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The main big benefit to the Google Adwords system is that it could drive highly targeted traffic straight to where it is needed at an affordable price. That’s several benefits in a single sentence, but they are all true.
However, because of the way the way that the tool works, lots of people try to drive in too much visitors and in doing so really ruin the results and pay far too much for expensive traffic. For these people it really is a white elephant.
So let us look at those benefits in detail. First, you get highly targeted advertisements. Not merely advertisements on the side of the search results, but also advertisements on other web-sites. Several people don’t like this part, others do. But Google is becoming very clever with its algorithms these days and the adverts on third party sites are not only based on the content of the page being viewed. They also track the history of what other web sites you have used and other Google advertisements that have been clicked on. The advert is chosen because it matches the person’s interests, not just to fill a space in a magazine or web site layout.
And the advertising could be affordable. Look about for the correct keywords and you could be paying pennies for them and yet advertising towards the top of the first page. Better still, your advert relates exactly to the individual product on offer and the click should take the person directly to the page on which they might find out more information. You are not depending on them finding this information having landed on your website.
But it is not all good news. The really high traffic keywords, especially in competitive niches, could be very expensive even to get onto the 2nd or 3rd page of adverts. At this point you are potential to see next to no clicks. Bidding on general terms is absolutely a bad idea anyway, so should be avoided.
Competitors can also click on your adverts and rack up your expenses. But yet again there is an answer to this. If you notice through your logs that it is happening inform Google and if they agree, a refund will be forthcoming. Better still, they are actually searching for such fraud and if detected they will automatically refund, or cancel, the advertising fees incurred.
The only other real problem of the system is learning to write a good advert. It might take time and effort to learn how to write a good effort that works, but once you succeed then as long as you are realistic as to what keywords you should bid on then the experience should be good. You just need a good web site to sell from!
Written by Keith Lunt
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