Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 4)

You pay only when someone clicks on your ad. It’s called cost-per-click (CPC)
advertising. That means you get qualifi ed leads, not just impressions. You can
track ROI through every campaign, on every ad or keyword. Minimum CPC pricing
starts at 5 cents a keyword, and will never exceed a maximum price – your “bid” –
that you set. To help you establish your pricing, AdWords suggests a maximum CPC
that would put your ad for all your keywords in fi rst position 90 percent of the time.
You get much more reach. Your ads run automatically on all Google properties, and
you can opt for broader distribution through Google search partners, including AOL,
EarthLink, Ask Jeeves, InfoSpace, and others. We also offer a network of content
sites on which your keyword-based ads can run. These content-targeted ads appear
on such partner sites as ABC.com, Knight-Ridder Digital, Reed Business Information,
and more.
You can track results. You don’t need to worry about impressions, total circulation,
or having to ask where customers heard about you. With online reports available to
you around the clock, you’ll know exactly how many clicks you receive, how much
you’ve paid, and the value to you by market segment, product, or offer.
key benefi ts
of AdWords
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