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An Introduction to Google AdWords

Internet Web Search
Martina Mercer
May18/ 2015

Google is more than just a search engine; they’re an example of how to make enormous amounts of money by giving the customer what they want. Starting out as a simple portal to find anything you needed on the web, Google now offer an enormous range of business tools that allow anyone to succeed as long as they’re analysed right.

For example, although Google frowns on SEO (search Engine Optimization where websites stuff in keywords to beat the Google bots and so achieve a higher ranking on Google), they know they cannot defeat it so regularly change their algorithms so companies have to keep up. Now to ensure you reach the top spot in Google, you can’t just add keywords to copy, you need to constantly update content, have an engaging site and be present elsewhere on the web.

If you meet all of these criteria, you have the potential to be on the first page of Google when someone searches for your products or services. This can be a licence to print money as already the consumer is 90% sure they are going to buy/hire what they find. The extra ten per cent is up to you to draw them in and convert them through brilliant copy!

Here’s a quick introduction to Google Adwords and Google itself.


Can You Buy your Way to the Top?

One way of bypassing SEO completely is using Google Adwords. Google are very proud that they don’t accept money to propel people to the top of the search pages as they prefer an even playing field where any company can compete no matter how big or small. However, they couldn’t miss out on the profit potential and so launched Google Adwords instead.

Adwords that can be purchased appear on the left hand side of the page or sometimes above search results. You can tailor your ad to your budget, and basically buy a top spot, however it is not immune to the efforts of SEO either.

A social media expert will be able to minimise your spend while maximising your exposure, ensuring your ad reaches the top spots without breaking the bank. Google Adwords can provide social media success for professionals as it places your company at the ideal point in time of a buyers journey.

It can be controversial as every buyer is different; this is why analytics and observing your own buyer’s behaviour is critical. For example those in the know will actually ignore these ads completely preferring to take the organic results rather than those that have been bought.

This doesn’t mean it doesn’t work though, as many have achieved incredible ROIs simply by creating an ad. 

Martina Mercer

Martina Mercer is an award winning copywriter and digital marketer. She specialises in psychology delivering marketing that identifies consumer profiles and connects customers with brands. As an expert in proximity marketing, Martina is one of the only experienced beacon marketers in the UK highlighting her commitment to developing her skills in an ever changing consumer focused world.