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Website Promotion | Page 4
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The AdWords Advertisement
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| A typical AdWords Advertisement looks like the example on the right and consists
of four lines of text. The first line (coloured blue) is the heading (25 characters)
and is also the hyperlink to the target web site. Two lines of text (35 characters each)
follow. The last line (coloured green, also 35 characters) is the name of the web
site (but is not a hyperlink). There are other types of ads such
as video, images and mobile ads. These are targeted at
partner web
sites and do not appear in Google search results. |
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It should be noted that there are rules that govern content and the use of language,
symbols and spelling. Advertisements can be rejected if the rules are not adhered
to. |
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Google Search Page Results |
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As previously mentioned, it is extremely difficult and expensive in
terms of both time and money to achieve a first page search ranking for
any web site except for very specific search terms such as the
business's name. However, for a modest outlay, AdWords can help your web
site to appear many thousands of times and even on those previously unattainable
first pages! Advertisements are displayed at the top (up to 3) and on the side (up to 9) of the search
results. Your site could even be listed above the number one search-ranked site! |
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| Partner Web Sites |
| If you browse the web, you may have noticed that certain sites also carry
advertisements with the caption "Ads by Google". These advertisements are
inserted by Google after the site's content has been analysed. The advertisement
is not placed randomly but an attempt is made by Google to ensure that the site
and the advertisement are suited and in context. Thus, a site about kilns may
have advertisements about refractory bricks and a site about optics may have
advertisements about lenses. Your site could be advertised on many sites
across the web, and will attract visitors who are interested in what you have
to offer. |
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What are AdWords?
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| AdWords are words and phrases used which act like keywords and are used
to find your site. When the words or phrases are typed into Google's search
engine, your site can be displayed and is likely to appear on the first page.
Depending on the popularity of the word or phrase, a certain price is charged
for a click that results in a visit to your web site. Although your advertisement
may appear thousands of times, you will not be charged unless someone actually
clicks on it.
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When the keywords or phrases are "Googled", an instant auction takes place and
those with the highest cost per click appear in the list of advertisements on the
first page. This is called an impression. Remember that there is no charge for
an impression which does not receive a click. Experience shows that thousands of
impressions can occur each day and thus thousands of people see the advertisement
and become familiar with the brand and the few people who actually click to visit your
site, are very likely to be interested in what you have to offer. |
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| Can I end up paying a huge amount of money?
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| No, a budget is set and it will not be exceeded. For instance, you
might decide that you can afford to pay Google a maximum of about
$150.00 per month. The budget is set on a daily basis and therefore
a maximum of $5.00 will be spent per day, on average. Assume an average cost of
about 25c per click, you could receive about 20 qualified visitors
to your site every day and promote your brand with many thousands of
impressions. We suggest that you start with a small budget of about
$5 to $10 per day and increase it when you start to see results. You can
stop the advertisements and you can also change your
budget whenever you wish. |
| Targeting your campaigns
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| Your advertisements are targeted by keyword, as are most searches but can
also be configured to appear at certain times during the day or in certain
geographical locations. You can even choose to pay for impressions rather than
for clicks (charge is per 1000 impressions on partner web sites only).
There are many other ways to customise your campaign and to
make your advertisements more effective. We will monitor your campaign and will
make changes from time to time. Google often changes the way in which it
determines how and when advertisements are to be displayed, so therefore,
consistent
monitoring and updating is important. Please contact us
and allow us to help you to make
your web site promotion both effective and cost-effective. |
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Develec Limited 2269159 |
| contact us at
solutions@develec.co.nz |
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