Google AdWords is the largest and most widely used online advertising network in the world. Millions of businesses across all sectors advertise online using AdWords to reach new customers and grow their business. It’s a huge topic with an entire industry dedicated to maximising returns on your AdWord spend.
Google AdWords has two main options – the search network and the display network. The search network refers to pay-per-click (PPC) advertising or paid search, in which advertisers bid on keywords and then see their advertisements shown on Google to users who have searched on those keywords.
The display network offers advertisers the option of placing visual banner-style or sidebar advertisements on certain participating websites.
One of the main benefit of using AdWords is the sheer number of options you have to customise campaigns. For example, you can specify exact keyword match types, such as the exact name of your show or keep it vague with ‘West Scotland music events’ for example.
Whether you go broad or niche depends on a range of factors, not least of which is your budget. Competition for keywords makes them more expensive, but if the person clicking on the advert is more likely to convert to a customer, it may be the extra spend will be worth it for your organisation.
Ad Extensions allow you take up more space on the search results pages; you can add extra links and images, which tends to increase the number of clicks you will receive.
With AdWords remarketing, you can track past visitors to your website with a cookie. Your display ads will then “follow” them around the internet.
For many organisations, there’s value to be found in both their AdWords campaigns and active ad targeting can even help to inform your SEO campaign.
If you want to discuss how to drive more traffic to your website, get in touch with Culture Republic today. We’d be more than happy to talk things through with you.