The Most Misunderstood Marketing Tool in the World

February 01, 2013 by Linda Anger

One thing we’ve learned “for sure” over the last several years is that few businesses know much about the power of Google AdWords, and even fewer understand how it works.

At its most basic, AdWords is an advertising tool provided by Google, which facilitates quick connections between people looking for a product or service, and the people providing that product or service.


It’s time to enroll your first-born in driver’s training. You go to Google and enter, “Driving Schools, Royal Oak, MI”Adwords SERP Example in the search box. The resulting page looks something like this:


The two ads in the Yellow Box at the top left, and the three ads down the right side of the page are AdWords ads. When you click on the ad for, you are directed to a special page they have created called a Landing Page. Google charges the school a per-click fee, based on several factors we’ll discuss another time – for now, just understand that when you have the most common type of Google AdWords ad, you pay a fee each time your ad is clicked.

The process is simple:

  1. You research the keywords your customers are likely to use to search for your business.
  2. You create ads that utilize those keywords.
  3. You make your ad point to a Landing Page that is 100% about the keywords you’ve chosen (this is called “Relevancy” and is part of the equation Google uses in the amount you are charged per click).
  4. You watch the results through your AdWords account, and make adjustments to the ad and the landing page until you see the conversions that make it worthwhile for you.

No matter what your budget – there is no “minimum spend” - you can reach new customers and grow your business with AdWords. You can choose where your ad appears, set a budget that’s comfortable for you, and easily measure the impact of your ad.

For a small business with a short time frame for profitability, Google AdWords is a great marketing tool that can bring immediate cash flow into the company.

Lucid Business Strategies

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Marketing via Pay-Per-Click Programs