreed upon amount to appear in search results for that keyword – but only when someone clicks on your ad. Google AdWords provides you with the ability to control your advertising like never before by targeting people already searching for your business. You can track sales and leads back to the very ad and even the keyword that attracted the customer to your site to better focus your campaign.

Google AdWords has many advantages for advertisers and offers a far greater return on investment than other traditional forms of advertising such as direct mail, TV, newspapers and phone books. They have multiple advertising formats available including the Search Network and the Display Network.


Google Search Network

The Google Search Network is an important part of Google’s PPC advertising program. The Search Network provides you with the opportunity to have your ads placed in search results with terms relevant to one of your ads keywords. When people are searching for something they already want, two types of results will appear: organic search results, and paid AdWords ads.

Your paid ads will generally appear at the top or bottom of the search engine results page, depending on a combination of your cost-per-click bid and ad relevance. The place in which your ad sits is called ‘ad position’ and can be improved by increasing your CPC bid, your landing page experience for both desktop and mobile, as well as the quality and relevance of your ad.

By having an ad placed in the Google Search Network and ensuring your keywords are relevant to what you’re selling, this can lead to a higher click-through and conversion rate. Ad Rank is the calculation that determines your ad position in the search engine results page. Ad Rank is based on two factors: your maximum CPC, and your Quality Score.

Google Display Network

Google estimates that their AdWords Display Network reaches 90% of all internet users. With several million websites globally, and multiple ad formats available, advertisers can target a wide variety of audiences or narrow it down to their ideal customer types. There are five common formats available to advertise with through the Google Display Network.

Text Ads
Text ads are simply advertisements on Google or Google Partner websites, that display text from your own website. They consist of a headline, two lines of text, and the opportunity to create a range of ads with the best text from your site.

Image Ads
Image Ads are static or interactive images that fill an entire ad block on a website partnered with Google.

Responsive Ads
Responsive Ads automatically adjust their size and appearance to fit any available ad spaces on Google Partner websites. Perhaps most beneficial is that they can appear as native ads, which boost your impact as they blend naturally into their featured website.

Video Ads
You can incorporate Video Ads into streaming videos, or as standalone ads. Video ads are great for creating an engaging experience for your customers.

Google Shopping
Google Shopping allows you to advertise products by providing detailed information to potential customers before they click your ad. Shopping ads show the product image, price, website name, and any promotion you are running, making them ideal for e-commerce businesses.


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    How Are Ads Ranked?

    In order to rank in an advantageous position, you’ll need to have a good Quality Score. This score is made up of three components: ad relevance, expected click-through rate, and landing page experience. Your Quality Score is a number between 1-10 meant as a guide to give you a general sense of how your ads are performing quality-wise. Based on previous data performance, your Quality Score is an aggregated estimate of how well a select keyword has performed in previous ad auctions.

    Expected Click-Through Rate
    The Expected Click-Through Rate is a keyword status that measures how likely it is that your ads will be clicked by consumers.

    Ad Relevance
    Ad Relevance measures how closely related your keywords are to your ad and provides you with an indication of whether or not either needs to be altered.

    Landing Page Experience
    The Landing Page Experience provides you with information regarding how relevant or useful your website’s landing page is to those who click on your ads. The higher the rating, the better the text relates to a consumer’s search terms.


    What Are The Benefits?

    AdWords gives you the opportunity to measure whether or not you are meeting the chosen goals for your marketing campaigns. You are able to track all the ads that you have ran, which ones receive the most clicks and which websites have given you the most sales from lowest bid prices. AdWords provides you with campaign reports that provide you with the information you need to adjust your targets and bidding in order to receive the best ROI.

    In today’s fast-paced online environment, businesses all over the world are realising the benefits of professional AdWords management. SponsoredLinX proposes a partnership with your business where we work with you for the growth of your business. Our unique strategy and Google-certified gurus will work to ensure your ROI is the best it can be and ensure that you are educated every step of the way.