What is google adwords?
If you’re like most business owners, the idea of running ads on google is both tantalizing and terrifying. After all do it right, adwords could transfrom your business. But, if you do it wrong, you could spend throusands of dollars and get absolutely nothing for your trouble.
But neither the promises or the problems that come with google adwords really descride what this marketing platform is or how it work. In this post, we’re not going to talk about to talk about how much money you could make or lose on adwords. Instead, we’re going
Google adwords is a pay-per-click (PPC) advertising platform. Unlike other PPC platfrom like Facebook, Adwords actually offers advertisers two basic ways to reach people :
- Through the google search networks
- Through the google display Network.
While these approaches are functionally very different, they both use a PPC bidding system, where advertisers bid to have their ads shown to releavant audiences.
The google search network allows you to show your ads to users who are actively seaching for the keywords that you’ve selected. If you own a landscaping business, you bid to have your ad show up every time a user types in “landscaper in Tallahassee”.
As you can probably imagine these “text ads” are an excellent opportunity to capture users who are at the research and purchasing stages of the digital sales funnel. Text ads are marked with a small “ad” tag next to the site URL.
The google display network works differently. Instead of showing ads to used who are actively searching for a product of service online, “display ads” or “banner ads” are placed on websites you think your target will be on.
Since they aren’t actively seaching for what you have to sell, people are usually less likely to click on banner ads. That being said, sometimes people don’t know what they want they see it, so display ads can help you get in front of potential customers who might never find your company on their own.
Display ads also work well for re-engagement campanign, where you show ads to peopel who have already visited your site in the hopes of getting them to come back again. This is caalled retargeting.