There’s no denying that the Google AdWords program has changed the way advertising works, most especially online. Gone are the days when the only ones who could afford effective advertising were big businesses and corporations. Nowadays, even the recreational blogger who only wants more visitors to his online journal can afford to pay for advertising that truly works.

So how does the AdWords program work? It is divided into two parts, the first one being pay-per-click or PPC advertising, with the second one being site impressions. With PPC, a client’s ads appear in search results for a specific keyword. The placement of the ads is usually on the right of the screen or on top. Both locations are highly visible. With site impressions, a client specifies a set of keywords associate with her ads, and in turn, Google places her ads in websites that match her keywords the most.

As you can see, keywords play a huge role in the AdWords program. This is why Google released the AdWords Keyword Suggestion Tool. This tool has helpful features, and one example of such is keyword sorting. A client can arrange her keywords search results by cost, popularity, and other criteria. Another cool feature of the tool is its ability to crunch out the most updated numbers. In the online advertising world, a hot keyword today may not be hot tomorrow. Thus, it is important for clients to have the latest statistics to determine what keywords will be the most effective as of the moment.

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