Google AdWords is a worthwhile cost if it provides a good return on investment. Otherwise, why waste the money?
The most important measures of an ROI for AdWords are revenue and profit. The revenue measure is misleading. The profit measure matters much more.
The revenue may be in the form of advertising impressions if the ads are sold on a cost per thousand basis, cost per click if a network such as AdSense is used, conversions with an affiliate marketing program, e-commerce transaction, etc. (more…)
Do they generate clicks, sales, signups, social follows, return visits or other measures of success? Does the result more than pay for the cost in labor and cash?
Some types are more effective than others, but their effectiveness also depends on other factors such as the quality of the ad, the audience target, using the right distribution channel or the product or service, etc. (more…)
Google AdWords continues to evolve as a marketing tool and become more efficient at targeting audiences and delivering results.
The AdWords extension feature is a prime example of that evolution.
The feature gives online marketers an option of adding more links to an ad. By presenting multiple links within a single ad, and assuming the extra links are wisely chosen, the ad click rate may double or even triple.
Extensions don’t show up every time an ad appears. They mainly show when the ad appears in the top three positions on Google.
They can appear on the right side of search results, but they do so less often. What kind of extension is used also impacts where it appears. (more…)
Advertisers will find that AdWords geo targeting is a greaty way to focus their efforts geographically and use limited budgets efficiently at the same time.
Just about anyone can have a good reason to use the geo targeting capability.
A small local advertiser may care only about reaching people within a single zip code or a few nearby zip codes.
A somewhat larger advertiser such as a car dealer may be interested in an entire metro market.
Regional advertisers of course might want to focus on multiple metro markets or entire states. (more…)
A Google AdWords marketing campaign can be an inexpensive, efficient and highly educational way of driving targeted pay-per-click traffic to a Web site.
It can be inexpensive because there is only a $5 activation fee to open an account and no minimum monthly charge.
It is efficient because the advertiser pays only for the click and not the impressions.
It is educational because it will teach the active user a great deal about how people use the Internet to search. It focuses their efforts on relevancy. (more…)
The best banner ads promote an online business with a combination of branding and response.
Promoting an online business is not entirely about pay per click advertising. Graphical banner ads can build recognition of your site name and bring customers back again.
Again, all advertising is a combination of branding and response. A TV commercial brands a car model, and the hoped-for response is for the customer to go to the dealership (a lead) and buy the car (a conversion).
But what about online branding and response? (more…)