Adwords: Google's 'Pay as you go' option

Adwords Pay per Click advertising is an extraordinarily powerful tool

BOTH for its potential to make new customers aware of your company (great!)
AND to cost you the earth if you're not careful (worrying!)

Over the past 7 years, we have managed a number of Adwords campaigns both for clients and our own company. We are currently working towards a formal Adwords accreditation.

The following are key to the success of any Adwords campaign:

Identify effective and targeted keywords: Know your target market, research the keywords that they are using. We find that sets of local keywords are much more effective and economical than a few general terms which can eat away at the budget in no time at all!
Create attractive adverts: You have a total of 95 characters of text to make your impression and attract visitors to your website. Create a reason that they should visit your site.
Manage your budget : Where do you want your adverts to appear - and for how long? How much are you prepared to bid on your campaign, and how high in the list do you need your advert to appear? Without the right answers to these questions, Adwords can be a serious drain on your resources. Adwords provides an incredible range of tools to help you, but it really helps if you know your way round to start with!
Don't forget: Your website needs to make it easy for your visitors to find the result / make the purchase they want - the reason for their visit to you through Adwords.... which brings us back to the beginning all over again... website design!.

Adwords FAQs

How do we get started?

How much does an Adwords Campaign cost?

How often can we change our campaign?

How long does an Adwords Campaign last?

How much is Silverlinings Web involved

How do we get started?

When (and only when) ..... you are confident that your website is effective for your purpose ( such as selling your products and services, or creating relevant enquiries.....)

We help you set up a Google Adwords account, including payment options

We create a set of keywords which identify both your products and the area in which you want to advertise through Adwords.

Take an example: you represent a Hotel in Northampton. Your Adword keywords will not simply be Hotel (which would be VERY expensive, and not much help to people searching for a hotel in Paris,Tokyo OR Northampton) -

Instead, your set of keywords will be much more closely defined: 'hotel in Northampton', Hotel in Northamptonshire', Stay in Northampton, Stay in Northamptonshire, conference in Northampton, conference in Northamptonshire.... etc

We create one or more Adwords Campaigns to attract visitors to your website. Usually we need to create a series of adverts in a campaign to match different keyword choices.

Set the campaign budget in line with your company spending policy. This budget will also be informed by potential calculated by Google and your anticipated return on investment

Set an end date or date for review.

How much does an Adwords Campaign cost?

Google makes it easy for anyone to set up and manage their own Adwords campaign. However, with so many variables to get right, we have found the benefit of experience at almost every point in the process - so we offer to set up the campaign for a company for a one off fee of £150 - or £100 to existing JSMP Design or Hosting Clients - this is equivalent to 4 hours work.

You choose the ongoing cost of the campaign, for which you pay Google day by day. Here's an example: You choose to spend £5 per day to receive 40 visitors @ 25p each. So in a month of 30 days, the cost is £150, and you receive a total of 1200 visitors. The key question at the end of the month will be: how much business has £150 gained for me?....

JSMP charges £35 per hour for Adwords Campaign Management (min £20 spend ) - to help you understand the data, revise and modify keywords and your 'Pay per Click' bids etc.

How often can we change our Adwords Campaign?

You can change your Adwords campaign as often as you like - Google encourages you to do so, also providing an amazing selection of tools and reporting options. Once again, you have to balance the time (cost) you put into making changes against the benefit you will derive.

How long does a campaign last ?

You manage your Adwords campaign in real time - so you have absolute control over your campaign.

How much does JSMP get involved?

If you choose to invite JSMP to set up your Google Adwords account, we will help you through from 1-6 of 'How do we get started' including an initial review (we recommend about 1 month) at a cost of £150 - or £100 to existing JSMP Design and /or Hosting Clients

After this you can involve us as much or as little as you like, at £35/hour.