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Getting Found Online - Google AdWords

On Zenith Marketing Blog

More and more each year, businesses are spending their advertising budgets on online ads. They are more intuitive, personal and customisable than a billboard or an ad in the local or national paper. In short, your ad has a greater chance of being seen by the people you want to see it.

Google is the big boy in terms of search ads. These are called Pay Per Click ads and it is the source of about 98% of Google's income. Basically, it is a big business (to put it mildly).

The name of the advertising platform is Google AdWords, and I run the PPC campaigns for our clients. Another Cork marketing professional Greg Canty (visit his blog, it's excellent) succinctly put it as 'Sniper Marketing', as it allows you to target anyone who is specifically looking for what you are offering - if you have a good AdWords campaign set up, that is.

Google AdWords is incredibly easy to set up yourself. A few minutes going through the registration process and you are up and running. You can write your ads and suddenly you start appearing at the very top of a Google search (in the yellow 'sponsored' boxes at the top) or at the side of a search page. Basically, you are paying to be put at the top of the search. Just how much you pay however, depends on how well you have set up your campaign.

I will eventually write an in-depth blog post on the technicalities of Google AdWords, but for now I wish to remain simple. The amount you pay for an ad depends on how well you begin and maintain your campaign. The clients I work with on PPC campaigns came to me because when they were maintaining the ads themselves they saw their marketing budgets strain under AdWords. This was because they were paying far too much every time somebody clicked on their ad. I would like to think that I helped them create more effective campaigns and the fee that they pay me (not at all unreasonable folks!) seems to have offset the cost they were originally paying by running it themselves.

Happy Thanksgiving

On Mike Dariano

I hope you're getting a chance to appreciate the day and be thankful for all that you have. A pair of quotes from two books that remind me to be thankful.

From A Guide to the Good Life:

Before eating a meal, those saying grace pause for a moment to reflect on the fact that this food might not have been available to them, in which case they would have gone hungry. And even if the food were available, they might not have been able to share it with the people now at their dinner table. Said with these thoughts in mind, grace has the ability to transform an ordinary meal into a cause for celebration.

From Man's Search for Meaning:

The attempt to develop a sense of humor and to see things in a humorous light is some kind of a trick learned while mastering the art of living. Yet it is possible to practice the art of living even in a concentration camp, although suffering is omnipresent. To draw an analogy: a man's suffering is similar to the behavior of gas. If a certain quantity of gas is pumped into an empty chamber, it will fill the chamber completely and evenly, no matter how big the chamber. Thus suffering completely fills the human soul and conscious mind, no matter whether the suffering is great or little. Therefore the "size" of human suffering is absolutely relative.

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