Google Ads
There is no doubt about it that Google ads in the form of their AdWords program is by far Google’s most profitable undertaking that made this innovative company a staggering $21 billion in 2008 alone. The whole purpose of AdWords was to afford Google advertisers the opportunity to advertise to people who make use of this search engine as well as Google’s advertising network while being able to control the costs involved quite easily. It is also a way to get into direct contact with people who are actively looking for information about specific products and services online, and thus opening the doors for advertisers to build on their numbers of potential clients.
During the years iLead Online made use of Google ads to achieve the goals we set out for our clients with regards to reaching their specific target market, but ultimately selling their product or service at the price their specific budget could allow. Through the Google AdWords program we are able to distribute our clients’ ads to local, national and international markets by means of a simple and short text advertisement that consists of one title line and two content text lines. The possibility of using an image is also there but it has to be done according to different Interactive Advertising Bureau (IAB) standard sizes.
How Does AdWords Work?
Well AdWords is a pay-per-click (PPC) system that, as the name implies, requires that the advertiser only pay once a person has clicked on their ads. But unfortunately it’s a little more technical than simply creating an ad and placing it on the list of Google ads so that people may click upon it. AdWords requires a knowledge of exactly how this program works as it will be necessary that you “bid” for your paid-for listings. Before you can begin the process of bidding you need to establish what relevant keywords you will need to use for your PPC campaign. As some of the industries are more competitive than others you will obviously need to pay for a higher bit rate when you as advertiser form part of a more competitive online industry as the paid-for listings are dependent on the other advertisers’ bids as well as the quality score of the ads.
The quality scores of these Google ads are calculated by Google but the exactly formula and meaning of relevance is a secret that Google guards with passion. It makes sense however as people might find ways to trick and manipulate the program and in the process strip it of any credibility. Google has however released a list full of guidelines for websites which we then use meticulously in order for our clients to achieve a higher quality score. Some of the factors we do know however that affects the quality scores are the historical click-through rates, our clients’ account history and the relevance of our clients’ ad text and keywords. This quality score is then used by Google to set the minimum bids for the specifically chosen keywords. The bids also take into consideration the quality of our clients’ landing page of their individual websites which includes the relevancy and originality of the content, the navigability of the website as well as the transparency into the nature of the business.
Once the auction for the various bids are done the Google ads are then placed onto the two different areas of Google: the search engine and the advertising network. With regards to the search engine you merely have to look at the results page when you do a Google search. The paid-for ads are located on the right-hand side and sometimes above the normal search result listings under the title “Sponsored Links”. It was only in 2003 that Google opened up their doors to the advertising network. These placement targeted advertisements allows us to place your ads on relevant websites according to keywords, domain names, topics and demographic targeted areas which we select for our clients. When we target specific domain names Google provides us with a list of related websites which allows us to choose specific sites on which our clients’ ads may be placed. Here another bidding process will take place for cost per impression (CPI) and cost per click (CPC) for the targeted sites. The great thing about this option is that it allows for a bigger space or spot for the ads instead of splitting the ad into 1 to 4 ads, resulting in higher visibility for our clients on these relevant websites.
So far this program of Google ads has proven to be quite the success and quite recently Google SA joined forces with one of South Africa’s leading advertising schools, the AAA School of Advertising, to create the first fully comprehensive training course on AdWords. The reason for this collaboration was because Google SA still felt that there was a lack in qualified people to work this program. Luckily for us here at iLead Online this is not a problem as all our SEOs have already written and passed their Google AdWords exams, combining their knowledge with experience to afford our clients with the opportunity to have an AdWords specialist to run a Google ad-campaign on their behalf for the optimum results. If you have a product or service that you want to advertise online but are not quite sure which route to go, contact us. One of our representatives will talk you through the various options and benefits that we can offer you by means of this specialised Google ads program.
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