Pay Per Click Advertising on Google is the fastest and easiest way to get your company or brand out in front of millions of people daily! PPC Advertising allows anyone to pay their way onto the first page. You can have ads running on Google's first page in a matter of hours. What does that mean for you and your business?
Profit.
Before you hop on the Google bandwagon, there are a few basic concepts...fundamentals. You are going to take the time to educate yourself about how this PPC stuff works.
Lets start from the top. The first topic is keyword and market research.
There are two keyword strategies: search and content. "Search" is more of an order taking strategy. Search ads are displayed on the top and the right side (the small 4 line ads in blue) when someone types in a query in the Google search box. Search is a very direct strategy that requires your keywords to stay extremely relevant, and your add groups clean and tight. Just remember, when you are advertising on the search network, expect to pay more for keywords compared to the content network. This is expected, you're paying for more targeted traffic.
Advertising on the Content network is more of a push strategy. You are basically buying space on websites. The keywords you choose will determine which websites your ads will be displayed on. You can place ads on any keywords that you think the market may be interested in your product or service. Relevance is less important on the content network.
When you are thinking about keywords, brainstorm what words your target market is typing into the Google search box, always remember there are tools that will help you learn how popular a keyword actually is.
Start looking for keywords on Google.com, just start typing in words that are relevant to your product or service. Lets say you type a word in and all of the sudden you see an advertisement by your competition. That is a little golden nugget, write that word down.
It's a lot like fishing. When you see a boat spending hours in one spot, you know there are fish in the area. That is how it works on Google. Because people have to pay for advertising space, they will not maintain a top spot on the first page of Google for very long with out it being profitable. So, go and find your competition and write down those keywords. Once you have your list of keywords you'll want to use a great free tool called Google Insights that tracks keyword trends. This is a fast way to find out how popular that keyword is and also pick up some more keyword ideas.
I can not tell you if you should use "search" or "content" or both, but realize that they are slightly different (as mentioned above). The most important tip you can take out of this article is the one I am about to give you. So remember this! It will save you a ton of money. Be sure to set up different campaigns for "search" and "content". They must be run separately! When you run them together, your numbers become diluted and it is almost impossible to optimize your campaigns.
