Additional Information:

Though there are additional tools mentioned at the end of this article, Google’s two primary marketing services are called Adwords and AdSense, and each is aimed at a different end of your market:

Google Adwords helps drive traffic to your site.

Google AdSense helps monetize your site and bring extra value to your visitors.

AdWords

AdWords is Google’s pay-per-click (PPC) or cost-per-click (CPC) service. In a nutshell, pay per click means your advertising costs are exclusively determined by how many people click on your ad.  

With Google AdWords, you design your own ads and identify the keywords that Google will use to match web surfers with your site.

Google AdWords comes furnished with a regional and local targeting function to sharpen the focus of your advertising on specific geographic areas. You can define your own target geographic areas either by describing its specific borders or by identifying a radius around a central point, or you can simply select specific cities or pre-defined regions to target.

If you’re a brand new advertiser planning to spend at least $30 a day on Google AdWords, you can use Google’s Jumpstart program to access customized, personalized support in quickly and efficiently setting up your marketing campaign.

Likewise, if you plan to spend more than $4,000 per month on Google AdWords, you can have a Google specialist work with you individually on optimizing your internet marketing plan.

If you manage multiple websites, or wish to run multiple AdWords campaigns for your company or you’d like to consider a new and lucrative career in running Google AdWords campaigns for clients, Google’s Advertising Professionals program will give you everything you need to get started, including: a learning center, a client management tool, Google accreditation, promotional credits and marketing tools.

AdSense

Use Google AdSense to increase your site’s appeal. With AdSense, Google automatically selects text and image ads most suited to your target market and places them on your site for you. When you use Google AdSense, your visitors find ads that directly relate to what they’re looking for in coming to your site or at least reflect their likely interests. Imagine how much more attractive your site will be to your visitors when even the advertisements they find useful.

Use Google AdSense to monetize your existing web pages. Think of how crucial advertising is to your business (you’re reading this article, aren’t you?) and then consider how lucrative advertising on your site(s) for other businesses can be. If you can earn additional revenue by advertisers and affiliate marketing programs without compromising your site’s conceptual integrity (in other words: without turning off your visitors with useless, irrelevant, and inappropriate advertising), then why on earth wouldn’t you?

If you utilize Google AdSense in conjunction with Google’s WebSearch service – which offers convenient in-site web search to your visitors – then carefully targeted ads will also appear on your search results page. Again, this adds extra value to your visitors and an additional income stream.

Whether your target markets are consumers or other businesses, you can use AdWords and AdSense together to create a comprehensive, synergistic internet marketing plan for your business.

Google Sitemaps

Still another impressive Google web marketing tool is Google Sitemaps (BETA), which helps you set up and automatically maintain a thorough sitemap of your website on the Google network. That means the all-important Google Index stays up-to-date with every change you make to your site, thus giving you smarter crawl coverage and fresher search results. This is particularly useful for sites with dynamic content or sites not easily accessed by following links.

You can even use Google sitemaps now for web pages designed specifically for mobile devices.

Google Analytics (formerly Urchin)

This is Google’s free service for analyzing the effectiveness of your ads. By generating intuitive graphs and charts, Google Analytics helps advertisers track which links on which pages are most popular with which visitors from which geographic areas, etc. etc. Using Google Analytics in combination with any of the aforementioned Google web marketing tools will aid inordinately in optimizing and regulating ad outlays.

Google’s extensive array of web marketing tools is truly the model for all other web marketing services to emulate. As the Google AdWords slogan puts it best: It’s All About Results. And Google delivers.