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What is Google AdWords and how does it work?

Google AdWords is a website application Google provides small businesses and Internet marketing agencies to purchase ad space within Google’s search engine.

Where do Google ads appear?

Google ads can appear at the top, side and bottom of search results on desktop computers and at the top and bottom of search results on mobile devices. They also can appear or Google partner websites. Note: How ads appear are based on computers, devices and website browsers.

How does Google AdWords work?

The goal is to bid on relevant keywords that potential clients would type into a Google search. Each keyword(s) you bid on, are priced at what it would cost per click, and based on how many people are bidding on the same keyword(s) and how relevant that keyword is to your business. When potential customers click on your ad, you will be charged for that click, based on the price of the keywords that triggered that ad to show up in a Google Search Result. Note: Prices fluctuate constantly based on business competition as well as supply and demand. Keyword costs are an average monthly estimate.

How does a successful Google ad work?

Success comes with selecting the right keywords to bid on, creating appealing ads that potential customers will click on, and creating a great user experience on your web page (that visitors will see), once they click on your ad. Note: When users arrive at your website, they want to find information specific to the ad. Click Through Rate (CTR) is very important. If your visitors arrive at your website, it is important that the stay on your website, to click through the valuable information and/or to complete a call to action (CTA).

What type of reports will help to analyze a Google AdWords investment?

1) Top vs. Other Ad Placement – will show you how your ads appear on the top (of search results) compared to ads along the sides and the bottom of the page. Getting your ad to appear in the top spot can be expensive and sometimes doesn’t yield the best results. Here you can compare which ads are performing the best, which in turn will help decide how much to bid. Note: Sometimes you want to bid enough to be on the first page, but may not want to compete for the #1 spot if it’s too expensive and not worth the cost.

2) Top Movers – will show you where performance changes have occurred for cost, clicks, conversions and converted clicks.

3) Ad Networks – will show you how your ads are performing on Google partner networks. If ads are underperforming then typically it’s a good idea to stop spending part of the budget on these networks.

4) Ad Group Performance – will show you how specific ad groups are performing. Note: Ad Groups are “ads” that are organized into “groups,” that contain specific keywords you want to trigger your ads, to show in a Google Search Result.

5) Campaign Performance – will show you a high level view of month-to-month and year-to-year.

6) Paid vs. Organic – will show a list of all the keywords that are getting clicks and impressions in Google. Note: This must be linked with Google Webmasters to work correctly.

What is a good starting budget?

It depends on how many keywords you are trying to target and the competitiveness of your industry. Some companies spend thousands a month and others spend a couple hundred a month.

How does payment work for AdWords?

You can pay easily using a credit card, debit card (Visa or MasterCard) or via a bank payment. There is no contract and you can adjust, pause or end your AdWords campaign (investment) at anytime, with no additional charge.


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