Google Adwords is one of the most popular online advertising platform for both display ads and search engine ads. Display ads are graphical banner ads that appear on Google’s network of millions of websites -- much like an online billboard. Search ads are text ads that appear when people search for specific keywords in Google.
When you type something into the Google search engine, you get relevant search results. Along with the normal Google search results, there are also paid search ads at the top of the page. These ads were created by businesses and are served to users through the Google Search Network.
Paid search ads can more effectively drive traffic to your website than other online advertising options because the ads are only served to people who are searching for keywords that are relevant to your business.
2 Google Services Your Club Needs to Use1. Use Google Search Ads
How do you get your club to show up when someone searches “Best Club Near Me”? By creating and using a list of specific keywords that someone may use when searching for your club. Google serves your ad at the top of the results when these keywords are searched. Once you have your list of keywords, you are ready to create your ad! Search ads are always linked to one of the pages within your website, bringing prospects directly to your club’s online presence.2. Take advantage of the Google Display Network
The other way that Google Adwords serves ads is through the Google Display Network. Have you ever been surfing your favorite website and noticed all of the ads decorating the edges of the webpage? Those are display ads are likely hosted on the Google Display Network.
The best way to use display ads is to target prospects who visit your site, but do not buy. This is called re-marketing. You can also target by topics your ads are relevant to, such as fitness, and what audience type you’re looking for such as men between the ages of 20 and 25.
How to get started
Of all digital marketing channels, paid advertising is probably the most difficult to get started in. Finding a good consultant or reading a few books is the best way to start. Then, just sign up for an Adwords account and start experimenting with the platform using a small budget.
This post is part of a 12-part series about Digital Marketing for Health Clubs. Check out the other posts in the series below. This table of contents will be updated weekly as new posts are published.
- Digital Presence: Website, Blog, Mobile App
- Engagement Channels: Email, Push Alerts, Social Media, Mobile Rewards
- Attraction Channels: Online Directories, Display Ads and Search Engine Marketing, Mobile Referrals and Traditional Tactics
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