AdWords Explained

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Google AdWords JammCat

Get your website to the top of Google today!

Have you ever Googled something and noticed the first few results had a little yellow box next to them with the word “Ad”?  Those are Google AdWords.  Unlike SEO, which focuses on organic page rank (organic meaning results that populate based on their content and popularity), AdWords is a paid service that allows you to bid on keywords to get your website to the top of Google.

Alright, let’s take a step back real quick.  I think it’s better to relate new concepts to real world examples, so that’s what I’ll do here.  The example we’ll use is an Italian restaurant in Milton Keynes that just had its grand opening.

Adwords Example JammCat

AdWords Example (No affiliation with JammCat)

Currently, when someone Google’s, “Italian restaurant Milton Keynes”, their website doesn’t appear on the front page.  This is because their website has not been around very long and Google hasn’t had enough time to realize how relevant it actually is.


So, the Italian restaurant decides to invest in an AdWords campaign.  We help them Analytic JammCatfigure out a list of about 20 keywords relevant to their business.  We do this by determining what keywords are searched most often and analysing the keywords their competitors use by looking at their source code.  Then we rank the keywords by relevance.
AdWords works on a bidding scheme.  You designate the keywords you wish to bid on and if you’re the highest bidder, your ad is featured—hence why we ranked them earlier, the more relevant, the higher we set our bid.

What are you bidding on exactly?  Clicks. Although there are other factors that are considered to determine if your ad gets to the top, your maximum bid is the most significant.  Let’s say you’re currently the highest bidder for a keyword at £2.00 per click, every time someone clicks on your ad, you pay £2.00.  Seems a bit steep, eh?  Well, you’re right.

AdWords can get really expensive really fast.  You have to constantly be analysing data to see what keywords are getting you paying customers, and which ones are not—something we do for you.  There is a lot of trial and error, but once we figure out the sweet spot, the ROI can be quite significant.

Additionally, just having your ad featured is not good enough.  Your website name and a brief statement about your business will not cut it. Which brings us to “Quality Score”.Google QualityScore JammCat

Google determines if your ad is relevant based on its content, called a Quality Score—1 being the worst, 10 being the best.  It is extremely beneficial to have a high quality score because it improves your ad rank and can lower your cost per click (CPC).  We have proven methods to get a high quality score which gets customers clicking on your ad, not scrolling past it.

So, that’s the long and short of it.  Google AdWords is a great marketing tool and allows your website to be seen immediately, but it should not replace organic SEO strategies.  People trust organic search results more, and click on those links a lot more often.  If you’re thinking about running an AdWords campaign, go ahead and contact us and get to the top today!

-Ryan | JammCat

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