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We offer Adwords Professional Consultant Services

 

Why Google Adwords?

Consumers in South Africa are becoming increasingly online savvy. Recent Google internal statistics show that 14 million online searches are made in SA every day. Furthermore, SA consumers are spending over R2 billion purchasing goods online. This is an active market that, as a business, you should be invested in.

The infrastructure in South Africa has improved reducing internet costs and consequently we have experienced a paradigm shift in the traditional way of doing business and marketing in South Africa. 

It is a misconception that online marketing is expensive; not when compared with printed advertising. Sadly printed advertising becomes dated and therefore not as successful over time. It is usually a once off .. maybe valid for a month or two at best, then prices change and it is no longer advantageous. 

The trick to online advertising is to be smart with your choices. Free advertising can take a great deal of time with little ability to track results. 

Studies also show that small and medium size companies will be the main growth force of e-commerce in the coming years.

Google Adwords offers advert options, you can choose what suits you from text, display (image) and YouTube.

Mobile

Mobile continues to grow in SA, with smartphone penetration at just over 15%. Globally, mobile traffic is about 14.3% of internet traffic and is expected to continue to grow to about 25% by the end of the year.

Targeting mobile devices has great margins for success as there is far less competition. Mobile traffic complements desktop activity and, when used with complementary bidding, it can maximise your brand’s exposure on both desktop and mobile, extending your coverage and improving exposure to conversion. You are even able to track mobile user activity from inception to conversion completion.

YouTube

YouTube is by far one of the most overlooked advertising platforms in SA. You can use it to improve brand awareness, expand customer engagement, create unique opportunities for online conversation and push sales. Approximately 5% of all time online time is spent on YouTube and Internet users spend more time on YouTube than any other site.

Interestingly, 55% of viewers have said they have taken action after watching a video online. This shows that video can be useful in driving sales. Online video is an interactive experience. By posting relevant content with strong CTAs (calls-to-action), you can prompt viewers to take action, which will lead to more active engagement and, perhaps, a loyal audience. Costs to serve ads on YouTube are still nominal in SA, so there is a significant opportunity for SA businesses to build their brands on this channel at massive scale, using a plethora of ad formats.

 

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Advertising on Google AdWords (an overview)

  • AdWords, Google's online advertising program, lets you reach new customers and grow your business.
  • Choose where your ad appears, set a budget that you're comfortable with and measure the impact of your ad.
  • There's no minimum spending commitment. You can pause or stop at any time.
  • Get started with a Adwords Professional assisting you. Give us a call.

Reach people as they search for words or phrases (which we call keywords) or browse websites with themes related to your business. Your ad can appear on Google and its partner websites. With cost-per-click (CPC) bidding, you're charged only when someone clicks your ad.

 

Benefits of advertising with Google AdWords

A few important things set AdWords apart from other kinds of advertising. Using AdWords, you can:

Reach people at the precise moment that they’re searching for what you offer

  • Your ad is displayed to people who are already searching for the kinds of products and services that you offer. So those people are more likely to take action.
  • You can choose where your ad appears - on which specific websites and in which geographical areas (states, towns or even neighbourhoods).
  • The Google Display Network (GDN) alone reaches 90% of network users in South Africa. With various targeting options, it’s possible to achieve significant exposure on the Display Network to improve a user’s exposure to conversion. One tactic to use on display is remarketing. This is the tagging of users who have been to your site using cookies, and then re-targeting them with highly relevant content to drive incremental traffic and leads.

Control your budget

  • With cost-per-click (CPC) bidding, you’re charged only when someone clicks your ad, not when your ad appears. There are a variety of bidding options that you can choose from.
  • You decide how much or little you want to spend monthly, and you’ll never be charged more than that amount.
  • There’s no minimum spending commitment.

 

See exactly what's working in your ad, and build on it

  • View a report of how your ad is doing – see how many new customers connect to your business from your ad, where they're coming from and other details.
  • Use AdWords tools to edit and improve your ad, and increase the number of potential customers who contact your business.

 

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How AdWords works

To understand how AdWords works and make the most of your advertising budget, it's important to familiarise yourself with some key building blocks – like keywords, placements, Ad Rank, bids and Quality Score.

How keywords trigger your ad to appear

Keywords are words or phrases that you choose that can trigger your ad to show on search and other sites. For example, if you deliver fresh flowers, you could use "fresh flower delivery" as one keyword in your AdWords campaign. When someone searches Google using the phrase "fresh flower delivery" or a similar term, your ad might appear next to Google search results. Your ad can also appear on other websites in the Google Network that are related to fresh flower delivery.

Tip: Create a list of keywords that are most relevant to your product or service. Make sure that you use specific keywords – rather than more general keywords – to increase the chances that your ad is showing to people who are most interested in your product or service. For example, use the keyword "fresh flower delivery" rather than simply "flower". This improves your ad's performance and helps your advertising pounds go further.

Placements: Advertising on non-search websites

Keywords can trigger your ads to appear next to search results on Google and other search sites. But keywords can also trigger your ads to show on other sites across the Internet – Google-owned properties like YouTube. We call these placements, which are part of what we call the Display Network.

Google can automatically determine where your ads appear by matching your keywords to websites in the Display Network, or, if you'd like greater control over where your ads appear, you can pick specific placements yourself. You can set bids for each and choose the sites where your ads might appear.

Ad Rank: How Google determines which ads appear in which positions

Now let's suppose that multiple advertisers use the same keyword to trigger their ads or want their ads to appear on the same websites. Google uses Ad Rank to determine whose ads will appear, and in what order.

Your Ad Rank is based on a combination of:

  • Your bid, which is how much you're willing to spend
  • The quality of your ads and website
  • Expected impact from your ad extensions and other ad formats

A bit about bidding and ad quality

Your bid and ad quality can work slightly differently across different campaign types. Here are a couple of examples to help illustrate.

With a keyword-targeted ad on Google and its search partners, your bid is based on your maximum cost-per-click (max. CPC) bid,
the maximum amount you're willing to pay for each click on your ad. The final amount you're charged per click - your actual CPC – could end up being less).

Your ad quality is calculated based on the components of Quality Score: expected click-through rate, ad relevance and landing page experience.

At the end of the day, what you pay

Each time an AdWords ad is eligible to appear for a search, it goes through the ad auction. What you’re charged (your actual CPC) is often less than your max. CPC bid because, with the AdWords auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

 

 

NEW from Google - GOOGLE SHOPPING

Sell your products on Google

Product Listing Ads drive traffic and sales to your website or local store by showing online shoppers rich images and details of items you sell.

Google search results 

Product Listing Ads appear in their own box on Google search results above or to the right of organic search results.

Google.com / shopping

Search results on Google Shopping are built on Product Listing Ads. Shoppers can discover, compare and purchase products directly from your store.

Smartphones and tablets

Product Listings Ads are featured across multiple devices. Reach customers on the go whenever and wherever they’re shopping.

Promote your inventory

Product Listing Ads appear when someone searches for your products on google.com and google.com/shopping. Google will show the customer a picture of your item, its price, and your store name. Customers who click on your ad will be directed to your website where they can buy your item.

Pay only for results

With Product Listing Ads you're charged only if someone clicks on your ad and lands on your website. You only pay when Google directs a customer to your store.

Start your campaign

Contact us to assist you in reaching your goals and putting your company on the Google Internet Map. 

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