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You probably know that Google holds around 75% of the search engine market. If you can put the ads of your products beside the results that Google displays for every search, imagine the reach of your business. There are billions of searches conducted everyday with every possible combination of keywords possible. Whether you sell something obscure, or something available at the street corner, there is a customer somewhere on this globe looking for just that.
Google does not only display your ads on search windows, but Google has a thriving program called Google Adsense Program that enables the website owners display ads on their pages and earn revenue in the process. In fact, you can recover most of your ad expenses incurred on Google Adwords Program by subscribing to Google Adsense !
Moreover, it doesn't matter whether your reach is local or global, Google can target your ads accordingly.
The magic of Relevant Ads
What is the use of displaying ad to a user who searches for cricket bats when you sell fiction books. That is where Google comes. Your ads are displayed when someone searches with keywords similar to your business or products you offer. That means, the user is already interested in the kind of products you intend to sell. That is half the work done as any marketing expert will tell you.
Whatever your budget is...
First of all, you have to pay only if someone clicks on your ad. You don't pay only because the ad has been displayed. Second, you set your own budget; if you have only $5 a day to set aside for advertisements, no problem. If you have huge reserves, no problem.
If you just want locals...
You just want to attract locals in your city because your business can cater to only that much. Google will target the ads to locals. As the location of the user is known by the computer system that he is using, your ads will be displayed only to the ones searching from your city.
You decide the scope. It can be your city, your state or province, or the world at large. They can even map you and display to the user a map showing where you exactly are.
How would you track it
All that is well, but how would you know what is happening. Google provides a Placement Performance Report (in addition to many other utilities) that would tell you how your ad(s) is performing, where they are appearing, how many times they are clicked, what is conversion rate, and much more.
With the help of this data, you can optimize your ads, see which pages/sites are performing better, and where the content needs to be changed.
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