pay per click advertising - Getting Googly - A Quick Introduction to Google Adwords
by Chris Malta
So What is Google AdWords?
Google AdWords is simply an online advertising solution that companies who have a web presence can use to drive more traffic to their site. Here are the facts, at a glance:
- 1. Google sells the space along the top and sides of their search engines to site owners interested in getting more exposure.
2. Site owners bid on keywords that relate to their product or service.
3. When users perform a search on Google using those keywords, the site owners' ads display as text-links in a column next to the organic results.
One of the things that set Google AdWords apart from their competitors is the way they rank their sponsored ads. Most search engines let you bid on keywords, awarding the top spot to the highest bidder.
With AdWords, your per-click bid amount is only one factor. Google also takes into account the relevance of the text in your ad, and the number of times your ad is clicked on, and gives you a "quality score". If your quality score is high enough, you can actually bump off the guy above you who pays more per-click, but whose ad gets clicked on significantly less than yours.
Writing Effective Ads for Google
According to Frank Travisano, president of Linkateer.com, a leading search engine optimization company, "When you are writing an ad for Google, selecting the right keywords is critical." Since you are paying each time someone clicks on your ad, you don't want a lot of misguided shoppers visiting your site and running up your tab.
Target your market as specifically as you can.
In other words, if you have a pet food store that offers organic, all-natural pet food, advertising for "pet" or "pet food" isn't necessarily focusing on your target audience. Your target is consumers who are looking for all-natural, organic pet food. So your keywords need to reflect this. "That way," Travisano explains, "you're bringing shoppers into your store who are looking for exactly what you have to offer."