Email Marketing and Text SMS Marketing-Paid Advertising with Google AdWords

From a business perspective, one of the most exciting and engaging features Google offers is AdWords. Every time you search on Google and notice the small, boxed advertisements on the right side of the page, you're seeing ads placed through the AdWords system.

What makes AdWords so exciting from a business perspective is that it's a completely different advertising model than anything you've ever seen. Print advertising is priced based on circulation, and if 10,000 people would see the ad, it'll typically cost you 10 times what a 1,000-subscriber publication would charge. This translates directly online with the CPM (cost per thousand) pricing of banner ads, animated ads, pop-up ads, and so on.

All of this traditional advertising, online and off, suffers from the same fundamental problem: an inability to ensure that the advertisement has some meaningful relationship to the content on the page. If I visit a web page about troubleshooting Microsoft Windows XP, ads selling me a carbonated beverage or vacation in Hawaii are pointless, off-target, and a waste of advertiser money. No one clicks on them. Contextless advertising is dead. It's a numbers game and the numbers are stacked against you.

By contrast, Google can already analyze and deduce the subject of any web page, a heuristic that's the basis of the Google search tool. Apply that to advertising and Google AdWords ensures that you only have ads displayed on searches that are from customers who are interested in your products or services. What's astonishing is that having your ads displayed on the search results page is free. You only pay for anyone who actually clicks the ad and comes to your website.

Relevance is a big deal because the goal of online advertising is to get visitors to click on your ad and get to your site. The better targeted your ad, the more likely your firm will appeal to the searcher and the more likely they'll click on your ad, come to your site, and purchase your product. The measure of success, after all, isn't how many people clicked, but how many sales were closed. That's the real bottom line.

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