Google AdWords™
Google AdWords™ is the Pay-Per-Click (PPC) Advertising platform of Google™. PPC Advertising is an integral branch of Online Marketing. PPC ads are the advertisements shown near the normal (organic) search results.
Google AdWords™ places the advertisements above the search results and/or on the right and marks them distinctly as advertising media. The Google™ search is the most used search engine in nearly the entire world, making it the first choice for PPC Advertising.
The principle of Google AdWords™
The keywords, also known as PPC keywords, are the basis of the advertisements in Google AdWords™. They define which search requests determine which advertisements display.
For example, if you determine the keyword “home cinema” as a relevant search term for your website, your advertisement is displayed when a user searches for the phrase “home cinema”. However, your ad is not always shown for that phrase because ad space is allocated based upon an auction principle. When creating an advertising campaign, you specify the maximum advertising budget you have available to spend each day and the maximum price you are willing to pay for each mouse click. The more merchants bidding on that keyword, the more expensive the mouse click. Your Google AdWords™ advertisement displays until your daily budget is used and you only pay when someone clicks on your ad. There is no minimum budget for PPC Advertising.
Operating and optimizing Google AdWords™ professionally
In order to advertise successfully with Google AdWords™, the campaigns need to be planned in detail as well as controlled, operated and optimized on a daily basis as long as the campaign is running. In this way, the budget can be optimized to purchase the most clicks for the least amount of money. The operation and optimization of Google AdWords™ advertisements include for example:
- Keyword research
- Keyword optimization
- Budget planning optimization
- Restructuring of campaigns
- Local ad alignment
- Ad-texts optimization
- Tracking- and analysis-data evaluation
- Landing pages analysis and optimization
Whether the Search Engine Advertising with Google AdWords™ will become successful also depends on how relevant the advertised website is. If the user clicks on your ad and lands on your page, but does not find the information he has searched for, then he probably won’t stay any longer and continues searching on other pages. So, in this case you have to pay for a user that you couldn’t satisfy. So, PPC Advertising includes the adjustment of the target page (landing page) and the associated optimization of the conversion rate.
