And why it’s such a big deal for online marketing

“Adwords” and “PPC” are terms that are often thrown around casually in the digital marketing space but what do they mean and why are they important?

Google Adwords is a pay-per-click (PPC) advertising platform. The aim is to initially perform keyword research on the Adwords site i.e. find the most trending terms that are used when searching within your business’ industry. E.g. if you own a bakery, some popular keywords might be scones, bakery, cake, freshly baked, homemade etc. Once a search has been conducted on the Adwords site, Google AdWords auctions keywords based on analysis and decide on which keywords will rank higher or lower for the particular search that has been made.

TIP: Adwords will reveal which keywords have a high impact as well as which have a high cost. Although usually synonymous with one another, the trick for effective digital marketing is to look for high impact keywords with a lower cost per click.

Note on Pay-per-click (PPC) – Your business will only pay once an interested user actually clicks on your ad.

After selecting the Adwords you want to include in your Ad, Google Search optimises your ads that you create to appear to users who are actively searching for the keywords that you have listed and implemented.

In closing, utilising the power of Google Ads allows you to place your business in front of an audience who are actively searching for your product/service. It also provides information such as descriptions of your business, contact details, location etc…


Did you know:

  • 86% of consumers use the Internet to find local businesses.
  • 72% of consumers prefer to find information on local merchants via (predominantly) Google search.
  • 29% of consumers search for local businesses at least every week.
  • Google drives 95% of all paid search ad clicks on mobile.