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Google AdWords are keyword generated text ads that have been proven to be a very effective form of online advertising, as they have a much higher click-through-rate (CTR) than the flashy, colorful banner ads. Most internet users suffer from a condition called "banner blindness" because they refuse to be distracted from their primary objective to seek and find; therefore banners are generally ignored. Text ads on the other hand are outperforming banner ads 5 to 1 times better because they are specifically targeting the user that is searching for something in particular, plus they are easy and inexpensive to implement.
Google AdWords have become increasingly popular as an advertising mechanism using the cost-per-click models similar to the ones being utilized by Overture.com, FindWhat.com, 7Search.com, Ah-Ha.com, and Kanoodle.com.
Although text ad marketing was not the original brain child of Google, they expanded and improved on the process of selling small ad spaces for highly targeted text ads and launched their AdWords program in October of 2000. This automated online program is completely self-service, with advertisers purchasing space and specific keywords while jockeying for the top positions.
With most text ad programs your ad will be placed in accordance with how much you are willing to pay for each click. However, Google has taken the process a step further by taking into account the number of times an ad impression that has been generated by a particular keyword or phrase is clicked, in addition to the amount an advertiser is willing to pay. So even if you paid less than Daddy Warbucks for a keyword, but your ad received more clicks than his, you could go to the front of the line and have your ad promoted ahead of his.
These unobtrusive text ads are comparable to caller ID, as the user can glance at the title and description and make a quick assessment as to whether or not to pass or pick up the line for more information. This more welcome form of advertising far surpasses annoying pop-ups that are almost as bad as an unwanted telemarketer calling or a solicitor ringing the doorbell, which is why they now have software programs specifically targeted to eliminate pop-ups when surfing on the Internet. Text ads are much better received because a user is looking for a specific product or service and sponsor ads will appear when particular keywords or phrases are typed in.
You've undoubtedly noticed when you have done a search on Google that several listings in colored boxes will appear on the right-hand side of the search page under "Sponsored Links." Also, these ads appear at the top of AOL searches. These are AdWords, and every time someone clicks one - cha-ching! - it costs money. The art is learning how to streamline those clicks and make each one count.
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Charlene Davis is an experienced and published freelance writer specializing in business, technical subjects, and e-commerce. She is the coauthor with Jacquelyn Lynn on Make BIG Profits on eBay: Start Your Own Million $ Business, Entrepreneur Press, 2005, and How to Start a Senior Services Business, an Entrepreneur Media start-up guide. For more information, visit her website at http://www.cdavisfreelance.com.
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