"The Fast-Track to Using Google Adwords"
Remember back when Al Gore allegedly said he "invented
the Internet?" Well, he didn't, it was Google. Alright,
I'm kidding, but sometimes it does appear that way. Google
has consistently launched one killer application after another,
and they weren't playing around when they entered into the
pay-per-click arena with their "Adwords" program. Adwords
is one of the largest online advertising networks, reaching
more than 80% of all Internet users.
So how does it work? You choose keywords/phrases that are
related to your products/services, write the text ads that
will be shown when someone performs a search for your keywords,
set a daily budget and the cost you want to pay every time
someone clicks on your ad (C.P.C), and you're ready to run.
There is no activation fee and no minimum monthly spend
Ads are called "sponsored links", and appear
along with search results on Google, as well as
other affiliated search engines and "content sites"
in the Google Network.
This type of keyword based advertising will help
you to reach a highly targeted audience quickly
Not only can you run text ads, but also image/animated
ads - even video. If you're a beginner at pay-per-click
marketing, I would suggest you start out with text ads.
You'll need to "learn to walk" before you run
So what does a text ad look like? It consists
of a 25 character headline, a description that is 2 lines
of no more than 35 characters, and what's called a "display
url". This url can reflect any domain you like because
when it is clicked upon, the browser will take them to your
"destination url". This is set up behind the scenes
and does not appear in the ad itself.
A 3 line text ad might sound like a lot
of room, but it's not. You've got a small area to make a
huge impact on the searcher and make them want to click.
Don't underestimate the power of a well written ad. If you
don't know a lot about how to write "good copy",
I suggest you study up. You'll want to include what's referred
to as a "call to action" somewhere in the description.
You'll also want to include your keywords if possible in
your title and ad copy so they will appear in a bold font
when your ad is displayed. For help see:
You also need to send them to the page that's most relevant
to your ad copy. This page is called a "landing page",
and you'll want to make sure it converts. A
conversion happens when the visitor performs the action
you intended. For example, signs up for your newsletter,
buys your product, etc. With Adwords
conversion tracking you'll be given a snippet of code to
paste on your web page wherever any conversion takes place.
For example, your thank you page. This allows you to track
how well your pages are converting. You can also use Google
Analytics. For more see
Now that landing page load time is being factored into "quality
score", you'll also want to pay attention to your page's
load time. Quicker is better. For more information on this
Now, let's talk about keywords. The biggest mistake most
people make is choosing single keywords. You're much better
off with two and three word combinations. For example if
you sell dog food, instead of targeting a
generic term like "dogs", you'd be better off
selecting "dog food". Remember, these keywords
will be responsible for triggering your ads to appear, so
do your homework and choose wisely. Targeting the wrong
keywords can be a very expensive lesson. For help in choosing
keywords use Google's tool located at-
When setting up your keywords, you'll also need to choose
what's called a "match type". Here are your options:
1) Broad Match: The default setting.
enter your keywords in any order and your ads
appear. Not the best option for targeted traffic.
2) Phrase Match: Your keywords must appear
the exact order for your ads to appear. This is
more targeted than Broad Match.
3) Exact Match: This is the most targeted
The searcher must type in your key-phrase
exactly for your ads to appear.
4) Negative Match: You choose words you
want your ads to appear for when searched upon. For
example, typing in the word “-free” would stop
from appearing if someone typed that word before
So who decides which ads will appear at the top? This is
called "ad rank". Ads with the highest ad rank
will appear at the top. Here's the formula, at least at
this time as it's always open to change.
Ad Rank=C.P.C. (cost per click) X Quality Score To understand
this formula you'll need to know what factors go into "quality
Quality Score is determined by :
1) How relevant the keywords and ad copy
are to the search query.
2) "The historical Click-through rate of the
ad, and of the matched keyword on Google".
3) It also includes your account history,
which looks at the click through rate of
your keywords and ads.
4) Landing page load time.
And, according to Google "other relevant factors".
One tip to increase your ad rank is to increase your cost
per click, and improve your ad copy and keywords in order
to increase your quality score.
Ad ranking is determined slightly differently for the
search network compared to the content network. For the
content network it looks like this:
Ad Rank= Content Bid X Quality Score
What is the difference between the Content Network and Search
Network? Good question. I thought you'd never ask. This
is another option you'll have to decide upon when setting
up your account. If you choose "search sites",
your ads are displayed on search results pages only. Google's
search network consists of: AOL, Netscape, Earthlink, Compuserve,
AT&T, Worldnet, Ask.com, Shopping.com, Froogle and of
course Google itself.
If you choose for your ads to appear in the "content
network", this includes community websites, online
publications and other information based sites that
choose to display Adwords ads. Partners in the content network
include sites such as: Google's Gmail, About, Lycos, NYTimes.com,
Infospace, Reed Business, HowStuffWorks, Business.com, Food
Network, HGTV, MarthaStewart.com
and many other content based websites.
Ads are targeted to the content of the individual pages.
You'll also have some control over where your ads appear
and don't appear with what's called "placement targeting".
You can actually pick and choose from websites you'd like
your ads to appear on, or not to appear on. For more on
placement targeting see http://tinyurl.com/5zwfy9
You can opt in to both search and content networks, or just
At this point you're probably thinking this is a lot to
learn. And you're right - it is, but there are plenty of
online resources to help you such as:
Adwords Help Center
Google is a powerful Internet giant and makes for a mighty
advertising partner. Make sure you harness some of that
muscle, and you too can become an Internet force to be reckoned with.