There are plenty of different ways to market your product online. From email marketing to SEO, to PPC, to influencer marketing. However today we are going to be focusing on AdWords and what are the basics of an AdWords campaign. As opposed to SEO, for example, which can take weeks to fully integrate into the search engines, AdWords is a lot faster.
It allows you, if done right, to get set up in less than an hour and you could potentially start generating sales at the end of that hour. And it’s different from a standard PPC (pay-per-click) campaign. So why is this? Well, Google AdWords is essentially a marketplace where you will bid against your competitors to have your website at the top of a list of search results, depending upon what keyword has been typed in.
How does it work?
And so you’re probably thinking straight away that the big players in the industry will just bid big for the most common keywords, and that is true to an extent. But it’s not always the highest bid that wins. Instead, they will combine the bid with what is classed as a ‘quality factor’ to decide which will be the best option for the end-user.
So what is this quality factor? Well, let’s say you have 3 keywords that you consistently bid for. Each of these will be marked on a score out of 10. This depends upon factors such as relevancy. If you’re bidding on a keyword for car leasing, they will check to see that the keywords are relevant oy your website.
They will also look at the interaction rate, which is how many times a user clicks through on your website. If your website has a higher click-through rate, this justifies to Google that it, along with its keywords, is a lot more attractive to the end-user.
This is slightly contrary to a business that might bid a lot for the most well-known keyword but their actual advert and relevancy to the keyword in question are questionable at best and result in a much lower click-through rate.
Summing it all up
If you are struggling to get your head around what we have covered so far, maybe this illustration albeit in dollars that WordStream has put together might make more sense:
Essentially AdWords is an auction place however you can sometimes get the top results whilst also paying out less than those who you’re also bidding against. And this is where you need to have the right strategy in place.
Hopefully today this has given you a basic insight into AdWords and the potential it can hold for your business and its sales if it is implemented correctly in your business.
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