What the Heck are AdWords?

Many of you are thinking: “Duh – who doesn’t know what AdWords are?” Well – not everyone knows all the latest Internet and marketing buzzwords. If “everyone” knows what AdWords are – why do I get so many blank stares when I try to explain that I manage AdWords and other online ad campaigns? Guess I should say: “I help companies like yours use the Internet to find new customers.” Google’s AdWords program is just one of the tools we’ll use, together, to achieve that goal.

AdWords, and other PPC (pay-per-click) advertising programs can be very effective in bringing new customers to your business – whether you sell to consumers or other businesses. It’s not difficult, or expensive, to get started with AdWords. You can open an account yourself, pay just $5.00 and then the costs per click. The clicks come from search engine visitors who enter keywords which correspond with phrases you set up in your campaign You don’t pay for “impressions” (when your ad appears in search results) but just when someone clicks on your ad.

Where things start to get more complicated is in the monthly maintenance and improvement of your AdWords campaign. It’s not a one-time thing that you set up and let run. The rewards come when you effectively monitor your campaign, split out your keywords and set up new ads, A/B test your ads and landing pages, track your “conversions” and determine how to use the campaign to bring even more customers to your business. You can also use stats and results of your AdWords campaign to help optimize your web site – so you won’t always have to pay for traffic.

As a business owner – do you really have time for all of that? It’s fine if you do. Many business owners do manage their own ad campaigns. Others prefer to delegate or outsource to specialists. Future posts on this blog will include tips, what to look for in an ad campaign manager, links to expert blogs and many more resources. Feel free to post comments or contact me with any questions you may have.

AdWords(TM) is a Trademark of Google Inc., Mountain View, California.
NetBiz Concepts is an independent consulting firm, and is not affiliated with Google.

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