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Basic Guide To Google Adwords - Part 1



(Article first published in March '08. It has been modified slightly to suit its publication on our site)

Adwords Basics

Over the last few years the major internet search engines have evolved beyond basic search engines to provide incredibly sophisticated advertising services. These services are known as Search Engine Marketing (SEM) and they allow any business of any size to promote its products or services to the world. The leader in the search engine market is Google, with a global average market share of approximately 75% and their SEM package is called Google Adwords. As a growing number of business owners become interested in promoting themselves online and I get the same questions time and again, I thought it might be useful to provide a basic Q&A of the main aspects of Adwords. As there is a lot to cover, I have to provide it to you in 3 parts, with the first one below.

Google Adwords Q&A

What is Google Adwords?

More than ever, people are turning to Google to find businesses that provide the products or services they are looking for. They type in a search phrase (known as a 'keyword' or 'keyphrase') and Google then looks through its database and displays all the relevant websites that match the keywords that were typed in. Using a Google Adwords campaign allows businesses to place simple adverts (known as 'sponsored links') above or alongside the normal list of websites (known as the 'organic' list), which allows interested and pre-qualified customers to click on an ad and visit your site.

Why Should I Use Google Adwords?

There are many reasons why businesses should use Adwords, but the three main reasons are as follows:

  1. It allows you to reach a highly targeted customer base in any geographic region. So you can target Ireland or both Ireland and the UK, or if you have a product that will appeal to the Spanish market for example, then you can target just Spain or even specific areas of Spain.

  2. To supplement your website's own search engine rankings. Realistically, event the best designed websites can only rank well with a dozen or so keywords or phrases. But with Google Adwords there's no limit to the number of keywords you can target and so your site can be promoted against an almost limitless list of keywords.

  3. If you have a product or service that you want to offer globally or to specific overseas markets, then Adwords is absolutely ideal. No other advertising medium allows you to target overseas customers in such a simple, flexible and cost-effective manner. Even individuals with a holiday home could place a private adwords ad to rent their property to tourists if they so wished!

Will Any Business Benefit From Adwords?

The rules for whether you should advertise with Adwords are no different to whether you should advertise at all. Businesses that provide mainstream products and services will do very well from adwords, but ironically business with niche products or services can benefit even more from an adwords campaign. As a rule of thumb, businesses that are focused on attracting a very local customer-base (barbers, hair-dressers, small local retailers) would not benefit from an adwords campaign.

The next article looks at how Google Adwords actually works and how you can work out the cost of advertising.



Franco De Bonis has worked in the field of sales and marketing promotion since 1990 and was most recently the global marketing manager for a major international technology company before setting up DG Group in January 2007.


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Author: Franco De Bonis
About the Author:

Franco De Bonis is a marketing professional with a unique view on the world of marketing and co-owner of The DG Group. Franco has worked in the field of sales and marketing promotion for over 20 years and was most recently the global marketing manager for Creative Labs before setting up The DG Group in January 2007.

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The content in this section is the original creation of The DG Group and is protected by copyright. You may use this content on your site or in other materials providing you acknowledge The DG Group as the author and include a link to our site.

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