This is a discussion on  the Google Adwords, the pay per click program of Google.

For more information on pay per click advertising, how it works, tips on successful PPC, other PPC engines,  click here.

Figures from Doubleckick shows that one of the ten Google ads shown will be clicked 15% of the time. This performs far better than a 0.5% clickthru for banner ads.

Google AdWords ads are displayed across Google as well as the Google Network.  Sites and products in the network include:

Search sites: America Online, CompuServe, Netscape, AT&T Worldnet, EarthLink, and others.

Content sites: New York Post Online Edition, Mac Publishing (includes Macworld.com, JavaWorld, LinuxWorld), HowStuffWorks, and others. 

This is so because Google wants to ensure that it serves quality results not only in its organic search but in the paid ads as well.  The other reason is that Google wants to reward advertisers with high CTRs and discourage advertisers who may want to abuse the system. 

In the early days of Overture, there were some advertisers who placed ads that were designed not be clicked. Overture would show the ads but because no one is clicking, no one is paying.  But the advertiser is able to expose his product or URL to a broad audience at no cost.

Before you sign up for your Google account, you must already prepare your ad.  To ensure a smooth sign-up, observe the editorial guidelines. 

Here are the more important ones:

1. Use clear direct language and avoid gimmicks.

2. Use standard punctuation and symbols.

3. Use standard capitalization.

4. Use proper spelling and grammar.

5. Ad titles must be limited to 25 characters.

6. The two description lines must be limited to 35 characters.

7. The URL display must be limited to 35 characters.

8. Your keywords and text must be relevant to your products, site or services.

9. No pop-ups allowed on the landing page.

10. No unacceptable phrases such as click here.

Your Google ads simply rely on text so you will have to make your words work for you while at the same time complying with the editorial guidelines.

1.  Be clear and concise.

Focus on only 1 idea. Use clear language, avoiding jargon, abbreviations and acronyms that your target audience may not recognize.

2.  Speak in the same language and tone as your target audience.

Selling a relationship advice book would definitely be in a different tone than a site selling guides on how to do set up a subsidiary in India.

3.  Match the keywords as closely as possible.

People are more likely to click on ads that closely match what they are searching for. With this in mind, more specific keywords get more clicks.  For example, lead-free crystal wine glasses will get more clicks than just wine glasses.

4. Select the proper words to appeal to your target and filter users.

A potential problem for PPC advertisers is that they can also attract "clickers" who are not appropriate for their site, product or service.  This can result in very poor or no conversion at all. While FREE is a powerful motivator for online users, it doesn't bring in money. Unless you have a business model that offers free and then upsell later, your site will not be able to survive.

Some advertisers prefer to put a price tag on their product to deter the free hunters.  For domain name registration, for example, you see ads explicitly saying something like $5/month. Those who will click on the ad have already been prequalified.

Another way to prequalify people is to state who you want to deal with.  Let's say you are offering

freelance writing services.  You can say "affordable" rates. This way, searchers know that the articles are not free.

4. Have a call to action.

Google prohibits the words "click here" but allows other call to action. Call to action are those phrases that induce a user to do something. Samples of call to action are: " Sign up and get 1 month free", "Download free copy".

5. Test, test, test

Google has a tool that lets you know which ads are working. Use this tool to tweak and turn the ads until you arrive at a winning formula. Continue to turn out new ones based on what you learn from your testing.

1.  You have two options: the Starter Edition or the Standard Edition. Both have a demo on how

     it works.  The Starter Edition is designed for new Internet marketers who wish to promote

     only 1 product.  The Standard edition is designed for the more advanced users. If you have

     an existing website, wish to promote multiple products and multiple keywords and

     you understand a thing or two about Internet Marketing, choose the Standard edition.

2.  The sign up process involves the following:

     - choose from starter or standard edition

     - create a website for users with no website

     - choose the location and language

     - write your ad

     - choose your keywords

     - choose your currency (cannot be modified)

     - set your monthly budget

     - choose whether to accept communicaion from Google or not

     - log in to your google account or create one if you don't have one.

     - sign-up complete. you will receive an email which you need to verify and provide billing

       address. The ads will not run until this step is completed.    

	To view the Google Adwords benefits, FAQ, detailed Program Policies, and the detailed sign-up procedures, click on the button below: