| How Google AdWords works: | | | | budget. |
| You write your ads and choose keywords or key | | | | You pay only for results. You don't pay for |
| phrases. | | | | impressions, but only pay when someone clicks on |
| You bid on your chosen keywords or phrases in | | | | your ad. Though this doesn't necessarily mean a |
| an attempt to get top placement. | | | | sale, it does prevent paying for your ad appearing |
| Your ad appears on pages with the keyword you | | | | without being clicked on. |
| have bid on, if you bid enough. | | | | Location Targeting: |
| When a person searches your keyword they | | | | Google AdWords allows you to target only your |
| have the option of clicking on your ad to learn | | | | city, state, or a particular region with a specified |
| about you and to purchase what you have | | | | distance from you business. |
| available. | | | | Searches for information about your business give |
| Google has a keyword tool that helps you chose | | | | location, contact information, and an image of |
| appropriate keywords or phrases. It is very easy | | | | your choice on a map. |
| to use, with easy to understand instructions. | | | | Invalid clicks: |
| Google helps you design a website for free if you | | | | Google has a number of systems in use to |
| don't already have one. You can use Google | | | | detect invalid clicks. They also have hands-on |
| AdWords even if you have no website. You just | | | | teams that examine click patterns for invalid |
| need a product to promote, or choose to | | | | clicks. |
| promote yourself. | | | | If you have been charged for invalid clicks within a |
| How Google AdWords expands your customer | | | | two month period, Google will refund your |
| base: | | | | charges for those clicks. |
| Google's content network partner sites makes | | | | When your URL is unavailable: |
| popular sites such as AOL, NY Times, etc. | | | | You will still be charged for clicks even if your site |
| available for your ads, meaning quality exposure. | | | | is down. |
| Google's context targeting means your ad will | | | | The ability for you to monitor your account |
| appear next to content that relates to it. For | | | | means you should be aware of an unavailable |
| example, if you sell horse blankets, your ad may | | | | URL. |
| appear next to an article that discusses horse | | | | You can pause or delete a campaign at any time |
| training. You can also hand-pick sites using | | | | so a non-working URL can be detected early and |
| placement targeting. | | | | the campaign halted. |
| Placement Performance Reports gives you | | | | The reason for low conversion rates: |
| feedback on clicks, impressions, costs, and | | | | High competition can mean low conversion rates. |
| conversions, enabling you to make intelligent, | | | | That is why it is important to monitor ROI |
| informed advertising decisions. | | | | (Return on Investment) so you can adjust your |
| The scoop on cost: | | | | budget accordingly. |
| You set your own budget. You set a daily | | | | Difficulty in navigating your site can lead to poor |
| maximum amount, and an amount per click. There | | | | conversion rates. It is essential to optimize your |
| is no minimum, but you can set maximums so | | | | site for customer usage, and monitor your |
| you know exactly what you are going to have to | | | | conversion rate to indicate any problems. |
| pay. | | | | Keywords and ad text may not be coordinated |
| Google provides traffic statistics and estimated | | | | closely enough. This results in your ads being |
| cost for certain keywords so you can make wise | | | | placed on irrelevant sites and on clicks that do not |
| choices about keywords and your advertising | | | | result in sales. |