Google. Your best friend who knows everything about anything. The heated discussions we used to have with our family around the dinner table about the name of that leader who destroyed that villain somewhere thousands of years ago, is long gone. With just one click we know the answer and the problem is solved.
But google can also be used for other purposes. For business google is a place where people can find your company and learn more about who you are and what you do. The other way around is also possible. For companies to find and target the right audience based on keywords, domain names, topics and demographic targeting Adwords will be your new best friend.
How does it work?
Google Adwords is an online adverting tool that places the ads at the top, bottom or side of the list of search results Google shows when typing in something you look for. Google offers pay-per-click, that is cost-per-click advertising used to direct traffic to websites in which advertisers pay the publisher when the ad is being clicked.
Ten years ago, Google introduced site-targeting advertising. With entering the right information, Google can place ads on relevant websites within their content network. If the domain names are rightfully targeted, Google provides you with a list of related sites for your placement.
Free tools that help you improve your Adwords campaign
Google offers a range of free tools that help you improve your reach of your Adwords campaign:
Using this tool helps you track your conversion rates and cost-per-click conversions. Gathering this information will help you to work out your Return On Investment of your Adwords campaign. You will need to put the Adwords Conversion Tracking code on your website, that will put a cookie on the customers’ device when clicking on one of your Adwords ads. The cookie will be connected to your website if the customer reaches your conversion page. For example, when someone buys or books something, Google saves it as an successful conversion.
This tool shows you how people found your website and how they explored it. It gives you the possibility to analyze their behavior. With that given information you can improve your website’s Return On Investment and increase your conversions.
Google Trends allows you to analyze and compare search volume patterns across various regions, categories and time frames. It gives you good insight if your looking for seasonal trends. In this way you can see when the demand for a specific product or service is high and you can adjust your campaign to it. But it is also a good tool to test your advertising messages and find the one that fits best to your customers.
Impression Share Report
This tool shows you the percentage and possible impressions your ad could have had if your campaign budget was higher. It helps you decide whether you want to increase or decrease your campaign costs.
Bid stimulator and keywords planner
How much you bid for keywords and phrases have affect on where you will appear in the search results. This tool shows you if you have the results you desired and if your should have bid higher for a specific keyword or phrase for the optimal effect.
Using the keyword planner tool will help you estimate the cost and the amount of traffic they will generate and how effective they will be.
The ad scheduling tool enables you when your Adwords campaign runs. You can edit when you want your ad to be shown. You might want it to appear only certain hours a day or specific times a week to lower the cost, mostly when your ad is most profitable and has the best effect on your Return On Investment
These tools give you a optimal insight when running an Adwords campaign. Adwords campaigns have a broad reach and a high chance of succeeding if you do it perfectly. So definitely worth the extra effort!