External Relations

About Google AdWords

What is AdWords?

Google AdWords allows you to run adverts on Google search and affiliate web sites, based on keywords. You only pay for the ad when it is clicked. The amount you pay varies depending on the competition and popularity of the keyword.

Google AdWords
 

Can AdWords help me?

AdWords has a far higher click through rate (CTR) than poster campaigns and magazine ad campaigns.

It can get you far higher exposure and conversions for a smaller budget.

What if I want to run an AdWords campaign?

AdWord campaigns are currently run centrally. If you are interested in running one, or wish to find out more, contact guy.berresford@nottingham.ac.uk in the web team.

The following guide provides advice on running AdWords campaigns and tells you what we need to know in order to run them.

Download our Google AdWords guide

Download Running Online Marketing Campaigns Guide.

 

 

Why do we run them centrally?

The degree of success can be measured in Google Analytics and compared against other campaigns.

The more campaigns run from a single account, the cheaper those campaigns become.

We gather experience centrally of running AdWords campaigns, so we can run them more efficiently in the future.

How do I pay for the ad?

The University AdWords account charges to a credit card. That credit card is paid off via a project code.

Units are requested to send funds to the project code  before the start of the campaign, to ensure that funds are available when the bill needs to be paid.

What does it cost?

  • University of Nottingham AdWords campaigns normally cost about £1 a click.
  • The more budget that is available, the longer the campaign can be run.
  • The norm is a budget of £500 which lasts 2-3 weeks.
 

What we need to know

  1. Your budget
  2. Target countries (UK, global or specific countries)
  3. Any keywords you wish the ad to appear for
  4. Any text you specifically wish to appear in the ad
  5. Any web sites you specifically wish the ad to appear on
  6. What is the desired end goal for someone clicking on an ad? We would suggest that whatever this is, there needs to be a clear call to action on the page. The page should not have multiple or mixed goals, but one clear expected outcome.

What you need to do

You will need to build a custom landing page. This is so that someone clicking on the ad knows the page is geared specifically to their requirements. Sending people to general pages and expecting them to find their own way, results in a higher bounce rate.

The landing page should specifically answer the “who” , “what”, “why” ,”where” and “when” questions our target users would be wanting answers to.

 
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External Relations

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