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Use Google Adwords for Your Advertising

Google is taking over the internet and their adwords campaign is a great way for your business to be seen and for customers to come to your business. Simply put, when people search on Google using one of your keywords, your ad can appear next to the search results. The net result is that people who have already shown an interest in your product will now have a chance to link to your site. Note the ad next to this article. It has analyzed this page and displayed ads relevant to the content.

Is your business regional, national, or worldwide? You can tell Google as part of your ad creation where you want customers to come from. This feature helps keep your advertising dollars targeted at the people who are your target market.

In addition, Google Maps will allow visitors to see where you are located using an icon of your choice. You can tell Google about your business and even pick the graphic that will appear on the map.

It is more than just Google. Did you know that AOL, ASK.COM, Earthlink, and are all a part of the advertising network?


When someone "Googles" a phrase like "beginner photography" Google will display a variety of search results with sites that are relevant to your terms. It will also display AdWords ads that link to online businesses selling products and services related to the query.

For example, imagine that you own a camera store carrying a large selection of cameras. You could sign up for an AdWords account and create ads for the entry-level photography equipment in your inventory. For each of your ads, you might select keywords (single words or phrases related to your ad's message) such as "beginning photography". Once you activate your account, your ads would be eligible to appear based upon entered queries.

The Ads

A typical AdWords text ad looks like this:

Your Photography Store
Maximize Your ROI. Attract New
Customers and More. Sign up today!

Ads generally contain the following four lines:

  • Ad title (25 characters): The title attracts users who might be interested in your products or services. Consider it to be the catch line.
  • Two description lines (35 characters each, including spaces): These lines identify your product, service, and/or promotion details. The content in these lines should be clear enough to communicate your intent and compelling enough to the user to click your ad and visit your site.
  • Display URL (35 characters, including spaces): This line indicates which website the user will visit when they click your ad.

Common AdWords Terms.

Cost-per-click (CPC): Under its cost-per-click (CPC) pricing model, AdWords will charge your account for each click on your ad(s). You won't incur any costs if your ad is displayed for a search query, but users don't click it.

Quality Score: Quality Score is the basis for measuring the quality of your keyword and determining your minimum bid. Quality Score is determined by your keyword's clickthrough rate (CTR), relevance of your ad text, historical keyword performance, and other relevancy factors. The higher your Quality Score, the lower your minimum bid and price you'll pay for each click.

Minimum Bid: The amount assigned to a given keyword in your account based on its quality (or Quality Score). The minimum bid is usually the least amount you can pay per click in order for your keyword to show ads.

Clickthrough Rate (CTR): Your clickthrough rate (CTR) is a metric that helps show you how your ads are performing. The more relevant your ads are, the more often users will click on them, resulting in a higher CTR. The system calculates your CTR as follows: Number of ad clicks/number of impressions x 100.

The Google Network

With Google AdWords, your ads are eligible to appear on the Google Network - comprising thousands of search and content sites as well as the Google search site itself. Showing your ads on the Google Network can greatly expand your presence to customers you might not have reached on Google alone.

Language and Location Targeting

A significant benefit of AdWords is the ability to target your ads to almost any language and location worldwide. This language and location targeting functionality lets you tailor your ads and promotions to increase your business's appeal.

The keyword advertising that AdWords offers lets you:

  • Target your ads specifically to people who are looking for your products or services.
  • Avoid showing your ads to untargeted users who aren't likely to purchase from you.
  • Obtain the maximum return on your advertising investment.

Reach: Each month, approximately 80% of internet users in the United States (and hundreds of millions more worldwide) view AdWords ads. AdWords can offer you instant access to this vast audience of potential customers.

Cost: AdWords is cost-effective for all size businesses.

  • Because you can choose your own CPC or CPM amounts, you decide how much you'll pay each time someone clicks or views your ad.
  • There's no minimum spending limit. In addition, you can set a daily spending limit (daily budget) that the AdWords system will never exceed.
  • You can edit your budget settings at any time.
  • You can choose to pay for ad clicks or for impressions.

Timing: Google AdWords ads are displayed to customers when they're actively searching for information (search terms) related to your business. Your website is only a single click away.

Flexibility and Control: You can edit an existing ad, then see your updates within 15 minutes. You can edit your account at any time, and as often as you'd like.

If you are unsure of setting up your Adwords campaign we are happy to work with you. We have worked with many clients with their advertising and we will help you grow your business.