Googleâ€™s dominant position in the search market has allowed them to create one of the most well-known and widely used online advertising tools in the world with Google AdWords. Over the years the AdWords tool, like Googleâ€™s search algorithm itself, has evolved and become more and more complex with dozens of new features and possibilities added to make it as user friendly as possible. The basic premise of AdWords is simple. You create Ads in Googleâ€™s system and bid on positions for search keywords. When people search for those keywords your ad may appear and if they click on your ad, you pay the bid to Google. But there is a lot more to the system than meets the eye. Over the years Google have refined their service into one of the most flexible, powerful online marketing tools in the world. Here are just some of the neat features that you may not know about and how you can use them to make the most of your ad spend.
Custom Ad Scheduling
As with everything in life, timing is everything in AdWords. People looking for local services like veterinarians, dentists, optometrists or chiropractors are either looking for somewhere they can visit right now, or at least somewhere they can call to make an appointment. Therefore, it is in your best interest to make sure that your ads appear when they will have this opportunity. Use custom ad scheduling to ensure that your ads are appearing only when youâ€™re open and youâ€™re guaranteeing that your visitors are able to call you and turn into customers meaning that your return on investment is as high as it can be.
Read more about this on Googleâ€™s support site.
Dynamic Keyword Ads
Everyone who has used Ads knows that you can pick what keywords your ads appear for. You want to be able to make sure that your ads are giving searchers what they want as this is the best way to ensure that you maintain good click through rates and high quality scores. What you may not know though is that you can use dynamic search ads to give people exactly what they are searching for. With dynamic keyword ads key parts of your ads can be replaced with the precise keywords that searchers are using so that your service will match exactly what they are looking for and be as attractive as possible.
Find out more direct from Google.
Google Analytics Integration
Return on investment is the ultimate objective of any marketing campaign and so making sure that your ads are giving you just that can be the key to refining your campaign. AdWords reports can tell you the click through rate and impressions but to truly get insights into user behavior you can directly link your AdWords campaigns to the Google analytics code embedded on your website. By setting up e-commerce tracking and goals in Google analytics you can generate reports that give you direct revenue generation figures for each of your campaigns and even for individual keywords and ads. It can take some time to get this all setup but the dividends it gives in information on consumer behavior can be well worth the time.
This is just a glimpse at three of the features Google has added to their AdWords system but there are dozens more and just like these, using them properly can dramatically improve your campaignâ€™s performance and ultimately, the traffic and customers it creates for your business.
Get started with pay-per-click advertising for your business. Call 1-800-IMATRIX to speak with an experienced Internet Consultant to find out how PPC will impact your business.