Google Adwords™ Perth > Perth Marketing Company

The main reasons adwords are expensive is because:

• The adwords platform is mature compared to other platforms like Facebook ads
• There is a lot of businesses competing and this drives up cost per clicks
• Google market adwords aggressively and incentivise new advertisers 

The cost of adwords ads vary depending on the market. Some of the reasons costs per clicks are higher in some industries as opposed to others:

• Industries like legal and professional services are prepared to pay higher costs per click as the value of a customer is high
• Industries with a very high lifetime customer value, like IT managed services are prepared to pay much higher costs per click 
• In general service industries, like plumbers and electricians will pay higher costs per click than product based industries 

The Adwords platform is powerful and can be complex. For this reason Google have a version of Adwords called Adwords Express. Adwords express is small business friendly. However, easy and friendly is not a good option for small businesses as it also tends to be the most costly and likely to get the worst results. 

The complexity of Adwords can be broken down as follows:

• Adwords campaigns contain the settings that are applied to all ads within the campaign - some of the settings include the bidding strategy and target locations
• Adwords ad groups contain keywords and corresponding ad copy - it's best to have tightly themed ad groups with a small number of keywords 
• You can enhance ads by including site links, phone numbers, locations, call outs etc 
• To get the best quality score possible ads need to be relevant and get a high Click Through Rate (CTR)
• Adwords management involves creating all of the above and then managing bids, ad copy and negative keywords to ensure costs are kept to a minimum

Adwords are important because they are the fastest way to get on the top of Google's search results. Since Google are by far the biggest search engine with the highest market share, Adwords is the fastest way to get in front of people searching for your product or service. 

Adwords ads are important because:

• They get you on top of Google search results
• Google has the highest market share of any search engine
• Adwords campaigns can be setup quickly

There are a couple of reasons your adwords ads might not be showing:

1. You have a low ad rank - fix this by making your ads and landing pages more relevant and increasing your bid. 
2. Your ad has not been approved - fix this by addressing the error message that will tell you why the ad has been disapproved. 
3. Your billing details are inaccurate and Google hasn't been able to charge your card - fix this by updating your credit card details.

Adwords campaigns are the highest level. At the campaign level you set the campaign budget, locations to target and the bidding strategy. 

Adwords impressions are the number of times your ad has been displayed on he page. 

Adwords keywords are what users type into google to potentially find your business. 

Adwords conversions track new phone calls or new leads. 

Sitelinks as the name suggests are additional links that may appear on your ad. 

Callouts are text you can add to point out specific items of interest,