When a website is first made on a fresh domain name it has absolutely no ranking factors; it’s the new kid on the block and has no reputation for others to recognise. This can be a problem for a business looking to generate revenue online; either through eCommerce, making a service visible online or spreading brand awareness. So how does a business overcome this issue? Search Engine Optimisation (SEO) and increasing organic ranking will be the long term solution but won’t get results the next day. For immediate, rank one results, Google Adwords.
A paid Google Advert is easily identified on the Search Engine Result Pages (SERPs) through a green ad logo next to the page URL. This clearly shows that the business is paying to appear in what has been searched for – giving the user the awareness of ‘this business wants you to see it’.
Understanding Google Adwords
The elements of Google Adwords are as followed:
Keywords – Keywords is a term for what users type into Google to find the information that they’re looking for. Keywords are a vital part of any Adwords campaign and will constantly need to be reviewed and evaluated to make sure the business is appearing in front of the best users.
Advert – The advert is exactly what is says on the tin; this needs to sell the user on why they should click on that business. The title will need to have important terms or keywords in it to help it appear better in the SERPs and to align the advert with what the user is searching. The description is really the selling ground to make the case for the business; displaying information that will attract the user to clicking through – this can be quite a variety of phrases depending on the nature of the business and the search. There is however a character limit on both the title and the description so the wording needs to be chosen carefully.
Target Audience – A pre-existing business will have a good understanding of who their target audience is already. However the online market is different to the offline and may yield surprising results. Over time and using a variety of online tools at its disposal a business can understand exactly who is going to its website, how they got there and what they are looking for. Over time and working at the keywords and other factors the target audience can be refined to exactly the right users to generate a real Return On Investment (ROI).
Budgeting and Cost – Marketing online is still a relatively new domain and older business will struggle to get the concept of ‘if you build it they will come’ out of their marketing mind. The internet is a big place and the chances of a user finding the business’s website by chance is decreasing every day as more and more businesses and people create new websites. It is important not to shy away from having a realistic budget – but it is equally important to keep an eye on that budget and make sure the money spent is earning the right amount back.
Conversion and Click Through Rate
Equally one of the most important areas and one of the most overlooked is the Click Through Rate (CTR) and the number of conversions. What CTR means is the percentage of users who have actually clicked on the advert compared to the number of users who have seen the advert. Counting the number of conversions is a way of tracking how many users are visiting the website through the Adwords advert. Optimising the CTR and ensuring that it increases and holds at a steady rate should be a long term focus of a business. Immediately it shouldn’t be a large concern as the first few months will be about collecting data and fine tuning the adverts but it’s best to always keep an eye on it.
The number of conversions or the CTR is a measure of how successful the Google Adwords campaign has been. Adjusting the budget and setting value amounts to click throughs’ will help show a clear ROI and help balance the cost and value of the campaign.
For more information about Google Adwords or Google Marketing as a whole, get in touch with our team and we can discuss how to launch your website into the Online Marketing scene.Get in touch!