One of the most recent ways to get your company noticed online is to use Google AdWords, a unique advertising program that began about ten years ago and has recently gained steam. The online marketplace is one of the most effective ways to get your products, services, and site noticed.
Google AdWords works by displaying your advertisement on pages where people are already interested in similar products. This helps you to corner your market, similarly to the old school way of opening up the yellow pages to "pizza" and having a multitude of options at your fingertips.
People will use keywords to search for products, and your ad will come up in the sponsored ads section, giving you increased visibility.
When beginning a Google AdWords campaign, the first step is to create your keywords. The best way to go about this is to list all the terms and phrases that you feel describe your services best. In some situations you will want the most accurate descriptions of your site, and in others you will want to some of the more commonly searched keywords with looser ties to your site.
After compiling a list of keywords, you can use Google's Keyword Tool to help you figure out the popularity of each of the phrases you've chosen, as well as get suggested phrases that are similar. Additionally, if you are not sure about the keywords you have chosen, or if you just want a little more direction in the process, you might want to begin using a professional SEO consultant firm.
Normally these advertisements are pay-per-click, which means you are only charged if someone clicks on your ad. You can embed these ads on various websites, or in the right hand frame of the Google search results page. For this reason, you can bid on a lot of different longer keyword phrases that will only be search for by people looking for specific products. These keywords will probably not cost much, and you can experiment with a lot of different phrases to see which is the most effective for you.
The important thing to remember when organizing your keywords is that the status of certain keywords is subject to change, especially if you have seasonal products. While some may stay relatively similar for a certain length of time, others will spike in popularity throughout the year. "Gingerbread houses" is going to be a much more popular search in December than during the Spring and Summer months. While you can probably bid relatively low for that keyword in the off season and still show up, you would have to increase your bid price significantly in fall and winter in order to avoid getting pushed down in the list of advertisements.