While you can use search engines traffic to bring customers to your website, and it is free, you might consider that a problem because it takes time to rank highly in the search engines, especially in Google, the biggest search engine in the Internet. So, for instant results in bringing traffic to your websites, you have the power of Google Adwords.
The pay per click (PPC) advertising platform that Google Adwords is based on, can have your ads seen by thousands of prospects and not pay a cent. Only when they click on your ads, you pay, unlike the normal ways of advertising, especially offline, where you pay for people to see your ads whether or not they respond.
This is why Google Adwords advertising is so great. You can have instant results for your advertising online. It is flexible, in that if you have a good piece of content and write an ad for it, which can take less than fifteen minutes to get up and running, it can bring you cash straight away, sometimes within minutes of being online.
You can also have control over the location, country, language, even time for the ad to be running, aligning it with different keywords that you choose for it to run, with different formats as well. To have these facilities with search engine optimization is possible but it takes, as you know, a lot more work and you may not be able to configure it to different time schedules.
Adwords also allows you to use multiple formats to advertise on sites in many formats on the Google content network. And the use of long tail keywords, like "learn Tango dance" for which you can deliver highly targeted ad copy in your advertising instantly.
Google's content network is a bunch of websites where Google Adwords ads are displayed, as well as banner ads, video ads and text ads; all on the pay per click platform basis.
There are some important terms in Adwords advertising that you want to learn. Like clicks (the number of times your ad is clicked). Impressions (number of times your ad is displayed). CTR (click through rate) is the number of people that click your keyword ad out of 100. Google will reward the position of your ad and reduce the cost of your ad's clicks when your CTR is higher.
You also have the Avg. CPC (average cost per click) which is the average cost of your keywords or ad group's clicks. And Cost (total cost of clicks), Average Position which is Googles displaying your ads in the search results. Position 1 is where you aim to be. Then you have conversions (1 per click) and these can be a sign up, a sale etc. And the conversion rate (1 per click) or the percentage of clicks that convert; conversions divided by clicks that is.
And more terms besides for bringing the scientist within you, because you need to test all these terms to refine your ads for maximum performance and results. This way Google likes the most, that is why you will be rewarded with cheaper cost per clicks and higher search engine results position. Google wants your ads to be razor sharp relevant for their customers, for the searches to be effective or searchers will go to other search engines to find their information.
Remember that you aim to be in page 1 of Google's results pages. That will mean your ad is very relevant, which will increase your click through rate, and the higher your CTR, the higher your QS (quality score) and the higher your Ad Rank. And when your ad rank is very high, the higher you will appear in Google's search results pages, reducing in turn your PPC costs. When all this happens, it is great for you and you will make good money with Adwords.
That is how Google rewards relevant, efficient adverts. They are displayed higher in the results pages, at a reduced cost per click. So this end result is what you must always try to achieve. Your CTR will be so much higher when you are number 1 in Google's results pages.
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