So what is Google Adwords and why should I consider
Google Adwords is the system Google has developed to
assist you in marketing your products or services in the
Google Search Engine, and its affiliate sites, via the
use of a placed text ad that appears when people search
for phrases related to your offering, this appears as a
“sponsored link”. The system is a “pay per click”
system, this means you can dictate where your ad appears
through bidding for a series of phrases, but you only
pay the amount you have bid for if someone clicks on
your ad as a result of a web search, i.e. pay per click!
Suggested reading to assist you with Google Adwords:
The ads take the format of a short text ad that includes
a title line, two short descriptive lines and a URL link
to a website or a specific website page.
The ad will appear on the page of results you decide you
want to appear in. For instance page 1 of Google for a
search result. The ads appear at the top and to the
right of the organic search engine results. You can also
pitch at what position on the page your ad will appear,
through the amount you bid. Crudely this may mean the
more you bid for a phrase, the higher your ad appears on
page 1 of the Google Result.
Research shows us that 87% of web users do not scan past
page 1 of search engine results. In addition, the higher
your website appears on a page will result in more
visitors to your website, as web users prefer to click
on the ads/search results at the top of the page.
So why use Google Adwords?
It is now apparent that there is a difference between
the types of visitor to a website: “browsing traffic”,
or, visitors that may have found a website in a search
engines organic result, behave differently to traffic
that comes directly from Google Adwords or “pay per
click traffic”. The reason for this is simple: traffic
via surfing in organic results is simply often browsing
for information where as traffic via pay per click knows
that when they are clicking on a ad, it is simply that,
an ad and that the advertisement is for something they
need and want to buy, whether that be a product or
services. Therefore, you don’t necessarily need millions
of visitors via browsing, rather than specific targeted
visitors via Google Adwords.
Its not quite as simple as that!
Sorry to say, yes you can pitch the highest bid for
phrases and gain some great positions and traffic. You
could set up a Google Adword Account and Campaign in a
matter of minutes, but without Google Adword Management,
you will find often that not only will your budget get
used up and not result in any sales or enquiries, but
the traffic you do send via this method to your website,
may be disappointed when they get there if the page they
land on is not relevant to their search: they will
simply click away and you will have lost budget and a
In addition, through effective Google Adword Management,
not only will your campaigns become more effective in
driving relevant targeted traffic to your website, the
amount you bid for with your desired phrases may be less
than your competition and in many instances your ad will
appear higher in the Google search result even though
you are bidding less than your competitor for a phrase!
How can this be?
When deciding who gets top billing among the sponsored
links for phrases, Google factors in bids and how many
people click through each ad, giving preference to the
more effective ads. If an add and its destination are
relevant to the phrase marketed, it is more likely to
gain a visitor via pay per click, and one that is
relevant and potentially more likely to become a