Google advertising works by running an auction every time someone does a search on Google that includes a keyword that for which someone has established a Google Adwords campaign. In this video, Hal Varian, chief economist at Google, explains how the ad auction works.
Adwords for small business – Setup Tips:
First, ads appear on search results, meaning people are already searching for your products and services. Second, AdWords gives you complete control over your budget — there’s no minimum spend, you only pay when someone clicks on your ad, and you decide how much you want to spend each month. AdWords also offers a multitude of tools to help you keep track of and improve campaigns.
AdWords doesn’t require any long-term commitments, so you can run ads as needed, such as when business is slow or when you have a special event or promotion. You can also pause and resume campaigns as necessary
1. Think like your customer.
Apply same principles as for SEO by choosing keywords; what search words would customers type when looking for your products and services? Build a list, from general to specific. Use Google AdWords’ Keyword Planner, which lets you add negative keywords, which prevents irrelevant keywords from being associated with your ad when customers do a search.
2. Keep it Local and Seasonal.
Add location information to your keyword list to attract people searching products and services in your area only, saving money by ensuring that your ad doesn’t display to searchers outside your business area.
Keywords can also be expanded to include the season. Set your ads to target specific geographic locations. AdWords offers several tools that make this possible, such as radius targeting, places of interest targeting and bulk location targeting. Radius targeting allows your ad to be visible to those located within a specific geographic area, such as 30 miles around Asheville; this feature also reveals how much reach a specific distance your ad will have. You can also target places of interest, such as airports, universities and specific commercial areas. To target multiple geographic areas, the bulk targeting tool lets you set up to 1,000 locations at a time. All of these tools are available in the Campaign tab of your AdWords account, under the Settings menu.
3. Optimize your website.
Create relevant landing pages. For instance, if you are advertising a new product, make sure that customers who click on the ad are taken directly to the product page, not to the Home page. “Don’t make me think!” Deliver a better customer experience by thinking like a customer and organizing the content of your website intuitively, such as by keywords or product category.
Maximize ROI (and eliminate wasted spend) via GA. Link your Google AdWords account to your Google Analytics account and gather customer data, get detailed insights about customer behavior and generate traffic reports to help improve both your AdWords campaign and your website.