Google AdWords & What You Need to Know in Digital Marketing

Vu Khoi

Author at Wotech Electronics Blog

In the field of Digital Marketing, Google is regarded as the most powerful search engine. Beyond providing search results, Google also offers users more than 20 other quality, free services, including Google AdWords — an excellent choice for bringing your business closer to customers, especially potential ones.

In today's article from Markdao Agency, we will cover two main topics: first, the definition of Google AdWords, including the essential terms, the strengths and drawbacks of AdWords; and second, the things to keep in mind when running AdWords campaigns — an important point for anyone working in Digital Marketing.

Digital Marketing: Defining Google AdWords

Google AdWords is a service that allows you to place your ads on Google's search engine or on pages affiliated with it. Since its launch in the early 21st century, AdWords has continuously optimized its services and features, such as mobile advertising, text and image ads, and even maps, among others.

According to research by Digital Marketing experts, AdWords is a wonderful tool that lets websites with poor SEO still appear at the top positions of search engine results pages. AdWords ads bring your business closer to potential customers by making your product or service appear at exactly the moment they need it. In addition, these ads link back to your web page or website, thereby increasing traffic.

Essential terms for running a Google AdWords campaign

Having covered the definition, let's move on to the terms that no one working in Online Marketing can afford to skip.

Terms describing the quality of AdWords ads:

Clicks: the number of clicks internet users make on each of your ads

CTR – click-through rate: the percentage of users who click your ad after it is published

Impressions: the number of times your ad appears on Google

Average ad position: the position where your ad appears on Google

Terms describing AdWords ad performance:

Conversion: the number of times a visitor performs an action you want, such as making a purchase, filling in a form, downloading a document, and so on

Conversion Rate: the percentage of visitors who perform the action. According to Digital Marketing experts, the higher the conversion rate, the higher the profit.

The strengths of Google AdWords for Digital Marketing

Now let's find out why, alongside SEO services, Digital Marketing experts also encourage businesses to use SEM services, especially AdWords. Let's explore the strengths of Google AdWords.

The fastest route to potential customers

Thanks to AdWords, your business's website sits at the top positions of search results, so potential customers can easily see your ad when they search for information in your field. Beyond that, this also lets you understand customer demand and customer psychology and behavior, so you can make the appropriate adjustments to your Digital Marketing campaign.

Easy to measure your performance

Impressions, visitor clicks, conversion rate, or bounce rate — these are metrics you can fully track while running Google AdWords ads. With other advertising services, it takes more than a week to obtain these metrics. The benefit of easy measurement is that you know how your ad is performing and where things aren't right, so you can make timely adjustments to boost your online business performance.

Budget control and balancing

Even with a tight budget, you can still run AdWords — AdWords lets you set your own budget level for each ad within your Digital Marketing strategy. You can also adjust the days and times your ads run as you wish.

Quick setup

A major strength of AdWords is that it raises your brand awareness far more quickly than Google SEO. What's more, to successfully set up an ad campaign, you need less than an hour, and about 5 minutes for review and appearance on Google.

Digital Marketing: The drawbacks of AdWords you need to know

Alongside the advantages, Google AdWords also has limitations that everyone — whether a Digital Marketing expert or not — needs to know, because they can negatively affect your overall Marketing strategy.

The budget issue

Once you stop paying for ads, the effectiveness of AdWords disappears immediately. Furthermore, AdWords' pricing model is somewhat complicated, as the cost per click is determined by bidding. If you bid high, you get a high position, and vice versa — which creates competition among businesses. Worse, you may suffer fake clicks — so-called "ghost clicks" — from competitors and from visitors with no purchase intent, a major disadvantage for your business's Digital Marketing strategy.

Wanting to run AdWords effectively isn't enough

Did you know AdWords is not a suitable choice for a brand-new product or service? This type of advertising only works when customers and internet users already know about your type of product and are searching for it.

Digital Marketing: What to keep in mind when running Google AdWords?

In this article we won't go into detail on how to set up an AdWords ad; instead, Markdao will introduce the operating principles of AdWords to help you optimize your Digital Marketing strategy.

The first thing you should do is create a list of keywords related to your product or service, and register those keywords for advertising with Google or Google's agencies. That way, when internet users search those keywords, your ad will appear right at the top positions.

Where your ads are placed is decided by the bidding results as mentioned. However, keep in mind that alongside the bid, Google also relies on two equally important other factors: the quality of your ads and the quality of your business's web design.

These notes on running AdWords will wrap up today's article. We hope you've gained some additional knowledge about Google AdWords advertising, so you can weigh up your business's overall Digital Marketing strategy.

Related articles