Google AdWords-- the Customer's Process Model

Google AdWords is a service which displays advertisements in the form of sponsored links for businesses whenever relevant keywords are searched through Google's search engine. Customers pay for the service based on the quantity of clicks the ad receives.

From one perspective advertising this way can help a business expand its its audience via the internet, especially since Google is the most popular search engine. However you can also say that AdWords is targeting a particular audience since a customer's ad is only displayed if specific keywords are searched which already related to the ad. This indicates that the person searching on the internet is interested in the customer's product and is likely to be attracted to the ad then click on it.

AdWords is quite user-friendly which makes it ideal for small business owners or start-up companies. It is easy to use Google's keyword tester which generates potential keywords based on the content of a customer's website or their suggestions. The keyword estimator estimates the cost of each keyword. If a customer does not already have a website, Google can even create one for them. After the AdWords is set up customers can get Performance Reports which show the number of clicks, impressions, and conversions yielded by a particular ad. To further analyze their business's online performance a customer can use Google Analytics or other tools provided by Google. This certainly makes Google AdWords really convenient.

The attached image is a business process model for a Google AdWords customer. The model shows the internal sequence of events the customer might follow to implement an AdWords campaign. The diagram is divided into two pools. 1 is an abstract process which shows Google's role. The other is the internal process of the customer divided into 3 swim lanes for each department involved (Digital Marketing, Advertising, and Accounting). Some of the processes may repeat depending on how many times an ad is revised. The diagram begins with a request by the Digital Marketing department to Advertising to make an ad. It ends with decision to discontinue the ad because it never got approved or it is was run, but is no longer generating a profit.