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Google Adwords Training

Google AdWords Training for Small and Large Businesses

When it comes to Pay-per-click marketing, one of the most common forms is Google AdWords. Many businesses are yet to take advantage of its benefits, probably because of the misconception about heavy ad-spend. The truth is, AdWords gives you more control over your marketing budget than traditional forms of advertising.

Invest in Google AdWords training for your staff and watch your web traffic increase significantly. Whether you want to focus on clicks, impressions or conversions, Google AdWords has various bidding strategies to maximise your online advertising goals. The following questions are often asked by prospective Google AdWords users.

What is Google AdWords?

Google AdWords is a Google-owned online advertising tool where advertisers can bid on specific keywords to serve their ads to users on Google’s search engine. For example, the owner of a candle-light holder retail store can bid on “antique glass light-holders” as a keyword. When a potential customer searching for the product types in the same phrase (or something similar), the entrepreneur’s ad will be served along with the search results.

Google AdWords is one of the surest ways businesses can target their online customers right when they are searching for products/services relevant to their offerings. The chances of conversion are much higher because the customers are already along the purchase journey.

Does AdWords really work?

There is some level of scepticism about the efficacy of AdWords. The real truth is as long as you meet the necessary terms of the product, you are guaranteed excellent results. AdWords requires you to bid for highly competitive keywords used by searchers. The relevance of such keywords to your business’ offering can lead to real conversions. In addition, your website must meet Google’s quality standards. It is essential for the content of the landing page to be relevant to the product advertised.

For the most part, we have observed that Google AdWords is extremely effective for almost every type of business, as long as they don’t misuse their budget on the wrong keywords or write weak, low click-through rate ads. This is why an AdWords training program is highly necessary.

How much does Google AdWords cost?

There are many factors that affect the cost of your AdWords campaign. They include the cost of keywords purchased, the bidding strategy adopted and your business model. Naturally, a campaign based on conversion rates will only be charged per conversions completed. The benefit of Google’s AdWords system is the ability of advertisers to take control of their daily spend. For instance, setting a maximum daily budget helps you avoid overshooting your budget.

What is Google AdWords bidding?

Bidding refers to the various strategies employed by advertisers to maximise their campaign goals. It also determines how they pay for their AdWords services. For example, a business owner hoping to create awareness across the online space will adopt an impressions-based bidding strategy where his (or her) products will be displayed across relevant sites visited by their target audience. Cost will be incurred according to number of impressions each ad attracts.

How does AdWords bidding work?

The actual position of your ad on Google’s search engine pages is determined by your ad rank (maximum bid multiplied by the quality score). The highest ad rank gets first ad position. A business’ actual cost per click (CPC) will be determined by the ad rank of the ad immediately below them divided by their own Quality Score. This rule doesn’t apply if you are the only bidder or the lowest bid in the AdWords auction. At which point you will be expected to pay the maximum bid per click. AdWords bidding severely penalizes advertisers who bid with low quality scores.

What does Quality Score mean in Google AdWords?

According to Google, the quality score is an indication of the quality of your online ads. Three components contribute to the quality score of an ad. They are click-through rate, relevance and landing page quality.

  • Click-through rate

The click-through rate is the rate through which users click on an ad. Google uses it to determine ads that are most favoured by users.

  • Relevance

An ad is relevant when it meets the needs a user is searching for. Google studies the language and context of an ad in relation to the query of a user to gauge its relation to the keyword.

  • Landing page

An ad’s landing page must match its content and the query the searcher is looking for. If a landing page fails to satisfy the needs of its visitors, it significantly dampens the quality score. For example, is the content relevant to the search? Is it original? And is the page easily navigable?

Can I make up for a poor-quality score with high bidding cost?

You can try but at your own peril. Ad ranking is designed by algorithms to ensure that priority is placed on quality score. So even if you bid the highest with a bad Quality Score, another advertiser with a low one may still outrank your ad. In the long run, you are better off working with a high QS. It is easier, cheaper and more reliable.

Does a Google auction depend on your location?

No. Wherever you are, your ad will be served to the specific regions you target. Say, you own an electronics store in Southampton, you can set an AdWords campaign to serve clients across South East England, from Hampshire to River Test, near Portsmouth, and Southampton water.

Egnut, your reliable Google AdWords Training Agency

Egnut is a Southampton based marketing communications company. Our principles stem from data-driven, intelligence-led strategies that help clients achieve their business goals.

Whether you run a large company or a small one, our Google AdWords managers can train your marketers to become AdWords savvy. Our training techniques are highly effective. What’s more, we have a simplified process that works without interfering much with regular business routines.

Egnut is proud to have among its clients, Carnival UK, University of Southampton, Ordnance Survey, ABP, BBC South Southampton Solent University, Southampton Airport, and the NHS.

Our clients span businesses across Southampton, including Eastleigh, Totton, Romsey, and Winchester.

Contact us today

Do you want your employees to be smart AdWords managers? Get in touch with our AdWords training team.

Call us on 02380 970 979 or send us an email today.