Google AdWords allows advertisers to appear on Google’s search results pages and websites containing content similar to their ads. For example, the ads displayed on the right-hand side of this webpage are Google AdWord ads. Advertisers pay Google to put their ads in contact with a target audience. Google AdWords, if used effectively, can get your product or service to thousands of potential targeted viewers. Since your ads will only be featured on sites that directly relate to what you are providing/selling, you have the opportunity to only advertise to those people that are interested in your product/service. Check out this screen shot of a search results page. The term searched for was “make money online.”

       As you can see, the search results featured on the right-hand side and the top of the search results page are titled “Sponsored Links.” This means that the companies behind these ads paid to be placed there. The remaining search results listed below the “Sponsored Links” have been ranked by Google. They have achieved this top placement as a result of great content and performance. So why would anyone pay to place their ads on a search results page when they can just get there with great content? Even with incredible content, it takes time and a large amount of online networking to get your site listed at the top of Google’s page ranks. Paying to be listed on the first page is not a bad thing at all if you think that your product will sell.      
       Once someone clicks on your ad from another website or a search results page, you are charged the amount you agreed to pay. This predetermined amount is the result of a silent bidding process that you will participate in. The bidding process is simple. You and others in your industry bid for keywords that you want to be associated with your ads. For example, if you sell pens online, you want to place bids for keywords like “buy pens,” “pens for sale”….etc. Whatever the keyword, you will place a bid for how much you are willing to pay to be listed with that search result. How expensive or inexpensive a keyword will be depends on two main factors: keyword demand and the type of industry that you are in.
       A high demand market will have loads of companies bidding to get their ads posted. This will ultimately drive up the bidding price. You will quickly see that the bidding process is the easy aspect of Google AdWords. Thinking of outside-the-box keywords to get targeted viewers to your site is the difficult part. Unique keywords will be cheaper in price than the obvious keyword phrases. For example, if the keyword “office supplies” is cheaper than the keyword “pens for sale” you will save yourself money by going with the keyword “office supplies.” Either keyword will land you a targeted audience interested in purchasing pens. Of course, this is an elementary example. Recognize that there are many different keyword combinations that will get you the desired targeted audience. The other factor that will determine the price of your desired keyword is the industry you are in.
       If your industry is a lucrative one, you will most likely be paying more per click. Looking at this example will clarify why: The AdWords price of having the first ad featured on the “sponsored links’ section of the search results page for the keyword “California DUI Lawyer” costs $30.00 per click! This is a very expensive click, but this is also a very profitable industry. The law firm paying this high price considers the $30.00 investment worthwhile when the viewer pays the $5,000 in lawyer fees. With clicks this expensive, it is easy to see why Google is so strict in regards to “click fraud.” Keep in mind that you will most likely never pay this high of a price for a keyword because these industries are rare.
        Obviously, you would not pay $30.00 for a keyword if your service only sold for $50.00. As previously stated, the trick to maximizing AdWords is thinking creatively. You want to pay the least possible amount for search result pages that will drive a target audience to your website. You can bid on clicks for as low as one cent in some markets. Also, keep in mind that you tell Google the maximum amount you are willing to bid or pay for your intended keywords. You will also set a cap on how much you will pay in total. If you are working with an advertising budget of $100.00, then Google will take your ads off their results pages once your ads have accumulated this amount in clicks. I realize that this sounds complicated but once you sign up and actually do it, you will realize how easy it truly is. AdWords is a very effective and targeted way to get prospective customers to see your site, service, and products!