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Google AdWords is a form of Pay Per Click advertising. As the name suggests, advertisers only pay for each click generated from the display of their adverts. First launched in 2000, Google AdWords has changed vastly to incorporate many different options for online advertisers. This helped Google achieve a revenue of $21 billion in 2008. What are the advantages?Pay Per Click advertising through AdWords allows you to get on the front page of Google search engine results almost instantly unlike with Search Engine Optimisation, which can take some time before you see results. However, using Pay Per Click can be expensive in the long term so is best used in partnership with optimisation work. Google AdWords provides great flexibility, allowing you to change your budget whenever you like. You can also pause and restart ads freely. Unlike many other forms of advertising, there is no minimum sign up term. How do I get started?You must create an account and pay a £5 sign-up fee to start. You can then create adverts based on what you provide and choose keyword phrases to advertise with using suggested keyword lists. There are many different options, which is often why people come to us to help them out! Where are ads displayed?As well as advertising on Google itself (including Google Images and Google Maps), advertisers can opt to display their ads on the 'Search Network.' Websites included in this are:
Advertisers have the flexibility to advertise in specific geographic regions and even at certain times of day. This ensures advertisers are only targeting people who are likely to be interested in their products/services. This increases Click Through Rate and decreases advertising spend. What position would my ad be displayed?The biggest factor of your ad's ranking is determined by how much money you allocate as your Maximum Cost Per Click. This will be affected by how much competition there is for your chosen keyword phrase. However, Quality Score is a major factor in the ranking of your ad too, with relevance being key. Depending on the above factors, your ad will be displayed in the top three positions above normal search results, or on the right hand side alongside them. They are called 'Sponsored Links.'
Are there alternatives?Microsoft and Yahoo have their own version of Google AdWords, called Micrsoft AdCenter and Yahoo! Search Marketing. These will not deliver the same amount of clicks because they are not as popular, but theoretically can work out cheaper because there is less competition.
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