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Google Adwords Overview
Google Adwords is a powerful form of advertising that puts YOUR
message right in front of a prospect at the very moment they
are seeking what you offer.
Sound too good to be true?
Well, believe it, because it is 100% true.
Adwords is Google's version of pay-per-click
or PPC
search engine advertising.
The Adwords system is a highly effective advertising channel
that allows for unprecedented ad targeting, ad timing, budget
control, flexibility and results tracking. When utilized properly
a Google Adwords campaign can deliver an amazing return on your
advertising investment.
What makes the Adwords system so great? There are a number of
benefits to pay-per-click
advertising in general but the Google system offers some
significant advantages over competing PPC providers
Google Adwords Advantages
Instant Activation - Once you have created
a Google Adwords account, your ads begin running almost immediately.
Everything is done online, from setting up your account to creating
your keyword list and ads, to tracking results. Other PPC systems
can take up to 5 days or longer to get up and running.
Ultra-Low Start-up Costs - Getting started
with Adwords costs just $5.00 (US). After that you are billed
for your "clicks" on a monthly basis after the fact.
Other systems can cost as much as $199.00 (US) and many require
you to prepay for clicks or provide a deposit of funds prior
to ads running.
Immediate Updates
- Changes to your keyword list, ad text, the page your ad points
to and so on are all managed online and in near real time with
the Google PPC system. Not so with many competing systems.
Quality Ads Rewarded - The search engine
Google is all about relevance and that is carried over to the
Adwords program where advertisers are rewarded with better ad
placement if their ads are actually clicked on more often than
competing ads. The more relevant your ad is to the keywords that
triggered it and the better it is worded the more frequently it
will be clicked on. Google earns revenue from your ad ONLY when
it gets clicked on. All things being equal, ads positioned higher
on the page will be clicked on more often. So, if you are ad
performs well (gets clicked on frequently) Google knows it will
get clicked even more often if they place it higher on the page.
Google "does the math" on the click-through rate of your ad,
combined with the cost-per-click, and compares that to competing
ads. If it is determined that your ad will ultimately generate
more revenue it is rewarded with a higher position on the page
without an increase in cost... A genuine win-win situation.
Other PPC systems simply display ads from best position to
worst based strictly on the maximum amount the advertiser is
willing to pay for a click.
Geographic Control
- The Google Adwords system allows for unparalled control as
to where an Internet user must be located in order to view your
ad. For example, if you run a local "delivery only"
pizza business in Toronto, Canada there is no point in having
people in Miami, Florida view your ad. There a number of ways
that you can set the geographic parameters for your ad delivery
from country-by-country, to state/province, to city and even
distance from your location and other even more specific criteria.
Of course, the system is not always completely accurate due
to the nature of the world wide web. In some instances a user's
geographic location is inaccurately reported by their Internet
service provider. Having said that, there are a number of techniques
that can be used to compensate for this that a Qualifed Google
Adwords Professional would be able to assist you with.
Ad Reach Options - All Adwords ads are displayed
on the Google web site for the countries/regions you choose.
In addition, you can elect to have your ads displayed on other
"search" properties. These are web sites that are
not primarily search engines but do offer "Google-powered"
search options on them. As well,
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