As always, you should be interested in the benefits of using Google Adwords, not in Google Adwords features!
1. You only pay for clicks
Google Adwords works by displaying Ads that are triggered when people within a certain geographic location search for specific “keyword phrases”. The Ads are displayed for free, and you only pay Google when people actually click on the Ad and have come to your website’s “landing page” (the page you have the Ad direct them to). You therefore only pay for visitors.
2. Imagination and relevance are rewarded
If you’re clever or imaginative, you can bid on keyword phrases where there is no competition, and end up paying less than 10c a click! Google also rewards you for relevance, so if your Ad is clicked on more than your competitors, then your Ad can be positioned above theirs with you paying less per click.
3. Ads can show on related websites
As well as displaying on Google search results, you can have Ads display on websites that Google thinks are a good match for your Ad content.
4. You perform market research at the same time
Using Adwords correctly can not only drive traffic to your website, but can allow you to determine what most of your prospects are searching for, and the best message to use to get them to buy from you.
5. You can get your customers to help you
Smart businesses even do things like “split-test” two Google Ads with different domain names to find out what company name appeals more to their prospects. They let the market vote with their clicks rather than try and second guess them.
6. You can test the waters quickly and cheaply
Before you spend too much on your business you can setup a few webpages and Ads and see what traffic is out there and how motivated searchers are to buy. You can even setup surveys on the landing pages to find out what people are searching for and why, and can collect email addresses of interested parties before you’ve spent anything creating your products or fancy website!
7. It can save you advertising money
Using Adwords allows you to hone your advertising/marketing campaigns before you start using other media channels such as magazines or direct mail.
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I have been using Adwords for the last 2 years and i can only say that it increased my online sales by about 20%. The pay per click cost of Adwords is even cheaper than Adbrite. I love Adwords.