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SEARCH ADVERTISING

Google Pay Per Click

Google is the top Search Engine in the world.

They dominate market share both globally and here in the U.S. Google’s success has changed the face of direct advertising over the past several years. When people shop for products or services, the top medium they are using to begin their research is Google. Due to this, Google Adwords/Pay-Per-Click advertising can be an effective tool for making your business more visible and to help bolster business revenues.

We have all seen the Google search results page. The search bar is at the top, then some shaded results under the bar, sometimes a map, more website results on the left under the shaded ones and then some other results along the right hand side. Although there can be a few variations, this is the basic scheme. The shaded listings at the top and the listings along the right margin are “paid for” ads or “pay-per-click” ads. If you look closely at the top of these areas you will see the word “ads”. The results on the left under the shaded results are what we marketers call the “organic” or “unpaid” results. For more on marketing your site in the organic search results check out our Nashville SEO page.

Nashville Google PPC

Google has reserved the shaded area at the top and the area on the right for paying advertisers. That’s right… you can pay for this advertising space. This is how it works in a nutshell. You set up an Adwords campaign and simply designate the keywords that you want to trigger your ad. Someone searches Google using your designated keywords and voila!! Your ad appears in the designated space and guess what….. You still haven’t paid a dime. That’s right… you only pay when someone searches your designated keyword and actually clicks on your ad and goes to your website. Sounds great… right? Well… it certainly can be; however, with the wrong strategy and poor management it can be extremely ineffective and cost you a lot of money.

When you are looking for someone to set up your Google Adwords account make sure they don’t measure success by how much of your money they can spend. I know it sounds funny but it happens more than you think. Pay-per-click managers and slick sales people convincing advertisers that they are doing a great job because they got you a bunch of clicks and cost you a lot of money. Beware the slickness!!! There is no cookie cutter, turn key solution for every business with Adwords. Every campaign needs to be based on the individual goals and needs of each specific business. The setup and management of each campaign should piggyback an intelligent and thorough dialogue between the campaign manager and the advertiser.

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