According to Experian Hitwise, a firm that monitors global web traffic, in 2012, 85% of all web searches in the UK were made using Google. This figure is predicted to rise throughout 2013 as Google asserts its dominance as the UK’s main search engine provider.
We’ve already discussed how google searches work using SEO ‘search engine optimisation’ in our post ‘I hear a lot about it, but what is SEO?’, but here we aim to explain what ‘Google Adwords’ are, in order to decide if it would be a worthwhile marketing investment for your business.
So how does it work? It a nutshell:
1. You set up a Google Adwords account, create an advert, and publish it to Google.
2. People use keywords (search items) to search for specific products and services on Google.
3. If those keywords match the keywords that you have chosen for your advert, your ad appears next to their google search results.
4. When people click on your ad, they will be directed to your website.
An example of what an advert looks like can be seen here:
How much does Google Adwords Cost?
One of the best features of Google Adwords is that you are only charged when someone actually clicks and lands on your website, and not when your ad is displayed. This is a key element of the cost. If your website appears 10 times in one day but is only clicked on once, you will only pay for that one click, and not for the 10 views. So you only pay when your advertising works.
The obvious question then becomes how much does a click cost? It’s a good question and not one with a precise answer. Google do give you complete control over your adwords account, and there’s no minimum amount that you have to spend. You set an average daily budget and choose how you’ll spend your money. But we still haven’t addressed how much an actual click to your site is going to cost you. Google explains:
“Every time someone searches on Google, AdWords runs an auction to determine the ads that show on the search results page, and their rank on the page. The amount you’re charged per click depends in part on the maximum cost-per-click bid you set in your account, also called maximum CPC bid. This represents the highest amount that you’ll ever pay for an ad click.”
As an example, let’s say you’ve set a maximum CPC bid of £1 for your ads. The most you’ll pay when a customer clicks your ad is £1. You’ll often pay less than your maximum bid, though, because with the ad auction you pay no more than what’s needed to rank higher than the advertiser immediately below you. The amount you pay is called your actual CPC.
Even small and start up businesses can benefit as there is a Google Adwords ’Express’ option that is specifically aimed at those whose target market is local, as opposed to national or international.
Should you use Google Adwords?
Given that Google is by far the most widely used search engine in the UK, and that Adwords allows you to have complete control over your marketing costs, we absolutely recommend that businesses should have a Goggle Adwords account as part of the marketing strategy. The support Google provides is first class, with a freephone telephone number you can call during business hours for any queries, from account set up queries, to technical know-how on how to use your account.
More details on everything discussed here can be found direct from Goggle, click here for more details.