Google AdWords, Yet Another Promotional Tool
by Jeff Colburn
Many people ask me how they can get their website listed on the first page of a
search result on Google, or in the top ten listed sites. There are actually two
ways to accomplish this.
The first, and easiest, way is to hire a firm that specializes in this kind of
marketing. They can guarantee that you will be in the top ten, and maybe the top
three, sites listed from a search. However, this service can easily cost $2,000
to $10,000 a month.
The other option involves lots of work. You will need to have good keywords, new
relevant content added to your site regularly, put this content on free article
sites, lots of links to and from your site (though Google may make this obsolete
soon), put postings on forums that cover topics related to your website and you
can use Google AdWords.
Basically, AdWords is a Pay Per Click (PPC) program that lets you bid on
keywords. PPC means that a link that will take people to your site is put on a
website that is set up with a PPC program. Every time someone clicks on the link
to go to your site you pay a fee. That's where the term Pay Per Click comes from.
Setting up a PPC campaign on Google is pretty easy.
- Target your customers by selecting from dozens of languages and almost 200
countries. You can narrow this down even more by selecting from a list of cities
and regions.
- Create the copy for your ad and select the keywords that will trigger the ad.
Google has a tool that will help you select keywords.
- Choose what currency you want to use, what you're willing to pay per click and
how much you want to spend per day.
- Create an AdWords account by providing your e-mail address and a password to
Google. When you want to activate your ad, you log into your account and give
Google your billing information.
Once this is done you can create multiple Campaigns (ads) and turn them on or
off as you wish. Then, when someone does a search, the ads that bid the highest
for the keyword used in the search are placed on a list on the right side of the
search page.
The order is determined by the highest price paid for a keyword and the
popularity of the ad. If two people bid on the keyword "Tennis," then the person
who bid $2 per click will be placed above the person who bid $1 per click. If
the $2 per click person reaches his budgeted maximum for the day, then his ad
will no longer be displayed and the $1 per click person will move to the top of
the list. Google does factor in the clickthrough rate, so if my $1 ad is below
yours, but a lot more people click on my link, then my ad will be moved above
your $2 ad.
So let's do the Yin and Yang thing to see the full story.
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