Pay-per-click (PPC) advertising on Google is one of the most highly-targeted approaches to online advertising that exists today. A well-implemented Google Adwords PPC campaign can dramatically increase your exposure to prospective buyers looking for your products and services.

First Impressions are Free

Actually, all impressions are free! The Google Adwords program (and many other click ad programs) are interesting in that there is no cost associated when users see your ad - you only pay when they actually click the ad - hence the term: Pay-per-click. An "impression" is when your ad is displayed to a person searching for your products and services. There may be 100s of 1,000s of ad impressions to searchers in your target market, but you only pay when one of those buyers actually is delivered to your website.

(Hyper) Targeting Your Market

The Google Adwords program overall provides site owners with a highly refined advertising platform, but there are  specific areas where the Google Adwords program really shines. One is geographically, hyper-targeted exposure of ads to buyers. Critcal to the success of any pay-per-click campaign is identifying the exact market you wish to display your ads. Google allows targeting by country, state, city and further down to the ZIP code level.

Adwords can be geo-targeted from where the account holder lives or from where they are searching. Besides targeting on the keywords typed and search location, you may also target by time of day, day of week, demographically (when using Google's content network) and even the position of the ad itself on the Google search result page.