What is Google AdWords and why is it the future of marketing for SMEs?
Power of Google
Google is the number one search engine in the UK, owning 89.9% of the market and 77% of people in the UK shop online (December 2017). Google AdWords is an advertising service that allows businesses to display ads on Google Search and its advertising network. The Google AdWords program allows businesses to set a monthly budget for advertising and only pay when people click on the ads and as a result, they either visit your website or call your business directly. Google AdWords is targeted and as such it enables you to attract customers who are specifically interested in your product or services.
Google AdWords Remarketing shows ads to people who’ve visited your website. When people leave your website, remarketing helps you reconnect with them by showing relevant ads across their different devices.
Principles of a Google AdWords campaign
The process starts when we select and bid for keywords that a searcher may use on Google when looking for what your business is offering, then we create an advert that that will appear in the prominent place on search results, using the chosen keywords for example ‘van hire’.
Other rival companies may also place bids for these keywords. Your budget will determine the position of your ads and whether it is worth advertising or looking for other, less generic options.
Unlike other bidding models, Google AdWords takes into account your bid and a ‘quality score. The quality score is Google’s rating of the quality and relevance of both your keywords and pay per click (PPC) ads. It is used to determine your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process.
For any small business, whether established or just starting up, it can be very difficult to promote and advertise your goods and services in the highly competitive online marketplace. Only 30% of SMEs even have an advertising budget. For many small businesses advertising can seem expensive, especially if there is no guarantee on the return of investment. Therefore it becomes difficult for SMEs to reach their full potential of brand awareness and maximising profit.
Google AdWords enables SMEs to control the budget and be selective about who they target with a specific message. With the right approach, they can compete on a level field with much larger organisations. It is for this reason that Google AdWords is viewed as the best and most effective way to reach your prospective customer, drive traffic to your business and ultimately increase sales.
Key benefits to gain from Google Adwords:
Reach – With Google being the number one search engine, your business will be open to an enormous portion of the market.
Relevance – Google AdWords specifically targets the people that are interested in your business. By selecting the right keywords, location, demographic and even identifying the hours and days you wish to advertise on, allows a highly focused approach.
ROI (Return of investment) – One of the most important benefits especially for a small business is the cost and the return of investment. With Google AdWords, you are able to control how much you invest as a business and only pay once a potential customer clicks on your ad and reaches your website. Google AdWords gives you the flexibility to control the maximum investment per day, depending on your specific goals and monthly budget. Be reassured, you can’t exceed your budget.
If you would like to know more about how can we help you to put together an effective Google Ads Campaign