You have definitely heard of Google AdWords. Some say it’s a cost-effective way to get your business in front of potential clients at the precise moment they are looking for your services. Others say it falls short of this promise. As you consider whether or not Google AdWords—or other similar online advertising programs—fit into your marketing strategy, here are a few things to know:  
 
What it is.
At its core, businesses use Google AdWords to push their websites to the top of the search engine results page. These are the sponsored links that pop up just above the organic links, which are those results that cannot be bought. Website owners can also use the Google AdWords program to purchase display and video ads as well as ads for apps.
 
What it costs.
You can choose your investment as you pay. You pay by the click, not by the view. This means you only pay for ads that are clicked on, videos that are viewed or calls that are dialed from the phone number you’ve embedded into your ad.
 
Who it targets.
This is what makes search engine marketing so appealing to small businesses. It allows you to target searchers who are looking for services you offer. Select relevant keywords like “kitchen” or “remodel” or other terms, so that when these keywords are typed into the query box, a link to your website will be among the first to pop up on the results page.  
 
You can even take it a step further with remarketing, which is an online marketing tactic that puts your website in front of searchers who have already visited your website or app. It’s a slightly more involved process, but a valuable trick for businesses who subscribe to the idea that the more someone sees your marketing, the more apt they are to remember you.
 
How to get started.
To get started, we suggest you go straight to the source. Google AdWords is a well-oiled machine that makes search engine marketing available to novice marketers.  
 
Whether Google AdWords is a smart marketing tool for your business or not, is up to you. We think, however, that it can be helpful to some small businesses as an important marketing tactic to weigh as part of your business’ overall marketing strategy.