Google Advertising for Dummies
Have you ever seen those search results with a little ‘ad’ symbol? Wonder what they mean?
Those ‘ads’ are paid search results that business owners use to drive more customers to their website. This is an effective way to increase conversions and traffic.
Google advertising offers a way to get your business on the top page of Google results. For example, if you run a pizza shop in Perth these ads will help the customer find your business and potentially drive customers to your store.
It’s similar to calling your business ‘AAAAA Pizza Place’ in order to be on the first pages of a business directory, like Yellow Pages. However these days you don’t have to add an ‘A’ before your name in order to be listed at the top. These ads are also known as Paid Search.
WHAT IS PAID SEARCH?
Paid Search or Search Engine Marketing (SEM) are the paid results on Search Engines that allow you to specifically target consumers that are interested in your products or services.
Perhaps the biggest channel of this is Google Search. Other search engines, such as Bing, have their own SEM channels.
These ‘ads’ are the google search results that appear on the top and bottom of the page. For example, if you search for “Pizza Coupon” this is an ad that could be displayed:
For the above example, you are searching for somewhere to buy cheaper pizza and how Google works is whatever you search for, they will try to provide the most relevant information to you. Now you are able to get 33% off your pizza.
WHO USES GOOGLE ADVERTISING?
Any businesses with an online presence can take advantage of Google’s paid advertising in some way. Google has one of the biggest online ‘Ad’ services, and with the number of people who are searching every day, it is an effective way to reach customers.
You could search for almost any product or service and find someone who is running an ad campaign.
HOW CAN SEM WORK FOR YOU?
Depending on what you want to achieve with your SEM campaign, these little Google ads may be able to help your business.
Let’s just say that your main goal is to increase sales for a specific product such as a new pizza. The Search Network (as it’s known within the Google AdWords platform) will allow you to target your ads to consumers who are searching for places to buy pizza.
Your ad will only be displayed to people who are;
- In your set location, and
- Actually searching for places to buy pizza.
There are a number of other ways to target potential customers, but we will just focus on these two for now.
This is helpful for location-specific businesses who can only target people who are close by.
No longer will you be paying to run ads in the yellow pages and targeting people who aren’t interested in what you are selling!
But what is the cost of this?
Google advertising has different ways that it charges businesses for running ads. Here are the two most common, and effective ways:
- Cost Per Click (CPC): Google will only charge you every time someone clicks on your ad, so if you are running an ad for pizza coupons, the cost is incurred AFTER the customer clicks to receive the coupon
- Cost Per Conversion (CPA): This way, Google will only charge you AFTER you actually get a sale or ‘conversion’ from your ad. A conversion for the Pizza would be the customer clicking on the ad, receiving the coupon, and then BUYING the pizza.
If you want to learn more about how SEM and Google Advertising can help you, claim your free strategy!