After several years of failed attempts at online advertising which is actually cost-effecitve, Google has emerged with a system which seems beneficial to both the advertisers and their audience; the AdWords adverts which appear on the right-hand side of Google’s search results.
How It Works
Google's AdWords system has been so successful due to the unobtrusive positioning of adverts on search results pages, and the increasingly-accurate targetting of adverts to searches. AdWords cleverly strikes a comfortable balance: The advertiser only pays for an advert when a user clicks on it, so - in order to maximise click-throughs - it is only Google’s interests to display relevant adverts, and further, to display the adverts which will bring in the most revenue.
The revenue from each advert depends on how much the advertiser is prepared to bid for a click-through, so Google will favour displaying adverts from the highest bidders, provided that Google think enough people will click on it.
Indeed, Google use complicated (and secret) heuristics to decide which adverts to display on any given search page, and in what order. These help Google to maximise their profits, whilst running a free market on advertising space which benefits its customers.
Optimising Your Adverts
Whilst the basic concept is not too complicated, each advertiser is competing against others for the same space, which provides much scope for optimising your adverts, the keywords which you believe should trigger the adverts and the amount you are prepared to bid for each click-through (which can range from a few pence to several pounds).
Sygneca have expertise with creating and optimising Google AdWords campaigns for a number of our clients, all of which have resulted in a net increase in website visits, and where applicable, higher sales.
We have developed in-house tools to optimise the choice of keywords with which to associate the adverts, and to tie the click-through bid to the keywords, in effect saying that you are willing to pay more for visitors who use some keywords than others.
For example, if you run an online guitar shop, a visit from someone who searched for “guitar buy online” (sounds like they want to buy a guitar) is likely to be worth more to you than someone who searched for “guitar strap buy online” (sounds like they want to buy something much lower value) or just searched for “guitar” (only a slight possibility they want to spend any money).
We will work with you to set up an optimal AdWords marketing campaign, tailored to your business or product and the market in which you are working. Speak to us for more information.
