Advertising can be costly, especially the traditional kind. The bigger the market a business wants to reach, the bigger the budget needed. Small and medium enterprises usually encounter the chicken-or-egg dilemma in this aspect—they need more money to advertise effectively, but they can’t rake in make more money without advertisements. Fortunately, this particular budget-or-ad-campaign dilemma now has a solution in the form of the Google AdWords program.

The AdWords program entitles customers to both PPC (pay-per-click) advertising and site ads.  The usual customers of the AdWords program are big corporations, personal Internet users, and anyone in between. Small and big budgets have a place in the AdWords program. This is very good news to businesses that can’t afford to go all-out on traditional advertising.

The AdWords program provides excellent value for money. The first part of the program—PPC—lets customers pay only for the ads that are clicked on. The second part—the site ads—only appear in websites that are relevant to the product or service being advertised. Inside their AdWords account, customers can set keywords they want their ads associated with. They can also set specific domain names and websites in which they want their ads to be seen. Some keywords are more sought after than the other, so the customers should make a bid on the cost per impression (CPM), or cost for each time their ad appears. More popular keywords cost more, but they are worth their prices because the customer who makes the highest bid will have his ads make impressions on the most relevant sites. Nevertheless, an owner of a small business with limited budget can go for cheaper keywords and just make a niche out of them. Either way it’s a win-win situation.

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