There are a number of ways to market your business online, the two more prevalent methods are search engine optimization, and using social media to help you garner attention and traffic. Although it’s a little a lesser known method to use to help bolster your online visibility, AdWords, or search engine marketing is a very powerful tool which when used properly can definitely attract highly qualified customers to your website.
Typically the paid results show to the side, or sometimes above the results page after performing a search. The links are often on a different color background and their formatting is different. And if all of those were not strong enough indicators that they’re different than the organic results you’ve received, in the corner of that different colored box you’ll find a small snippet of text that says ‘Sponsored Links’. Think of it as paid advertisement that is trying to capture those impulse buyers out there, the people who buy a package of gum or a magazine in the check out line at the grocery store. If your ad copy is well written, your bid is high enough and you’re trying to build a brand for yourself, AdWords is a medium you definitely need to explore.
The point of the short explanation of adwords and their use, has to do with a court case that was recently settled in the US. It was between two rival companies, and one took the other to court because of their questionable use of adwords marketing. Referring to them as Company A and Company B, it went something like this: Company A wanted to try and garner traffic from searches completed using Company B’s name, so Company A used the AdWords platform so they would also appear on the results page. The judge in the case cleared Company A of any wrong doing, even though Company B argued that it was a breach of privacy, when in fact it was clever, albeit shady, marketing. If Company B had done their job marketing themselves correctly, and had used AdWords as well to ensure they capitalized on searches using their name, then there wouldn’t have been a case to begin with. From now on I’m sure they’ll be more likely to consult with those who know what they’re doing, in order to protect their online brand.