Posted on June 16, 2008
Filed Under (Advice, Ecommerce, Marketing, Tools) by jennifer

Ask anyone who does business on the Internet what the most valuable piece of real estate is and chances are they will say the first page of a Google search. “Being listed at the top of the results not only provides the greatest amount of traffic, it instills trust in customers as to the worthiness and relative importance of a company and Web site,” explained Lisa Cardarelli, an account manager at Bayshore Solutions, an award-winning interactive marketing services agency based in Tampa, Florida.

But getting to the top takes work and time. Optimizing your Web site so that the major search engines, in particular Google, can find you and give your business top placement in an organic search is a strategy every online business should pursue, but getting that high ranking can take months. And many businesses don’t want or can’t afford to wait that long. That’s where pay-per-click (PPC) advertising, specifically Google AdWords, comes in.

AdWords costs anywhere from a few bucks a month to a few thousand, depending on which keywords you want, and how often people click on your ads. It gives new businesses (as well as more established businesses, of all sizes) and businesses looking to promote a product or service online the opportunity to appear on the first page of a Google search (typically on the right-hand side, in the area called “Sponsored Links,” and occasionally right at the top in the center column) instantly.

But to make AdWords add up for your business, you need to do some homework. Above all, you need to determine how much you are willing or can afford to pay each month for keywords and which keywords will attract the most qualified traffic/leads to your business as you pay for each click whether or not it results in a sale or a lead.

To learn more about Google AdWords and to read a couple of (short) small business case studies, to help you determine if AdWords is right for your small business, check out my article, “Making AdWords Add Up for Your E-Business,” which appears on Ecommerce-Guide.com.

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