Google AdWords is a pay-per-click advertising tool run by the search engine Google. A business creates text advertising copy and then picks keywords and key terms that define the business and the target markets they want to reach. That business then bids on how much they are willing to pay for that keyword to appear on a Search Engine Results Page (SERP).
The more a business pays per keyword, the higher the ad will appear in the results. Best of all, the business isn’t charged for the ad to appear on the SERP. They are only billed when the ad link is clicked, taking the visitor to the business site. Before getting into the specifics of Google AdWords though, here is a brief history of pay-per-click (PPC) advertising.
History of Pay Per Click Google AdWords
Jeffrey Brewer and Bill Gross of GoTo.com (currently part of Yahoo) presented the first PPC search engine proof-of-concept at the TED8 Conference in 1998. Although Google began setting up search engine advertising in December 1999, it wasn’t offered to the public until October 2000. The concept went largely unnoticed because advertisements were charged per thousand impressions (CPM). Taking a page from Yahoo, whose ads were PPC since its introduction in 1998, Google switched to charging per page click. The concept then gained momentum for Google and attracted businesses both small and large.
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Picking the Right AdWords
Google offers their advertisers a keyword tool that allows them to research what keywords are being searched on Google. These results can then be compared to what others are spending on advertising per keyword. As an aside, the added benefit of this keyword tool is the terms that are returned in the query can also be used for creating SEO sales copy on the site, but that’s another topic of discussion.
The more popular a search term is, the higher the cost to advertise for that keyword. What makes AdWords so appealing is that the business can choose words based on their budget and still get a target response.
For example, popular words are expensive if a business wants top placement. They can still choose to advertise at these words at a lower rate. They simply won’t be as high in a SERP. The real benefit, however, comes from lesser-known keywords that are still searched. A business might not get as many hits, but the hits they receive have targeted value. This means that users who search these keywords are more likely to be interested in the advertised website.
A business can spend anywhere between tens of dollars or thousands of dollars per month on keywords, since there is a great deal of control over how keywords are purchased. Best of all though, users can decide what keywords and terms their money is spent on, and can change their marketing campaign at any point to use other keywords.
Why Google AdWords Aren’t Enough to Equal Sales
Businesses can increase overall website hits by using Google AdWords, but that doesn’t guarantee sales. Once customers are driven to the website, it is up to the site design and content to entice customers to make a purchase. Successful websites usually include the following:
Content that focus on the customer, not the business.
Discussing the benefits (how life will be better for buyers), and not just the features (what is offered) of products and services.
An attractive site so customers feel secure doing business. Poor design equals poor sales.
Important information about the business (address, phone number, return policies, etc.) so customers feel the business is dependable.
Google AdWords is indeed a great way to drive traffic to a website, and the program allows customer to tailor a keyword campaign specifically for their needs. In conjunction with an informative and well-designed website, Google AdWords can help a business increase web sales.
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