Google Adwords

Google allows you to display a small three-line advert on the right hand side of their page when someone searches for a search term that you have specified. It’s called The Google AdWords Program. If the searcher sees your advert and clicks on it they will land on your home page and Google will charge you anywhere from 1p to your maximum price, which you can specify.

We all know in life that not everyone can be the winner. To be the winner requires you being better than your competitors. The information below will help you become the winner. I still sell this information below as an eBook for £60 on one of my websites, but I am giving you this for free. It’s called ‘mastering the art of Google AdWords’. Most website creators cannot be bothered to master Google AdWords as they do not appreciate how effective it can be. I hope you will not behave like most website creators. However if you’re the lazy type then skip this section and read the section in the next chapter called ‘The lazy man’s guide to Google AdWords’.

How Google Adwords Works

Have you ever heard of the expression ‘being at the right place at the right time’?

This old expression is quoted by anyone who knows of anyone that has made a lot of money from a simple deal.

This is what Google AdWords is all about.

• The place is Google.co.uk.
• The time is when your ad is displayed.

 

Guess what? - Google is the new landlord and newspaper!

• Google landlord - this landlord is different. He lets you rent for free. He lets you set up shop and only charges you for when a customer enters your shop (i.e. when the user clicks on your advert)! Can you imagine that? A landlord that lets you have a shop for free, no rent or council taxes and no service charges. He only charges you when a customer enters your shop.
• Google newspaper - this newspaper is different. He lets you advertise for free. Only ever charging you when a reader responds to your advert. Try running that one by the Sunday Times!

 

But it gets even better. The more relevant your ad the more likely it is to be ‘aired’ and the less you have to pay. Why?

Well, when Google first started, way back in 1998 (which was only nine years ago - a lifetime on the net), they were the first search engine that produced relevant results.

So while Yahoo and AltaVista were search engines as well as re-sellers of goods, Google were just damned good result providers. So by 2004 they became the most used search engine because of the way their programs worked.

So Google’s USP (unique selling point) was that they were relevant. Relevance is key to the success of any search engine. What is the point of visiting a search engine if all they produce are irrelevant results? So relevance is what they demand from any advertiser also.

• If you are relevant you do not pay so much.
• If you’re mildly relevant you’ll pay heavily.
• If you are irrelevant you won’t pay anything at all as you won’t even get shown!

 

So the key is to be relevant!

Relevance

So how can you be relevant? The best way to be relevant is to know your customer. There is a really easy way to know your customer. All you have to do is work out what your customer wants by the way they search.

If you know what they search and all variations of it then your ad will show. With a well written ad you’ll get chosen. If you get chosen consistently then you must be relevant!

Google have a neat way of deciding on whether you are relevant. It’s called the:

                                         click thru rate (CTR).

This means:

• if your ad is clicked thru 100 times, every 100 times it is aired your CTR is 100% and you are very relevant!
• If your ad is clicked thru once every 100 times it is aired your CTR is 1% and you are mildly relevant.
• If your ad is never clicked thru your CTR is 0% and your ad will get thrown out and won’t even get a look in.

 

Think about it. If you do get clicked thru based on the search term 100 times out of every 100 times you are displayed then you must be very relevant to what is being searched. Google will love you as you follow their mission statement which is:

So if you are following Google’s mission statement they feel obliged to reward you. The way they reward you is to charge you less the more relevant you are. They do this by working out your Google score.