| The growth of the internet as a global marketplace | | | | an effective AdWords campaign can do wonders for |
| has made it a necessity for every business, from the | | | | your website traffic and your sales. |
| smallest to the largest to advertise online. With the | | | | The World Wide Web has made a lot of changes in |
| movement of consumers to the internet for a large | | | | how businesses carry out their marketing and |
| portion of their shopping, businesses need to be where | | | | advertising. From sole proprietorship all the way up to |
| their prospective buyers will find them. Online | | | | multinational corporations, advertising on the web has |
| advertising is a multibillion dollar business and | | | | become an essential part of fostering public |
| companies occupying every sector of the economy | | | | awareness of products and services as well as |
| use web based advertising to generate brand | | | | directly driving sales. Google is of course a name |
| awareness and drive sales. Google is by far the most | | | | which needs no introduction and its Google AdWords |
| popular search engine and with its Google AdWords | | | | program allows businesses to use the search results |
| program, also one of the biggest names in online | | | | provided by Google to help reach consumers |
| advertising. | | | | anywhere in the world. |
| When you search for something with Google, the | | | | When you search for something with Google, the |
| engine returns a list of results which are ranked in | | | | engine returns a list of results which are ranked in |
| order of relevance to the search you've used. As | | | | order of relevance to the search you've used. As |
| you're probably aware, there are ads displayed along | | | | you're probably aware, there are ads displayed along |
| the right side of your search results. Just like the | | | | the right side of your search results. Just like the |
| results, the ads are displayed based on the search | | | | results, the ads are displayed based on the search |
| terms you use. For instance, if you were to place an | | | | terms you use. For instance, if you were to place an |
| AdWords ad using the keyword birdcages, then this | | | | AdWords ad using the keyword birdcages, then this |
| ad will only be displayed to users searching for this | | | | ad will only be displayed to users searching for this |
| word. | | | | word. |
| AdWords ads are priced on either a cost per click | | | | AdWords ads are priced on either a cost per click |
| (CPC) model; this is also called pay per click (PPC) or | | | | (CPC) model; this is also called pay per click (PPC) or |
| on a cost per thousand impressions model (CPM). In | | | | on a cost per thousand impressions model (CPM). In |
| the CPC/PPC model, the advertiser pays for the ad | | | | the CPC/PPC model, the advertiser pays for the ad |
| only when someone clicks through to their website. | | | | only when someone clicks through to their website. |
| CPM ads are priced on a flat rate per 1,000 views. | | | | CPM ads are priced on a flat rate per 1,000 views. |
| A Google AdWords account is divided into categories | | | | Every Google AdWords account is structured and |
| for campaigns and ad groups. You can set different | | | | divided into campaigns and ad groups. Under each |
| options for each campaign; different daily budgets, | | | | campaign you can select your daily budget for the |
| different geographic locations (for example, having | | | | campaign, geographic targeting or the countries or |
| your ads only displayed to people in Canada) and | | | | regions you want your ads to show up in, start and |
| starting and ending dates for the campaign. | | | | end dates of each campaign, and even start and end |
| Adgroups are subcategories of you campaigns where | | | | dates. For example you can set a budget of $100 to a |
| you can determine individual keywords to use in your | | | | campaign, let your ads show up only on searches |
| ads and set the CPC for your campaigns. As an | | | | from Japan, and set it to run for a month. |
| example, you could set keywords such as coffee, | | | | Within your campaigns, you can set up adgroups. |
| Mexico City or pastries, Mexico for different adgroups | | | | These allow you to set individual keywords and to find |
| and the CPC for each group. You should also list your | | | | the cost per click for the campaign; for instance, you |
| goals for each campaign or adgroup. While you | | | | could pick keywords like pizza, Chicago and then the |
| already know what the goal of your campaigns are, its | | | | cost per click for this campaign. You can also select |
| a good idea to set this - if you're running several | | | | goals for your campaign; you likely know the goal of |
| campaigns at once, it can get confusing. | | | | your campaigns already, but this can serve as a useful |
| Its not mandatory but is very highly recommended to | | | | reminder if you have several campaigns running |
| make different adgroups organized by cost per click, | | | | simultaneously. Adgroups can also be organized by |
| subject and geographic location for each of your | | | | keywords to promote different products or services; |
| campaigns. The reason for this is that it allows you to | | | | for example pizza, delivery, Chicago or pizza, takeout, |
| monitor the results of your campaigns very closely | | | | Ravenswood. |
| (don't forget to check how they're dong often) and | | | | Always create multiple Ad Groups per campaign and |
| adjust them as you go. Don't mismatch keywords in | | | | group campaigns and ad groups by subject, cost, |
| ad groups or make the work of managing your | | | | target area for display, and, products. Analyze your |
| AdWords campaigns more difficult by using your | | | | results and refine your keywords and ad text to get |
| adgroups as just big lists of keywords. If you're in | | | | better results. Watch out for mismatched keywords in |
| doubt about anything, there are many excellent | | | | ad groups. Don't make an ad group into a large |
| resources on managing your AdWords campaigns. | | | | keyword list. Always remember to check your |
| Google AdWords is one of the best and most cost | | | | statistics. Also consult the AdWords blogs and help |
| effective tools for reaching your target market. Its | | | | sites for good advice on maintain an effective |
| scalable enough to be perfect for any business and | | | | campaign. |
| while it may take you a little while to get the hang of it, | | | | |