Google AdWords: The Beginner’s Guide
Google AdWords is a staple platform for the vast majority of digital marketing strategies. However, marketers need to get things right from the outset to avoid costly inefficiencies.
This guide will provide everything you need to know to get an AdWords account up and running, and set for success.
The digital marketing industry has grown in tandem with Google AdWords, to the extent that the two are linked inextricably.
Of every dollar spent on digital advertising in the US 42 cents goes to Google, and the search giant brought in 96% of its revenues in 2016 from pay-per-click (PPC) advertising.
It is easy to see why the format has such enduring appeal. Any business can get started and making money on AdWords in a few simple steps, with Google providing plentiful support along the way.
The business model is beautifully crafted to fulfill a marketer’s needs; you only pay when a user takes out your desired action (normally a click, a call, or a purchase), so the return on investment is clear and controlled.
Moreover, consumers are explicitly stating their intent when they search. If I owned a sleepwear store, for example, (and it’ll always be the dream), I would love to be front and center when my target audience searches for [buy lounging pants online]. AdWords allows us to do just that.
There’s more to AdWords’ lure than that, of course. Google processes well over 1 trillion searches per year, all of which are saleable assets to data-hungry brands and marketers.
Factor in the increasingly granular audience targeting and remarketing options Google can offer and the potency of this offering becomes very clear.
Although Google didn’t invent pay-per-click advertising, they certainly refined it and developed the proposition into a sophisticated, multi-billion dollar industry.
Its slick interface (recently upgraded to make it even more user-friendly) can get brands spending very quickly, but there is a subtle blend of art and science behind a successful PPC campaign.
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Original article by Clark Boyd on https://searchenginewatch.com