What is Google Adwords? This incredibly powerful tool gives marketers and businesses a chance for a prime spot at the top of search engine results pages (SERP) for specific or common keywords that people regularly Google. Their “ad” looks like a search result but still effectively makes the listing look enticing to a potential customer. There are a few different key components of this service.
Bidding for Higher Visibility on Google
The service uses bidding in order to determine which advertiser gets the top spot in the search results for a keyword, according to Econsultancy. Plenty of other marketers might be jostling for that prime real estate. Each time someone clicks your ad, Google gets paid, and whoever pays more (per click) will get that spot.
Quality Score and Bidding: How They Intersect
Google doesn’t just look at the highest bid, however. They also look at a marketer’s “quality score.” This is a measure of the relevance of your ad and your landing page, plus the usefulness of your ad for the customer. It also measures how many clicks your ad has previously received. In many cases, those with a higher quality score will rank higher in search results, even if another marketer has a higher bid.
Marketers with advanced knowledge of how best to use the service, including the Google Adwords keyword tool, can get a credential that will demonstrate their expertise and success using the service, called a Google Adwords certification. This will draw customers to your business who are looking for effective marketing online.
Tools for More Effective Use of Adwords
Google offers tools that will help you get the most out of their Adwords service, which will mean higher placement in search results and potentially a lot more clicks on your adverts.
For instance, the Google Adwords keyword planner can help you build Search Network campaigns as well as improve the reach of ones you’ve already built. The tool shows you how keywords have performed historically, how a group of keywords might perform when combined, and will assist you in choosing the right bids to get you high on search results, according to Google’s about page.
Once you have set up an account with Google Adwords and log in, you will have access to tools like these and ways to competitively place your business or company on search engine results pages. This means you will show up right when a potential customer is looking for your service, which is an incredibly advantageous scenario.
Relevance, Usefulness, and Quality of Ads is Important
However, you should remember to pay close attention to your quality score, which can be a powerful factor during bidding. If your ads aren’t useful and relevant, and your landing page does not lead directly to what the potential customer is looking for, your score will suffer, and so will your position and reach on Google SERPs. However, those with quality ads as well as competitive bidding will soon reap the rewards of using this helpful tool for marketing and advertising.