Google Adwords

If you have experience with SEO, you are probably already familiar with Google AdWords. Officially, the point of this program is for businesses to utilize the targeted advertising system, AdSense. AdSense works by identifying the words within a page and displaying advertisements based on the content of the site. For example, a website about car insurance might display ads about accidental injury lawyers or vehicle repair shops. A website about dogs might display ads for dog breeders, trainers or pet food vendors.

AdSense functions on exactly the same technology as Google’s web searches. The program views a page, identifies particular keywords and phrases, then determines the site’s topic from that information.

As a webmaster, you can take advantage of this. To make AdWords work for you, you will need to go to the “Keyword Planner” tool. Select the option “Search for new keyword and ad group ideas.” Type the topic of your website or page into the “Product or service” field and leave everything else blank. Click search.

What you will receive is a listing of what words are related to that primary keyword and what people are searching for on a regular basis. In the past, you would use these keywords to build a website. Now, you will take a more indirect approach: Instead of using these words exactly as they’re displayed, you will look at the general trends among searches and use that to guess at the intent of people searching. Once you know what people are searching for, you’ll have a clear idea of what you can offer that will be valuable to them.

Once you have written a webpage, you can go back to AdWords to review your keyword usage. Return to the keyword planner. This time, instead of typing in a keyword, you’ll want to place the URL of your new page in the “Your Landing Page” field. Leave the rest blank. Click “Get Ideas” and AdWords will generate a list of keywords targeted at the content of your site. If these keywords and phrases match the niche vocabulary that you’re trying to use, you have succeeded. If not, you will need to go back into your article and tinker with it to ensure you’re using the right words to let Google know what your page is about.