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With Google AdWords, unique keywords are used to determine ideal ad placement based on a specific interest implied by the search query or the site visitation choice of a web user. The purpose of this method of online advertising is to optimize lead generation and minimize overhead cost. With Google ads, the advertiser only pays when a link is clicked; thus, generating clicks and ensuring these are potential productive leads is vital.

-Narrow Target Audience-
AdWord ads can be extremely efficient, but proper keyword usage is crucial to optimizing the placement of online ads. Every business has a general market, but many other businesses also likely fall into the same market. Keywords should focus on unique qualities or services provided that distinguish a business from the general market. Search terms should be paired to emphasize these qualities. For example, "Google Adwords," "Adwords Generating Business Leads." In this case, results will be limited to the specific intent of the ad rather than general related unproductive topics.

-Refine Target Keywords-
Google ads will start reaching many perspective leads with general keywords alone; however, the key is to maximize the potential rather than the frequency of ads. Ideally between 25-50 keywords should be used. Items requiring more keywords should be broken down into separate campaigns. In this sense, a general vending site may contain the ideal amount of keywords by referencing general intent and each specific item; however, it may prove more productive to emphasize certain items with separate campaigns. Cost only comes from interest, so relevant leads are more important than general interest.

-Direction and Focus-
Once a target campaign is chosen, ads should be both direct and unique. Keywords work best highlighting specifics directly related to an item or service. In this same sense, Ads work best linked directly to services and items rather than general information or a homepage. The design of online ads should also be clear, direct, and unique. Google ads, in this case, ideally give users direct access to content in the most efficient and direct manner. In essence, they can become a wider reaching home page linking to direct content.

-Ad Placement and Research-
Google ads are placed on a page in order of assumed quality and relevance. Initially researching keywords and marketing competition can create an edge. Continued research is equally important after an ad campaign has been developed. The AdWord system allows users to monitor the success and score of keywords in real time. Once ads are reaching productive leads, minor adjustments and continued tweaking should be made to ensure higher ad placement in these instances. AdWord ads may also be further limited by location and language to ensure quality of results. The location and placement of an online ad is crucial to creating productive leads and a successful campaign.

Learn more about this author, Joseph Wigton.
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