April 23, 2019 •Claire Archer-Davis
However, there are some business owners, especially those who are solo-entrepreneurs struggling to manage every single aspect of running their business, that choose not to use AdWords simply because they don’t understand how it works, or they don’t have the time to find out.
Do I really need to understand how Google AdWords works?
As a business owner, it would be a great advantage to understand the mechanisms in place behind this useful marketing tool. You see, every time someone searches the internet for a product or service through Google, there are lots of businesses competing with each other for your clicks.
If someone went online to look up a source for the product or service that you offer, you will know that their searches and link clicking will eventually lead to that person finding what they need and buying that product or service.
Wouldn’t you rather that customer land on your website to buy what they want rather than go to one of your direct competitors to make their purchase?
This is why it is so important to understand how Google AdWords works and how using it can help you to attract the attention of the customers you need to make your business a success.
Google AdWords explained
So, you may be asking ‘what is Google AdWords, anyway?’ Put simply, AdWords is Google’s own advertising programme that allows business owners to create their own targeted online adverts.
The idea is that you tailor your ads to reach the exact target audience that you are looking for that would be interested in buying your product or using your services.
The Google AdWords platform operates on a pay-per-click style of advertising where you would pay a specified amount of money for every visitor that clicks your ad.
This can be a very useful tool to use in combination with a mix of other popular marketing approaches, such as creating fresh blog content, offering discount codes, special offers, competitions and giveaways through social media etc.
The benefits of using Google AdWords
Let’s take a look at some of the most popular reasons why millions of business owners include using Google AdWords for their business:
Google still owns the internet
Google has a massive reach and is still the most popular and most used of all the internet search engines. Google has become so ingrained into the public consciousness that whenever anyone has a question, it has become second-nature to simply ‘Google it’.
Did you know that Google processes a huge 2+ trillion searches each year? This roughly works out to more than 5 billion Google searches each and every day of the week. This is the power that the search engine giant wields.
You can target your ads
You will want to target those people searching Google for solutions to a problem that your product or service can offer them. By helping them to find an answer via your AdWords ad, they will be more likely to trust you over your competition.
With AdWords, you can target your ideal customers by bidding on niche keywords that are most likely to be used by them. However, you should try to narrow down your keyword choices and plan carefully to capture those prospective customers that are actually looking to buy.
Bidding on very broad keywords may help to start drawing people into your sales funnel, but to draw out the ones that are definitely looking to buy your specific product or service you will need to deliver them with something of value once they land on your page.
Your landing page should be filled with useful content that provides good value to your visitors. You should also place a link on your landing page to capture their contact details to help build your list.
Long-tail keyword bidding
Another technique you can use with Google AdWords is to bid on long-tail keyword search terms. This is a more inexpensive way to use pay-per-click marketing because long-tail keywords and phrases are generally less expensive.
By using long-tailed keywords and phrases, you will be targeting those people who are searching with more intent. The person searching knows exactly what they are looking for so instead of searching with very broad keywords they will use longer and more specific phrases.
Using AdWords to target and harness those customers with more intent to buy can make your AdWords efforts so much more valuable.
Keeping to your budget
Luckily, even if you are on a very tight budget you can put constraints on your PPC budget. You can place limitations on your daily budget spend, maximum bid price, and more. This way you can feel confident that your budget isn’t being blown behind your back while you are not monitoring your spend.
These are just some of the many benefits of using Google AdWords for your business marketing. If you have never experimented with AdWords before, why not give it a try!