Pay Per Click Google Adwords
Dominic MazzolaSept. 4, 2019, 5:05 a.m.
Grow your business with Google Ads
According to Semrush, their research shows that out of the top 5000 fastest growing companies, four out of five of them spent on average $20,404.61 on pay-per-click advertisements. The chart below shows the top 5 spenders in the pay-per-click sector.
So what is Google Adwords and how does it work?
Google Adwords is a pay-per-click advertising service that places ads at the top of google search results that are related to that search.
Right now, if you were to go to Google.com and search “lawn care near me”, with ad blocker switched off, the top three search results would be pay-per-click Google ads. Of course, it seems obvious that these are ads, but about 40% of people click on these ads anyways. When the ad is clicked, the user is sent to the companies website. The image below shows three Google Ads in a search engine results page (SERP).
Keywords and Appearance
Google AdWords allows you to control how your ads look, read, and when they are shown to users that are using Google Search based on the keywords used in the Google search. For example, if you own a landscaping business, you would create an ad like the one below and only show it to users that are searching for lawn care related keywords.
Below is a snippet of keywords that are being used in Northville Landscape's Google Adwords Campaign that would trigger the ad above to show on the user's Google search results page.
When a user searches one of these keywords, the ad from above will appear in their search results. Depending on how much Northville Landscapes is willing to pay (bid) for the ads, is how far up the page it will be placed and on which page (1st, 2nd, or 3rd, etc..).
As you may be aware, Google tracks you using cookies and if you’re like most of the world and own a smartphone, Google is tracking you. In the case of Google Adwords, we use this to our advantage. After confining the ads to specific Keywords, we then confine it to people that are physically located in surrounding areas. For example, the ads for Northville Landscapes only shows ads to users that are located within reach of their landscaping services. Below is a list of the city and zip codes that the lawn care ads are permitted to show in:
This ensures that Northville Landscapes is not showing ads to people outside of their reach and most likely wouldn’t buy their lawn care services anyways.
Google Ads Recap
In a nutshell, you pick some keywords that a searcher might use on Google, then create an advert that will appear on the (SERP) based on those keywords.
Of course, you’re probably not going to be the only company wanting to serve adverts to people who use those particular terms. Rival companies can bid for the same search term.
If you want your ad to appear at all, you have to bid against other marketers on how much you’re willing to pay Google Ads every time a searcher clicks on your ad.
The more you pay per click, the more likely your ad will appear in the search results (which is why paid search is often referred to as PPC, which stands for Pay-Per-Click).
You pay Google Ads each time your ad is clicked. The price you’re willing to pay for each click is called cost-per-click (CPC).
You can pick a maximum bid amount, and if you choose the automatic option, Google chooses the bid amount for you within your budget, and theoretically brings you the most clicks possible within that budget.
Should I Give Google AdWords a Try?
These days, there are a ton of PPC platforms to choose from. You have Facebook and Instagram Ads platform, Twitter Ads, Pinterest Promoted Pins…the list goes on and on. In Fact, Google AdWords isn’t even the only search engine ad platform—Bing Ads and Yahoo Search Ads are options, too!
However, despite all the competition, Google AdWords is still one of the best ways to reach your target audience.
Facebook Ads and other PPC platforms certainly can work and they can work exceptionally well. That being said, being able to reach customers who are searching for products, brands and content like yours (not an option with most social media PPC platforms) is an exceptional (and profitable) opportunity that shouldn’t be underrated. It could provide you with the chance to snatch up easy sales before your competitor does.
So How Much Will It Cost Me?
The cost of a bid that will place your ad on the first page of search results for a high performing and trafficked keywords is around $2-7 per click. the We offer Google Adword setup and management for $70/month and we recommend a pay-per-click budget of at least $90/month (1-click a day) minimum starting out. It’s good to remember that these are targeted ads and you only pay when a user clicks on your ad or calls you by using the ads. Also, everything is tracked using Google Analytics and Google Tag Manager, so we can calculate how much you are paying per generated lead.
Interested in running Google Ads on your website? Click here to contact me!
About Dominic Mazzola
While studying Engineering, Dominic started Mod Technologies LLC, which specializes in building Web Applications and helping local companies expand their online presense in order to bring in more business.