Google 101

“Google Wants You” by Chris Morrison (Fortune Small Businss, May 2009). As overviews of Google’s advertising options go,  this is a pretty good one. There are three majors gaps that deserve to be mentioned:

1) The estimated click fraud rate of Ad Sense / Ad Words ads is anywhere from 15% – 20%. That’s a fairly significant amount of waste and might be more than you’re willing to hand over to an already uber-rich company.

2) If you also want to sell ads yourself on your site, as well as use Ad Sense, then check out Google Ad Manager. Good stuff.And it’s free.

3) There are ways to increase (organic search) traffic without having to pay for keywords. However, what you save in money might cost you in time. That said, a blog (for example) is something that can keep people coming back and helps to develop and support your brand on an ongoing basis. Ad Words are more of a one shot approach.

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