Google Adwords is a powerful and robust internet marketing tool, but only if you know how to use it. Countless options and advancements continue to roll out, making it challenging to stay on top of the latest trends and to really know all the options that are available to you.
For businesses, there are four basic types of campaigns you can run through Adwords that will help you reach your target audience. Here’s an essential overview of how each of these options work to help you decide which one will give you the biggest bang for your buck!
Pay Per Click (PPC)
Pay Per Click online marketing campaigns (PPC) are pretty much what they sound like. Search engines (like Google) allow you to buy listings that appear in their search results when people search for terms that are relevant or related to what you’re trying to advertise. These listings appear along with the organic, non-paid search results and are denoted with a small “AD” symbol.
PPC campaigns are great because you bid as much as you want to pay and only pay when you receive a click. However, if you’re competing for very popular search terms, another business can easily outbid your budget which will decrease the amount of times your ad appears in search results, thus decreasing the amount of clicks you receive back to your website.
PPC campaigns are a good starting point for businesses just beginning to explore internet advertising. Google allows you to start, pause and stop campaigns at any time, change your keywords and adjust the run-time and your audience as often as you wish.
Through Google Adwords, you can run a Cost Per Thousand Impressions (CPM) campaign in which you pay for the number of times your ad is shown; however, there is no guarantee that users will click on or engage with your ad.
CPM works through a bidding process similar to PPC. You tell Google how much you’re willing to pay per thousand impressions. This type of campaign is best suited for businesses who are focused on brand awareness, not so much a direct call to action.
The Google Display Network includes all types of ads (text, image, interactive and video) and places these ads on websites that are relevant to what you’re trying to sell. The main benefit is that you’re reaching an audience that is going to be most interested in your service or product.
Display ads go beyond search engines and allow your message to be placed on countless websites where you can reach your target audience even if they’re not specifically searching for your type of business. This type of advertising is ideal for new and non-standard businesses that users may not know to search for. Display ads help you find and get in front of potential customers without them having to first find you.
Lastly, a text ad is the standard type of AdWords ad. Typically, this includes a link to your website and a 2-line description of your product or service. The title of your ad is also clickable to further drive traffic. These ads can appear on Google search results pages and across the Google Network, often with a label that denotes this text as an advertisement.
Text ads must be brief and attention-grabbing. As the name implies, you only have text to draw in your audience and entice them to click on your link. This type of Adwords advertising is best for businesses who have a clear and direct call to action and are not as concerned with building brand recognition.
Try Google Adwords to promote your brand or business. You can go it alone with Google’s help or hire a company to manage your Adwords campaigns for you.