Online Marketing & Google AdWords – The Basics

If you are new to online marketing (and Google Ads/AdWords in particular) Google has a free guide to help you get started. It also gives you an introduction to online marketing. Some of the basics covered in the guide are:

The Difference between Google AdWords ads and “organic” (“free”) search results

Let’s say you’re advertising your products or services with AdWords, Google’s online advertising platform. When someone conducts a Google search for terms related to your business, your ad can appear on the top or bottom of the Google search results page with an ad label. Your ad’s placement is primarily based on how relevant and useful it is to what the person searched for, your bid, and a few other factors.


The other section of the page shows “organic” search results. These are unpaid links to websites with content related directly to what the person searched for. The more relevant the site is to the search term, the higher the link will appear in the list. Your related website could appear here, but your ad won’t.

Ads on Google will only show on the top or bottom of organic search results with an ad label. Ads will never appear within the organic search results themselves.

Benefits of online advertising

Targeting the right customers: Online advertising lets you target your ads to the type of customers you want and filter out those customers you don’t want.   When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they’re searching for your products or services. This can help make sure you’re putting your advertising money towards reaching only the people most likely to become your customers.

Note: Running online ads has no impact on where your website appears in organic search results. Organic search results are determined by how relevant a website is to what someone searches for. The more relevant the site is to the person’s search term (among other factors), the higher the link can appear in the list.

AdWords doesn’t require a minimum budget. However, it is recommended that new advertisers start with an average budget of R50 to R500 per day so that your ads have more opportunities to show to potential customers.

With AdWords, you decide how much you’re comfortable spending and set your budget accordingly. This makes online advertising accessible to businesses with limited advertising budgets.

Ads on Google will only show on the top or bottom of organic search results with an ad label. Ads will never appear within the organic search results themselves.

Getting people to visit your website with online marketing/Google AdWords is just the first step. The next step is to make sure your website is designed to encourage people to do business with you (I will deal with this part of Google’s guide in the next blog post)

Questions? – Please use the comments section below, or send an email to adwords@stephenstrydom.co.za.

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