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By Neil Anuskiewicz

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 precise time that you reach them.

With the advent of Google AdWords, it is now possible to target prospects at the very moment they are thinking about buying your products or services. If someone does a Google search on digital cameras, they only see ads for digital cameras. If someone does a search on organically grown coffee beans, they only see ads for organically grown coffee. Google AdWords enables you to implement precisely targeted advertising.

Read on to learn 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.

Google AdWords: A Definition

Open up a Web browser and go to the Google website. 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 nobody has sponsored. On the right side of your browser window and sometimes above the organic results are the Sponsored Links. The Sponsored Links, which always are identified as such, are paid advertisements.

As participants in this automated auction, each of these advertisers is bidding for the keyword coffee. They only pay 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.

Many companies compete for popular keywords such as coffee. The only way to find out if a particular keyword will work for you is to try it. The problem is that many other advertisers are bidding for the popular keywords so your CPC is likely to be high. You are more likely to get a low CPC with more obscure, highly targeted keywords. It takes some thought to come up with the right keywords.

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Neil Anuskiewicz is the Director of Business Development for EZ Publishing.
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