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Google Adwords
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Advertising on Google – Google AdWords.

Why is it worthwhile advertising on Google?

Exposure surveys prove that Google is the most exposed site in Israel. Advertising on Google is the best way for your site to reach bigger, targeted markets. From a survey done by TIM in June 2008 it appears that Google is the leading site in Israel, with a weekly exposure of 90.3% and about 3 million hits a week.

Advertising based on search words in the program “pay per click”, AdWords, has proven to be the best and most valuable advertising tool. It is gaining popularity and is moving into the main-stream as the leading advertising channel. The flexibility and the ability to reach different audiences with a suitable message and controlling the page the surfer gets to, while individually controlling the budget, can bring, with professional management, a great return on the investment.

The advertiser can choose the search words that will appear adjacent to his advert. Furthermore, the advertiser can display a different advert for every search group or key words that he defines. The advertiser only pays when the user clicks and enters the targeted site. The amount of the payment is determined in an auction system according to the selected words. The placement of the advert is determined by the combination of the amount auctioned for the word and the quality score of the word. The quality score is determined by a complex algorithm that basically checks the relevance of the word and the amount of actual clicks it receives.

The advantages of advertising on Google or other P.P.C (pay per click) programs.
  • Targeting new clients at the precise time that they are looking for the product or the service that the advertiser is offering.
  • The surfers go through two filters: Firstly - they get to the results according to the definitions given by the advertiser as suitable for his advert. For example if an advertiser deals with locks, his adverts will only come up in the search results that are connected to the fields of locks, doors and house security. Secondly - the physical action needed: The click on the advert to get into the advertisers site.
  • The ability to analyze and monitor the results: Advertisers on Google have an advanced tool that monitors, follows and presents information about the campaign at any specific moment.
  • It allows small businesses to advertise products, just like big businesses, and compete with bigger companies seriously.
  • The advertiser gets not only a targeted, selected audience, but also a saving in expenses - If the surfer did not click on the advert, the budget was not wasted.
  • advertising on Google is immediate. An advertising campaign can be uploaded within a few hours and removed immediately. That way the performance can be monitored efficiently and budget waste can be prevented.

Advertising on Google, is it for you?

Google AdWords is a specific, efficient, worthwhile marketing tool. It is a tool for any business that wants to advertise a service or product to a target audience without wasting time and money on other, more expensive less targeted media. The fact that the advert gets straight to the audience that is interested in its content, make it especially effective and suitable for both large and small companies.

Professionalism in advertising in search engines is extremely important. To create a correct, effective campaign it is important to give a full reply to the words that will get the best quality traffic to the site, as well as choosing words that reflect the organization, its targets, products, services it provides, and the branding it wants to achieve. The responsibility of the contractor calls for detailed attention to prevent budget waste on the choice of wrong words or the duration and times of the campaign. For that reason it is important to check that the contracted company is professional and experienced. Managing a campaign professionally can drastically reduce the price of a “click” by keeping a high quality score for phrases.


Advertising on Google AdWords - the first day.
The first day’s experience of advertising on Google AdWords can be an unpleasant and difficult experience. Many advertisers start their first campaign with great excitement, enter a few key phrases, do not see immediate results and give up in disappointment.

New AdWords users will encounter a few difficulties. The first difficulty is the users interface. Google AdWords’ user interface is quite simple to use but only after getting to know the platform. Furthermore it is important to learn the new terms and expressions such as: awareness groups, pay per click (P.P.C), return on investment (R.O.I), click ratio and campaign management.

Even after new advertisers get past these hurdles, there could be more such as: canceling or neutralizing adverts because of a low click ratio, phrases with no search volume and adverts that are initially not accepted by Google.

Two basic rules when using the Google AdWords program: be patient and don’t panic.

Google offers excellent guides and detailed stage by stage instructions for opening an AdWords account. It is unnecessary to repeat these here. Furthermore, Google changes the style of the interface from time to time, so, at some stage the information will not be relevant.
  • Google ensured that opening a new AdWords account would be as simple as possible. At every stage of the process the system gives questions that need to be answered. Within minutes the account is open. To open an account go to: https://adwords.google.com/select/starter/signup/ForkAuth. A detailed guide for opening an AdWords account can be found in this link: https://adwords.google.com/select/steps.html . Tip: Do not open an AdWords account on Friday or over the weekend. If you do it will take a few days until the account will be activated by Google. 
  • An answer to any question you may have on the subject can be found here: https://adwords.google.com/support (you can choose any language, including Hebrew).
If you do not understand the technical phrases, look them up in the dictionary.

Please take your time to get to know the user interface of Google AdWords.

Advertising on Google- the structure of an AdWords campaign.
 
To access your AdWords account you should go to this link: enter Google AdWords.
 
Enter with the username and password you supplied when registering.

Structure of campaign:

After entering the account you will see a table containing 4 different tabs: managing an advertising campaign, reports, analysis and my account.
All your campaigns are under the tab: managing an advertising campaign. Here you can add extra campaigns, edit existing campaigns and delete inefficient campaigns. All the changes are effective immediately.

How is the AdWords campaign built?
  • An AdWords campaign can include one or more campaigns.
  • A campaign can include one or more groups of adverts.
  •  A group of adverts can include one or more adverts.
  •  Every advert can relate to one or more key words.

Theoretically it looks complicated, and it could be assumed that Google could have made a simpler system; however, a simpler system would not have been as flexible as the current one. The current system enables precise control of the amount you spend on every aspect of the campaign down to the last key word.

For example:
Let’s try and understand the structure with the next example. Let’s assume you want to advertise a big furniture company. The following campaign structure could be relevant:
  • One campaign to attract the bargain hunters who are looking for light portable furniture, another to attract more affluent clients.
  • A group of adverts for the bargain hunter can be: We sell table lamps, coat hangers, picture frames etc. A group of adverts for the bigger clients may include: brand name kitchens, living room furniture, home Jacuzzi and spa etc.
  • Each group of adverts contains different adverts which can be used to test what the best text is, which advert brings in more clients and which text leads to higher sales.

Usage of campaigns:

There are several ways to use a campaign:
  • By using a campaign you can focus on target groups such as: high school teenagers, business people with children in elementary school, wealthy clients, bargain hunters and more.
  • Campaigns can be used to create geographically targeted campaigns. You can create a campaign for Israel, another for the U.S.A, a different one for England and another for Hebrew speakers that live in Europe.
  • A campaign can include a number of advertising groups. A group of adverts that represent the product or services you supply. For example: If you sell flowers you can open a group of adverts for roses, another for pot plants, a group for window boxes, one for herbs and so on. The degree of detail depends on the accuracy with which you want to control the characteristics of the campaign.
The procedure can also be reversed: You can build a campaign for every product and a group of adverts for every type of target audiences for that product.

Irrespective of how you decide to build the campaign, the group of adverts and the adverts, the process that suits you will come clear with time. Once it becomes clear it is important to adopt and maintain the most suitable structure for you for all your future campaigns, groups and adverts.

Tips for advertising on Google:

  • Don’t be enticed to collect hundreds of key words for every group of adverts. It will destroy your option for optimizing, trying out different ideas or even testing the effectiveness of your advert.
  • If you have a big group of adverts in one campaign (30-50) it is advisable to create another campaign to emphasize the point of the advert.
  • It is also possible to organize the campaigns so that one campaign includes all the successful advertising groups. This campaign can have a higher daily budget. The less successful adverts that need to be optimized can be moved to a different campaign with a lower budget.
  • Use different campaigns to check different country’s definitions, and different languages. Key words in English in an Israeli target campaign are usually cheaper then the same key words in a U.S.A target campaign.
  • Remember you can define different daily budgets for different campaigns.
  • The campaigns partially optimize themselves automatically. Google automatically closes key words with a low click ratio. It doesn’t mean you chose the wrong key word; don’t try to optimize key words. It is usually enough to optimize the groups of adverts rather than the key words, especially if the key words and specific group adverts represent the same “idea”.
  • The meaning of “advertising in contents sites” is that the advert is displayed in the many partner sites Google has and not only in Google’s search results. If you are not sure that advertising in that method is beneficial to you - cancel that function for the time being.
  • Note that some functions like geographical targets are only effective in campaigns in the search results of Google and not the contents sites.
  • Take your time to understand the different terms, check them in the dictionary. Understanding the technical terms will help you understand the user interface of Google AdWords quickly and efficiently.


If you are interested in an advertising campaign with a big budget (over 800$ a month) it is advisable to seek professional assistance.  
 

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