Google Adwords is usually understood to mean the search results that are obtained when a search phrase is typed into the search box.
Most people who are connected with marketing on the internet know that the searches on the right of the screen have been placed there as advertisements I have found that not so many realise that the top few entries on the left hand side (often in a shaded background) are also ads.So far so good. Searching to find relevant information on the web is what has given Google mastery over the internet and contributed to their 20 billion revenue in us dollars. Google has gained their position by delivering better more relevant results faster.
Back in the old days before the internet, advertising focussed on interruption. You would be reading a newspaper or magazine, and see an advertisement, and be encouraged to get in contact- effectively interrupting what you were doing before. Or you would be watching television, and as you dash out to put the kettle on when the ads appeared you could be interrupted from the tea-making. You watched the sports car racing through beautiful countryside, wanted to have the same experience yourself, and find yourself wanting to buy that very car. (That’s the theory, and it was very effective).
Google offers both types of advertising. The search type through the search network, and the interruption type through the content network. However, there is in fact minimal interruption as the content network only offers ads relevant to the web page you are on. An ad for a sports car would only appear on webpages relevant to motoring, and not, for example, for skiing holidays or knitting patterns. However, the ad in the content network cannot be as finely tuned to the them of the webpage, as you have less control over where the ad will appear.
Google Adwords is about learning every aspect of the approach you have chosen, until you have achieved mastery. I would encourage you to keep your campaigns completely separate, as your headlines and ads will be crafted differently, and the viewer will be in a different frame of mind. Newcomers to Google Adwords often think that the more techniques they employ the better the results will be. In my experience that is not the case, and it is better to perfect one before moving on to the other.
Mon, Nov 9, 2009
Google Adwords