Read the following excerpt from my book ‘The NZ Small Business Superhero’s Marketing Handbook’ and discover how article marketing can help increase incoming links to your website…
Google Adwords ads are the small text ads that often appear on the right and above the main search results.
Advertisers specify their ads to appear when a certain search term is used by a searcher, but only pay when the ad is clicked, meaning advertisers only pay for actual visitors to their site.
So, how does it work? In a nutshell, you create ads and choose keywords, which are words or phrases related to your business. When people search on Google using one of your keyword phrases, your ad may appear next to the search results.
There is no charge for the ad’s appearance, only when a searcher clicks it. Advertisers bid on how much they are prepared to pay per click, and then these bids are taken into account when ranking the ads that appear for any particular search. However, the amount you bid is only part of the ranking system. Google also assesses the relevance of each ad to appear for that particular search term in its ranking formula.
Because the advertising model is “pay per click” you are only paying for pre-qualified visitors to your site, who already have an interest in your area of business.
Google displays up to eight ads on the right hand side of each results page (with up to three ads above the main, organic search results), with the ranking of the ads depending on how much the advertiser has bid for the particular search term, and also the “quality score” that Google assigns it. Google makes 90% of its income from these ads (which are also displayed on a huge network of private websites), and the average cost per click is around a dollar, but can range from several cents to several dollars per click and beyond.
Advertising placed through Adwords can appear in a number of places. The most well known is on the Google search results pages – on the right and sometimes at the top – of the main Google search results. However, ads also run on other search engines’ results pages, as well as on a huge network of private sites which sign up for the Google Adsense programme. This advertising programme means any private website, with content related to the topic of the keywords in a campaign, can run Google Adwords ads.
Google’s technology analyses the content of a page designated to carry ads, and automatically selects ads from relevant Adwords campaigns to place on the pages. When the ads get clicked, Google shares the click charges 50/50 with the owner of the website running the ads.
You may have seen small text ads on many websites with an “Ads by Google” heading. These are Adsense ads, and originate from the Adwords programme. You can specify in your Adwords Campaign Settings whether you want your ads to run on the Google search results pages only, on other search engines’ results pages as well, and/or the content network.
To read more, you can purchase my book ‘The NZ Small Business Superhero’s Internet Marketing Handbook’ by clicking here.
