HOW DOES GOOGLE ADWORDS WORK
If you choose to advertise with Google Adwords, you choose to invest in your own business
Google Adwords allows you to target the ads to interested customers and to remove the unwanted ones. By using the targeting methods provided by the Adwords ads, we can reach potential customers exactly when they search for products or services as those you provide. Additionally, you pay only when a potential customer clicks your ad, within a daily budget you set yourself.
But how does Google Adwords work
Phase 1: Business Analysis
We should always start from the analysis of the business we want to promote, of its position on the market compared to the competition and marketing objectives needing to be met.
Is your competition already on the first page of Google and sells? Now you can sell more, there are many possibilities: certain auctioning strategies by means of which you can place yourself ahead of the competition, ads that are more attractive and so on.
At this stage, the following are also taken into account: the budget, the geographic area to be covered, the identification of population segments that can be potential buyers and finding keywords that lead to displaying your ads.
Phase 2: Setting the Strategy
Based on the information obtained in the first phase, a complex strategy with measurable results should be developed. Taking into account the marketing objectives (if we want to sell, then the goal is to attract more visitors on the website, if we want to promote a brand, the goal of the campaign will be to promote the product image) and all other information obtained in the first phase, a coherent strategy for the Search, Display and Remarketing network is developed.
Phase 3: Landing page and Creating the Campaign Itself
The page the user reaches after having opened the ad is very important. It should load fast, include the keywords set to be representative for your product or business. Additionally, it is recommended that the landing page should be as clear and accessible as possible, because Google gives a quality score depending on how it assesses your page. This quality score later influences the position of your ad on the page, regardless of the amounts auctioned (you can be in the first positions with a smaller amount auctioned, if you have a good quality score).
The optimisation of the landing page is therefore of special importance that is recommended to be taken into account in the process of online promotion.
Actually creating the campaign involves making text type ads, graphic or mixed ads to be displayed in the Search and Display network. It is recommended to create several ads for the same product or service, following to be presented alternatively to the public – so that all potential buyers are able to identify themselves with the ad they empathise with better.
After the ads have been created, the keywords along with the negative keywords are inserted and a set of settings determining the optimal display of the information to the public is implemented.
Phase 4: Optimisation
Optimisation takes into account monitoring and adjusting the results of the campaign based on measuring the performance of the keywords, the analysis of the time intervals and type of device with the smallest number of accesses (mobile phones, laptops or tablets), the analysis of the landing page functionality and performance achieved by each individual ad. For example, we can see the number of users for each of the daily ads, in a given time interval and how many of these users have undertaken measurable actions on the website. Thus, we establish the ad with the highest impact on the market, in order to create similar variants. We can do the same based on the numbers relating to devices, time segments or any other element specified above.
The optimisations are of two types: in the short run and occur at an interval of only a few days (we rapidly assess the auctioning strategies, users’ searches in relation to our list of keywords, etc.) or in the long run and occur at greater specific time intervals of one or two weeks, based on the trends and behaviours on the market in a given period (a potential customer behaves in one way during vacations or winter holidays and in another way in the remaining year, so if we want to sell, we need to adapt) By optimising the campaigns, the advertising costs decreases and the number of website visitors increases, optimisation thus being a stage of great importance.
Phase 5: Analysis and Reporting
Regularly, reports are drafted, which reflect the analysis of the performance of the campaigns carried out and adjustment proposals to improve these performances.
Analyse, test, optimise and assess – this is the key to a successful online promotion that is guaranteed to result in the growth of your business and income!