Why Google AdWords & Google AdSense Provide Effective Advertising

Here I have a brief analysis about how Google's philosophical design for Google AdWords and Google AdSense is unified with the their belief about the criteria of effective advertising:

a. Google AdWords only displays ads related to your search words and Google AdSense displays ads related to the web content. Ads provided by both of the two programs are nothing like irrelevant pop-up ads which suddenly show up when you browse web pages. They usually take limited spaces and are displayed as static words, which would not interrupt you unless you feel interested and click on those ads. So we think AdWords and AdSense provide a non-interruptive user experience.

b. AdWords is designed as a mechanism through which ads will only be shown on the search result page for the search of some specific key words or phrases. The design for AdSense is also consumer-targeted by delivering relevant ads that target to the site’s content or audience. So both AdWords and AdSense provide targeted advertisements for users.

c. Through AdWords, ads would only be shown to users who are already interested in some certain product categories. For example, if a web user searches “swimwear”, there will be ads of swimwear on his search result page which he might probably think it useful. For AdSense, there is a match between the web content and the ads provided. For example, in a website about travelling, some ads of trip planning or hotel booking might be useful to consumers. So basically AdWords and AdSense are useful to consumers as they are precisely targeted.

d. Google uses a Cost Per Click (CPC) model for both AdWords and AdSense, in which advertisers just need to pay for every click on their ads instead of the impressions. This model guarantees advertisers a high return on investment, without wasting money on useless impressions. Additionally, both of the two programs have made efforts in reducing the influence of click fraud on the results. Therefore, AdWords and AdSense demonstrate accountability in terms of results.

e. The process of creating an ad using AdWords is not complicated. The user chooses a keyword to bid on and write a short ad copy for the link. In terms of AdSense, you just need to sign up for the program and set up your personalized ads. Users don’t need professional knowledge in advertising or marketing to make use of these two programs. So both of the two programs are easy-to-use for consumers.

Roxy – Google AdWords Campaign Brief

To Roxy Staff:

I would like to suggest a Google AdWords campaign for your company. Here I outlined and analyzed the current situation of your company and what online advertising especially Google AdWords could do for your company. Thanks so much for your time and you’re very welcome to provide your suggestions to make improvements on this campaign.

Sincerely,

Lu Zhang



Roxy – Google AdWords Campaign Brief

Current Situation:

Roxy has been a brand mainly targeting young people and their niche marketing includes surfing, snowboarding, swimwear or some other extreme sports, in which they face a tough competition with other brands that sell similar products. Roxy has been trying to create their brand image as “fun and alive, naturally beautiful, daring and confident”.

Considering that the main demographic for Roxy are youth, the group of people who drive social media actively, I highly agree that it’s a smart strategy for Roxy to make huge efforts on social media. And actually Roxy has been so successful in that department. It built its Facebook page with 1.9 million followers. Their Youtube channel has also been updating frequently and has nearly 10 thousand subscribers.

Campaign Proposal:

Roxy has utilized those free social networks to their full potential and they should keep maintaining this positive relationship with its targeting consumers on social media. And here I would suggest that Roxy spend a small percentage of budgets into Google AdWords, which could act as their SEM (social engine marketing) campaign to achieve a high presence online through online advertising.

Benefits of Google AdWords:

The great advantage of Google Adwords is that by combing your ads with some specific key words or phrases, your ads could only be displayed to people who already have a big potential to be interested in your product or service. Moreover, you just need to pay for those who click the ad. This PPC (pay per click) model would guarantee you a high ROI (return on investment). Google Adwords is special because you could choose when and where your ads would appear and you also have a control on your investment as there’s no minimal investment.

Keywords Suggestion:

To help determine the keywords which could represent the company and describe the products they offer, Google AdWords provides a free keyword tool. Based on a consideration of both the frequency of being searched and the strength of competence for that word, I would suggest keywords like surfing, snowboard, swimwear and X-sports for Roxy.

Sample Ad Copy:

The ad copy could be “Find your Roxy-style suit for surfing, snowboarding, swimwear and X-sports!” or "Wear like a Roxy girl: surfing, snowboarding, swimwear and X-sports."

Measure Effectiveness:

To measure the effectiveness of Google Adwords, Roxy could use Google Analytics, which could provide information and data of the website traffic and the related marketing campaign. We could analyze those different keywords and find out which keywords attract most traffic to the site and which keywords are expensive and ineffective, accordingly we could adjust our campaign. Also, the CTR (click through rate) of each keyword is an important parameter to measure.