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Real-Life Lessons in Using Google AdWords

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Oct 23, 2009 11:40 EDT

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Real-Life Lessons in Using Google AdWords
By Darren Dahl, New York Times
October 14, 2009


It used to be that business owners often struggled to afford advertising for their products or services. Google AdWords has changed that by offering an inexpensive way to spread the word. But if you don’t do some careful planning, you can easily find yourself spending thousands of dollars with little to show for it.


Here are the basics: Google AdWords are keyword-driven ads that show up along the right-hand side of a Google search page under the rubric “sponsored links.” People who search for terms related to those you select — say, “widgets for sale” — will see your ad alongside the results of their search. How high up your ad appears on the list of sponsored links will depend, in part, on how much you’re willing to spend on your campaign. The more you spend and the more relevant your ad, the higher it will rank. Because AdWords is a pay-per-click service, you pay Google only when someone clicks on your ad.

When you begin your campaign, you create a text-only ad that includes a link to your Web site. Then you select the keywords that will determine which searchers see your ad. You can — and should — specify how much you want to spend, what language(s) your ad will appear in and even the geographical reach of your ad. Google also gives you the opportunity to post ads through its content network,AdSense, which will place your ad on Web sites that offer content that relates to your keywords.

Googling the term AdWords will return dozens of pages of links to experts of all kinds promising to help you construct and optimize an AdWords campaign of your own. What follows are lessons learned the hard way by business owners who’ve actually taken the plunge . . . .

 
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Tips for using Google AdWords

Relevant Subject and Topic
Prospecting and Planning, Brand Management, Marketing Materials, Advertising, Internet Marketing, Websites and Email, eCommerce

Types
Article

Features
Informative, Educational, Tool to Use

Format
Document

Copyright Owner
New York Times
nytimes.com

Most Suitable For Use By
Instructors, Facilitators, Parents, Learners, Entrepreneurs, Policy Makers

Age Appropriateness
Adult(19+)

Grade Appropriateness
Postsecondary, Graduate, Adult General, Professional

Geographic Suitability
All or Non-Specific

Language
English

Education Standards Maps

Version History

Date Edited
Notes
Oct 23, 2009 11:40 EDT
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Oct 23, 2009 11:39 EDT
kt

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