I mentioned previously eMarketing. One of the ways to market your product or service online is by using Google advertising and one of the forms of advertising is Google Adwords. This post hope to give you simple step by step instructions to get started on advertising online.

Google Adwords was launched in 2000 in order to keep up with the changing face of the economy and of advertising.

The Google search engine identifies words that have been used in the search engine query and then brings out a list of results relating to the keyword typed in. Google uses algorithms to search the indexes of various sites and picks out the words.

This is useful for marketing as the search engine picks up the words used in your advert. For instance, if you are selling insurance and a person queries the word ‘insurance’, your advert will come up in the sponsored list next to the search results. This however, is dependent on the ‘Ad Auction’ and whether or not you bid the high enough for the keyword.

Starting out

1. Get an Adwords account.

2. Before choosing your keywords, it is important to know what your market and where they are located. Thereafter you can choose what type of campaign would be most beneficial your company or product or service.

There are two types of campaigns: a keyword targeted and site targeted campaigns.

 A keyword targeted campaign refers to a campaign which enables the user to access to the advert when they type in certain key words in the search engine. Again, this depends on how high you have bid for the keyword in the first place.

A site targeted campaign means that your campaign can target people in specific areas. For example if you offer a service in Johannesburg, then your advertising campaign will be useless in Japan as they cannot use your service. Therefore, you would target customers from Johannesburg and surrounding areas as your market lies in those areas.

3. Choose the type of advert you would want to place in your adgroup, for instance would a text advert, an image ad or video ad be more effective for your company. Thereafter choose what you want the advert to say. If it is a keyword campaign, decide what words will trigger the advert.

Pricing Models

The pricing model refers to the payment currency and the way you choose to pay for the advertising used and viewed. A business may choose from paying for CPC or Cost Per Click, which means that you pay every time a user clicks on your advert. CPM or Cost Per thousand views means you pay only after a thousand impressions have been made. CPA is the cost per acquisition which implies that only after the advert leads to the user purchasing or using the product do you pay for the advert.

The pricing model also allows the business to decide what your monthly budget will be and subsequently prevents you from overspending on your budget.

 Adwords Auction

Adwords Auction refers to bidding for a keyword.  Other advertisers might want the same keyword, so in order to gain the top position on the search list; you should have a quality advert, great keywords and must have bid higher than the next advertiser for it.

Google considers the higher CPC or cost per click and CTR or Click through rate when deciding which advert is the most relevant to show on the search list. If your maximum Cost Per Click is higher than the other advetisers, then your advert will appear higher on the search list.

There are numerous other things to consider when setting up your Adwords account, so be on the lookout for more tips on optimising your campaign.

TIP: Explore other areas of marketing such as Search engine marketing (SEM) and search engine optimisation (SEO).

A note of thanks to Marketing and Advertising Using Google by Google (2007) for this information.