AN OVERVIEW OF ADWORDS

WHAT IS ADWORDS?

• AdWords is an online advertising platform created by Google and it was launched in 2000.

• Businesses display ads on Google’s result pages and other affiliated pages and websites within the search engine’s display network – reaching 80% of Internet users within the United States.

• Ads are displayed with a small, yellow icon that says “Ad.”

• Based on Pay Per Click (PPC) principal – businesses set a budget and only pay when the ad is clicked.

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• Able to reach people at the exact moment they are searching for a product or service by bidding on related keywords.

• Reports are provided with this platform to analyze how AdWords is working for a business to make any necessary changes.

• Regularly updated with new features and algorithms – AdWords consultants can be employed to help navigate and utilize any updates that would be effective for a business’ campaign.

ADWORDS CONSULTANT• An AdWords consultant or professional

has a complete understanding of the platform and are regularly tested to make sure they have the skills and abilities to assist a business’ advertising campaign.

• Takes over the time consuming task of running a business’ AdWords campaign which could include daily updates to make sure it continues to work efficiently.

• Analyze the results and reports of the current tactics being used in a business’ AdWords campaign and have the experience to boost ad results and cut any unnecessary costs.

WHAT ARE KEYWORDS?

• Words or a string of words related to a business’ mission, product or services that trigger an ad for the business to appear when the terms are searched.

• Using AdWords requires compiling a list of specific keywords or phrases related to a business. Avoid generic search terms in order to increase the chance of an ad being seen. AdWords Consultants will have the most experience and insight into the keywords that will best serve a business.

• Keywords also trigger ads to appear on non-search websites in Google’s network, like YouTube for example – for more control, businesses using AdWords can choose specifically where their ads show up.

• Keywords determine cost of advertising – every chosen keyword will have a cost per click (CPC) bid amount.

• More than one business may be wanting to use the same keyword in order for their ads to appear in the top positions of Google’s search result page, which has resulted in the Ad Rank and bidding systems.

WHAT IS AD RANK?

• System Google uses to determine which businesses’ ads appear in the most sought after ranking positions and in what order.

• Combination of factors contribute to a business’ Ad Rank• How much a business is willing to spend or bid.• The quality of a business’ ad and website – Is it mobile-friendly? Is it stuffing

in keywords or phrases?• The impact ad extensions, additional information about a business including

things like ratings and an address, and other formats will have.

BIDDING• The max amount a business will spend

each time a consumer clicks on their ad – max CPC.

• The higher a business’ CPC is, the more likely its ad will appear at the top of a search engine’s result pages.

• Automatic bidding – Once a business set a budget, AdWords automatically adjusts CPC to result in the most clicks.

• Manual bidding – Allows a business to control exactly what bids are set to get clicks they deem the most important.

BENEFITS OF ADWORDS

• See results in a business’ ranking almost immediately.

• With Google AdWords, a business does not have to commit to a minimum spending amount and the campaigns can be started and stopped at any time.

• When an ad appears can be determined by each business and can include specific geographical areas whether that be a whole nation or a nearby neighborhood.

• Advertisement is of something consumers are searching for leading to more clicks.

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• Ads that appear on the first page of a search engine’s result are more likely to be clicked on because most consumers don’t browse past page one.

• Most consultants have years of experience in the PPC industry and have worked with a wide variety of businesses to manage their campaigns.

• While SEO can be a helpful tool to drive traffic to business’ website, the results of placement in the results page is not guaranteed like it is with AdWords.

• AdWords agencies have resources and an account manager from Google to back them up.

For more information on AdWords or to speak with an experienced team of consultants from WASP, please visit https://waspmobile.com/ or call 800-516-3591.

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