Most businesses want a cost-effective way to bring in more customers. The challenge is to find prospects who are thinking about your products at the exact time that you reach them.

With Google AdWords, it is possible to target prospects at the very moment they are thinking about buying your products or services. Most of you know how it works: If someone does a Google search on digital cameras, for example, she sees ads for digital cameras. If someone does a search on organically grown coffee beans, he sees ads for organically grown coffee. Google AdWords enables you to implement precisely targeted advertising.

Here's how to maximize your success with Google AdWords. With proper preparation and execution, starting Google AdWords can be like planting a money tree that will provide your business with a steady stream of revenue.

What Is Google AdWords?

Open up a Web browser and go to the Google Web site. Type in the search term coffee and click search.

Essentially, two types of search results come up: on the left and below are the organic search results that no one has sponsored. On the right side of your browser window and sometimes above the organic results are the Sponsored Links. The Sponsored Links are paid advertisements—they are always identified as such by the heading Sponsored Links.

As participants in this automated auction, each of these advertisers is bidding for the keyword coffee. They pay only if someone is interested enough to click on the advertisement; if nobody clicks on the ad, the cost is zero. The higher the advertiser bids on a keyword, the higher in the rankings the ad appears and the more likely Web searchers will see it. Ranking means visibility, though you do not have to be at the top of the rankings or bid the highest amount for prospects to see your ad and click on it. Your goal is to get the lowest cost per click (CPC) and the highest quality clicks (sales and leads) for your budget.

Finding Your Niche

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ABOUT THE AUTHOR

Neil Anuskiewicz is director of business development for the StreamSend Email Marketing service, which also offers a private-label email marketing reseller program.