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 activatíon fee and no minimum monthly spend amount.
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 and easily.

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:

http://www.google.com/adwords/learningcenter/text/18779.html

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:

http://www.google.com/analytics/

ow 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 topic see....

Google AdWords Help Center

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-

Google Keyword Tool

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. Searchers can enter your keywords in any order and your ads appear. Not the best option for targeted traffíc.

2) Phrase Match: Your keywords must appear in the exact order for your ads to appear. This is more targeted than Broad Match.

3) Exact Match: This is the most targeted option. The searcher must type in your key-phrase exactly for your ads to appear.

4) Negative Match: You choose words you don't want your ads to appear for when searched upon. For example, typing in the word "-free" would stop your ads from appearing if someone typed that word before your key-phrase.

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 score".

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 improve your ad rank is to raise your cost per click, and improve your ad copy and keywords in order to up 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. You can opt ín to both search and content networks, or just one.

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

Adwords blog

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.

About The Author
Article by Merle. "The Tricks to Paying for Clicks". Learn everything you need to know about pay-per-click search engines at..

For SEO Services visit: http://seoland.co.uk, http://qvtechnologies.com

Search Engine Optimization and SEO Tips

Conduct an Internet search for Search Engine Optimization (SEO) tips and you'll quickly find a great many sites that are eager to pass along SEO tips but violate some of the Universal SEO Truths that they endorse. Ironically, these sites rank well for the keyphrase "search engine optimization tips", but the SEO tips that you seek are:

1. Buried in dense blocks of text which make them difficult to find.

2. Featured on sites so unappealing to the eye that you don't care whether the content is good or not.

3. Bracketed by distracting ads that encourage you to Buy Their SEO Book!

For SEO Services visit: http://seoland.co.uk

Conduct an Internet search for Search Engine Optimization (SEO) tips and you'll quickly find a great many sites that are eager to pass along SEO tips but violate some of the Universal SEO Truths that they endorse. Ironically, these sites rank well for the keyphrase "search engine optimization tips", but the SEO tips that you seek are:

1. Buried in dense blocks of text which make them difficult to find.

2. Featured on sites so unappealing to the eye that you don't care whether the content is good or not.

3. Bracketed by distracting ads that encourage you to Buy Their SEO Book!


A Social Community for Webmasters!

Please bear in mind that achieving success through search engine optimization is highly dependent on a wide range of factors and any ethical Internet marketing consultant will tell you that up front. Some rules will apply to your website and some will not. But even when everything is done correctly, ranking well doesn't happen overnight as some sites lead you to believe. It takes time but if you're willing to be patient, search engine optimization will help you and your business achieve its goals.

Additional Search Engine Optimization Tips

1. Know Your Target Audience – Before any code or content is written for the site, think about your target audience and keep them in mind at every stage of site development. Consider age, gender, and especially, think about the things that will make your target audience want to visit your site often.

2. Build a Clean, User-Friendly Site – Web users have very short attention spans and the decision to linger at your site or clíck the Back button is made in a few seconds. Build a site that's easy on the eyes and structure it so that information can be found quickly and easily. Use bulleted lists, subheads, bold important text but don't overdo it, and use clean, intuitive page layouts. Avoid building pages with frames, .PDF's, and Flash. By the time these pages have loaded, your viewer is probably long gone.

3. Well-Written Content – Make sure the content on your site is well-written, gets right to the point, and doesn't insult the intelligence of your readers with wild claims and hyperbole. Good content encourages readers to explore the other pages of your site and creates high-quality inbound links.

4. Let Keywords and Keyphrases Occur Naturally – Both search engines and readers alike will notice obvious keyword stuffing immediately and your credibility will suffer. Let the words and phrases that you want to optimize occur naturally in the content without overdoing it.

For SEO Services visit: http://seoland.co.uk

5. Use Short, Relevant URLs – Give your page URLs good file names which include the keywords optimized for that page and definitely avoid query strings. Try to limit page titles to relevant words separated by hyphens. For example, instead of ".com/seo" try ".com/search-engine-optimization-tips" or ".com/seo-tips. "

6. Good Meta Descriptions – Keep meta descriptions between 200-250 characters and make them relevant to the page and informative. Good meta descriptions raise confidence that the page will contain the information that web users seek therefore making it more selectable.

7. Quality Inbound and Outbound Links – The quality of your inbound and outbound links far outweigh quantity for SEO purposes. Link farming is frowned upon by search engines and readers alike. If someone clicks on an outbound link from your site, make sure that it takes them somewhere interesting and informative or they're not likely to clíck on another.

8. Limit Keywords and Keyphrases – Feature two or three optimized keywords and phrases on each page and again, make them occur naturally in the content. If you want to rank well for other terms, simply build other pages optimized for those terms.

9. Update the Content Regularly – Add new content to your site on a regular basis. It gives your site visitors something new to read and the search engines will be inclined to index your site more frequently.

10. Avoid Unethical SEO Methods – Link farming, duplicated content, cloaking, spamdexing, and other attempts to fool search engine crawlers will get your site penalized and buried where no one can find it. Search engine algorithms are increasingly sophisticated and Black Hat SEO methods will destroy any possibility for ranking well.

These are just a few search engine optimization tips for you to consider that will help your site rank well and there are many, many more. For a more thorough understanding of how these strategies and others work together to bring positive results, explore the other pages of this site and contact an experienced Internet marketing expert. The guidance and counsel of an ethical search engine marketing consultant is the best SEO tip of all.

About The Author
Brick Marketing offers full service Website Marketing services such as: Search Engine Optimization, Pay Per Clíck Management, Social Marketing, Blog Services

For SEO Services visit: http://seoland.co.uk