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October 27, 2018
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Google AdWords

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Google AdWords

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Description

If you’re new to the search marketing world or just want a plain-English description of certain phrases and tools in digital, then you’ve come to the right place.

Here we’ll be looking at Google AdWords, Google’s own advertising service which allows you to place search results for your website on a search engine results page (SERP) by paying for them.

Paid search

Paid search is the term we use for advertising within the listings of a search engine. These normally appear at the top of a SERP or to the side, and increasingly look more and more like organic results. At the moment Google places a small yellow ‘Ad’ label on them.

Basic principles of AdWords

Basically you pick some keywords that a searcher might use on Google, then create an advert that will appear on the SERP based on those keywords.

Of course you’re probably not going to be the only company wanting to serve adverts to people who use those particular terms. Rival companies can bid for the same search term.

If you want your ad to appear at all, you have to bid against other marketers on how much you’re willing to pay Google AdWords every time a searcher clicks on your ad.

Obviously the more you pay-per-click (PPC) the more likely your ad will appear in the search results.

However, and this is a big however, unlike other real-time bidding models, it’s not just the highest bid that is taken into account. Google also uses something called a ‘quality score’.

Quality score

Google looks at how relevant and useful your ad is to the searcher and the search terms they’ve used. It also looks at how many clicks your ad has received previously, also known as its click-through rate (CTR) and how relevant your landing page is.

For instance if the searcher types ‘Nike Air Max’ and your advert appears saying “buy Nike Air Max here”, once the ad is clicked this needs to lead the searcher directly to a page featuring Nike Air Max trainers. If it just goes to your generic homepage, it’s not good enough.

The higher your quality score, the better. In fact even if your maximum bid is less than a rival bidder, you still may appear above their ad if your quality score is better.

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