To advertise on Google there are some basic things you need to go through.
- You need a gmail account. All service providers require that you use one of their email services. This is no different from yahoo or bing.
- You need to set up Google Analytics. This is actually very good even if you are not going to advertise on Google. This service is free and works as per below:
a) You register your website with Google and you need the admin ID to complete the setup to verify that the site is indeed yours.
b) Then you set up analytics where you can check daily for the traffic onto your website. You will get a report showing you region by region, city by city, country per country, etc.. of how many people visited your wite. This helps you to determine where your customers are and then you can market to them. If you want to expand, you look at the regions with low or no traffic and then you run a campaign to get to them.
c) Once you get your analytics, it can help you determine how much money you want to spend on your campaign.
d) Be very careful in defining what your objectives are. Do you want every #Ugandan who clicks on your ad to cost you money? Because some click and do not buy. Google works almost like Facebook (you should have read my other article on Facebook advertising). You basically put money upfront via credit card of paypal. For example if you want to spend $200 a month, you prepay or give a credit card to be charged. You indicate that is your maximum for the month.
e) Google Ads work on a bid system (unless you have unlimited cash). Google and even Facebook work on a bid system. Let us say you and I are advertising the same product or service to the same population and age group. My competitor sets up $0.50 per click and I set up $0.05 per click, his or her ads will get priority over mine. Mind you, we can also choose during which local time we want our ads to run. So if his or hers are not running in the time I need mine to run, then I do not have a competitor.
3) Then there is SEO (search engine optimization) which mostly uses key words. So your website or ads need to use unique words which will help you to get found. For example, if you type into Google “Uganda” and hit a search, do not be surprised if you find me as your competitor on the first page of search results. Talk to your webmaster about SEO and key search words.
4) If you can get the above going, you will grow your business and expand into areas you did not know existed or had never thought about.
Remember the world is now a global village. Sure I am throwing a lot at Uganda but the time is now. Any later might find you too late. Read, learn, pay attention, ask questions. Below is a link for Google Analytics setup and Google Ads setup. Good luck in your work. Grow your business.
Martha Leah Nangalama
The writer is an IT analyst for an Oil company and has experience in online marketing, sales and payment collection. All my opinions are mine alone and do not reflect on my employer or any organisation I am affiliated with.