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Introducing Google AdWords
By the end of this article, you’ll understand what Google AdWords means for Swiss SMEs and how it works.
If you’ve been reading or trying out a bit of digital marketing, it’s likely that you’ve come across this term.
But what does it mean?
Google AdWords, AKA Google Ads, is a pay-per-click (PPC) advertising platform. AdWords is Google’s official advertising service.
Wikipedia defines AdWords as:
“…an online advertising platform… where advertisers pay to display brief advertisements …within the Google ad network to web users.”
The Google ad network allows you to reach out to potential customers via:
- Text-based search ads
- Graphic display ads
- YouTube video ads
- In-app mobile ads
What’s amazing about Google AdWords is the fact that they make it easy to reach who you want. You can set your ads to only target potential customers within a few kilometers of your business. Or broadcast your offer to an entire region or country.
Let’s have a quick look at how Google AdWords works with a small example.
How Google AdWords Work (Example)
Google AdWords works on a simple model. Advertisers bid on the keywords they want to run adverts on. Whenever a user types in those keywords, they see a clickable ad appear in Google’s search results.
Every keyword has a cost associated with it. You get charged every time someone clicks on your ad (that’s how Google makes their money). The cost of a keyword depends on how many other people are bidding on it, the quality of your ad and other factors.
For example, if we type the keyword ‘fitnessstudio zürich’ into Google, we’ll see the following text ad:
People searching for the keyword would see a text ad like the one in the image above. Ads like this are normally displayed on Google’s search results.
When we check the same keyword in the Google Keyword Planner tool, we get some extra information.
The Keyword Planner is the official planning tool for Google AdWords. It will give you important information you need to know before you bid on a keyword. This includes:
- Search Volume: how many people search for this term every month.
- Cost-Per-Click (CPC): how much Google will charge you for every user that clicks on your ad.
- Competition (Comp): shows how many advertisers are using the keyword with a number between 0 and 1. The lower the number, the fewer other advertisers you need to compete with.
Why Swiss SMEs Need To Use Google AdWords
There are two strategic reasons why Swiss SMEs need to include Google AdWords in their marketing mix.
Firstly, AdWords are a great way to create awareness and get more customers right away. Organic Search Engine Optimization (SEO) is great. But it takes time to generate traffic.
While these results are powerful in the medium-term, your business needs traffic today.
Google AdWords is a great way to do this while your SEO matures 🌱.
This is why we always advise our clients to use SEO and PPC together to build up a constant stream of traffic. A consistent level of traffic leads to more leads and more sales.
The second reason why you should be using AdWords is that your competitors are already using it. If you’re not bidding and running your own ads, you’re being left behind.
It’s all about positioning. You want to reach out to potential customers at the same time as your competition. If customers don’t know you exist, they can’t do business with you.
The last thing you want your customers to see when they search for your brand is an ad from the competition. That’s like your fiercest rival putting up a billboard right outside your store or office.
You wouldn’t let them get away with that, would you?
If the answer to that question is no, you need to get on Google AdWords today!
Google AdWords, AKA Google Ads, is a powerful Pay-Per-Click (PPC) advertising network. It allows Swiss SMEs to reach out to customers based on a wide variety of options (e.g. by city or region).
Your ads can be text, graphics or video (on YouTube) based. They will show on Google search results, on websites that are part of the ad network, or in apps on Android and iPhone.
To place an ad you have to upload your ad, bid on a keyword, and there you go.
Google AdWords is a great way to reach out to your customers. It’s affordable and can be a great source of leads if used right. Leverage it to grow your business online.
What is your experience with Google AdWords? Have you ever used it? Was it helpful?
We’d love to hear what’s worked for you in the past or what you’re excited about trying in the future, in the comments below.