Everybody has heard of Google, and most people know about their natural search results, which are shown on the left side of search results pages after you perform a keyword search.
But how do you get your company on the paid ad sections?
Those are the sections on the top, bottom, and right side of the Google and Bing results pages.
Those ads are ‘pay-per-click’ ads, or PPC ads for short. We use a program that Google offers called Adwords.
A word of caution about Adwords:
The interface appears simple and can be used by amateurs at great cost! If you don’t know your way around the interface, and specifically don’t know the hidden features you will blow your budget with very little results – guaranteed.
Always hire a Google Adwords Professional, or get Google Adwords Training before using Adwords, or any PPC advertising program.
So, the best way into this easy/complex system of advertising is to call PPC management consultant Jon Camrud at 720-520-0639 to get it set up for maximum efficiency and success.
Google Search Advertising is based on the concept of seek and find
What does this mean? It means when someone knows what they are looking for, they can type a phrase that describes what they are looking for into a search engine, such as Google or Bing, and your ad can show to them.
For those of you who are a little older, it is like the Yellow Pages model. You know what you want and look it up.
Well, that is now a digital advertising model, where you look it up on a computer search. As your PPC Management Consultant, I put your ads in front of people doing specific searches.
Benefits of Search Advertising
Where do I start? The benefits are numerous over traditional advertising.
We can target who sees your ad by several methods:
- keywords they type
- whether they type an exact phrase or partial
- user location, or location they type
- what type of device they are using
Keep Out Unwanted Clicks
We can limit who sees your ads by:
- Time of day
- Day of week
- Month of year
- Location they originate search
- Locations they are searching
- Specific words
- Specific phrases
- Specific word combinations
We can also discourage clicks when the wrong people do see the ad by the way we write the ad, or what we put in the ad offer.
Budgets are set:
- On a Per Day maximum
- Per month
- Per campaign
- Per group of phrases
- Per phrase<
This assures you never get charged more than your budget for a particular month.
You can also work on a very small budget, or break out separate budgets for separate parts of your business, easily and without paying large management fees to do so.
It’s great small business advertising!
One of the really great features that make Google Search Advertising special is the ability to
pause and restart aspects of your campaign at will, including:
- Entire campaign
- Specific groups
- Specific phrases
- Specific ads
- Specific devices
- Specific location targets
- and more!
This is great for seasonal businesses, small businesses on a low budget, and businesses that get too much business at once, giving them a chance to hire more labor, or acquire more inventory.
Desktop, Laptop, Tablet and Smartphone Advertising
Google Search Advertising works for all devices:
- Tablet and
In addition, it is independent of any specific browser (chrome, safari, Firefox, etc.) or platform (PC or Mac, etc.). Your ads show to pretty much any user of the internet.
If the user is on a smartphone they may choose to call directly from the ad rather than clicking through to your website. Each time they click or call, you are charged based on an amount you have determined the click is worth to your business.
Compete With the Big Guys!
Google Search ads allow small businesses to compete with much larger competition.
How? The search advertising cost method is auction style. This means everyone who advertises for a specific phrase enters a bid for what a click on that phrase is worth to their business.
If a larger business has a huge volume discount, they can outbid you, and be shown ahead of you on the list, but you can be just below them. You pay less than them if someone clicks your ad. If they click your competitor, you aren’t charged.
They may have a larger budget, so can run their ads longer each day, when your budget runs out, but as your sales grow from advertising, you can extend your advertising more and more.
Free Brand Exposure
Another great feature of search advertising, on the pay per click model of payment, is that your business has the opportunity to be seen even when your ad is not clicked. And that, my friend, is called free exposure!
So, if they click, great, you get a visitor to your website, or a phone call, if they don’t they still probably read your ad, and saw your name for future reference. And, the future may be tomorrow – or 5 minutes after they leave your competitor’s site if they didn’t find what they wanted!
What Does the Ad Look Like?
Ads are text ads, with a headline, a short description of your business, product and/or offer, and your website address.
How Does the Ad Work?
Each of your ads will contain a link for the user to go to your website – specifically to the page where you offer what the ad promises.
We can also show additional links to various pages of interest in your site, such as testimonials, order pages, maps to your physical location, and even a link to call you directly from a smartphone.
Does This Work for Every Business?
Google Search Ads works well for most businesses, however, please be aware that for the following businesses, I have better alternatives. Please contact me.
carpet and window cleaning
garage door services
lawn care services
real estate services
water damage services
Ready to Get Started with Advertising
To start your internet advertising program or to find out more information please call Jon Camrud at 720-520-0639 now. You’ll be glad you did.