What's so unique about the tool?



To find this out we will have to compare AdWords with other digital ad media in general. By digital ad media I mean ad campaigns that are run on TV's ,radios, and also other ad formats and types on the internet.

Let's take an example. If I am a bicycle manufacturer and am interested in selling my bikes to teenagers, I would probably advertise the bicycle on related magazines, buy ad slots on some sports TV channel, promote the product on radio, may be personally visit college groups, sponsor bicycle races, etc...

All these activities have an investment in terms of money and time. Now the amount of money I will have to spend is directly dependant upon the type of media I choose. I will have to pay the TV channel what they say and then my ad goes on air.

Now after studying the statistical reports and all other things I will have to check on the sales of my product. So in any business, small or large the ROI(return On Investment) matter a lot.

Now Google has developed a very smart system called as AdWords, where YOU decide the amount of money you want to pay. This is different from all other medias mentioned above. See their strategy, "customers first" is what has driven them ahead.

The AdWords system allows the user to decide some of the following factors.

1) Select the keywords for which you want your ad to trigger. Since all search engines are keyword driven by the user, you can decide which keywords to use to trigger YOUR ad.

This also means that keyword that are non performing or too expensive can be safely removed to cut the advertising cost.

2) Select the destination countries/cities/regions within cities where your ad gets displayed. This is useful if your product is local.

3) Set the daily advertising budget to avoid overspending.

4) You can set up multiple ads to promote a single product. It is also possible to trigger different ads for different set of keywords.

5) Your ad gets triggered in less than a minute. If there is a good demand for the keyword you have chosen, traffic starts immediately because your ad gets displayed in the search results immediately.

6) Ads can be paused or turned on at your choice.

7)When you become an advertiser, your ad becomes eligible to be shown in the Google AdSense program so that it gets more exposure on other publisher's websites. But this participation can be easily controlled by YOU. This is because AdWords is a pay-per click program not a pay-per impression. You only pay when someone "clicks" on your ad. If you click on my ad bicycle ad Google will charge my credit card that amount which I have decided.

8)Payment to Google can be Prepaid or Postpaid.

9)Multiple products can be sold from a single AdWords account.

10)The best part about AdWords system is the more the number of clicks my ad receives, the less I have to pay. This is in contradiction to all other pay-per-click advertising systems on the internet.

The real success with the AdWord system lies in three things. Once these are achieved you can easily get most benefit from this tool.

1) Select the exact keyword that will describe your product. 2) Select the exact price for the keyword called as "bid" 3) Write the ad in a way which will trigger emotions in the user.

So anybody ready to sell his/her product can use AdWords with little investment. Since your ad gets triggered by the keywords which you select, the traffic your website receives is fairly targeted.

I hope this article was helpful to everyone.

Copyright Shrinivas Vaidya

AdWords is the registered trademark of Google Inc.