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Sunday, 27 May 2012
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Google
AdWords And AdSense—A Dynamic Small Business Marketing Duo
by
John Jantsch
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.
Google
AdSense
This
program allows website '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 you see in the yellow box
above 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 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 the yellow box
example, and on the right side of Google's search result pages.
What I meant is you do a search for "Free sales letters and
tools", and then as you can see from this Google search you
received a list of the first 10 content-related sites that you
searched for but you also get some related ads that are sponsored.
These ads are seen as a column on the right of the list.
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 the 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 Marketing. 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 Denver.
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.
Watch
this space for future developments. 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.
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.

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