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Google Adwords is the most popular PPC (Pay Per Click) advertising system on the net. Not like other search engines lists included free for “relevance”, as defined by the particular search engine involved, Adwords are small text linked ads which usually appear to the right of the search lists. Advertisers bid on specific “keywords” which denotes where the ad will be displayed. But unlike other search engines, where placement is absolutely specified by the amount of the bid, Google uses a complex calculation which also takes into account the popularity of advertisement as well. Thus, an ad which gets clicked on a lot ends up in a better position than one with a higher bid. That is the way how Google rewards the ad for relevancy, so it pays to create an ad that will invite clicks.


Advertising with Adwords has many advantages. Firstly, the ad displayed immediately, as opposed to waiting for sites to show up in regular tables, which can take months. Second, they can be very targeted, which means you can ensure that you only pay for clicks by customers who are sincerely interested. Third, Adwords allows you to run multiple ad campaigns simultaneously, so you can test the results and attempt to fly to constantly improve the quality of the ads. You can even track the “conversion rate” or the actual number of sales generated by a given ad. This is extremely precise marketing.

The first step is to get the best possible list of keywords. This is very important, because if you bid on the same everyone else is bidding on, you will end up with very expensive clicks. You can use a keyword research tool available to determine which keywords have lots of searches but not much competition. If you bid on low cost keywords, you have a chance of doing better than an expensive bid on a popular name. You can also put a limit on your budget so you can check how much your total expenditure is per month. You can also specify certain words you do not want included, so you will not attract a lot of clicks from people looking for something related that you do not offer

The ad itself consists of four lines: a title of not more than 25 characters, a description with two lines of up to 35 characters each, and a line for your url, also limited to 35 characters. The title is what really attracts attention. It should include the keywords you are targeting, and should be as striking as possible, so to stand out from the crowd. If it’s really attention-getting, it may end up getting more clicks than other, duller ads higher up on the page. Some believe that it should be in all caps, and include a price if possible.

The description should include the main selling point of your product, and also enough information to discourage clicks by unqualified customers. Make sure they know what you sell and what they can expect and what differentiates you from competitors.

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