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What is Google Search Engine Marketing (SEM)

By 10 May 2022No Comments

Aesperon Academy Google Ads

Google Ads is Google’s online advertising program. Through Google Ads, you can create online ads to reach people exactly when they’re interested in the products and services that you offer.

  • Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.
  • Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.
  • There’s no minimum spending commitment, and you set and control your own budget. You choose where your ad appears, set a budget that’s comfortable for you, and easily measure the impact of your ad.

Aesperon Academy offers a 2-days intensive Google Ads – Google Search and Display Advertising Course which will equip you with the skills needed to start and run your Google Ads Campaign (Search and Display).

 

About Google Ads

 

If you want to reach new customers online, then advertising with Google Ads might be right for you.

When you advertise with Google Ads, you’re investing in your business. Make sure you understand how Google Ads works and how this investment can help you grow your business—all within your budget.

Choose any of the topics below to learn more.

 

Benefits of Google Ads: Grow your business with Google Ads

Online advertising lets you target your ads to the type of customers you want, and filter out those you don’t. When you advertise online with Google Ads, you can use different targeting methods to reach potential customers right when they’re searching for your products or services.

Reach your marketing goals.

Take advantage of different ad formats and features to customize your ads to your different business goals, like adding a clickable “Call” button to your ads to get more phone calls, or using video ads to showcase your brand. Here are some common marketing goals that could work for you:

  • Take action on your website
  • Visit your store
  • Call your business
  • Install your app

 

Target your ads with keywords.

When you advertise alongside search results on the Google Search Network, you select keywords to help target your ads to people searching for related terms. You can also choose to show your ads at certain times of day, and specify a location and language.

 

Get specific about your target audience.

When you advertise on websites and mobile apps that show Google ads (called the Google Display Network) and YouTube, you can get even more specific by choosing the age of the people you want to reach, the types of sites they visit, and their areas of interest.

 

Only pay for results.

You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.

 

Measure your ad’s performance.

Quickly track your ad’s effectiveness and easily make changes to improve results.

 

Advertise across platforms.

Connect with customers no matter where they are—on their computers, tablets, mobile phones, even in apps.

 

How Google Ads works:

Where your ads will appear on Google

 

Before you take advantage of all that online marketing can do for your business, make sure you understand the difference between paid advertising and organic search results.

Let’s say someone conducts a Google search for products or services related to your business while you’re advertising with Google Ads, Google’s online advertising platform.

 

  1. Section 1 can contain ads. Ads can appear on the top or bottom of the Google search results page next to or under an “Ads” label. Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors.
  2. Section 2 is made up of “organic” search results. These are unpaid links to websites with content related directly to what the person searched for. The more relevant the site is to the search term, the higher the link will appear in the list. Your related website could appear here, but your ad won’t.

 

Control your Google Ads budget

With cost-per-click (CPC) bidding, you’re charged only when someone is interested enough to click your ad. You tell Google Ads the most you’re willing to pay for a click on your ad (called the maximum cost-per-click bid), but you could be charged less.

You have control over your Google Ads budget. You decide the average amount you want to spend each day.

On the days when your ad is more popular, Google Ads will allow up to 2 times more of your average daily budget so you won’t miss out on those valuable clicks. Your budget will be lower on other days, so you won’t be charged more than your average daily budget multiplied by the average number of days in a month.

 

Improve your results by choosing the right keywords

Keywords are words or phrases you choose when you set up your Google Ads campaign. These are terms you think your potential customers are likely to use when searching for products or services like yours.

By matching your keywords with the ads you create, you make it possible for your ad to show when someone searches for similar terms or visits a website with related content.

For example, if you deliver fresh flowers, you could use fresh flower delivery as one keyword paired with an ad promoting fresh flower delivery. When someone searches Google using the phrase fresh flower delivery or a similar term, your ad might appear above or below Google search results, or on other websites related to fresh flower delivery.

 

Bid on keywords in the Google Ads auction

There are 3 main factors in the ad auction that determine which ads appear, and in what order:

  • Your bid – When you set your bid, you’re telling Google Ads the maximum amount you’re willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
  • The quality of your ads – Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.
  • The expected impact from your ad extensions and other ad formats – When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad’s performance. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.

 

Together, these 3 factors determine when and if your ad will appear to potential customers.

 

Note: If multiple keywords from the same account are eligible to match the same search term, they do not compete with each other in the auction. Learn more About similar keywords in the same ad group

 

Help your website get results

Online marketing with Google Ads helps get people to your website, but for the best results, you need a website designed to encourage people to do business with you. An easy-to-navigate website is essential if you want to convert potential customers to paying ones. Here are a few tips for creating a high-performing website.

 

Designing your site

Put important information towards the top of the page

Make it easy for your site visitors to find your most important content. Make sure it’s immediately visible when they arrive on the page so they don’t have to scroll down to see it.

 

Consider how your website features images and video

Eye-catching media like photos, videos, or graphics are appealing to customers and an effective way to engage them with your business. But don’t overdo it. Too much media can cause your site to load slowly. You don’t want people leaving your site before they see the most important information.

 

Think about smaller screens

It’s not just about the desktop computer anymore. Your customers use different digital devices, like mobile phones and tablets, throughout their day. The smaller the screen, the harder it can be for people to find what they want. Creating a website that automatically adjusts to a user’s device is the best way to make sure everyone who gets to your site finds what they’re looking for—no matter what device they’re using.

To help keep your current customers and convert potential ones, you’ll also want to consider the speed at which your site loads. For example, most businesses lose about 50% of their customers while their mobile site is loading.

See if the speed of your mobile site is costing you customers, and get quick fixes to improve it. Test your site.

 

Make navigation simple

Keep your site clean, clear, and simple by:

  • Limiting the number of navigation links.
  • Avoiding the use of pop-ups or other features that could interfere with navigation on your site.
  • Make sure your site loads quickly so people don’t hit “back” before they even get there.

 

Writing copy

Use clear, eye-catching headlines

Having a distinct headline on your site is essential to helping customers quickly know that they’re in the right place. This will encourage them to stay on your site longer and ultimately take action that’s valuable to you.

Clearly list the benefits your customer will get from your products and services

When people come to your site, you want to make sure they know right away why they should stay. Make sure the benefits are scannable and easy to read; bullet points are a great way to do this.

Provide quick links to more information

Make it easy for customers to find links to additional information about the advertised product they might want. For example, a prominent “Learn more” link.

Include a clear call to action

When you’re clear about the action you want people to take on your site, visitors are much more likely to actually take that action and bring you the business you’re looking for.

 

Building customer relationships

Build trust with your customers

Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers. It’s a good idea to openly share information about your business and clearly state what it does. And if you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it.

 

Boost your customers’ confidence in your business

You can build even more trust with your customers by including customer testimonials or 3rd party verifications about your business. And if you run ads on your site, make sure you distinguish these ads and sponsored links from the rest of your site content.

When you have a great website ready to go, Google Ads can help the right customers find your site and take action.

 

 

 

 

 

Aesperon Academy

 

 

If you are looking for courses to upgrade yourself, do visit https://aesperonacademy.com/courses/ for the available courses. If have any queries on how should you upgrade yourself with the current evolution of digital marketing, feel free to email us at hello@aesperon.com.sg or talk to us.

 

 

 

Suggested Keywords: Google SEO Course, Digital Marketing Course, SkillsFuture Course, WSQ Course, Google Ads Course, Facebook Ads Course, Google Analytics Course, Business Negotiation Course, Leads Generation / Sales Course, Aesperon Academy.

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