Google Ads

Online Marketing plays a critical role in overall marketing mix of an organization, as the percentage of internet consumer spending grows, more and more businesses are allocating portions of their budgets to online advertising.
Being seen by your audience is only half the battle won. To drive return on investment or return on advertising spend, a thorough and diversified online advertising strategy must be in place, one that combines PPC, PPA, PPI and social media marketing tactics for optimal performance of the campaign.

Web Ads have become a typical web experience for all Internet users. Marketers understand to achieve a great reach web ads can influence the right buyer to take action. Whether it's display advertisements or text links, the goals are to increase the CTR. The Internet brands offer advertising solutions that can be right for your business. Knowing the complexity of the web ads, it's important to partner with the right agency that understands the web ads dynamic. As a service provider with experience with most advertising platforms, Silver Pier Digital can help improve your brand's reach on the Internet.
There are a variety of online ads available and each offers a SWOT analysis on its effectiveness. We've taken a moment to help categorize each form of online ad platform that are available for your brand on the web. With years of experience we know how to connect advertisers with publisher's network.


How to Use Google AdWords

Optimizing Account Structure

Once you’ve set up your AdWords account with Google, it’s time to think about how to structure the AdWords account itself. A logical account structure can have a dramatic impact on several crucial PPC metrics, such as Quality Score. Ensuring your AdWords account is structured properly has many benefits, including:
- More relevant traffic and clicks
- Higher Quality Scores (and thus, lower cost-per-clicks)
- Making your account easier to optimize and maintain
If you’re only planning to run a single campaign, your AdWords account structure will likely be quite simple. However, if you intend to run multiple campaigns simultaneously, or plan to do so in the future, it pays to consider optimal account structure from the outset.
The ideal AdWords account is structured into individual campaigns, each of which will have its own ad groups. In turn, each ad group will have its own keywords, unique ad text, and landing pages. The figure below illustrates how an account should be set up for optimal performance:
There are several ways you can structure an AdWords account, depending on your needs. For example, you can structure your AdWords account based on the structure of your website, by the types of products or services you’re advertising, or by geographic location, if your business operates in several individual markets.

Understanding Keywords

Now that you’ve set up and structured your AdWords account, it’s time to examine the fundamental building blocks of what makes AdWords work – keywords.
As their name implies, keywords are key words or phrases that users enter into Google when performing a search to find the information they need. AdWords works by allowing advertisers to bid on keywords that are relevant to their business so that their ads are shown to users when these keywords are entered. Advertisers bid on keywords, rather than “buying” them outright, because AdWords functions in the same way as an auction to ensure that not only advertisers with the largest budgets can succeed with PPC.
For more on the AdWords ad auction and how the AdWords system works, check out this infographic.

Writing Compelling Ads

Once you’ve identified the keywords that are relevant to your business, all that’s left to do is write compelling, persuasive text ads that simply beg to be clicked.
Although Google AdWords offers a wide range of diverse ad formats, text-based PPC ads form the core of AdWords. Writing ad text is a particularly challenging task, not least because of the space restrictions that advertisers are subjected to. You only have very limited space to craft a compelling message that speaks to your prospective customers and persuades them to click on your ad.
There are many elements to consider when writing PPC ad text. Your choice of language is crucially important, and can have a dramatic impact upon the tone of your advertisements. Some ads leverage emotional responses such as fear or even comedy to tempt visitors to click on them, whereas others capitalize on special offers to make their ads more compelling.

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