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Learn website design for tourismGoogle Adwords: Google
Adwords is a method of advertising that really does have
a lot going for it. It is cheap to set up and can be
cancelled or suspended at any time. Most importantly, the
ads are a highly targeted form of marketing, since they
are only displayed in response to the use of certain key
words, either submitted in a Google Search, or else found
on a webpage displaying Google Adwords. So, the essence
of the campaign is in selecting keywords that are somehow
associated with your product or service. It's a bit like
casting a net. |
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| The cost starts at
5-cents (US) for each time your ad is clicked. However,
advertisers compete for superior ad placement by raising
their cost-per-click payments for the ad. So, it may not
be cost effective to go after a high position for highly
soughtafter key words. On the other hand, there's no
limit on how many key words you nominate to trigger your
ad. So, there's plenty of scope for creativity. For
example, a thorough list of keywords would include
location, land marks, local establishments, local
identities, cultural themes, sports clubs and local surf
breaks. You might as well list neighbouring towns, other
forms of accommodation and even your competitors,
especially if they advertise on TV! If a keyword doesn't perform well enough, it is automatically suspended. However, it can still be reactivated, once you've altered the ad in some way. If your ad doesn't receive sufficient clicks for the number of times it's been displayed, you can increase the cost-per click, in an attempt to raise the position of the ad relative to the other ads. Alternatively, rewording the ad may help it to perform better. You might as well run a series of differently worded ads and compare their performance. You can even separate your campaign into highly specialised key words with high cost-per-click, and vaguely related keywords with low cost-per-click. Furthermore, each campaign can have its own budget, so you can determine exactly how much you want to invest in each key word or set of key words. The advertiser can easily adjust campaign settings in response to real-time statistics on campaign performance. It's even possible to trace a 'customer' from clicking on your ad through to contact. So, there can be no doubt that the ad is responsible for your sudden popularity. The whole concept is well presented, with case studies, FAQs, etc. However, it's not at all difficult to dive in the deep-end and just fiddle around with the various tools, checking up at regular intervals to see how it it unfolds. |
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