Most people reading this article will have at least a basic understanding of what Google AdWords is and how to use it and many might already be using it and just looking for some tips to up their game.

This introduction should serve as a reminder to those of you, but also a good overview for those with no experience.

What is Google AdWords?

Google AdWords is essentially an advertising platform run by Google and more specifically a 'PPC' advertising platform, meaning 'Pay Per Click'.

When you pay to advertise on Google AdWords, you are paying for your advert to appear on the SERPs – Search Engine Results Pages – of Google when people search for particular things.

If you do a search for anything online now – 'buy Dog Food' for instance – you'll find that the item that comes up at the top of the results is an advert.

In this case, the advert is likely to be from Amazon and it will look similar to the other ads except it will say 'Ad' in a small yellow box next to the URL.

If you look down the right-hand side of the page, you'll also find a number of other results with the 'Ads' label above them all.

This is an example of AdWords in action and that is also where your ads will be appearing. In this case, the 'keyword' is 'Buy Dog Food' and as such, that is the search term someone has to use to see those ads.

The reason that this type of advertising is called 'PPC' is that the advertiser is only charged for it if someone clicks on the ad.

In other words, if the ads show and no one clicks, then no money will leave the account.

This is very advantageous as an advertiser because it means that if the advert is ineffective, they won't be charged for it.

What's more, it means that you can effectively gain free exposure and increase your brand visibility.

Of course, there may be some situations where more than one advertiser is targeting the same keywords.

And obviously, you also don't get unlimited exposure in terms of how often your ad gets seen.

This is where the process of 'bidding' comes in – whereby the more money you pay for each click, the more often your advert will be shown and the more likely it will be shown in place of other advertisers that are targeting the same search terms.

You also get to set a budget, which is how much you are willing to spend in total for a given day. This is very useful of course because, without a 'cap' on your spending, you could find yourself paying a huge amount.

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Facebook Advertising or Facebook Ads is the paid advertising module Facebook that businesses/brands/marketers can use to drive the audience to their website and generate leads.

Facebook Advertising is one of the most immediate ways for businesses to market their content and create an impact. The Facebook Ads Manager platform is a one-stop-shop for all the advertising and marketing needs of businesses. Additional platforms like Instagram, Messenger, etc are also a part of the product mix.

As a self-serve tool, Facebook Ads allows marketers to target their audience through creative ad campaigns, boost reach, and generate leads on the busiest social media platform – Facebook!

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In essence, Google Analytics is a tool that allows us to aggregate, filter, and visualize data to understand how users interact with a website. Instead of relying solely on intuition and experience to influence business outcomes, we can access a data trail that people leave behind on the websites they use. This data trail gives businesses valuable insights into user behavior, interests, and more to take action to improve their product or service.

What is Google Analytics?

Google Analytics is a data-collecting software tool for websites that helps its users analyze various metrics, such as web traffic, visitor behavior and e-commerce statistics. These metrics are often part of a business’s digital marketing strategy.

Google Analytics is widely used because it’s effective and easily integrates with other Google products but can be used on any web design platform. Getting started with Google Analytics is as simple as placing JavaScript code in the header of your website, followed by viewing and downloading your available metrics reports.

The standard option for Google Analytics is currently free, but Google Analytics 360 has additional paid, enterprise-level features.

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If you’re not that familiar with Google Tag Manager, you are probably wondering what it is and why you should use it. Let’s answer the most common questions about Google Tag Manager.

What is Google Tag Manager (GTM)?

Google Tag Manager is a free tag management system that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code. Here’s a very simple example of how Google Tag Manager works. Information from one data source (your website) is shared with another data source (Google Analytics) through Google Tag Manager. GTM becomes very handy when you have lots of tags to manage because all of the code is stored in one place.

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A Facebook pixel is a piece of code that is placed on a website or landing page. It is used to track and measure the effectiveness of Facebook ads. When a user visits a website or landing page with the Facebook pixel installed, the pixel collects data about the user's actions. This data is then used to create targeted ads, track the performance of ads, and optimize ad campaigns. The Facebook pixel can also be used to retarget users who have previously visited a website, by showing them related ads on Facebook or Instagram.

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