Advertisements are one of the main source of income, whether it is newspapers and magazines or television and radio. However because of a big paradigm shift the use of such communication sources has reduced significantly, though still these communication sources are used but they are now in some way dependent on internet.
Traditional vs Digital Marketing.
Through advertisement on internet, you can convey your message with less expense to more and targeted people as compare to television. Take an example if you are internet service provider and you want many people to use your service, you give add on television where millions of people will see your add be it is countryside (where you service does not even reach) or city. Those people will also see add who are not interested and who even not now what internet is all about. However, you have to pay full fee of course.
On other side if you use internet medium for advertisements for example you display your add to youtube Home screen than millions (more money more audience) of people see your add and certainly everyone is watching through internet that means they use internet be it from Smart phone or computer so they will definitely take interest in your internet providing service. Now your add just targeted those people who are relevant to your add with little fee as compare to other traditional media. Further when you advertise online you can fix the gender of your audience, their age, their browsing device etc. to narrow down your target. For example you want to give add for your School & college academy you will fix age between 12 and 25, may be you also want to restrict the add to the residents within the 30 kilometers around your academy. This can be done only via online advertisements.
Major Online Advertising Networks.
On internet you can give, add to any website which has some significant traffic but in that case you would have no control on your audience and viewers so it is better to choose such an advertising networks that have large genuine audience. Google is at the top in such companies whose AdWords program is famous and enjoying reach more than 90% of the internet. Bing, Dailymotion, Facebook, Twitter, Yahoo also have their advertising networks with genuine audience.
How much google charge for advertisements?
The answer of this question depends upon the type of add. For example if you give add to increase traffic on your blog/website and your blog is related to “earning online” then there are many many such blogs. In addition, the keywords that you use they also use and so there will be tough competition and hence you have to pay more to stand out.
But if your blog is about life style, health care, gardening etc. then you pay less because such blogs are less in numbers so google have fewer option for keyword you use hence you will be benefited.
The cost of add also depends upon the location of your blog, if you are blogging in location where less people write blogs and you also set you target location to local then you have to pay less. Further, it also depends whether your ad is audio, video, or just text only.
The Most Expensive Keywords and Cost per Click (CPC).
Google will only charge if anyone clicks your add. Google will not charge of just viewing your add. When a user clicks on your add you will be charged to certain amounts and it is called ‘Cost per click or CPC ‘ in digital marketing.
Usually google charges between one and two dollars for one CPC. Countries like India and Pakistan have even less CPC (Reasons are listed above). Most expensive keyword categories includes lawyers (54 Dollar), Insurance, Trade, Casino, Business Services, Degrees, Banking, Loan, Business Software, Online gambling and heart transplant.
Bing, which is Microsoft Search engine and professional rival of google, charges 112 dollars for Lawyer keywords category.
How to Advertise with Google AdWords?
For online advertisements through google, you have to set up an AdWords account. For this, you should have a Gmail id or sign up for new one. Here I give step-by-step process of signing up and configuring your own AdWords account.
Go to AdWords website and sign up, there you need to enter you email Id, location, currency and time settings. When you sign up after entering the information you will be redirected to AdWords dashboard and a tour application will automatically will be launched to guide you towards the interface.
In dashboard, first you need to check your personal account settings such as payment method, address etc. Once you have completed these setting then you are ready to launch a campaign for your add. On left side click ‘Campaign’ button, many options will be popped out where you have to select whether you want to display you add only on google search or on others websites as well, whether your add will be audio or video or text only.
Below this, you select the goal of your campaign, for increase in website traffic, selling your products or increasing customer base. Select one that is appropriate for you.
If you select selling products then below option will be like ‘how will you reach your goal? Through phone calls, website visits or app downloads’… option depends upon your previous choice.
As I selected increase website traffic as my goal so it will ask me to enter URL of my website/blog. After entering blog’s address press Save Continue button to proceed.
Hereafter you have to complete four steps i.e. campaign settings, setup add groups, create ads and review.
We go through each step in detail below;
1-Campaign Settings.
Here you choose campaign name, type of network (display your add only on google sites or partner websites as well?), which location you want to target, which specific city, language (English or Urdu or else ) etc.
In campaign settings, you also choose what will be your average budget of the day. How many days you want to display your ads (starting and ending date and time). Further you can also choose if you want to give phone call option , or want to give specific page URL along with your add.
After choosing appropriate options click Save & Continue button to proceed.
2-Setup Adds Groups
Here you create groups of similar ads for the ease of management. For example, you also have video ads and animated ads but both belongs to your single website then you will most probably create a group for these ads to organize easily.
Below this, you select keywords related to your group. For example if your site is about blogging you will write keywords such as ‘blog’, how to write blog, make money with blog, etc. If you do not have any idea about what people are searching on google about your topic then on right hand side there is box to help you. Just write you topic for which you want to search keywords and press enter. Google will show you some of most relevant keywords. Copy them and paste to the keywords field on left side.
After these setting press Save & Continue button to land on next step
3-Create Ads.
Here you set how your add will look like in google search. First, you enter the address of your blog or page on final URL field. Whe user will click on add he will be redirected to this final URL. Below this, there are two field of heading, the main heading and sub heading. These heading will be shown as it as on your ads. It should not be greater than 40 words.
Below this, there is option of writing the description of your blog/website, which is restricted to 80 words. As you right heading and description, you can preview your ad on right side. While writing the heading and description you must be creative because in fewer sentences you have to attract your reader towards your blog, so be innovative here please.
After these settings, click Save & Continue button to land on last step.
4-Review.
This is the last and final step of your campaign. Here you check all setting and if appropriate then make changes otherwise you click save button and you are ready to show your ads.
Now you can go to your dashboard where you can see the details of your ads. If your payment setting are OK then you ad will be activated. In dashboard you can see who is interacting with your add, location, time and from which device he is browsing etc. Any time you can pause your ad from dashboard. If you want to change something in your current campaign just pause your add and make changes as you want and then reactivate your add right from the dashboard. In short, dashboard is command and control system where you can change anything related to your ads at any time.
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