The Promise of Predictability

Brands use online search engines to reach the plentiful crowds online. With billions of web-searchers a day, companies need to figure out a way to limit down to their main target. If it takes too long to find their site, the potential customers might become bored or frustrated and pick a different website. The internet creates an even larger fan base for companies but limiting down to the correct target market relies on two tools created by Google: AdWords and Analytics.

Google AdWords creates a customizable, easy-to-use medium for reaching customers. This software helps you connect directly to your target market. The target market might not be as straightforward as the internet might think. For example, a high-fashion women’s shoe company could appear under a search for “shoes;” however, the owner or moderator of their website might want to be more specific and only show for “women’s fashion shoes.” AdWords can allow the company to set these diameters for reaching their audience. These will be called the company’s campaigns. 

Companies can launch multiple campaigns for different aspects of their site or products. These can range from broad to specific targets. Each campaign has its own budget and works with users to create multiple keywords under a main umbrella of services. The Google campaigns help monitor and test specific searches for your website. If you see that one campaign is performing better than other campaigns, you can adjust the other campaigns or even cancel them to try and redirect your traffic to a more positive campaign. The campaign strategy works with keywords to create a somewhat-predictable campaign for your products and website. The campaigns can also produce timeline graphs to show you when your campaign was performing at its best. You can access this information at anytime by logging onto your Google AdWords account through Google Partners. 

Through AdWords, the company can not only set what shows up when a customer searches for their products, but the company can also set how frequently the ads will appear on search engines. This can be done using AdWords’s budget feature, which strives to keep the total spent per campaign on track. This doesn’t guarantee that the budget will stay under that amount, and it is important for users to check their campaigns frequently to prevent overspending. 

One of the best features of AdWords, however, is the keyword planner. This can be very helpful for company planners to try and see if their search keywords will work adequately for drawing in their target audience. The keyword planner tells the user if the keywords they chose would produce promising results. The keyword planner is vital first step for all business owners hoping to use Google AdWords. After picking all of your keywords, the user can even see how Google would predict their keywords’ results. Keywords planner shows if the keywords would produce high, medium, or poor results. This can help the user adjust their keywords to yield the maximum return. The keywords planner can also estimate the cost of your ad campaign per day. This helps the user set a realistic budget while still producing quality ads. 

By combining the Google AdWords keyword planner and sticking to a great budget, you can make sure that you’re getting the most bang of the buck. After looking at all of your options in keyword planner and analyzing your results. Along with the timeline, you can see how many key impressions and cost per clicks for your campaigns. This will help you analyze what information will bring in the next customer and if the amount of impressions is acceptable. This should be the main focus of your campaigns is the number of impressions and a low cost per click. It would make your campaign a success. You can optimize this information by using the information obtained from Google Analytics to use in addition to the Google AdWords. 

The other Google software that is extremely helpful to online business users is the Google Analytics. Google Analytics combines the information of your customers to help you create a better idea of who your current customers are. This can help the company target their users better. For example, if you know that the majority of your customers are first time users, you should focus more generically on getting them to enter your website. You need to focus getting the word out on a general overview of products offered. If you know that the majority of your customers are repeat customers, you don’t need to worry about introducing them to the website- because they’ve already visited- instead, focus on the key products that you have. This will introduce them to more of your inventory than they might have previously known that you offer.

Google Analytics takes information from your customers and uses it to your advantage when trying to figure out how to market your business. This can be invaluable information for business owners. It helps data-mine while still focusing on your business. This allows you to keep focusing on your business while still bringing in more customers. 

Most small business owners think that they can’t use the Google AdWords and Analytics because of the size of their business. This is false. Any company can benefit from the software. Google helps customers of all sizes try and better understand their customers, which can lead to an increase in sales. When beginning to try and use Google Analytics for small businesses, it is helpful to not only review the Google Analytics website, but also look at different blogs from Google Analytics users such as this user's helpful blog.

The important thing with Google AdWords and Analytics is to keep an open mind. These software will require an out-of-box perspective of the brand. You must be willing to try new things in order to try and bring in new customers while keeping your same customers. This is an important aspect of owning a company. If you want to increase sales, you must be willing to think from the customer’s perspective. This is the main thing to keep in mind when trying to market your business. Together with Google AdWords and Analytics, business owners can help increase their customers while still maintaining their image and company.