Google AdWords (Pay Per Click)

Google AdWords

Since 1998, Google has grown from a two-man operation to what is arguably the largest and currently most popular search engine on the Internet. Most agree that Google garners more than 50% of all search traffic, with some estimates as high as 80%.

The clean interface (recently patented), its broad access to products still in development (but relatively bug-free), and well-supported advertising package (AdWords) appeal to the majority of users and advertisers.

Starting an AdWords campaign is fairly straightforward, but a Starter Edition offers an even simpler interface (minus some features).

Local search with advanced mapping via Google Earth, day-parting, geo-targeting, site targeting, free Google Analytics, the choice of contextual advertising, site map generation, Webmaster Central—the list of options and useful tools for advertisers to choose from is long and varied.

The Google paid ad display is the industry standard. An ad appears along the right side of the search results page or within content pages if content search is on. Recent changes in ranking parameters concentrate not just on bids, but also on the quality and relevance of your ad and the landing page associated with your ad (and indeed your entire website). This “Quality Score” concept has led to keywords becoming inactive for search plus reports of many huge jumps in keyword pricing.

The Google network includes entities such as AOL, Ask.com, Netscape, EarthLink, AT&T WorldNet, and CompuServe. Content partners include About.com, The New York Times, US News & World Report, and CBS Sportsline.

Advertisers are guided along the way when opening an account, provided with numerous tutorials, and given access to a variety of tools to help you track and optimize your bidding and keyword choices. With a searchable support database, almost any question can be answered in seconds.

Pay-Per-Click advertisements (PPC)

---

Advertisers specify the words that should trigger their ads and the maximum amount they are willing to pay per click. When a user searches Google's search engine on www.google.com, ads for relevant words are shown as "sponsored link" on the right side of the screen, and sometimes above the main search results.

The ordering of the paid listings depends on other advertisers' bids (pay for placement P4P) and the "quality score" of all ads shown for a given search. The quality score is calculated by historical click-through rates and the relevance of an advertiser's ad text, keyword, and landing page to the search, as determined by Google. The quality score is also used by Google to set the minimum bids for an advertiser's keywords.

Pros:

- Excellent set of tutorials and searchable support database ensures that any question you may have about AdWords is answered as quickly as possible.

- Google’s searches are the fastest on the Internet today, so your PPC ad will have a better chance of reaching your audience, with few reasons for a visitor to cancel the search because it is perceived as being too slow.

- A low $5 startup fee, and many promotions offered.

- No monthly minimum amount of spending required.

- Local targeting of ads for those users who prefer to shop online and buy locally.

- Comprehensive, free web analytics package.

Cons:

- Many factors relating to how “Quality Score” is defined can lead to disabling of keywords or high keyword costs.

- No clear definition of “invalid clicks" (fraudulent clicks).