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The word Adwords is often mis-typed as Adwrods, Adwods or Adrods when typing Google AdWords into a search engine. I had a bit of fun writing this article by burying the typos in the text, try and spot them while you are reading.
Google AdWords was launched in 2000 improving on the system started in 1997 by GoTo. Adwords soon took over as the leader in pay per click advertising by utilising the phenomenal success of the Google search engine.
Google Adwrods is a result based system meaning you only pay for actual visitors who click your advertizement and physically visit your web site. So you do not pay for ad impressions.
Advertisers using the Adwods system bid for placement in the Google search engine as well as the thousands of independent and individual partnered web sites.
By bidding for placement of particular phrases and keywords relating specifically to their business the advertiser will receive highly targeted visitors to their web site. Take the example of an internet marketing wizard who would make bids for the keyword, "marketing", and the phrases "internet marketing specialist" and "online advertising". Often there will be tens or even hundreds of keywords and phrases that a company could use to target customers.
You can start bidding for keyword position from as little as 2 cents
per click but to be successful you may need to place much higher
bids. Bidding too low may result in your advertisement not being
placed in the first few pages. Best results are obviously gained
from you ad being in the number one position. The lower down the
first page your ad is placed the less successful your ad campaign
will be, if you ad is positioned on the second or subsequent pages
you won't get many visitors to your web site. At the time of writing
this article the example phrase "internet
marketing specialist" given in the last paragraph needed around
$14.50 to be placed in the number one position.
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The placement of your Google Adrods
ad is effected by other factors determined by Google other than
your bid, for instance the actual click through rate (CTR) your
ad generates could effect its positioning in the listing for a specific
keyword.
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There are several useful tools and reports provided by Google
when you sign up for AdWords, these include a tool to help advertisers
select relevant keywords which allows you to search for keywords
by performance, popularity, cost and estimated ad position. The
sales conversion tools allow you to track exactly how many clicks
have resulted in purchases or sign-ups, giving you a return on
investment figure right down to keyword level. There are also
tools to help you stay within budget and monitor your click through
rate. New enhancements to the reporting systems allow you to see
data on impressions, clicks, average cost per click (CPC), cost,
and average position giving you a great insight into how to tune
your ads for best performance.
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Your Google Adwod ads are created in three parts, a heading, two
lines of descriptive text and a URL. They tend to look like the
Google ads you see in the right hand column of a Google search
or like the ads near the top and bottom of this page but there
are several variations on the theme. Individual web site owners
partnered with Google, such as myself, decide how the ads are
placed on the page following strict guidelines agreed to with
Google.
If your business or web site is in need of a promotional boost
you would need to go a long way to find a better method than the
Google AdWords program.
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