Business Website Design and Consultancy

Adwords Pay Per Click Guide

Understanding Google Adwords - Part 2

Making your Ad-Spend Go Further

If the answers to most of the questions on the previous page were "No" - we can help your business. Call us for a FREE appraisal on your campaign(s) and we will see how we can help you.

What to do if you don't already use Google Adwords

If you don't already use Google Adwords to advertise your products and services online, you are not alone. For many people, they have shied away from it. It is normal to stay away from something that is not familiar - after all, people deal with what they are comfortable with, which is usually running their Business, not learning computer skills.

Google Adwords affords you a huge opportunity to increase your product, service and brand exposure, and there are very few things that it will not work for. Whether you want a customer to ring you with an enquiry, complete your website contact form or you just want to direct people to your online shop, Adwords can benefit your business.

What about the "left hand side" of the search results ?

You may be wondering how people climb the "left-hand side" of the search results. You may also be wondering why a company should pay to appear, if they can just make their company appear on the left.

The simple answer is, climbing your company or personal website up the rankings to appear on pages 1, 2, 3, or indeed any page on the left can take many months to achieve. Consider the person typing in "credit card". The companies vying to position on the left are paying up to thousands of pounds per month to "Search Engine Optimisation" to beat the competition and appear in these pooisitions nline on the left.

Pay-Per-Click vs Organic SEO (Search Engine Optimisation), Keywords and Search Terms

One thing often not considered is the speed at which pay-per-click can bring feedback on keywords and search terms that actually "convert" to a sale. Take for example 2 different, but very similar search phrases:

- "credit card" - "transfer card balance 0%"

You might be thinking that they are similar search terms and centre around credit-cards, so what's the big deal ?

The big deal is that the Internet and search engines like Google work around "keywords" and "search phrases". They return their results based on what you type in.

The person typing in the phrase "transfer card balance 0%" has probably already done the majority of their research and are closer to buying something. They already know they want a 0% transfer and that they want to do a balance transfer to another credit card. The person typing "credit card" is much more likely to be in the first stages of research, and as a result, will probably not be in a "buying" frame of mind.

With that in mind, you should be advertising on "converting" (buy) keywords in your Google Campaign. Tthose words for which people are in a "buying" frame of mind are ready to buy - so why waste money on keywords that will cost you money in clicks and most probably not "convert" to a sale ?

Once you find the "high converting keywords", you can then start to optimise your website for those keywords. This stops you from spending months optimising your website to get it ranked highly on the left - only to find the keywords you did all that work for don't bring in any sales.