Digital Marketing using Google Services: Make your website visible on Google Search by 2015

Author:2015
Language: eng
Format: epub, pdf
Publisher: Balasubramaniyam Palani
Published: 2015-03-13T22:00:00+00:00

8

Google AdWords

As of this time, we have been analysing on Organic promotion. Let’s take a look at Google’s Paid Promotion Platform called Google AdWords. This platform is also called as Google Pay Per Click (PPC). Using this platform, you can place Text Ads in Google Search Results page, Display Ads in Google Display Network and Video Ads in YouTube. If people click on your ads, you will be paying certain amount to Google based on Ad Auction results. Hence it is called Pay Per Click.

8.1 Paid Ads in Google Search

Have you seen Ads in Google Search?Can you spot Ads in Google Search Result Page listed below (Snapshot 8.1)?

Snapshot 8.1 Google Paid Ads in Search

What you see above (A & E) are called Text Ads created using Google AdWords Platform. Please note the Keyword searched by this user:yoga classes in chennai.This Keyword is also called as Search Term.

What happens here?

Many Competitors are running online marketing campaigns using Google AdWords for the search term “yoga classes in chennai” and mapping it with specific Ads. Hence you see such ads in Google Search when you type this Keyword.

If someone clicks on a Text Ad above, the respective client who owns this Ad will be paying certain amount to Google. Hence this platform is also called as Google Pay Per Click (PPC). There are various types of Ads:

1. Text Ads

2. Banner Ads

3. Video Ads

Let’s take a look at Text Ads. Banner Ads and Video Ads will be covered later in this Chapter. Let’s analyze various attributes for a Text Ad (Snapshot 8.2):

Snapshot 8.2 Text Ad 1. Headline (25 Characters): Yoga Besant Nagar Chennai [Usually, Headline should need to have Keywords searched by the user. This helps you to get the user attention.]

2. Display URL (35 Characters):www.practo.com/Chennai-Clinics[Please note this is not the actual website page URL. Only the domain www.practo.com in this URL is correct and it should match with the actual domain. “/Chennai-Clinics” need not be the actual URL. This portion is used to display or convey the URL details or unique points to attract the user. Hence it is called Display URL.]

3. Description Line 1 (35 Characters):Clinics < 2 KMs From Your Location [We need to have Unique Selling Points listed in this Line 1. You should differentiate your ad from other competitor ads.]

4. Description Line 2 (35 Characters):Book an Appointment Instantly[We need to have Call To Action (like Enquire Now, Buy Now, Book Now, …) listed in this Line 2. This will make the user take immediate action by clicking on your Ad.

5. Destination URL/Final URL (1024 Characters):This attribute is not visible in ad.It is a link to the actual website page URL. If someone clicks on this ad, it will land them to the actual website page URL (also called as Landing Page URL). You provide this URL when you create an Ad in AdWords and rest will be taken care.

Text Ads can be displayed in following Google network

1. Google Search (Only in Google Search)

2. Google Search Partners (refer description below)

3. Google Display Network (refer Chapter 8.

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