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Can Google Adwords benefit your organisation?

Posted by Redbourn Business Systems on Friday, July 13, 2012 Under: Google

What is Google Adwords?

Google Adwords is the advertising tool Google has developed to assist you in marketing your organisation in the Google Search Engine via the use of a placed text Ad. The Ad appears when people search for phrases or ‘keywords’ related to your organisation, this is displayed as a “sponsored link”.  The system is a “pay per click” method, which means you can influence where your Ad appears through bidding for a series of relevant keywords, but you only pay if someone clicks on your Ad as a result of a web search, i.e. you pay per click.

The format of the Ad is a short text Ad that includes a title line, two short descriptive lines and a URL link to a website or a specific website page.

The Ads appear at the top and to the right of the organic search engine results. You can choose what keywords trigger your Ads and propose at what position on the page your Ad will appear, through the amount you bid. Crudely this may mean the more you bid for a keyword, the higher your Ad appears on page 1 of the Google Result.

Most web users do not scan past page 1 of search engine results. Plus, the higher your website appears on a page will result in more visitors to your website, as web users prefer to click on the Ads/search results at the top of the page.

So why use Google Adwords?

It is now evident that there is a difference between the types of visitor to a website: “browsing traffic”, or, visitors that have found a website in search engines organic results, behave differently to traffic that come directly from Google Adwords or “pay per click traffic”. The explanation for this is simple, traffic via surfing in organic results is simply often browsing for information where as traffic via pay per click knows that when they are clicking on an Ad, it is simply that, an advertisement for something they need or want to visit.  Therefore, you don’t necessarily need thousands of visitors via browsing, rather than specific targeted visitors via Google Adwords.

How to get the best out of Google Adwords?

You can pitch the highest bid for keywords and gain some great positions and traffic, but if the traffic you send via this method to your website is disappointed when they get there because the page they land on is not relevant to their search, they will simply click away and you will have lost budget and a potential supporter.

To prevent your budget getting used up and not resulting in any enquiries, donations or volunteers, your campaign must be effective in driving relevant targeted traffic to your website. Which means your Ads must be eye-catching at the same time as being relevant, so the keywords, Ad text and landing page all have to have the same content/wording.

Want to know more about how your organisation can benefit from Google Adwords then contact us on 01582 794 229 or email us

 

In : Google 


Tags: "google" "google adwords" "advertising tool" "keywords" "ads" "sponsored link" "pay per click" "search engines" 
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