Google AdWords allows you to show your ads to the people who are likely to be interested in your products and services, while filtering out folks who aren’t. And you can track whether those people clicked your ads, and then use Google Analytics or a behavior recorder like Hotjar to see how they behave once they visit your site. Online advertising with Google AdWords also gives you the opportunity to reach potential customers on almost any devices — desktops, laptops, tablets, and smartphones.
AdWords allows you to take advantage of one of the major benefits of online advertising: being able to use targeting to show your ads to the right people, in the right place, and at the right time. AdWords offers several benefits, but here are some of the key ones:
Targeting gives you the ability to show your ads only to people with specific interests — namely, people who are interested in your products and services — and show them relevant ads.
AdWords offers different ways of targeting, which we’ll go over in more detail later. For now, here’s a look at the choices that you have with online ads that can make your marketing campaigns even more targeted:
Keywords: Words or phrases relevant to your products and service, which are used to show your ads when customers search for those terms or visit relevant websites. The main benefit of advertising in this manner is that you know people are interested in your product or service or at least something related to it at the time they are seeing your ad.
Ad location: Show your ads on Google search results pages and websites that are part of the Google Search and Display Networks.
Age, location, and language: Choose the age, geographic location, and language of your customers. This allows you to drill down even further to target only the people you think are the best leads for your business.
Days, times, and frequency: Show your ads during certain hours or days of the week, and determine how often your ads appear. If for example, you are a restaurant that closes for dinner, paying to show up in search results right before dinner time may be a waste of your budget, so this option would allow you to be more efficient with your paid advertising.
Devices: Your ads can appear on all types of devices, and you can fine-tune which devices your ads appear on and when. If you know your market fits a certain demographic or lifestyle, you can narrow down the newest devices, or if you know most people who purchase from you do so on a desktop computer, you can eliminate advertising to mobile devices and hard-earned earned advertising dollars to better use.
AdWords gives you control over how you spend your money. There are very small minimum spending requirements to begin advertising your business, and you can choose how much you spend per month, per day, and per ad. You’ll only pay when someone clicks your ad, so you know you are only paying for results unlike many other advertising mediums.
You can Measure your success
With AdWords, if someone clicked your ad, you’ll know. If they clicked your ad and then did something valuable to your business — purchased your product, downloaded your app, or phoned in an order — you can track that, too. You can also see how often they didn’t take the action you want which provides valuable feedback about your ads and website.
By seeing which ads get clicks and which ones don’t, you’ll also quickly see where to invest more in your campaign,and where you need to make adjustments. That, in turn, can massively boost the return on your investment.
You can get other valuable data, including how much it costs you, on average, for advertising that leads to your customers’ online purchases or phone calls. And you can also use analytical tools to learn about your customer’s shopping habits — how long, for instance, they tend to research your product before they buy. Using this data to figure out your average cost of acquisition for a new customer, as well as the length of acquisition can help you create more effective campaigns, that bring you customers on auto-pilot.
Manage your campaigns
AdWords also offers you tools to easily manage and monitor accounts.
If you manage multiple AdWords accounts, a My Client Center (MCC) manager account is a powerful tool that could save you time. It lets you easily view and manage all of your AdWords accounts from a single location.
You can also manage your AdWords account offline with AdWords Editor, a free, downloadable desktop application that allows you to quickly and conveniently make changes to your account. With AdWords Editor, you can download your account information, edit your campaigns offline, and then upload your changes to AdWords. You can use AdWords editor to manage, edit, and view multiple accounts at the same time, copy or move items between ad groups and campaigns, and undo and redo multiple changes while editing campaigns.
Online advertising lets you target your ads to the type of customers you want, and filter out those you don’t. When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they’re searching for your products or services.
Reach your marketing goals
Take advantage of different ad formats and features to customize your ads to your different business goals, like adding a clickable “Call” button to your ads to get more phone calls, or using video ads to showcase your brand. Here are some common marketing goals that could work for you:
Take action on your website
Visit your store
Call your business
Install your app
Target your ads with keywords
When you advertise alongside search results on the Google Search Network, you select keywords to help target your ads to people searching for related terms. You can also choose to show your ads at certain times of day, and specify a location and language.
When you advertise on websites and mobile apps that show Google ads (called the Google Display Network) and YouTube, you can get even more specific by choosing the age of the people you want to reach, the types of sites they visit, and their areas of interest.