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Optimizing Your Website with Google AdWords

Google AdWords is a form of Internet marketing that allows businesses – both large and small – a simple way to create targeted, cost-efficient advertising campaigns online. Before diving in head-first, it is important to understand the ins and outs of AdWords, including Pay Per Click (PPC) versus Organic Search Engine results, keyword strategies, and how to turn those clicks into dollars in your pocket.

Pay Per Click versus Organic

Google AdWords is a Pay Per Click (PPC) advertising model. Pay Per Click results usually appear as a “sponsored link” above or beside the normal “Organic” Search Engine results.

Ideally, a website would have top Organic Search Engine positions for its most important keywords and phrases. This would produce a constant stream of quality traffic to the site and cost nothing. For most websites, however, a top Organic ranking never happens. Pay Per Click is a powerful way to reach the same audience.

Costs & Benefits of PPC Advertising

Major benefits of PPC programs such as Google AdWords or Yahoo! Search Marketing include the immediacy of listings and the control available to the advertiser. Pay Per Click bidding can start at just $0.01 per click. For many, this is a cost-effective way to acquire customers. For competitive keywords, however, the bidding can soar to more than $10 per click! Receiving top positions for some PPC search phrases can cost hundreds of dollars a day!

In this way, AdWords is not for everyone; it can quickly grow or deplete a business. For example, if you spend $200 a week on your AdWords campaign but only make $50 in sales, then AdWords may not be for you.

Choosing the Right Keywords

Having a successful AdWords campaign begins with selecting appropriate, targeted keywords. Your goal should be to get quality traffic to your site. To do so, you must craft an ad that highlights exactly what you offer, and choose keywords that appeal to your customer base ONLY. Remember that every click costs money, so you only want potential customers to click on your ad.

Once you’ve set up an AdWords account, you can review and edit your keywords at any time. Be sure to sort keyword results by popularity, predicted ad position, and Clickthrough Rate (CTR). Knowing which keywords are not performing well and which need a higher bid is essential for a successful AdWords campaign.

Don’t Put All of Your Eggs in One Basket

Think of AdWords as a tool, not a strategy. It is a great way to get immediate exposure, but if you neglect your Organic Google ranking, you will always be dependent on AdWords. (Bad!)

In order to increase traffic to your website and maximize your Return on Investment, consult with a qualified seo company that understands PPC Management and Organic Search Engine Optimization techniques.