Google AdWords is one of the key services managed and run by Google incorporation. It has become almost a default gateway into the world of online marketing and advertising for the hot-new beginners and as well as for the experienced and professionally instituted person. AdWords is an essential cog of the Google online advertising empire which also includes other services such as AdSense and DoubleClick. Usually, it is understood that AdWords is a go-to place for the advertisers and AdSense is a go-to platform for the people and more-than-peoples to rent advertising space to Google. Google AdWords, which is also a registered trademark, is the new breed of so called performance-based advertising. It is essentially but not exclusively a program and a platform that enables private individuals & businesses large and small to advertise on Google and its extended and tans-national network of partner websites including many other type of advertising spaces. Hundreds of thousands of businesses worldwide use AdWords for text, image, and video ads for pushing their businesses to the limits they want. It is priced on a cost-per-click (CPC) and cost-per impression (CPM) basis. Built on an auction-based system, AdWords is very famous for being a highly quantifiable and cost-effective way to reach potential customers defying national borders and ethnic contrasts.
This is a story about a bouquet of success, metaphorical one. Aryan Florist was a start-up which started using AdWords with a modest budget of Rs.200 per day to advertise their business. Advertisements helped positively and the business scaled exponentially and the company has increased its budget many manifolds. As per the latest reports, AdWords accounts for 90% of its business. It may seem much pumped up story but the core of the transition lies with the process of planting the seeds, the initial configuration of a system can have huge impact on its journey. Aryan Florist was established and self-financed by Rishi Sachdev in the leap year of 2004 with the vision and passion of catering to the floral and aesthetic needs of customers not only in India, but also those living abroad who want to send flowers in India. Initially based in Chandigarh, the company provides excellent service in all near and remote villages of Punjab. It has a clean track record of delivering flowers within 3-4 hours of ordering, even to the most remote village in Punjab. Aryan Florist has now successfully grown to cater to the floral needs of consumers in more than 100 cities of India.
While selecting the right campaign type he had selected Google’s Search Network, which includes advertising on Google Search, Shopping, Google Maps, Groups and non-Google search sites. In this type of campaign text ads are matched to search results pages based on the terms or phrases someone searches. For example, a search on Google for “flowers near Chandigarh” might show an ad that uses that phrase as a keyword. When the seed is planted with the right scientific method, one need not depend on the involvement of supernatural hogwash, the success blooms. Aryan Florist was introduced to Google AdWords in the unholy year of 2004. Rishi says that he started with a modest budget of Rs 200 per day, and today it has increased to around Rs 2000-3000 per day, due to the value derived from this online medium. Business has scaled phenomenally using AdWords, especially with specific seasonal campaigns he has received more flower orders than ever before. Rishi says that for the Valentine’s Day campaign he had tweaked the current campaigns to have ad texts and keywords specific to Valentine’s Day, and also increased his budget to as high as Rs 10,000 per day. Even when this campaign was run for a small period only (Feb 7- Feb 14), website traffic increased from 100 visits per day to 600-700 visits per day, giving 70-75 orders in that week. Also, out of these 70-75 customers who purchased his products, 30-35 still visit the website and continue to place orders. As you can read, the numbers are really satisfying even for the most cynical of among us.
“The flexibility to change your AdWords campaign budget at any time and adjust campaign geo-targeting at the country, region and city levels are the two most important features of Google AdWords.” feels Rishi. Rishi is also very appreciative of the support he received from the Google AdWords specialists, and feels that the best part is that all his queries get answered within a turnaround time of 24 hours. To maintain that level of service, Google has built a huge support network consisting not only of experts but also panels of users working as a form of feedback mechanism. As of today, AdWords accounts for 70% of its web traffic and for 90% of its business, visibly proving to be a key ingredient in the success formula for Aryan Florist. Rishi advices others to start Google AdWords campaigns with a modest budget, focus on the right keywords and ad texts and then scale-up their investments gradually.
Image Credits: Google