Google Marketing
Marketing is the essential business process of selling products and services to identified customers. Google marketing is a holistic generalized term that has come to include a host of interrelated disciplines, including Google search engine marketing, Search Engine Optimisation, and copywriting.
Google is a company based in California, USA, that runs the world's single most popular Internet search engine. Created in 1997, Google literally changed the face of the Internet. Today, Google's website is the primary source of information people go to whenever they want to search for something on the Internet. Search engines maintain an ever growing database of websites, sorted semantically to aid web site searches. The mere fact that Google can direct people to products and services has spawned an entire marketing industry. Google Marketing is often used to refer, however, to the most popular Pay Per Click marketing program on the Internet, known as Google Adwords.
Google Marketing is both an art and a science. It can be said that Google marketing is concerned with getting your products across to customers by using Google search engine as a medium. Google Marketing can include organic Google Marketing, paid Search Engine Marketing,
Google organic Marketing is primarily concerned with Google's organic search engine listings. When a website searcher types in a keyword, the subsequent search results page (SERP) provides a list of ten most relevant websites to that particular keyword search. These are located on the lower left side of the page, and comprise the bulk of the content of the Search Engine Results Page. These ten results possess one of the most prized pieces of virtual real estate on the Internet. The endeavour to get listed in those top ten positions is known as Search Engine Optimization. This is one of the most difficult tasks Internet marketers have to face. Competition for highly prized searches is intense and brutal. Search Engine Optimisers (SEOs) resort to a range of tactics, ranging from the mundane to the highly unethical.
In contrast to Google organic marketing, inorganic or paid Google Marketing is a whole different ball game. Paid marketing involves Pay Per Click advertisement on the Google search engine, it's search network partners and its content partners.
Paid Google Marketing on the search network is the most effective. You can advertise on google.co.uk, google.com and other partners that Google powers the search for. This includes Ask.com, Virgin Media, and BT Openworld. Paid search Marketing is where adverts are placed against searches for keywords that you want your advert to appear against. Should you wish to advertise under 'flowers' then your advert will be triggered. The cost to the advertiser is based on a cost for every click on the advert, or Cost Per Click (CPC). The price of this click is dependant upon how much the advertiser is prepared to pay for each click received. The more that you are prepared to pay the higher the position you can achieve on the results pages, however the position of your advert is not solely dependant upon your CPC. It is dependant upon the targeted nature of your advertising on Google and is measured using Google's Quality Score algorithm. The position that everyone wants to achieve is the top three positions so that you appear in the coloured box at the top of the listings.
The other side to Google Marketing is advertising on it's Content Network. This network is made up of over 1 million websites who have applied to receive relevantly targeted adverts placed by Google on their site. For example, a website that is dedicated to giving local knowledge of housing markets across the UK have applied to be on Google's Content Network. Therefore, Google will strategically place adverts to do with property on this site. The algorithm used to determine how relevant a website is to an advertisers' adverts is called Smart Pricing. Pricing for this form of advertising is based on a CPC basis, the same as the Search Network. You can also create text, image, or video adverts to be strategically placed by Google. Again, the same as the Search Network, the adverts are contextually targeted therefore are placed according to relevance between keyword content on the website in relation to the keywords used to trigger the adverts.
Through advertising on Content Network sites this does improve the volume of traffic to the site. It does also improve the volume of conversions and also statistically improves traffic and sales through Google.co.uk by 22% (through research by Google and MSN). It is also a great tool for building up the awareness of your company, products or services sold.
