Advertise on Google: Search Marketing Strategy
Advertising on Google with AdWords is an excellent way to gain brand exposure and bring qualified visitors to your website. How do you advertise on Google and how do you get placement with their sponsored links?
In the below example of a Google search engine results page (SERP), you can see two paid links sections. One sits above the organic or "natural" links section and one rests to the right of the organic results.
These sponsored results are different from the organic Google search results in that they're paid for. Companies can enter an auction to have their ad appear in Google sponsored links if it's relevant to a user's search query by setting up an AdWords account. To advertise in Google, you need to use Google's advertising platform, Google AdWords.
How to Advertise on Google: Using AdWords
AdWords is Google's pay-per-click (PPC) advertising platform and its main source of revenue. In the AdWords paid search advertising model, users bid on the keywords they want to trigger their sponsored ads, and Google decides which ads are displayed and in what position based on each user's maximum bid and Quality Score. Quality Score is determined by a number of factors:
- Relevance of ad copy to the keyword
- Relevance of the ad to its corresponding landing page
- The ad's click-through rate (CTR)
- Historical account performance
- Other relevance and performance factors
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This might seem like a lot to keep track of, but search advertising on Google doesn't have to be overwhelming. WordStream's PPC management system is a unique tool specifically designed for search marketers that simplifies and improves your PPC marketing processes so you can maintain high Quality Scores and collect search-driven profits by advertising on Google. WordStream also offers online marketing services for web marketers looking to hand over their PPC accounts to experts.
How to Advertise on Google: Use Keyword Grouping
The single most important, and yet often overlooked, thing you can do to ensure successful advertising on Google is keyword grouping. Grouping your keywords makes your keyword research far more valuable and allows you take action with your data. The key is to segment your keywords into small, manageable groups and subgroups by relevance, forming a logical hierarchy.
How does this help you successfully advertise on Google? Converting your close-knit keyword groups into AdWords ad groups primes them for pay-per-click success. Effective keyword grouping improves Quality Score (and sponsored link placement) in these ways:
- More relevant ads: Ad groups with tight semantic relevance make it easy and natural to write relevant and eye-catching ads. For example, it's much easier to speak directly to users searching for "cheap dog houses" than general "dog supplies."
- More relevant landing pages: Similarly, you'll be able to create specific and compelling landing pages based off of these tight keyword groups, giving searchers a destination to land on and an opportunity to convert.
- Compounding PPC benefits: More relevant ads and landing pages will raise your CTR, improving Quality Score, and leading to more traffic and more conversions with a lower CPC.
Advertise on Google with WordStream: Get Better Results for Less Money
Advertise on Google and get better sponsored link results for less money: It may sound too good to be true, but WordStream's PPC tools make it possible. WordStream helps online advertisers structure campaigns according to best practices that optimize your Quality Score, enabling your ads to get more exposure. The WordStream software is tightly integrated with Google AdWords, making it fast and easy to improve your campaigns.
With WordStream, advertising on Google is easy. You can organize thousands of keywords in seconds and receive smart suggestions for ad groups that generate relevant traffic.
Online advertising with Google becomes easy-- when you like what WordStream suggests, you can create the group with one click. Next you can map the group to content on your site and make it into an ad group. Then head over to the PPC campaigns tab in WordStream to set up your first-page bid and write text ads that will be your online advertisements on Google.
Pay-Per-Click Advertising with Google: Writing Clickable Text Ads
WordStream gives you all the tools you need to advertise on Google. WordStream helps you craft winning text ads that attract users, raising your CTR and Quality Score. The text ad generator tool automatically populates the fields of your Google ad with the most popular and relevant keywords in your ad group, helping you hone in on keywords and phrases that will appeal to your potential customers. You can then review and publish your ad right within the WordStream platform.
Adjust the language to create a message that grabs the searcher's attention when it is advertised on Google. Be sure your ad takes the user to a landing page that is relevant to the advertisement you have written and the keyword you're bidding on. Higher relevance is rewarded by Google with higher Quality Score.
Advertising with Google AdWords through pay-per-click marketing and keyword advertising can be difficult, but with the right tools and expertise, it can be a breeze. With PPC software to help you group keywords for ad groups and write Google-friendly advertisements, you can have great success advertising on Google with minimum time investment and maximum cost-efficiency.
Advertise on Google with WordStream
Learn more about WordStream's Google AdWords keyword management and pay-per-click marketing solutions:
Want to Learn More about How to Advertise with Google?
WordStream offers a array of tools and learning material for business looking to learn more about advertising on Google.
- Download our collection of free AdWords EBooks
- Watch our educational marketing webinars
- Try our Free Keyword Tools
- Assess your current AdWords campaigns with our free AdWords Performance Grader
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