Google Adwords
Clare Lawrence 24th May 2004
Buy Text adverts linked to your keywords using Google's Adwords programme.
Unlike many of the leading search engines, Google has kept away from charging web site owners for a listing. Instead it offers a pay per click services known as Google Adwords, which are targeted using the same search engine technology as its natural search results.
The price per click varies depending on the popularity of the each keyword, varying from a few cents per click up to ten of US$'s for the most sort after phrases.
Adwords are very successful which in part reflects the popularity of Google as a search tool; if you're typing in a key phrase you are seeking websites on a particular subject. Additionally the size of the Adverts mean you have to be focused in your message.
Getting an Adwords campaign live is very straightforward and can be completed and on-line in around 30 minutes. The steps being:-
a) Select your Geographic market
b) Create an advert group
c) Choose your keywords
d) Use the suggestion tool ( to broaden out your keywords )
e) Select your maximum cost per click
f) Set your daily budget
g) Enter your personal details
h) Confirm your mail address
i) Pay using a credit card.
Advertisers spending heavily are offered additional support by the Google team, though most users find the self service tools sufficient.
Useful tips:-
a) Vary the price of add up and down until you find a price and click rate that works best for your site. Remember that the on-line advertising market is very dynamic so what works for a few days or weeks may need to be tweaked.
b) Vary the text by adding extra ads, review the performance of each, and drop the lower performing ones.
c) Try selecting a less popular phrase but seek a higher or top ranking, often this can be more cost effective than taking on the competition in the more popular phrases.
d) Don't panic if you have a bad day, you need to monitor results over weeks and months.
e) Experiment with offering ads in countries other than your own.
