Google Adwords

Google Adwords is undoubtedly the market leader in search engine marketing. The way the competing products work is similar, if not as mature. Google Adwords works like eBay - the ad positions are "auctioned" in a kind of bidding process. As an advertiser, you’re specifying the maximum price you would pay to click your ad. Your competitors do the same. However, you do not know your mutual maximum bids.

This procedure can be summarized as follows: Whoever offers the most ends up with his ad at the top. However, it is not quite that simple. The quality of the ad is also critical. If the ad is not attractive to users and is therefore seldom clicked, its quality factor drops and Google positions your ad further down. Which does not mean that you now pay a lower click price. This correctly leads to the conclusion that the better your ad, the less you have to pay for a good placement. So blindly increasing the click price is not a good and expensive strategy. Rather, you should optimize the quality of your ad.

To display Adwords ads, you need a (free) Google account. Once you’ve opened it, you’ll decide whether you want your ads to show only in certain regions or cities This makes sense, especially for local companies. Set your budget (e.g. 20 euros per day) and the maximum click price. You can then write your first ad and determine whether it should only appear in the search results or in the so-called content network. The content network includes websites, the operators of which can display Google ads relevant to the topic.

An Adwords ad consists of a heading, a two-line text, a display URL and a destination URL. The latter is decisive for where the user ends up when clicking on the ad. The display URL may be different (except for the domain). Example: The destination URL is http://www.xxx.com/keyword.html, the display URL can be more effective and e.g. B. http://www.xxx.com/keyword are called.

When writing the ad, you should make sure that the keyword for which you want to place the ad is included in the text (possibly even several times). The reason: If someone is looking for "evening dresses" and exactly this word appears in your ad, it will be written in bold there - an eye-catcher that should not be underestimated. It may give you a competitive advantage over better-placed, non-bold ads.

Now define the keywords for which you want your ad to appear. You can then write more ads for these keywords. For example, try which ad is better clicked. After a while, you should optimize or even delete ads with bad click rates.