Google is a great platform to help promote your business in so many ways. The most popular ones are through the use of search engine optimization (SEO), Adwords, and location search.
Search Engine Optimization
To simplify it, the difference between Adwords and Search Engine Optimization is where you appear in the search list
Simply put, search engine optimization refers to the location of your website on the Google Search Result Pages. As pictured, the person was searching for traffic management in Perth. The items in red are promoted ads that are created in Adwords, and will preform higher than a traditional organic result. Organic results are not paid for.
By using the results pictured above, if you had typed in that same phrase, the first company you see is highwaystraffic.com. Advancedtraffic.com places fourth on the list, as there are three other paid searches ahead of it.
The overall goal when it comes to search engine optimization is to make sure your website is closer to the top of the list. The higher it is, the more likely your customers will be visiting your website. The lower you are one the list means your competitors are being viewed first.
AdWords
The picture illustrates the placement of an ad created using AdWords. Google AdWords allows you select specific keywords and phrases that you feel your customers may type into the search engine to find your business.
For the company pictured ‘We Buy Cars’ they may have used words and phrases such as ‘sell your car, buy car, sell car, selling car, used car’, etc. There is no limit on the amount of words/phrases you can add to create an ad.
The main thing to keep in mind is to make sure that you are selecting words you believe your audience will be using. This is important for two reasons. The first being, if you don’t select the correct words, your ad will not be at the top of the list, and will miss a lot of great opportunities. Secondly, AdWords works by applying a cost to words and phrases. If a keyword is searched very often, the cost of it will be more expensive, as the market is more competitive. Google will show you how frequently keywords/ phrases are used. If one of the keywords you are considering is not searched often, you may want to consider omitting that keyword from your ad.
The key to getting the best performance for your ad is to start by looking at the most frequently searched words and phrases. You can also set up a budget so you are not spending too much money a day on your ad.
A great benefit of AdWords, is that you are also able to target your ad to your audience. Are you wanting to target it to an entire country? A city? A region? You have that control. If you are in Canada, and you only serve the local area of Toronto, then you don’t want people in British Columbia to be able to see your ad. This is just a waste of your money. You want to make sure that only people in Toronto that are searching the words you requested are finding your ad, and Google gives you that control.
The other bonus, is you don’t have to stress about whether you set your ad up correctly or not. You can let your ad learn, and change anything if needed. Keywords can be removed if they are not performing or added if you feel there were missed opportunities. The budget and audience can also be altered at any time. You have complete control over your ad.
Location Search
It is best to have your business registered with Google even if you decide you do not wish to promote. Having your business registered means that customers are able to find you quickly and easily. It provides your customer with the basic information that they are requiring- your phone number, your address, a link to your website (if you have one), and your hours (if posted). In addition your customers are able to review your business and give you free publicity. Any photos that your customers take while at your business and post to Google, will also show up. This is a great feature for customers that may be unfamiliar with your business or product.
Google is there to help your business, there are many tools that Google offers to help businesses. If you’re considering adding Google to your marketing strategy, contact Evolution Business Media Group, we’re here to help, and we will go over the best methods for your business.
