Chapter 2. PAY-PER-CLICK (SPONSORED ADS)
Used the right way, paying for placement on Google and other search engines can be a powerful way to market your business.
In this chapter, you will learn:
The definition of a sponsored ad.
How to create a sponsored ad in Google and other search engines.
How to ensure you are maximizing the effectiveness of your sponsored ad.
I recently read a fantastic book by Chris Anderson entitled The Long Tail. He explains a phenomenon that is currently taking place where, since the dawn of the Internet, the big players in each industry are losing their market share to the thousands (and sometimes millions) of regular people like you and me. Sites like Amazon.com have unlimited shelf space and enable millions of unknown authors to share the same stage as world famous authors like John Grisham or Stephen King.
Anderson explains the advertising industry has experienced the same type of transformation thanks to a certain search engine called—yep, you guessed it—Google!
Google Adwords (the name Google gives its sponsored ads program) has made it simple for a small town sandwich shop to advertise against the likes of Panera Bread, Subway, or Cosi. And thanks to the use of keywords (words that your potential customers would use to search in Google) you can localize your advertising far better than any offline advertising campaign.
This same functionality works on the ...
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