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Using Google as a Marketing Tool for your Business

April 16, 2010

Over the years, Google has proved itself as ‘the’ leader in internet search engines and the closest competitor is nowhere close, by any standards. Google has not become the leader by luck, but because they have invented the way people use search engines to not only search but also be found. The latter is especially true for small and medium business enterprises that have grown rapidly only by advertising themselves on the internet using Google’s innovative marketing tools – Adsense and Adwords.

Long gone are the days when businesses used to depend only on local customers and the only mode of advertising was in the local classifieds. Now, if you want your business to thrive and also stay ahead of the competition, then web advertising is a tool that you should be using. Google has developed their Adwords and Adsense programs just for this reason. However, before you jump on the web advertising bandwagon, it is important to understand how these programs work and how you could make them work for your business.

The Adwords programs is a pay per click (PPC) advertising tool where each time an internet user clicks on your ad displayed on Google’s search result pages and also on other people’s web sites, you pay Google a small amount of money. Now, Google has gone a step ahead of its competition in determining where your ads are displayed.

As an example, if you have a pet grooming business and you subscribe to the Adwords program, then Google will ensure that every time someone searches for anything related to pet grooming, your ads shall be displayed on the search result pages.

It may be possible that your business requires your customers to come to your establishment for you to complete a sale, so any one looking for pet grooming products or services half way around the world or even in the next city to yours can in no way be of any benefit to you. For this reason alone, Google has developed their programs even further that offer you the option of regional targeting or making your ads visible only to people within the area that you want to cater.

In addition to this, you who control how visible your ads are rather than Google, by making your keywords and website content as relevant as possible. If more people are clicking on to your website, then your ads move up over others on Google’s search pages. How is that for value for money advertising?

On the other hand, Google’s AdSense program earns you revenue for displaying other peoples’ ads on your website. Again content is the key to this program. The Adsense program only displays ads that compliment the content on your website rather than any random product or service. This benefits you in two different ways. One, it offers your website’s visitors with more options and additional information to what is displayed on your site, and two, when they click on those ads to visit those websites, Google pays you a small amount of money.

For website owners who get a substantial amount of traffic, the Adsense program can be a good source of additional revenue. The advantage that Google has over other search engines is that the ads are so relevant to what the internet surfer is searching for that they see it as additional content rather than ads, hence the chances of them clicking on those ads are more than average, which in turn benefits you – the website owner. For a small business owner, having a website is an important communications tool and having the Adsense program on their website is even more so.

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