(c)Copyright Faye brown 2006

The best advertising is advertising that works.

The price a small business owner pays for advertising would
not be an issue if the outcome of the ad was known. If a
business owner had a choice of paying $1000 a month for
advertising that brought in a guarantee of at least $2000 a
month profit, or paying $500 a month for advertising that
brought in $750 worth of profit a month, there would be no
hesitation. That savvy small business owner would gladly
shell out $1000 each month for the advertising.

The best answer is to use business advertising that only
charges the owner when and if it works. There are several
ways of doing this.

The primary method is called pay per click. This Internet
option is available with numerous online merchant sites as
well as hundreds of newspapers across the country and the
globe. Simply put, a business agrees to pay a specified
amount to the publisher, or the merchant site, for each ad
that entices a consumer to come to the small business site.
The price paid is an amount that the business owner has
bid on.

One of the best sites on the internet today is Google
Adwords. Google can have you receiving targeted visitors
to your site in as little 15-20 minutes of creating your
campaign.

When a person types words into Google search, ads are
shown to the consumer on products or services that are
related to the words. This is the part you have to understand.
You have to get into the minds of your potential customer and
determine what words would be typed in for you product or
service. These would be your keywords, or keyword phrases.

Google is not an easy task for a beginner marketer to set up
and monitor. First off you need to go to Google and set-up
your free account. http://adwords.google.com

To start you need a list of keywords to use, and I find that
Word Tracker is the best to use. Type a word into the search
bar and you will get a list of related words and phrases
that could be used and how many searches they have received
in the last month. Generally the more the keyword is used
the higher the cost to get in good position on their pages.

The next step is to create your ad. Google lets you do 2
different ads for the same group of keywords, this allows
you to see which of the two are better. You have to get your
point across with a small number of words. Build your ad
around some of the keywords generated from your search.
If you use keywords that are in your ad they will be in bold
on the Google search pages which creates more clicks to your
ad.

Determine which of the keywords in your list go together
with your ad and which phrases contain some of the same
words. Create a campaign giving it a title. Then create an
adgroup. You can have many ad groups in one campaign. Each
adgroup contain keywords phases using the same words. You
want to have as many as 15 keywords in an adgroup. You also
want to go though the key words and find any that do not
associate with your product or service. These are called
negative keywords. Place a minus sign before these words and
then they will not be added into the search.

Your daily budget is what you can afford to spend.

Set this quite low to start with, but if you set your budget
to low your ad will not be displayed for all searches on
that word or phrase.
You also have to select the amount to bid on each keyword.
Use the traffic estimator to help you find a good bid. You
also what to turn off content matching. This saves hundreds
of wasted impressions that can impact your click through
rate.

You need to monitor your Google account very closely at first
and make any changes that are needed.

Click into your account a few times in first few days. If
you have words inactive for search, you can raise your bid
or delete them. If you have ad's that are not performing
well, change some words. Keep doing this until you are happy
with the results.

Take a test run through the "sign up demo". Make sure to
Utilize Google's online FAQ. Remember to organize keywords
into groups basedon similarity. Calculate costs and set
reasonable daily pricing.

If you would like more information get a copy of Perry
Marshall's book Google Adwords. I Think it has the best
information on adwords in it. Now go take the demo and start
earning!

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