Google Adwords: The Complete Pay-Per-Click Advertising Package
Some pay-per-click (PPC) search engines cater to a specific interest (such as business or shopping), while others offer quick and simple campaign set ups. Most of the larger search engines provide you with pay-per-click management tools and applications that enable more targeted campaigns. But only Google AdWords offers you all of these to the full extent for the complete pay-per-click advertising package.
The success of pay-per-click marketing depends upon getting focused traffic to your website, usually achieved with specific keywords and phrases. With Google AdWords you can specifically choose whether you want to offer up your terms as a general match, maintain a specific keyword phrase, or have the keywords match exactly (or any combination of the three).
Though not the first to do so, to help you grow your keyword list, AdWords offers a keyword suggestion tool, from which you can add keywords directly to your campaign if you so choose.
Additionally, Google allows advertisers to go beyond keyword specific search, and into content matching. Recently, in a positive step toward more focused marketing, marketers can pick not only specific sites to advertise on, but specific pages of those sites.
Other search engines have improved their PPC campaign set up processes. Yet Google AdWords is still, by far, the fastest and easiest way to getting instant traffic to your website: ad, keywords, budget and bids, go!
As with any advertising campaign, it is very important that you have access to your results and see what affects them. Although it has long been possible to manage PPC campaigns to a fairly high degree, this used to require the use of many separate applications (and subscription fees).
Google now has (and continues to expand) quite a comprehensive in-house gallery of available reports and tools for measuring your web site metrics and managing your pay-per-click advertising campaign. You can get traffic estimates for bids on keywords, even test and get conversion results for different keywords and ad copy to improve your ROI. Google also offers free campaign optimization proposals, from which you can immediately implement any desired changes, or chose not to.
The combination of targeted traffic options, ease and speed of campaign start up, and the comprehensive offering of campaign management tools that AdWords employs, sincerely makes Google the best pay-per-click advertising option around.