Selecting the Right Keywords or Search Terms is Vital
When selecting keywords it is important to think like a prospective customer. That is, if YOU were looking for an accountant, what would you type into Google's search engine field. Also, it is not adviseable to use single words like "Accounting" or "Accountant." These terms are TOO broad and even if you did want to compete under these terms, you'd have to pay a lot more money in order to compete. And because these terms are so broad you may actually get traffic but not of the kind you want. In other words, someone may have typed "accounting" because they are interested in learning more about the concepts of accounting and that's not what you do. As a result, you paid for traffic that didn't do you any good because that person is not interested in your services. This is why it is critical to pick search terms that are going to produce "qualified traffic" or visitors that are highly likely to be interested in your product or service.

How Much Do You Want To Pay Per Click?
Once you have all your keywords figured out, you will have to specify the amount of money you are willing to pay to have Google send you visitors under each of the keywords you have selected. You can pay as little as a penny per click, but in most cases, due to the competition from other companies, you may need to pay considerably more to get any traffic at all. Even so, it can still be a good investment and a good way to increase your sales. Most people would be glad to pay $1.00 for a lead that has a high probability of turning into a $100 sale. As a result, you have to analyze your own company's reality and do some number crunching to see what your're willing to pay for each visitor Google sends your way.

The great thing about AdWords is that you can test the waters and start small. You can pay as little or as much as you want for each click and you can set a monthly budget. For example, you can set a monthly budget of $50 and compete under 5 keyword phrases at $.25 each. Google will generate traffic for you until it gets to $50, then it will stop. You always have the option to increase the monthly dollar limit of your AdWords account.

Your Sponsored Link
When you are pay per clicks on Google, you are basically forcing your way to the top of the rankings in Google for your particular keywords. Google calls this buying a "Sponsored Link".

As an example, let's say you choose to pay $.10 for the keywords, "Miami Accountants." When someone types "Miami Accountants" in the Google search engine, your company information and link to your website will appear in the top of the page highlighted in blue (whether you appear at the very top or not depends on how much other companies trying to compete for the same search term are paying. If you are the highest bidder for that search term, then you will be at the top) There is also a special area on the right side of the page under which your company information can appear. Click here for a screen shot of the "Sponsored Links" areas of the Google search results page.

Get Valuable Data and Adjust Your Approach
A valuable aspect of Ad Words is the real-time information it gives you which in turn allows you to adjust your game plan en route to increase sales. Within 15 minutes of posting your search terms, Google starts sending you traffic. Some of your search terms will be more successful than others. Some may get you no traffic at all and some may get you the wrong kind of traffic. Regardless, you are always in control and can delete non-effective search terms at anytime. Or, you can increase the amount you pay per click for thos search terms that are effective and you can increase your monthly budget to attract more of those kinds of visitors.

Another benefit is that you can analyze your website log to see what people are doing on your site once they get there. What pages are they viewing most often. Which pages are the least popular. With this information you can then better craft your website to encourage more sales online or to get your phone to ring more often with people wanting to place orders.

This is the power of Google AdWords.

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