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Understanding PPC: A Primer on Using Google AdWords

By Nicole Aurelio

When you're new to Internet advertising, the term pay per click advertising can sound frightful and all-too-technical for you. In reality, pay per click advertising, being one of the most profitable net advertising venues, is actually an easy-to-understand idea.

The most popular PPC advertising network is Google AdWords. It's also Google's most lucrative source of cash. All sorts of firms, whether an e-commerce site, a brick-and-mortar store with a web storefront or one that sells services instead of physical products, can benefit in a lot of ways from employing Google AdWords.

For one thing, AdWords management doesn't require you to work long hours to get you on the first page of Google's search results. Your AdWords ad once correctly configured can come up in any search that contains your keywords less than 30 minutes after you approve it for publishing. Organic SEO, naturally, has its own benefits over using AdWords. The latter wins in the convenience dep.. For another, an AdWords ad never falls victim to the changes in Google's search algorithms. In contrast to the organic search results that appear on top of the competition one day and fighting to break into the top 5 results in the day after, your ad is usually assured an above-the-fold placement.

So how does AdWords work? When you create an AdWord campaign, you are asked to provide keywords that are relevant to your business and a link to your website. Whenever somebody searches for your keywords, your ad (Google officially calls an advert a Sponsored Link) appears on top or beside the organic search results. When the user clicks on your link, he heads to your site and you pay for that one click. If , however , nobody clicks on your ad, you're not required to pay anything.

Of course, you want users to click your link. The easiest way to make sure your AdWords ad isn't sitting pretty and pointless on top of a search results page is to select high-quality keywords that are employed by users who will essentially use your product. What do we mean by a high-quality keyword? It's got to be specific. If you're promoting a vehicle rental business for holiday makers in Hawaii, for example, use "Honolulu vacation rental auto" rather than a very general "rental auto" As the latter can bring in all sorts of people who've a deep interest in rental autos, including those who wants to open a rental auto business and people who are looking to hire a car on the other side of the world.

Your keyword also should be employed in the body of your ad to make it more relevant for the user. Not only that, your keyword will appear in bold so your Sponsored Link stands out. Apart from using keywords, you also have to write a forceful ad title and body. Of course , keywords alone will not pull users in to your website. One thing that all effective advertisements have, whether they are pay per click advertisements or otherwise, is a clear description of the benefits that folk can get from your company. You won't enjoy much in terms of space, so your copy should drive home the point within the first few words. These are some good title examples:

- "50% Off All Women?s Shoes!"

- "Fair Trade Licensed Organic Veg"

- "Office Supplies Delivery"

- "Buy Cheap Computers"

- "Don't Overpay for Airline fare- Compare Flights on Many Airlines"

A good ad copy should also incorporate an action call, eg the ones in the last two examples. An action call typically begins with a verb,eg ?shop,? ?enter to win,? Like us on Facebook,? ?click? And ?compare? And gives the user an idea of the things they can do if they click on your Financed Link.

Once your AdWords campaign is good to go, Google will ask you to set your position for the day. This is probably one of the largest advantages of using AdWords as you can continually track your marketing costs and there's no way for you to overspend. The sum you pay depends on the competition for your keyword. If there are multiple advertisers utilizing the same keyword, the highest bidder appears on top of the list of Sponsored Links.

This isn't the only real way to get on top of the list, though. If the highest bid is outside your budget, a way to get around things is to raise your keyword's Quality Score. Google determines your Quality Score by how relevant it is to the user's search. So , as an example, you would like to beat out the top-ranking Sponsored Link, a way to do it is to change your keyword or to use another keyword altogether. You may improve your home page so the keyword employed in your AdWords ad is highly relevant to it.

When your ad is in place , there isn't a reason for you to settle. The convincing power of any AdWords campaign lies in continually testing and polishing it to find out which version of your campaign brings in the most number of shoppers.

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