A Look at Paid Online Advertising Part 1

There was a time when if you had a small advertising budget there weren’t many avenues for you. You could run a small ad in a local newspaper or periodical or do a small run direct mail campaign and that was about it. But today with the Internet, online advertising has become affordable even to companies with the smallest of budgets.

Whether it is through social media channels or search engines, your advertising dollars can go a long way. Now more than ever you can fine tune your target to reach exactly who you want to using these channels.

Over the next couple of articles I will be looking at a number of online advertising options. Today let’s look at the wonderful world of Google AdWords.

Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on keywords, predefined by the advertisers, that might link the copy to the content of web pages shown to users. Advertisers pay when users click on the ad to get more information about the copy displayed, “paid-per-click.”(Source)

In other words, Google AdWords are those ads on the top and to the right of your search engine results. They have a little yellow “ad” icon above or next to each one.


How does Google AdWords really work

Google AdWords works on a type of auction system. When someone searches for something on Google, Google looks at the advertisers pool and determines whether there will be an auction. The auction determines the order advertisers are listed on the page. Note: a keyword isn’t a search query. Specific keywords may be entered into auctions for a wide range of search queries.

How an advertiser ranks in order depends on Quality Score and their Bid.

Quality Score:
Your Quality Score is how well your keywords, ad, ad group, and landing page relate to what a person is searching for.

Your bid is the maximum bid you specify for your keyword.
Note: Advertisers pay the lowest amount necessary to beat the advertiser below them on the Ad Rank scale.

The highest Ad Rank gets the top listing and so on down to either the last qualifying ad or the late position on the page.


Pros of Google AdWords

• You can select a daily spend so that you don’t use up your budget in the beginning of the month.

• You can schedule the time of day you would like your ad to show.

• You can target your ad to a specific location whether it is a state, city, town, or block area.

• You can target your audience based off of the device they use.

• You can use long-tail keywords to cut some of the completion and cost of the keyword.


The Cons

• It can be a money suck with little or no results if you don’t dramatically fine tune all the things on the “pros” list.

• If your keyword categories are some of the more common such as Insurance, Loans, Attorney etc., it can be expensive.

• You pay for clicks so whenever someone clicks on your ad you have to pay whether or not they use your product or service.

• It can be hard to compete with big companies if you are in a popular market.

If you would like a consultation to see whether Google AdWords or some other online advertising is right for you just call 561-393-4722 and one of our marketing experts will be happy to assist you.

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