Get Noticed on Google with AdWords 

by Aaron Giagnocavo

Every second, 40,000 searches occur on Google, roughly 1.2 trillion searches a year.

There is no doubt that Google is the most used search engine in the world.  But how do you harness the power of the enormous traffic that moves through Google?  One way is Google Adwords advertising, also called Pay-Per-Click.

Hi, I’m Aaron, I hold all 7 Google advertising certificates and I’d like to take a few minutes to explain what Google AdWords is.  Google AdWords is a “pay-per-click” advertising service that auctions away some of the spots on a Google search page.  It’s a way to show up high in searches that pertain to a particular company, service, or product.

The way pay-per-click works is that every search starts an auction and the winner of that auction shows up as the first search result seen in Google for that particular search.  You can also compete for second, third, and fourth place, etc.

Google Advertising Options 

There are several different ways to advertise with Google.

• Search ads only show up when someone searches Google for a term that relates to your business or product.
• Display ads use images or infographics and appear when a user visits a website running ads from the Google network.
• Remarketing ads target users who have already visited your website, helping keep your products and services in mind as they explore the Internet.
• Finally, video ads appear on YouTube, the second most searched resource online.

There’s enough variety in Google that one or more of the methods should fit your business well. The challenge is choosing the most appropriate method for your business and then using it effectively.

Making Google Ads Effective

There are many factors influencing which method to use and how to maximize the effectiveness of the ads.  Other decisions need to be made as well, such as budgeting for your online campaigns (what we call ad spend) and the length of time the ads will be run.

Your selections don’t have to be a guessing game.  At CME, we are experienced in using tools like Keyword Planner and Google Trends to help us make the best decisions for any pay-per-click campaign.

Some things to consider include:

• What is your competition spending on their ads, and can you afford to compete?
• Are there “long tail” keywords we can go after that will attract customers without going head-to-head on expensive search terms?
• Is your ad language clear and compelling?
• What is the user’s experience when they click on the ad? Is there an effective landing page coordinated with the ad to make their buying or contact decision an easy one?
• Should you be advertising 24/7 or only on weekends, seasonally, or on holidays?
• What is your demographic target and the geographic range of your ad?
• Is it a good idea to place your ads up directly against your competitors online?

Strategies can be important.  For example, instead of having a local garden center go up against costly search terms like “garden center” and “landscape supplies,” we setup a campaign covering specific product offerings and plants.  It’s much easier to compete for attention with “Japanese boxwood” than “backyard shrubs.”

What decisions based on our knowledge of the Google toolset and creative tactics based on experience can we bring to the table, helping you make the most effective use of your online advertising dollars?

Interested in learning more?

My name is Aaron Giagnocavo. As a Google Partners Certified Specialist here at CME, I can help you understand the competition your company is up against and how to use Google advertising options to get noticed online.

You can schedule time to talk to me personally about whether Google AdWords is right for you by calling 724-523-3001 or emailing me at Aaron@CMEWebsites.com.

Even if you want to try running a Google AdWords campaign on your own, ask about our upcoming class schedules. We can help you get setup and approach your first online advertising venture smartly.