Google Adwords

Google AdWords allows businesses to create ads and target specific keywords. As people search for these keywords, the paid ads appear in Google paid search results.  Here is an example of what that means. Our search is for Toyota Auto Repair Portland Oregon. Below there are three types of results. For now let’s just focus on the Sponsored links.

As you can see there are two areas for Sponsored Links, the side column and at the top of the page. I call the top section Preferred PPC area. You guessed it, this area is more expensive for the keywords and placement, but also because Google considers these sites to be more relevant.

Additional Feature: Google Display Network  Google partners with hundreds of websites, newspages and blogs that can feature your ads.  Similar to how it works with GoogleSearch, your keywords determine where your ads are shown on the Display Network. Learn more at “Google’s Step-by-Step guide” Click here to read.

When you have created a specific ad, Google can match it to a website it relates to. Example: If your company provides products for aquariums and your ad is about a special filter for aquariums, Google will then find relevant websites/blogs that are related to Aquariums.  This is called contextual targeting.

I highly recommend that you take a look at my previous post, Google and Google Tools Part I, where you will find an introduction to Google’s Keyword tool, a component that helps you chose keywords.

Remember: When it comes to marketing your business, I recommend that you use a BLEND of traditional and Web based techniques. Putting all your marketing efforts into just one basket can be costly and limits the possibilities.

FYI: There are many (Pay-Per-Click) management companies that offer PPC for Google Ad Words: Jump Fly, Inc., Netmark, Adaptive Pro and so on. If cash flow is not a problem, then I recommend engaging with one of these companies to handle your Google Ad Words activity.