Google AdWords
is one of the best places to advertise your website. Most people,
however, avoid using it thinking that they would need a big budget in
order to obtain results. Not at all, my friend, especially if your goal
is to build brand awareness rather than to generate massive traffic on
your site.
You can create mainly two types of ads on AdWords: text ads and
image ads. While less popular around the Internet, the image ads
represent a very efficient tool to build your brand. First of all
because a catchy banner will make your name or logo stick in people’s
head. Secondly, because you can play smart with the campaign settings
in order to obtain a surprisingly low cost per impression.
Image ads have a cost per click just like text ads, and you can set
this cost as low as $0.01 per click. At this range you will not get
many clicks, that is for sure. As we mentioned before, however, your
goal here is to build brand awareness, so as long as you are getting
impressions you will be fine.
My advice would be to start with the lowest possible bid and raise
it by one cent every week until you start getting the desired number of
impressions. Some of my campaigns have a CPM (cost per 1,000
impressions) as low as $0.05. That is, for every 1,000 times that my
banner is displayed I paid, on average, $0.05.
In order to create an image ad you will need to log into your
AdWords account, then click on “Create new keyword-targeted campaign.”
Afterwards just follow the instructions until they ask you what type of
ad you want to create. Notice that you will need to have a banner ready
to go, and the 468×60 format usually is the most popular one.
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