by Eric Ruark

Created on: January 30, 2009   Last Updated: March 02, 2009

GOOGLE ADWORDS AN EASY WAY TO ATTRACT CONVERTIBLE LEADS

Google Adwords is an easy way to attract convertible leads to any business. Unlike traditional media such as newspapers or TV or Radio ads, Google Ads target people who are already predisposed to buy a particular product or service. This gives every business using an on-line ad an edge over any competition still using traditional advertising media.

Adwords ads are a Pay Per Click (PPC) medium. A business only pays when an interested party clicks on their on-line ad. This allows each business to have real-time control over each ad. A marketing director can see which ads are pulling, where, and what the conversion rate is for each prospect turned into a buyer.

CREATING SPECIFIC ON-LINE AD KEYWORDS

The first step in the process is to create an ad and choose specific "Keywords" that potential clients will use to look for the product or service. Each time a potential prospect searches using one of those keywords, the on-line ad will appear on the right hand side of the Google search page. (The Adword ad will appear based on how much the business is willing to pay for each click and the size of the advertising budget.) Each time the Google ad appears, the potential customer has the option of clicking on the ad and being redirected to the advertiser's website or order page.

FOUR WAYS TO REACH MORE CUSTOMERS.

Each business using Google Adwords has four ways to attract potential customers.

Businesses can choose only to have their ads appear when the potential customer has typed in an "Exact" match to the keywords the business has chosen. Or they can choose to appear on search pages when the customer has typed a "Phrase" match. Like a keyword match, a phrase match is just that. The ad appears when the potential customer has typed in a specific phrase or specific order of words. The final word match is the "Broad" match. Here the Adwords advertiser builds a wide range of phrases around specific keywords or variations of the keyword.

The final way to reach customers is to use the Google Content Network.

Google partners with other networks such as the Food Network, New York Times, Earthlink and others to have the Adword ad appear on their searches when one of their clients types in a Google keyword. Again, it is a PPC and whether or not a business "opts-in" depends on the depth of the advertising budget.

TARGET MARKETING

For smaller or regional businesses, Google will also set up the Adword ads so that they will only appear to people searching in a particular city, state or region of the country. This allows any business any where to test regional markets all across the country or around the world.

PPC and Google Adwords give each advertiser the ability to fine tune the message that attracts the most leads. Refining keywords and choosing the where and when enables each advertiser to maximize the Return on Investment (ROI) for each advertising dollar spent.

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