What is Google AdWords?

Google AdWords is Google’s way of displaying ads to potential customers through search and websites in its network. With relevance and cost control, AdWords is often highly profitable.

With Google AdWords, you can display your ads when your potential customers search for what you offer on Google, or on any of the thousands of sites in Google’s network.

Regardless of your marketing goals, whether it’s to launch your new brand in the market or achieve a specific sales target in numbers, Google AdWords can be a good channel. There are different products within Google AdWords that are more or less suitable depending on your company’s goals.

Search Advertising

Search advertising, also known as Google Search. Here, your ad appears in Google’s search results when a potential customer searches on Google. Your ad will appear as part of the search results at the top, along with any shopping ads, followed by the organic search results further down.

This type of advertising is ideal for most types of businesses, but especially for those with the goal of increasing sales, as search ads have clear selling messages and appear in the right place at the right time. Often, those who click on search ads are further along in the buying process, perhaps having already researched which product they want, tested it in a physical store, or something similar—and now they just need to purchase the product or order the service.

Google Shopping

Google Shopping. Here, your ad also appears in Google’s search results when a potential customer searches on Google, but in a different format with price and image. Google searches trigger these ads in the same way they trigger regular search ads.

This type of advertising is ideal for businesses with an online store and those who have increased sales as the goal of their AdWords advertising.

Display Advertising

Banner advertising, also called Google Display. Here, your ads are not shown in Google search results but on a site within Google’s Display Network (GDN). Google has thousands of sites connected to GDN, and your ads can appear on blogs, news sites, or other platforms. With this type of advertising, you can set up targeting based on the type of people you want to show your ads to, for example, people interested in outdoor life if you sell camping gear, or those interested in beauty if you are a hairdresser.

Banner advertising is mainly suited for businesses where branding is important, meaning those who want to get their brand in front of as many people as possible. It’s a broader form of marketing compared to Google Search, as you show your ads to a much larger audience beyond just your potential customers.

Remarketing

Remarketing. Here, you target your ads to previous visitors to your website. Essentially, you follow your visitors for a while after their visit. You can choose who you want to target and also tailor different messages for them. For example, you can follow up with people who visited your website but didn’t make a purchase. For these users, a relevant message could be offering an additional discount for the specific products they showed interest in or simply reminding them that free shipping is available right now. This type of advertising helps with both brand-building and increasing sales. However, keep in mind that it targets people who have already interacted with your brand by visiting your website.

YouTube Advertising

YouTube advertising. YouTube is also part of Google, and here you can choose to display commercials before video clips or with text ads next to videos related to something you want your brand to be associated with. For example, if you sell camping gear, you could choose to appear with a commercial before a tutorial video on how to set up a tent. This type of advertising is suitable for brand building, similar to Google Display.

Advantages of Google AdWords

So, what are the benefits of using Google AdWords as part of your marketing strategy?

You let customers find you: They discover you when they have a problem that your service can solve or when they need to buy something you sell.

You only pay for visits: You only pay when someone actually clicks on your ad and visits your website, not just for the ad’s visibility.

Flexibility: You can easily choose to advertise for specific product categories or specific locations (e.g., Malmö). It’s quick to test, evaluate, and make adjustments to optimize results.

Measurable: You can easily track and compare results in Google AdWords, such as the number of visitors to your website, how many purchases have been made, and which products are selling best through your ads.

Why do you need an AdWords specialist?

Why should you hire a specialist to manage your Google AdWords account?

To achieve the desired results from Google AdWords, regular monitoring and optimization are essential. Many businesses believe that the one who pays the most will appear the most. While budget and bid amounts for keywords are important, they are far from everything.

Google places significant emphasis on ensuring that ads are relevant. Part of Google’s business model is that their search results must be relevant; otherwise, users will turn to another search engine. That’s why they developed something called Quality Score. This is a rating between 1 and 10 that each keyword in your AdWords account receives based on its relevance.

For example, you wouldn’t want to see ads for women’s shoes when you’ve searched for men’s shoes. Likewise, you don’t want to click on an ad for women’s shoes and then land on a page for men’s shoes.

This Quality Score is very important to ensure your ads are shown as often as possible. A high score also results in cheaper clicks and higher ad rankings. Therefore, failing to regularly optimize your account can become costly.

Regular monitoring increases the relevance of your account, ultimately improving your chances of success with Google AdWords. Often, it is even more cost-effective to have a specialist manage your account, as the positive results typically outweigh the cost of their services.

If you’re interested in help with AdWords, we’d be happy to assist!