Google Adwords is, as you might have guessed, an advertising service run and developed by Google. With Adwords, you will be using a form of PPC marketing. It’s a simple, easy way to get your company on the SERPs and see immediate effects without the need to rely on organic SEO options. Rather than waiting for the ranking of your site to grow, you can get more customers instantly. However to do this, you need to understand how Adwords works and what it can be used for.
Adwords works based on the idea of companies bidding for keywords. For instance, you might be selling a new games console on your site. If that’s the case, you might bid on keywords such as Nintendo Switch, Switch in stock, order Switch Now and cheap Nintendo Switch. By doing this, you will be targeting the keywords and phrases that customers will be using when searching that product. So, when they search using those keywords, they will see your ad at the top of the SERPs.
However, it’s not quite as simple as that. You won’t be the only company seeking out these customers based on that particular product. As such, you will need to bid for the keywords based on how much you are willing to pay per click. More competitive keywords are going to be expensive due to the level of competition. If you are on a tighter budget, you might want to aim for words that are more specific such as phrases that include regional identifiers.
However, it’s not just about how much you’re willing to bid. Whether or not your ad will appear is also based on a quality score, and that can be impacted by a number of different factors. For instance, the keyword needs to match your site. So, if you are advertising based on the key phrase ‘buy Nintendo Switch’ the linked page should provide this option to customers. Google will also take into consideration how many times customers do click through to your site to assess how relevant your landing page actually is.
When you are bidding with Adwords you can choose to pay based on the CTR (click-through rate) or the CPI (cost per impression) With the CPI, you will be paying based on each time your ad appears 1000 times in the SERPs and CTR becomes irrelevant.
Adwords is a way to instantly get more traffic to your site and can be used to effectively skip the queue of organic searches. However, you do need to understand that while Adwords can be useful, there are a few issues. Approximately forty percent of users don’t realize Adwords are actually ads and thus ignore them completely. You also need to make sure you choose the right keywords and phrases to bid on otherwise you won’t see an effect.
That said, Adwords can be beneficial for any business that doesn’t have the time or resources for organic SEO.