Overview
Google Ads (previously Google AdWords) is an online advertising platform where advertisers pay to display brief advertisements within the Google search network.
Advertisers pay when users click on the advertising copy and then visit the advertiser’s web page. The Google Ads program includes local, national, and international advertising. Google’s text advertisements are short and mimic what the average search result looks like on Google.
Ads advertisers can enter keywords, domain names, topics, and demographic targeting preferences. Based on this, Google places ads on relevant sites within the content network. If domain names are targeted, Google also provides a list of related sites for placement. Advertisers bid on a cost-per-impression (CPI/CPM) or cost-per-click (CPC) basis for site targeting.
The cost of a Google Ads campaign depends on a variety of factors which include bidding strategies and organization goals. As a result, the amount that an organization needs to spend varies based on industry and the keywords on which they bid. Whenever a user conducts a search on Google, AdWords runs an auction to determine which search ads are displayed on the search results page as well as the ad’s position.
Ads Process
The process to develop Google Ads can include:
- Development of a Google Ads strategy
- Develop Google Ads objectives
- Define budget
- Budget for actual Ads
- Budget for independent third party creation and ongoing management of Ads
- Tactical implementation
- Identify webpages for Ads to click through too
- Optimize website content for SEO
- Setup campaigns, bidding strategy, targeted demographics
- Create Ads linking to targeted webpages
- Identify and implement keywords
- Ongoing and continual management and tweaking of campaigns and Ads
Please feel free to contact me today to discuss your Google Ads strategy or tactical implementation.