Google AdWords

While one can't underestimate the need for personal communications and word of mouth in the business world, the rise of the internet and particularly the dominance of Google have fundamentally changed how customers seek out new products and services. Increasing your visibility on Google's search engine means that your customers will know about you and your brand before they ever hit enter, and Google provides you with the tools to track the efficacy of your ads and adapt responsively to those metrics. One of the great advantages of Google AdWords is how it scales to the demands of your business. There's little risk involved, as you're only charged for clicks. That means every penny that you pay to Google is the result of someone setting eyes on your website. It also means that you have a quick and nuanced understanding of how well your advertisements are doing. All the important information you need to track the efficiency of your advertising campaign is available through the dashboards. Here you can see both how many visitors saw your ad and how many clicked on your site, providing you with metrics not just on customer volume but on how effectively your ads are drawing in new customers. You can also track users who called your company based on their viewing of your ad and even narrow down your user base according to more specialized metrics. Since Google AdWords charges you for the number of clicks, smaller business owners may be concerned about going over budget for their campaign. Clicks don't necessarily transform naturally into sales, and a campaign with unprecedented popularity can quickly drain the advertising funds of a small business. You can set your own cap, meaning that you won't have to worry about going in the red just because of the popularity of your ads. The variety of ads available to you are deep. If you've ever seen the results labeled as "ads" when you type a query into Google, you already know what search ads are. You can set designated keywords that automatically display your company in the top results. Budgets can be set on a daily basis. Display ads are more robust, allowing you to implement images and basic banners or present your ads in a customer's Gmail feed. They offer more diverse options for targeting specific types of clients that draw from "affinities" designated by Google's customer tracking algorithms. These same affinities are available in video ads, which appear during users' YouTube searches. YouTube Analytics lets you understand how those who see your ads interact with your videos. For marketers looking to promote their apps, universal app campaigns are a great choice. It draws on over 300 million sign combinations and allows you to prioritize the attributes you most value in your customers.