Just mention Google to any small business owner and chances are their eyes will light up! Unless you’ve been living under a rock, and a sizable one at that, you know that ranking high on a Google search engine query can transform your business’s website into a marketing machine. But, the waters can be treacherous for business owners who haven’t done their homework. If you don’t already know Google AdWords are those small pay per click ads that are displayed on the right side of Google search results. The ads provide highly targeted text or image ads based on what words people use to search your product. To ensure success you must follow a few tried and true steps.

1) Open a Google Account: Simply go to Google’s website and sign in.

2) Focus on keywords and keyword phrases: Think of the main keywords someone would enter into a search engine that relates to your product or business. The use keyword tools like Google’s AdWords Suggesion Tool or Wordtracker.

3) Create Ad Groups: Create an ad group for each primary keyword. Use Google’s AdWords Suggestion Tool to find other keywords and make ad groups. Create ad groups for each keyword.

4) Check the number of AdWords campaigns - enter any of your main keywords in the Google search engine and see how many ads are displayed on the right side of the search results. This will tell you how many AdWord campaigns are running already. If there are only a few Google Ads displayed and your targeted keyword is in high demand (high number of searches) you have the opportunity to create a winning ad.

5) Write the ad copy using your keywords and keywords phrases. These ads must be short so make them concise and to the point .

6) Test and monitor your AdWord campaigns - start with 3 adgroups, then keep the other ad groups for later as you monitor your current campaign. Make the necessary changes to your ad copy, keywords or bid prices to improve your clickthrough rate. Google automatically tracks the click through rate for each of your ads.

7) Google Analytics will track your ads for you showing you what’s working best and what isn’t

Last but not least, check your ads account a couple of times a day. Tweak ads that aren’t working.

This will get you started on your way to a successful Google AdWords Campaign. Good luck.

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Restlyane’s “Hottest Mom in America” auditions are moving to the internet. If you couldn’t make it to one of the live audItions, held in several cities across America this summer, you can upload your 1-2 minute video on the “hottest mom” website and throw your hat in the ring. Hottie, Hottie!!!

In case you haven’t heard, Restylane, manufactured by Medicis Pharmaceutical Corporation, is a natural cosmetic dermal filler that restores volume and fullness to the skin to correct facial wrinkles and folds, such as nasolabial folds. This product is much desired by middle aged American women who want to “add volume” to their shrinking faces. While it’s not as big as the botox craze, Restylane is currently being hawked all over the country by Pharma reps. and doubtless will be on the cosmetic surgery landscape for some time to come.

In any event, none of this would be interesting if it weren’t for the marketing campaign launched by Restylane on YouTube. Am I the only one who thinks the “big-budget-tv-commercial-masquerading-as-amateur-video” idea is DEAD!!!!!!!!!!!!! DEAD as hell! Honestly, how predictable can you get? They probably even have a MySpace dedicated to the campaign!! As marketers I thought we were getting paid, in part, to be creative. Push the envelope. Come up with something new. The Restylane-YouTube video along with “Hottest Mom in America” campaign is so yesterday. To the marketers of Restylane, I dare you, I double dare you, to “not” shoot a grainy video and post it on YouTube. I double dare you to find a new outlet! A new and creative way to cut through the noise that permeates all channels of American culture.

[youtube]http://www.youtube.com/watch?v=786eiEhBCrA[/youtube]

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