March 22, 2016

Google AdWords 101

Ever been poking around on the internet, browsing for some new bauble and then that bauble starts appearing everywhere? On Facebook, in your side bar, as a banner in your email? That's the work of Google Adwords. 

We learned all about it so you don't have to. 

Google AdWords is an advertising service by Google for businesses wanting to display ads on Google's advertising network to reach an intended audience. It works by remarketing 

When you visit a retailer’s or other advertiser’s website, it drops a cookie on your browser and the next time it sees you pop up on another site it loads an ad from that retailer. You’ve already expressed interest in that advertiser by visiting their site, so they retarget you whenever they can.

From Google: “Here’s an example of how it works. Let’s say you’re a basketball team with tickets that you want to sell. You can put a piece of code on the tickets page of your website, which will let you later show relevant ticket ads (such as last minute discounts) to everyone who has visited that page, as they subsequently browse sites in the Google Content Network. In addition to your own site, you can also remarket to users who visited your YouTube brand channel or clicked your YouTube homepage ad."
An AdWords conversion occurs when someone clicks on your ad and performs a behavior on your website that you recognize as valuable, such as calling your business from a mobile phone or making a purchase on your website. 

One of the biggest misconceptions about AdWords is that whomever has the most money to spend has the most influence. While a bigger ad budget never hurts, AdWords is actually a more level playing field than many new advertisers realize. It's a great option for getting the word out on any budget.
You can think of ad budgets in the same way you would about any other budget. You start with a core figure that will represent the majority of your ad budget, and allow for a little leeway in case things change or something goes wrong. One way to start budgeting a PPC account is on a per-campaign basis.
More questions? Just ask us.