If you do a search at Google, you’ll notice that not only do you get
a list of all the sites that return your keyword, you also get a list of
other relevant ads on the right of the page and at the top of the
listing. These are part of Google’s AdWords program. Advertising like
this can certainly be an important part of your marketing plan. Well
developed ads with clever wording can prompt an immediate response
from the reader to visit your site. Google makes a lot of money with
this kind of advertising, and if they’re making money, you can be sure
their advertisers are too. You can learn more about Google’s AdWords
program here: www.adwords.google.com/select/
Buying AdWords advertising on Google is a relatively simple and
cost-effective way to promote your website. In effect, Google has
combined the Pay-per-Click system with their own relevancy
calculations. To get started, you’ll need to select a keyword and write
a short description. You will also have to choose how much you wish to
pay for each click, but that won’t guarantee your position.
Google advertisers enter a maximum bid per click and this is
multiplied by the click-through rate (the percentage of users who click
on the ad). That’s the score Google uses to allocate position.
So for example, if you were prepared to pay a dollar per click, and
one user in a hundred who saw your ad clicked on it, you would get a
rank number of ($)1 x 1% = 0.01.
Let’s say that gives you top position. You might then get even
more users and a higher click-through rate of 2%. That higher rate
would reduce your price to 50 cents (0.01 divided by 2%).
All very nice, and it’s always fun to pay less than you’ve said you
can afford, but how it works is less important than the fact that it does
work. All you have to do is figure out how much you’re prepared to
pay for each click, how much you can afford to pay each month, and
write a great description.
And once again, it’s the description that’s key.
Like the PPC’s, your description has to persuade users that you’re
relevant; it doesn’t have to play to the search engine’s software. By all
means repeat the keyword, but also make sure you have good, call-toaction
copy like “Grab a great deal on DVD’s today!” or “Buy now,
while stocks last!” Remember, the more clicks you get, the more sales
you’ll make and the less you’ll pay.
Always place your AdWords ad in the most appropriate category
and track the responses you receive from it. Be proactive in redefining
your strategy if you receive minimal response. You will probably need
to experiment with the wording of your ads and your keyword
selection for a while until you get the results you want.