AdWords and AdSense - A Dynamic Small Business Marketing Duo
Google AdWords and AdSense - A Dynamic Small Business Marketing
Unless you have been living under a rock for the last year or so,
you probably know that Google has become the king of the search
engine hill. There are many reasons for this but number one in my
opinion is that above all else they put value on content. Today
I want to introduce you to two very powerful small business advertising
options created by Google.
These two ingenious programs have all but revolutionized the way
advertising is done on the web. Warning: If you are thinking..."web
advertising isn't for me, I just need a few more clients around
the block"...you better read this or be prepared to have your
competitors eat your lunch.
Goolge AdSense - Again content is king at Google.
This program allows web site "publishers" to add some
code from Google and receive "content relevant" ads on
their site from other site owners. Here is an example - those ads
in the box on the right of the page are delivered by Google and
are matched to the content on the page. When someone surfs to the
page and decides to check out one of those ads, the web site owner
earns a portion of the advertising revenue that Google collects.
The key here is that if you go to a site about quilting, you will
see ads about quilting and not about dog grooming. I know this sounds
so obvious but Google was the first to really figure this out.
This program has worked so well that some website owners are actually
building content specific sites and paying for them solely through
AdSense revenue. Small business owners should consider adding this
feature to pages on their site for several reasons.
I've already mentioned the fact that there is money to be made,
but what many site owners are finding is that because Google is
so respected and because the ads are highly targeted...they are
no longer looked at by surfers as ads, they are looked at as content.
Some will even go as far as to say that by putting the Google ads
on your site you actually better your chances of higher rankings
with Google. Google flatly denies this claim and I don't think it
is true but I do know that Google AdSense ads should be on every
small business owner's site. (Google AdSense)
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Another Warning: This is somewhat complex stuff. This article is
only meant to introduce you to the power of these programs. Check
out Google Cash by Chris Carpenter for a deeper understanding of
ways to make this work for you.
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Google AdWords - I've already talked about those
ads you see on websites, well those ads need to come from somewhere
don't they. AdWords is Google's program for advertisers.
Any site that wishes to participate bids for "keywords"
that are relevant to their product, service, or site and then creates
ads to attract hits. These ads show up on private websites, like
this example, and on the right side of Google search results like
this search for "Free sales letters and tools" As you
can see from this Google search you received the content related
sites that you searched for but you also get some related ads that
Now here is where Google is genius. Instead of simply subjecting
surfers to any ads that anyone is willing to pay for, they actually
police the ads that are running. On some pay per click programs,
whoever is willing to pay to most wins. Google uses a performance
model. In other words an ad that is the most relevant and therefore
receives the most clicks will move ahead of an ad that may pay more
but isn't as effective. This simple philosophy is why Google has
quickly dominated the PPC world.
Okay...and now the really big innovation
Regional targeting. Google recently introduced a system that allows
advertisers to target certain metropolitan markets only. In other
words, a remodeling contractor who only wants to do kitchen remodels
in say, Denver, can bid on the keyword phrase "kitchen remodel"
and only have his ads show up for people who live in and around
The implication this has for local small business owners is staggering.
In the example above, our Remodeler can now tap into highly targeted
web traffic for pennies per lead. In my opinion, small business
owner who learn the ins and outs of this medium will dominate their
markets. (Google AdWords)
Look for more on this topic in the future.
About the Author
John Jantsch is a marketing
consultant based in Kansas City, Mo. He writes frequently on real
world small business marketing tactics and is the creator of “Duct
Tape Marketing” a turn-key small business marketing system.
Check out his blog at (http://www.DuctTapeMarketing.com/weblog.php)