November 30, 2015 by

Considering to Advertise Online? Here's What You Need to Know!

A Pay-Per-Click (PPC) Google AdWords campaign is an Internet-based advertising platform. It’s a strategic way to advertise products or services online in order to target people interested in a specific niche.

A seller can advertise in search engines (like Google) to garner attention when a person searches keywords related to their business; or they can show visual display advertisements on websites visited by their target audiences. While there are many Internet advertising platforms, Google is the leading search engine and the most widely-used PPC advertising network, which is why this article focuses on Google AdWords campaigns in particular.

What Types of Ads Does Google Offer?

Google provides the ability to create several different campaign types, primarily:

Google Search Ads

Search Ads are text-based targeted ads that appear when a person enters words or phrases into a search engine. The search results return a mix of paid and organic results. For example:

Google Display Ads

Targeted Display Ads are image-based advertisements shown on web pages browsed by the demographics as defined in the ad campaign. These ads can be set up as remarketing ads, which will display the advertisements to people who recently viewed the website or product. For example:

Google Shopping Ads

Shopping Ads are targeted product listings that appear in search engine results when a person searches a keyword related to the ad. It displays a product for sale along with the price and link to purchase. For example:

Are Google Ads Worth the Cost?

If you’re looking to reach people online, Pay-Per-Click (PPC) advertising is effective because it’s:

Up-to-Date.

Traditional forms of advertising, such as phonebook ads, aren’t as effective as they were in years past. As expected, people use computers, tablets and smartphones to research products, services and companies before making a buying decision. Instead of using a phonebook (or online phonebook directory), people type their queries directly into search engines. For this reason, Google PPC advertising helps reach new or existing customers in a more effective manner.

Cost Efficient.

The costs to advertise online are typically lower than those associated with traditional advertising. In digital advertising, you can run a Cost-Per-Click (CPC) campaign, in which you only pay when somebody clicks on the ad. Further, ad targeting allows businesses to choose the specific geographical areas to display the ads, type of device the person is using, and several other fine-tuned strategies to save money by reaching only the most relevant audiences.

Strategic.

The Google AdWords platform is incredibly in-depth with data. Using one of its Keyword Planner tool, advertisers can research the top keywords and phrases used in search queries in order to determine effective keywords to include in the ad copy and landing page language. Ad campaigns also provide the ability to test what's working and what isn’t, allowing advertisers to continually update campaigns for the most optimal return on investment.

Custom.

A Google AdWords campaign is what you choose to make it. The type of people reached, how they’re reached, the message they receive, and where they’re directed on the website is all up to the client. The limits are endless and the types of ads and targeting intelligence is continually improving.

Highly Measurable.

The AdWords platform includes many resources for campaign measurement including the number of clicks, number of ad impressions, average cost per click, ad position ranking, and much more. PPC ads can (and should) be tracked throughout the course of the campaign to measure results. If you’re working with a Google Ads Manager, they should provide detailed reports to help business owners understand where their money is spent and where there’s opportunities to improve the campaign's reach.

Can You Manage an AdWords Campaign On Your Own?

Of course you could, however, it’s not advised.

First, AdWords professionals are generally certified as a Google Partner. This certification ensures they have a solid understanding of how to manage a successful PPC campaign.

Second, the setup and management of an AdWords campaign is complex. It entails a slew of industry jargon, constantly-changing practices, complex interfaces and A/B testing.

Third, the more lean and well-managed your campaign, the less you’ll pay. When an ad isn’t written properly, effectively targeted, or set up in a way to compete with competition, the cost of PPC ads can become quite expensive. Rather than throwing money down the drain or spending hours learning and hours managing, it’s recommended to leave it to the professionals.

How Can You Get Started With Google Ads?

First, we recommend working with an agency that has Google Partner status. In order to qualify for Google Partnership, an agency needs to pass Google AdWords and Analytics exams, the account must be at least 90 days old, and they must spend at least $10,000 in total AdWords investments over the previous 90 days. Typically, Google Partner-affiliated agencies will include the Google Partner badge on their website along with a link to their profile.

Before reaching out to an Internet advertising professional, think about the type of campaign you want to run, the services or products you want to promote, and your anticipated budget. Having these ideas in mind will help your advertising agency provide the information needed to craft a campaign that meets your expectations and delivers results.

Final Thoughts

Advertising online with Google, Bing, social media, or other ad platforms is increasingly popular in today’s business environment. Before moving forward with any campaign, ensure the company handling the campaign is transparent and understand how much is paid to the advertising platform versus how much is paid to the person managing the campaign.  

Do your research, keep an eye on your results, and ensure your conversions are tracked. Following these tips will help you get the most of your decision to grow your business online!

Find a certified Google Partner by searching here. Or, visit the Webfitters Google Partner page.

Feel free to contact Webfitters with any questions you have related to PPC or Google advertising. Our team is always ready to assist!