Go Ahead, Be An Attention-Seeker: How To Get Your Company Found With Google AdWords

You’ve just built yourself a shiny, new website. It’s mobile responsive, search optimized and easy to navigate. Or, you recently released a brand new product online. It’s cutting edge, focus group-approved and has a provocative name.

But your new website isn’t getting any new traffic or your product isn’t getting any online purchases. So what are your options? How do you get found online? And by the right people?

There are numerous tactics and tools to help your business get found online. Search engine optimization is a powerful tool that helps your website get found on search engines. Social media is perfect for engaging with your audience. Email marketing is both cheaper and more effective than direct mail. But these necessary tactics take time and dedication to produce results.

Businesses sometimes need an approach with more immediate gratification. While there’s no one tool that will magically bring you success online overnight, Google AdWords produces results that are expected to come quickly.

What does Google AdWords do?

Google Adwords allows you to display your ads in a variety of locations. You can’t advertise on all websites, only websites that are a part of advertising networks, such as Google’s Display Network. For advertising on search engines, you can bid on search terms that relate to your business or product, sending your website’s name and link to the top of the search results. You can advertise easily on YouTube, the world’s third most visited site, appearing above the side results or in the actual video.

What makes Google Adwords special is its capability to pinpoint your target audience far more easily. You can specify locations, ages and other demographics. This tool tells you that the traffic coming to your site is actually interested in what you have to offer.

How does Google AdWords work exactly?

Through Google AdWords, you build ads that are targeted to a list of specific keywords or websites. You build your ads with informative, persuasive copy, including images or videos if you are using Google’s Display Network (which is when you place ads on websites rather than search engines). When these ads are ready to publish, Google reviews the ads to make sure they meet its specific policies and standards. Once approved, your ads begin to show in the targeted areas to the targeted people. You can begin checking immediately to see what’s getting clicked.

Google AdWords has multiple pricing structures for its services. The two most common are cost-per-click and cost-per-impression. Cost-per-click means you are charged the amount you bid on an ad whenever someone clicks on that ad. With cost-per-impression, you are charged based on the number of times your ad is shown (you are charged once for 1,000 times your ad is shown, based on the bid you made). Businesses looking to increase web traffic commonly use cost-per-click, while businesses looking to increase brand awareness select cost-per-impression. You can also set a do-not-exceed budget so that you always control how much you’re spending.
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But don’t forget …

As with any new business endeavor, it’s necessary to put in time and energy into strategizing beforehand to have a successful online marketing campaign. Google Adwords is no different. You need to start by asking yourself, “What would we consider a success? Increased web traffic? Increased brand awareness? More online purchases? More in-store visitors?” You’ll also need to decide, “To whom am I reaching out?”

So whether you’re having trouble acquiring new web traffic, making online sales or getting your brand noticed online, remember you have a powerful resource in Google AdWords. You don’t have to spend your whole marketing budget on a traditional marketing campaign or wait around for other online tools to get you new business. Google Adwords can help you get the right kind of attention you’re looking for.

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Author John Mark Adkison

John Mark Adkison performs his job like a seasoned professional, despite the fact that he’s just a few years into his marketing career. After a successful internship at Thoma, John Mark impressed enough to be recruited as a paid staffer upon graduation, where now his duties are numerous, including running the firm’s growing inbound marketing program.

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