What is Google Adwords?

google adword
Google Keyword tool

Small business owners should always strive towards continued growth. Even if your company has already achieved success with a certain business model, you should start searching for the next great strategy that’ll help your company. The marketplace never stays the same for long. In order to remain relevant, you must pay attention to changing trends in your industry. Otherwise, your business will be overtaken by another business that’s willing to reinvent itself and cater to the evolving needs of your target market. You will always have competitors, so there’s never going to be a good time to put your feet up.

So, in order to expand your company, you need to invest in it. You should view your profits as funding for your business; it’s not money that you should invest in other opportunities. Instead of assessing whether cryptocurrency or the real estate market would provide opportunities for a decent ROI, you should focus on your small company. You shouldn’t just invest when you want to expand your office or hire a new member of staff. Everything costs money in the business world, and you should be investing your profits in ways that will improve your services. This will impress your customers, improve your reputation, and help you to gain new clients. That’s how your small business will boost its earning potential and start to grow.

If you’re looking for a good investment opportunity, then you should consider Google AdWords. Digital marketing is the key to growth in the modern business world. Companies are starting to accept that consumers do more shopping online than offline, so digital advertising methods are more effective than traditional marketing methods (e.g. billboards, flyers, TV adverts, and so on). Reaching potential clients on the internet is all about using the correct platforms. This was the case with physical marketing, too. Now, instead of trying to target consumers based on their physical locations, however, you should target them based on their online locations. In other words, you need to target them on the correct websites.

Search engines are incredibly important platforms in the world of online marketing. Consumers search for the goods they need by using Google, Bing, or one of the many other search engines out there. So, the key to standing out is like standing out in the old world of marketing. The business with the biggest billboard would catch people’s attention. In the same way, the business that shows up first on search result pages will catch people’s attention. In the digital age, that’s the key to advertising a company successfully. As a small business owner, you might feel overwhelmed by your larger competitors, but you could do a better job of appealing to your target market if you focus on your online strategy.

So, what is Google AdWords? And how will it help to improve your company’s performance on search engines? Well, both of those questions will be answered in this article. Before the logistical aspects of a Google, Ad marketing strategy are discussed, it’s important to understand why this is a better opportunity than becoming an angel investor or a property developer, to give a couple of examples. To put it simply, Google AdWords could give you the best ROI in the shortest amount of time. In order to substantially increase your profit margins, you should use this Google service to improve your advertising strategy. The following details should help you with that.

Google AdWords delivers results quicker than a good SEO strategy.

There’s no denying that SEO (Search Engine Optimisation) is effective. By improving your web-based content, you can impress a search engine’s algorithms in order to increase the ranking of your small business’ website on result pages. In turn, that’ll make it more likely for potential customers to find your company before they find competing companies in your industry. Of course, even a well-planned SEO strategy might not get the results that you want. It might increase your ranking on search engine result pages, but you might not reach the top of the first page; there might be another business with a better content strategy than you. And, unfortunately, consumers opt for one of the first results they see when they search for something.

Google Ad could get you quicker and more effective results. Obviously, it requires a little bit of investment, unlike a good content strategy (which can be implemented for free if you do your research). But the cost is worth it for a higher ROI on a short-term basis. With a lot of practice and patience, a strong SEO strategy can massively increase your profits by getting your content in front of more people. However, if you want immediate results, then Google AdWords would be a better option for you. In fact, you could get started after reading this post and start making more money today.

So, how does the service work?

You pay for performance.

In other words, if you don’t get clicks or make sales, then you don’t pay. That’s why Google’s service is so effective. You only must start spending money once you start making money. You don’t have to pay for results, as is the case with so many other advertising models. This is obviously a great model because you’ve probably found yourself wasting a lot of money on advertising campaigns which didn’t get you the results that you wanted; maybe your adverts reached a lot of people, but nobody clicked on them or bought your goods. Google’s advertising service, on the other hand, strives to get results for you before they charge you. Their pay-for-performance approach is much better for you in terms of the ROI that you can expect.

Therefore, if you’re looking for a low-risk marketing approach, then Google AdWords could be the service for you. It’s certainly a lot fairer than other types of advertising services. You don’t have to hand over your money, cross your fingers, and hope that people click on your adverts and buy your products. That means it’s in Google’s interests to get you results. After all, that’s how they’ll make money, too. So, you can expect a better marketing service because they’ll want you to get clicks; they’ll want you to make sales. Of course, that’s not the only way in which Google’s advertising service supersedes other advertising services.

Google advertises to target demographics.


Google is a search engine. That means it targets its results at consumers in a well-calculated manner. When somebody sees one of your Google adverts, the probability that it’s relevant to their needs is very high. After all, people who browse the internet are looking for good or service. Plus, if they search for a term that’s related to your business or your industry, then they intend to buy something. Google is the best provider of an SEM (Search Engine Marketing) service on the market because it shows your adverts to the right people. It targets potential buyers, rather than simply advertising your brand to a wide range of people in an untargeted manner (that’s the problem with some other marketing services).

Again, it’s in Google’s interests to get results for your business. It’s their biggest source of revenue, so that makes sense. Google Ad provides this multi-billion-dollar company with 95% of their revenue, so it’s no wonder that they invest so much time and effort into this service. AdWords isn’t just a side project for Google. So, if want to join more than one billion businesses who pay Google to rank their websites at the top of result pages, then you should use this service. Your small business could grow at a much quicker rate if it were to become the first result on Google when people search for terms related to your industry.

It’s a service that’s designed for small businesses.

Obviously, some big businesses use AdWords, but it’s more beneficial to companies that are still trying to grow in a competitive marketplace. Huge brands are always going to rank well on search engines because Google views their websites as the most relevant results. Even if your products or services are better than the big names in your industry, you’re going to struggle to top them in the rankings. A small burger restaurant in a little town isn’t going to rank higher than Burger King, for example. However, they could cut a corner and pay for a Google Ad campaign to show an advert for their restaurant above the normal Google listing for other big fast-food brands. When somebody’s searching for a good burger in that little town, they’d be more likely to find the small restaurant at the top of their results, and that might encourage them to choose the local burger place over a big brand.

Any entrepreneurs who struggle to get their small brands to stand out over huge national or international corporations should consider starting an advertising campaign with Google. You could be the first result when people search for terms related to your marketplace. If you’re still skeptical, that’s understandable. So, search for a popular type of product or service on Google. You could try “phones” or “shoes” to give a couple of examples. You’ll probably see Apple and Nike in the top results, respectively, but you might be surprised to find smaller companies at the top of result pages, too. Obviously, a consumer’s location and shopping habits will also influence the results, but you should find it easier to reach the target market for your small business (especially when Google targets potential customers based on their proximity to your company’s base of operations). Of course, if you still don’t see the results you want, it can be a little disheartening. You might only be spending money based on performance, but you want your campaign to be worth the time and effort. Luckily, Google can help you in that regard, too…

AdWords suggests useful keywords.

Artificial Intelligence (AI) Advertising

Google’s algorithms rank websites in a very complicated way; that’s how they’ve distinguished themselves from their competitors. Keywords only play a small part in deducing the relevance of online content to search terms. A responsive layout, for example, also affects how well a website will rank on Google’s search result pages. However, keywords are still incredibly important, and this is the case when it comes to an AdWords campaign. After all, Google still must figure out the right audience for your brand; its marketing service is supposed to provide targeted adverts, so relevant content is a key factor.

AdWords is basically an auction. You still compete with other businesses for ad space, but it’s not about which company has the most money. That’s a good thing, of course. Otherwise, a big brand could simply swoop in and ensure that it continues to rank at the top of result pages by simply paying more money for advertising than its smaller competitors. The quality of your content still matters; Google AdWords is a shortcut, but your links are still going to show up on a search engine, so it’s still important that they’re relevant to the terms used by potential customers. After all, Google still cares about its users; it doesn’t want to give them bad results. Otherwise, that would ruin the legitimacy of this major international corporation’s brand image. Your goal is to get the balance right; you need to make a decent bid, but you still need to have quality content to serve as the substance to back up your adverts.

Of course, it still takes time to master this service.

Businesses use AdWords to show up at the top of search result pages quickly. There’s no doubt that you can achieve that. You could even start getting some results within a few hours of signing up for Google’s excellent marketing service. However, whilst Google can bring you results more quickly than other marketing services, it still takes time to put together a truly effective campaign. You can’t expect a 1000% return on your initial investment within the first week, for example (unless you’re incredibly lucky). You need to take the advice in this article on board and create a carefully-crafted campaign. AdWords can get you to the top of the ladder immediately, but only if you have the right content and you’re willing to put in the work to stay at the top.

As explained earlier in this post, AdWords is a service for upcoming entrepreneurs. It’s a service that helps small businesses that would struggle to rank above the popular businesses in their industry without a helping hand. However, that doesn’t mean you can throw money at Google and put your feet up. As was mentioned in the previous point, your content still matters. Essentially, AdWords allows you to pay Google to increase your odds. Otherwise, even a well-planned SEO strategy might not be enough to push you to the top of search result pages. If you want to avoid wasting money, then make sure you take things slowly. Remember that it takes time to master this service. If you get immediate results but they aren’t as substantial as you expect, then try to improve your keywords or seek support from Google. AdWords might be a paid service, but that doesn’t mean money is the key to success. This point needed to be reiterated.

How do businesses use the service?

The benefits of this service have been outlined in detail. Advice on handling your finances and your content have been thoroughly explained, too. Of course, you might still be wondering how the service works. You understand that AdWords places adverts for businesses at the top of search result pages, but you’re not the only entrepreneur who’s trying this. So, how are you going to ensure that your strategy is more effective than the marketing strategies of your competitors? How are you going to use the service effectively?

Firstly, you need to focus on your content. This has already been mentioned, but you might be confused as to what improvements you need to make to your website. You might know that keywords are relevant to search terms, but how do you know whether you’ve included the right keywords on your web pages? Even if you have used the right keywords, how do you know that you’ve used them enough times and in the right places? Backlinks, metadata, responsive design, and so many other factors contribute to a well-designed and functioning website. Nonetheless, understanding that fact might not make the prospect of improving your online content any less daunting.

You must pick your own keywords. Google with display your advert to people who search for those terms, so it’s important that you use relevant words. Then, using its pay-per-click approach, Google charges you when (and only when) somebody clicks on one of your adverts. If you want to know whether keywords are relevant or not, then you need to check your click-through-rate on your Google stats. This will tell you how many search engine users landed on your site as the result of clicking on one of your ads. And, obviously, if your CTR (click-through-rate) is low for a keyword, then that’s a sign it isn’t working.

You need to get your budget right.

As has already been explained in this article, money isn’t enough to determine the success of your Google marketing campaign. Of course, that doesn’t mean your budget is completely irrelevant. Yes, the quality of your content and the relevance of your keywords are two good examples of ways to rank your adverts higher than competing adverts, but your bids can still determine your success.

If you set a bid at $5 and another company sets their bid at $10, you might still rank higher than that business; however, that’ll only be the case if your content is much more relevant. At the end of the day, Google is a corporation that needs to make a profit, so it will often pay more attention to companies with higher bids. Great web content might be enough to push you to the top of the rankings, but, typically, Google rewards businesses that pay more. Again, that doesn’t mean you should go overboard; it just means you should keep a close eye on your competitors. If they seem to be doing marginally better than you on result pages, then you might want to marginally increase your spending. It’s all about getting the balance right.

The quality of your content can actually save you money.

Earlier in this article, the importance of putting your content’s quality over the price of your bids was discussed. So, you might be confused about the advice in the previous point. You’ve been told to save your money, but you’ve also been told to increase your bids to beat competitors. The reason you should focus on your content, however, is that it could cut your costs. Perhaps you want to increase your bid to make it likelier that Google will rank you above one of your rivals, for example. This doesn’t necessarily mean that you’ll spend more money than your competitor. Again, Google assesses your company’s worth and relevance based on your content, whether you use its AdWords service or not. If your competitors are spending less than you for a keyword, then it won’t charge you based on your maximum bid. If you have a good quality score, then your CPC (Cost-Per-Click) might be lower than your maximum bid. Google takes this into account, and they might charge you less than your bid.

This was mentioned earlier, but Google has a reputation to uphold. It doesn’t want to advertise low-quality businesses at the top of its result pages. So, if you’re confident about the quality of your content, then bid a higher amount than your rivals. If you do better than them, then Google will cut your costs to charge you a fair price. The earlier advice to avoid wasting money on Google AdWords is still important, but you can get a little braver with your bids as time goes on and you become more confident about the quality of your online content. If you want your money to do more for your service, then focus on the search engine users that you’re trying to reach. Google wants to show high-quality links to its users, so you have to make sure you continually strive towards a better quality score.

Conversions matter.

Google Analytics Conversions Sidebar

All the advice in this article will help you to boost your sales and create a more successful small business. However, you’ll struggle to achieve success if you don’t get good conversions. In the world of digital marketing, your goal is to convert traffic to sales. You want to draw as many visitors as possible to your website, but if those visitors don’t buy anything, then your business will end up with a bad conversion rate and struggle to grow. And, when it comes to Google AdWords, conversions matter.

A conversion isn’t always about getting sales, of course. It comes down to the intended action. For instance, you might put up an advert that is designed to gain new email subscribers for your company. A successful conversion is simply one that gets the user to do what you wanted them to do. That’s the simplest way to define it. And your AdWords campaign relies heavily on a good conversion rate to be successful. Obviously, for your investment to give you good returns, you need to focus on conversions that end with the sale of a product. Otherwise, your Google advertising campaign will be a huge expenditure that does nothing to boost your profit margins.

Focus on your account history.

The importance of your quality score has been discussed, but that’s not the only which will affect how well Google ranks your adverts on result pages. It also pays attention to your account history. So, if you want to create a successful marketing campaign on Google, then you should ensure that your history is kept in check. AdWords relies on your history to determine how suitable your adverts will be for users. It tells them whether your brand is credible and reliable.

As has been explained throughout this article, you can get immediate results with Google AdWords, but you’ll certainly be able to improve your content over time. That’s why your account history is so important. It’s a metric that tells Google whether your products and services are trustworthy. It’s a timeline of your progress in terms of your overall marketing campaign. So, don’t dismiss the importance of paying attention to this part of your account, even if it doesn’t seem quite as essential as some of the other metrics that have been discussed in this article.

Make sure your website is up to scratch.

Getting your adverts in front of the correct audience is important. You want as many people to click on your ads as possible. However, as mentioned earlier, conversions are the key to success. If your web traffic surges higher but your sales stay the same, then you might need to take another look at your site. Otherwise, there’s no point in your Google advertising campaign. You need to make sure the landing page is relevant, first. If you advertise your products and services but search-engine users get directed to your business’ blog, for example, then you might lose potential customers. If you advertise “baseball caps”, for instance, then users should get directed to a page that discusses your range of baseball caps or a direct product listing for one of your caps. Relevance is crucial.

The landing page needs to be well-designed. This isn’t just about impressing search algorithms; it’s about impressing visitors. A user-friendly website is essential to turning traffic into sales. Of course, it does still affect the way in which Google perceives your site; it could affect your quality score and your ranking on different result pages. You might want to use AdWords to get quicker results from your SEM campaign, but that doesn’t mean your SEO strategy should go out of the window. It’s still so important for businesses to design their landing pages well in order to keep their scores higher than the scores of their competitors. It’s an auction that often benefits the highest bidder, but it is possible to rank at the top of search result pages with the lowest bid if your quality score is good. And that all comes down to the design of your website (in particular, your landing pages for different adverts that you run, but every web page on your site should be well-designed).

Pay attention to your ‘Ad Rank’, too.

The importance of a good quality score has been reiterated tirelessly, but you should also pay attention to your ad rank. Your quality score still factors into the calculation of this score:

Ad Rank = Quality Score x Maximum Bid

It’s a very straightforward calculation, but it’s worth considering whenever you make amendments to your marketing strategy. It determines your ranking on result pages, and that’s why you should pay attention to this figure. Obviously, the algorithms used by Google are complex; this sum is as simplistic as possible, but it’s important to remember that numerous factors contribute to the position of your company’s site on Google. But if you want to assess how well your adverts will rank on different Google pages, then you should pay attention to your ad rank.

In conclusion, be patient.

There are so many details to consider if you want to put together a good AdWords campaign. The important thing to remember is that patience will make your small business successful. As explained at the very beginning of this post, Google AdWords can get you much faster results than a typical content marketing strategy, but you have to keep working on your landing pages and your conversion success in order to keep increasing your ROI. As time goes by, you just need to keep improving your results. Take the advice from this article on board and keep doing research to improve your SEM approach.


Is your company in need of help? MV3 Marketing Agency has numerous Marketing experts ready to assist you with Google Adwords. Contact MV3 Marketing to jump-start your business.