Investing not only is an enterprise thing but should be included in our family financial strategies on a regular basis. For us average individuals, penny stocks, also known as small cap stocks, should be a good choice and an ideal place to go for testing water.

What is the deal with penny stocks really? In my opinion, penny stocks are called as it is for a reason, i.e. costing little money for one share. Therefore, it has the following advantages for me, an average investor.

Firstly, I can buy more of them with the same amount of money. With the small amount I can spare, I would rather buy a relatively large number of small cap stocks rather than a few of other expensive one. Even if they go bad, I can afford the loss.

Secondly, with the comparative large quantities of the smaller money making gadgets, I am exposed to a chance of better return when the same percentage of increase happens to all stocks on the stock market.

I have learned my lesson after all this time, so you should not go the same way. Keep the following tips in mind before jumping into the water.

Sparing ten percent of your monthly income for penny stocks would be a wise decision. You can invest less but not more. You still need your hard earned money to support your family. Investing more than ten percent of your income would be too risky.

Always put the eggs into several baskets. When it comes to investing in small cap stocks, you can buy more picks with the spared money. If your go the other way around, you might be going to undertake too much pressure once the stock prices fluctuate.

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From looking at the college football odds at sportsbooks the Ohio State Buckeyes can already order their 2010 Big Ten Conference championship rings as they are the far and away favorites to win the title at -250. College football predictions had Iowa and Wisconsin at +350 as the top two contenders to knock off the Buckeyes with Penn State the next choice at +650. Intrastate rivals Michigan and Michigan State were +1200 choices with Northwestern and Purdue +2000 as longshots along with Indiana and Minnesota +3000 at online sportsbooks. Ohio State is the defending conference champion and return 9 starters on offense led by quarterback Terrelle Pryor. The one concern is that they play both Iowa and Wisconsin on the road.

Iowa is a team to watch and a potentially a better value in college football betting. The schedule sets up nicely for the Hawkeyes as they host top contenders Ohio State, Wisconsin, and Penn State. Iowa could very well be favored at online sportsbooks in every game that they play in 2010. Wisconsin showed marked improvement last year and ended well with a bowl win over Miami-FL. The schedule could be the problem for the experienced Badgers as they must travel to Iowa, Michigan, and Michigan State while hosting Ohio State. Penn State has just 13 returning starters and among their losses includes the quarterback position.

Michigan State could make for a potentially strong value in college football odds and sleeper team as fourth year coach Mark Dantonio will field the strongest squad of his tenure and last year’s 6-7 mark was considered an underachieving campaign. The Spartans could have one of the most improved records in the league but the schedule is tough. Rich Rodriguez is under considerable fire at Michigan in his third season as coach but he has the potential to turn that around as the gambling public has soured on the Wolverines, who return 15 starters including quarterback Tate Forcier.

Related Iowa Hawkeye Football 2010-2011 Articles

What is the Website Design With Css?

So all of us who have worked on websites before, or even have just browsed the net, have come across something called CSS. If youre familiar with HTML at all, youve definitely heard the term. With the way that the internet works, theres always a new update to the way that websites are coded and structured. CSS is a fairly new addition to website programmers tool box. Today we will be going over the language the history of and the pros of using CSS.

What is CSS?
Cascading Style Sheets, CSS, is a coding language used to describe the presentation of a document written in a markup language such as HTML. CSS is used by both the authors of web pages to control colors, fonts, layout, and other web page properties. It is used mainly to separate website structure from website content. This improves accessibility, flexibility and control of content presentation.

CSS History
Style sheets have existed since the beginnings of SGML (Standard Generalized Markup Language) in the 70s. Cascading Style Sheets were developed for creating a consistent approach to providing visual presentation information for web documents. As HTML developed over time, it evolved to include a variety of stylistic capabilities for web developers. This gave designers more control over site appearance but also made HTML more complex to write and maintain. Web browser variations made consistency difficult, and web surfers had barely any control over how web pages were displayed.
The W3C began working on a new way to control visual presentation of web content. Out of 9 different proposed style sheet languages, CSS grew from two of the 9, Cascading HTML Style Sheets (CHSS) and Stream-based Style Sheet Proposal (SSP). As work was done on the development of these two languages, CHSS took over, and eventually the H was dropped as these style sheets could be used with other markup languages. CSS1 specification was completed in 1996 and Microsoft’s Internet Explorer 3 was released with limited support for CSS. In 2000, IE 5 was released, with full CSS support. Right now, most browsers support CSS; Including Mozilla FireFox, Internet Explorer, and Netscape Navigator. There are a few discrepancies in how each browser interprets certain CSS properties, but these have been solved with CSS hacks, workarounds, and CSS filters in order to obtain consistent results across web browsers.

Pros some of the advantages of using CSS are:
Visual presentation information for an entire website can be held in one CSS file, which allows for changes to be made cross-site quickly. Different users can have different style sheets. The documents code is reduced in size, since it does not need to contain any code pertaining to the visual presentation of content.
Pages using CSS are easier to edit in the future.

By no means is this a full explanation of CSS, as that would take many articles to fully explain. But I hope that this article explains a little bit about CSS, how it has developed, and some of the pros of using it.

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These type stocks have outperformed the S&P 500 for the past several years. While many market pundits preach the virtues of big cap blue chips, the fact remains that the these type stocks are almost always the best investments.

After all, companies like Microsoft (MSFT), Cisco (CSCO), and even Wal-Mart (WMT) were small cap stocks at one point. The key is to find the stocks that are going to turn into big cap stocks, and make you a ton of money in the process.

What Are Small Cap Stocks?

But first, we have to answer the question, “What are these type stocks anyway?”

The answer depends on who you ask. Some people say that these stocks are any stocks with a market capitalization of under billion. Others might set the cut-off as low as 0 million to qualify as small cap stocks.

The point is that stocks are classified as big cap, medium cap, or small cap stocks based on the total value of their outstanding shares – market capitalization (also known as “market cap”).

For example, a stock trading at .50 per share with 100 million shares would have a market cap of 0 million. Another stock that had a share price with only two million shares would have an million market cap. Most people would consider both of these small cap stocks.

Mico-Caps – The Smallest of All Small Cap Stocks

Equities magazine is a quarterly publication that almost exclusively covers these stocks.

In fact, some people think that companies need to have a minimum market cap to even be considered small cap stocks, and that anything under that should be considered “micro-cap.” Equities is one of the few periodicals that cover these companies.

Recently, Equities sent out two bulletins touting the these stocks, Biophan Technologies (BIPH) and Callisto Pharmaceuticals (KAL). Biophan has a market cap of just million and Callisto’s is only million.

If this seems like a lot, consider that Microsoft’s market cap is nearly 0 billion, or more than 533 times that of Callisto. Even Sirius Satellite Radio’s (SIRI) market cap is billion.

If you’re interested in learning more about Biophan, note that it, like many other of the smallest stocks, is not traded on an exchange. Instead, it is traded over-the-counter or “OTC.”

This means that you may have to enter BIPH.OB as its ticker symbol in order to get a quote. Callisto is traded on the American Stock Exchange, so you won’t have a problem finding out more about it.

How You Can Use Small Cap Stocks to Beat the Big Money – And Make Big Money

Big money institutions – mutual funds, hedge funds, and pension funds – rule the market. When they buy, stocks go up. When they sell, stocks go down.

For example, Barclay’s Capital Management, a UK-based institutional investment firm, owns over 400 million shares of Microsoft – that’s 4 percent of the entire 0 billion company.

Can you imagine what would happen to Microsoft’s share price if Barclay’s decided it wanted to get rid of 100 million shares? How about 200 million or all 400 million? Obviously, it would have to do so very slowly and gradually, or else the market for Microsoft’s stock would crash.

On the other hand, what would happen if a multi-billion dollar institution wanted to buy shares of Microsoft? It could buy a million or so shares a day – about million worth – without disturbing the market much.

But imagine if the same institution wanted to buy shares of a couple of stocks like Biophan and Callisto? Investing even a few measly million at once isn’t worth a big institution’s time, and investing as much as million into small cap stocks worth a total of -85 million would cause their share prices to skyrocket.

The trick is to find the right stocks and take a small bet on them. If you normally invest ,000 into your more serious investments, put 0 each into a couple of small cap stocks.

Then, if you find the right ones, the prices will go through the roof when the big institutions discover your hidden gems. Using this strategy, you can beat the big money and make the big money at the same time.

More Small Cap Stocks Articles

The sell and rent back system is becoming more and more successful. The reason for this is simple – it can provide you with the solution to financial distress. In the meantime, you still get to make the most of your most priced possession, namely your home.

Considering various ways to sell rent back may become dangerous under the great pressure of money problems. The lack of cash generates this tension. Perhaps you had to pay deeds that your salary could not supply for, and decided to put a mortgage on the house. Maybe you have made a costly acquisition (a car or a vacation) which you now find yourself unable to pay for or, even worse, an unexpected unfortunate event made a hole in your account.

Either way, if your estimations concerning your ability to pay back whatever debt involved went wrong, and you are facing repossession, there is still hope. It is possible to find a remedy for overspending of any sort, by means of careful planning combined with a sell and rent back system.

You have the chance of covering the lack of cash in real time. Sell rent back and unpaid monthly installments, debts to people or institutions will form the object of permanent professional care, while you still hold the advantage of living in your own house. With the comfort of your old home to come back to, the first step to getting back on track financially and emotionally is already a reality.

All of this is possible through a number of companies. The main advantage of this plan is that you are practically selling the building, but not your right to live there. The home is still available for you, i.e. its previous owner; by means of the sell and rent back facility, you can rent the place back for a special price. What you will be paying as rent is definitely below the costs of your former mortgage – one of the main reasons why this option is so popular. In this manner, your ever so stressing mortgage worries will be over – and they are not the only ones.

In spite of an apparently idealistic sound to it, the sell and rent back scheme truly is as good as it sounds. It is the best way of relieving debts and gets both your career and other aspects of your life back to normal, while you live where you belong. You must begin by cutting down your costs as much as possible, of course. The next part is establishing contact with one of the sell rent back agencies. You apply for one of their methods, and you can even do it online in order to save up time. Either way, you provide a series of basic information concerning the house and yourself.

A great advantage of the sell rent back scheme is that it is extremely quick and definite. Most probably, if you are already in a grim financial situation, time does nothing but to worsen the matter, and selling your property traditionally, through a regular real estate agent will not only add several fees, but has an insecure outcome. You do not know when someone will buy your property or for how much, and ending up selling your house for an obscenely low price out of lack of options is definitely undesirable. With the above-mentioned approach, you will be able to find property buyers fast and in satisfactory terms, from the financial point of view.

Stocks investment is not an easy subject, especially if you do not know what to look for. Stocks investment in micro capital stocks is even harder, because information about microcap companies – or penny stocks companies as they are often called – is not easily available whether in print or online on the internet.

However, micro cap Stocks investment can be learned, and can be a lucrative way of making money if you know the guidelines and stick to them. Here are a few that you should follow.

Rule number 1 – Do your homework.

Sometimes you will come across Stocks investment information that will catch your attention like a eureka moment. Don’t jump at making Stocks investment right away; make sure you do your homework first. Research everything you can about the company, especially about the stocks investments. Look for information about the people running the company.

Study how many stocks the company has on float in relation to the total number of outstanding stocks, and how many belong to the insiders. Look at the demand for the stocks. See how long the company has had the stocks on float and look at the trend – is the price steadily going up, is it flat, or is there a downwards trend?

Rule number 2 – Use a disciplined strategy when deciding on stocks investments; don’t involve your emotions.

Think of this as a game of strategy. After doing your homework and you find a stock you like, decide on a buying price and stick to it, no matter what.

It may happen that before you could buy the Stocks investment you want, the price shoots upwards or downwards even if there is no new significant news to influence the fluctuation. Don’t buy if the price shoots up, just because you think you might be missing out if you don’t buy it now. If the price zooms down, think twice and look at it as a signal to take extra caution. Don’t get carried way into buying just because you like the stock.

There are thousands of Stocks investment that may be more worthy than this one. If you cannot get this one, move on and look for something else. If you still want to buy the stock, wait until it stabilizes or goes back to your predetermined buy price.

Rule number 3 – Don’t wait for a perfect price.

Don’t look for a perfect price; there probably won’t be one. Study the historical price charts and decide on a bottom and ceiling range for your buy price. If the prices fluctuate, take the average.

After you have researched the company and you are sure the price will move upwards in the short term or long term, go ahead and buy it if it meets your price range.

Rule number 4 – Invest a smaller portion of your portfolio in micro cap stocks, and keep a bigger chunk for big cap stocks investments.

If you plan to build a portfolio of stocks investment, keep no more than a maximum of 50% of the total value of the portfolio to micro cap and penny stocks. If you can make big cap stocks a bigger chunk, that’s even better.

Big capital stocks are more stable, but may not earn as much as small caps. Small cap stocks have the potential to earn more, but they are riskier and will take up a lot of your time. A portfolio with a bigger percentage devoted to big cap stocks will be easier to manage and will cause you less stress.

Rule number 5 – Don’t get greedy; lock in your gains.

Now that you are getting the hang of stocks investment, don’t forget your disciplined strategy. Once you earn enough, lock them in with trailing stops these are stop loss orders to protect your profit and sell out while you still can.

Related Micro Cap Stock Articles

After going 9-4 in 2008, including 5-3 in the SEC, the Mississippi Rebels were looking to 2009 as a season in which they could contend for an SEC title. However, the Rebels took a small step back. They posted another 9-4 campaign, but finished just 4-4 in SEC play. While, the Rebels didn’t live up to their lofty expectations last season, they still had plenty of reason to be proud. Mississippi hadn’t put together back-to-back nine-win campaigns since the 1961-62 seasons. It also hadn’t won consecutive January bowl games since the 1960-61 seasons.

Losing talented offensive players like Dexter McCluster and Jevan Snead will make it difficult for the Rebels to contend for a SEC West title in 2010, but head coach Houston Nutt should still be able to take the Rebs to a third straight bowl game. That would be quite a feat considering Ole Miss failed to reach a bowl four straight seasons prior to Nutt’s arrival in Oxford.

Offense: It’s hard to imagine Ole Miss improving on last season’s 29.5 points and 402.4 yards per game averages after losing McCluster and Snead. McCluster was underutilized in my opinion, and he still became the first player in SEC history with 500 receiving yards and 1,000 rushing yards in the same season. Snead’s numbers weren’t as good as they were in 2008, but he will still be missed this season when likely starter Nathan Stanley is enduring some growing pains. The good news is Mississippi should have a good enough running attack to take some of the pressure off of their new quarterback. Junior Brandon Bolden, who ran for 614 yards and four scores in 2009, leads a solid group of running backs. Another guy the offense will miss is wide receiver Shay Hodge, who recorded 70 receptions a season ago. With Hodge gone, Ole Miss will need big production from guys like Ja-Mes Logan, Markeith Summers and Lionel Breaux. Ole Miss must also replace three offensive starters on the line.

Defense: With six starters returning, a defense which finished No. 4 in the league in both scoring and total defense will be Mississippi’s strength. Led by all-league pick tackle Jerrell Powe, the Rebels gave up only 17.7 points and 314.7 yards per game in 2009. Powe is back and ready to lead a unit which returns five of seven up front. Returners Jonathan Cornell and Allen Walker head up a strong linebacker corps and strong safety Johnny Brown, who is the team’s top returning tackler, is the leader of the secondary.

Prediction: 5th SEC West - With all that was lost on the offensive side of the football, and with a schedule that includes trips to Alabama, Arkansas, Tennessee and LSU, I don’t see the Rebels improving on last year’s 4-4 mark in SEC play. However, I do seen coach Nutt taking Ole Miss to a third straight bowl game. College football lines makers have listed Mississippi at +1500 to win the SEC West.

Be sure to check out my 2010 SEC football predictions to see how I have the rest of the league playing out.

Find More Tennessee College Football 2010-2011 Articles

With spring practice in the books, it’s time to start making your 2010 college football predictions.  I give mine below with the teams I predict will finish in the Top-10, along with a few teams just outside of it as well as my national champion.  If you want to beat the college football lines this season, then be sure to check out NCAA football picks to guide you to monster profits in 2010.

Top-10 Teams for 2010-11 Season:

1.)  Alabama – I smell a repeat with the pieces Nick Saban has in place.  It took this excellent college football coach only three years to bring a title back to Crimson Tide country, and he is primed to win another this year.  That’s because all of his playmakers are back on offense, from QB Greg McElroy to the RB tandem of Mark Ingram and Trent Richardson, all the way to WR’s Julio Jones and Marquis Maze.  This offense should be even more explosive than it was a year ago.  Only two starters return from the No. 2 defense in the nation last season, but Saban has gotten the recruits that should have this unit near the top of the defensive rankings again in 2010.  The Tide host Florida in Tuscaloosa, their biggest competition to come out of the SEC.  They could slip up once along the way, but even a 1-loss Alabama team will be making a return trip to the national championship this season, and they’ll win it all again.

2.)  Ohio State – I’m convinced that this is Terrelle Pryor’s breakout year.  He finished strong last season, earning the MVP in their Rose Bowl win over Oregon after accounting for 338 yards of offense.  The Buckeyes have won 5 straight Big Ten titles, and have earned a trip to a BCS bowl seven of the past eight seasons.  Tressel is 36-4 in the Big Ten over the past five years and the Scarlet and Grey will be standing atop this conference again come season’s end.

3.)  Boise State – 20 starters return, led by QB Kellen Moore who owns a 26-1 record as a starter.  The Broncos went 14-0 last season and playing in the WAC makes another unbeaten campaign a likely scenario.  If they can beat Virginia Tech in Landover, Maryland in their season opener, the sky is the limit for this team.  It would be hard to keep another unbeaten Broncos team out of a national title shot.

4.)  Nebraska – Playing in the weak Big 12 North, the Huskers will make a return trip to the Big 12 Championship game, and they’ll win it this time around after falling just seconds short of knocking off Texas last year.  Nebraska welcomes back 18 starters from last year’s squad, and once again they’ll be led by a defense that ranked No. 1 in points allowed last season at 10.4 PPG.  The Huskers get Texas at home on October 16th, a game where I see them having their revenge.

5.)  TCU – The Horned Frogs bring back nine starters from an offense that averaged 38.3 PPG last year.  QB Andy Dalton leads the way, and TCU is primed for a return trip to the BCS with the playmakers he has at his disposal.  Not to mention, the Frogs had the No. 1 defense in the country in terms of yards allowed, surrendering just 239.7 YPG.  Their non-conference schedule includes Baylor at home and Oregon State in Arlington, Texas.  These two games will likely decide their fate as they have an excellent chance to run the table in a down MWC.

6.)  Virginia Tech – Offense will actually be a strength this season for the Hokies, behind QB Tyrod Taylor and the RB duo of Ryan Williams and Darren Evans.  Jarrett Boykin and Danny Coale are two big targets for Taylor, who can create on his own similar to what Michael Vick brought to this team back in his hay day.  National title hopes are on the line in their opener with Boise State.

7.)  Iowa – The Hawkeyes continue knocking on Ohio State’s doorstep this season.  They took the Buckeyes to overtime at the Shoe with the Big Ten title on the line, only to fall in overtime.  But that game represented the second contest that Ricky Stanzi missed due to injury, and the Hawkeyes lost both games he was out, also falling to Northwestern.  Iowa started last year 9-0 and with their biggest conference games against Ohio State, Penn State, Wisconsin and Michigan State all being played in Iowa City, I like their chances to give the Buckeyes a run for their money again this year.  Another BCS appearance is a likely possibility with Stanzi back and all four starting defensive linemen returning, including big-time NFL prospect Adrian Clayborn.

8.)  Florida – The Gators will almost certainly take a step back this season with the loss of Tim Tebow and several key pieces along the defensive front.  Still, Urban Meyer has the recruits in place who can step in and have the Gators not suffer too big of a drop-off.  QB John Brantley has a big arm and Florida could be an even better passing team this year, but you cannot replace the intangibles that Tebow brought to the table.  Once again, Alabama stands in Florida’s way from winning an SEC title.

9.)  Texas – Like Florida, the Longhorns will have to replace their all-everything QB in Colt McCoy.  Garrett Gilbert has the credentials coming out of high school, but this is another level and he struggled replacing McCoy in the title game against Alabama.  With a full year to prepare to be the next big thing in Texas, Gilbert should be as ready as he can be.  But you cannot replace the most successful QB in college football history, and that’s the task that lies ahead for him.  Texas is the only Big 12 South contender heading into this season with no starting experience at QB, so a defense that features an excellent secondary will have to carry this team.

10.)  Oklahoma – Despite winning just eight games a year ago, the Sooners were not far off from being one of the top teams in the country.  They lost four of five games by a combined 12 points, and only a long list of injuries kept them from being a national title contender.  Bradford, Gresham and McCoy are gone, and they will not be easy to replace, but young players got valuable experience last season when forced into action and that should pay off this year.  QB Landry Jones has the keys to the offense and he has WR Ryan Broyles and RB DeMarco Murray to make plays for him.  That’s if the offensive line holds up, which doesn’t look too promising at this point.  The Sooners should be there in the end, as they’ve finished inside the Top-11 in all but two seasons since 2000.

Next 5 Teams – Wisconsin, USC, Pittsburgh, Arkansas, Miami

It did so with the launch of a keyword-targeted advertising program aimed more towards bigger companies. However it was not until later in the year when Google launched the Google Adwords program that they became a mainstream player available to even the smallest of businesses.

The original Adwords program worked well enough, however it worked on the basis of payment by impressions which didn’t guarantee the advertiser a single click so in February 2002 it received a major overhaul with the introduction of the Google Adwords Select program (nowadays it’s usually just known as Google Adwords as the original program has been discontinued).

What is Google Adwords?

Adwords is Googles version of the pay-per-click advertising model. It allows you to display ads which link directly to your website when searches are done for your chosen keywords or keyphrases. These ads are located to the right of the results which Google gives you for a search and they’re also displayed on Googles many partner sites which include AOL, Earthlink, HowStuffWorks and blogger. Recently with the launch of Googles Adsense program your ads could also be displayed on websites related to your keywords.

When you create a Google Adwords ad, you choose keywords for which your ad will appear and specify the maximum amount you’re willing to pay for each click. Remember Googles Adwords program uses a PPC model so you only pay when someone actually clicks on your ad and hence visits your website.

Adwords enables you to save money as its program Discounter automatically reduces the actual cost per click you pay to the lowest cost needed (.01 above competition) to maintain your ads position on the results page.

Google is competing well in this arena, in fact they now dominate the market, pulling more advertisers and revenue than former industry leader Overture.com does. I don’t know how long this will last though as Yahoo INC! has just bought Overture. What has Yahoo got up its sleeve?

Advantages of the Google Adwords program

Just as the popularity of Googles search engine is derived from its strong technologically advanced features and results so too is its advertising program Adwords. Google Adwords has many advantages over similar programs such as Overture.com and Findwhat.com.

One of these has been mentioned already, it’s the Adwords Discounter feature which will lower your cost per click price to one cent above your nearest competitor to allow to stay ahead of his or her ad. This means that you don’t have to be constantly checking if your competitors have lowered their bids in order for you to minimize your price, Google does this for you.

The way Google Adwords positions your ads is also another great advantage of the program. In Adwords the position of a certain ad is determined by multiplying your CPC (cost per click) by your CTR (click through rate) and not simply by CPC alone as this would allow the big fish to win all the time.

Googles stipulation that your ads must have a CTR of at least .05% means that a company with deep pockets simply can’t outbid the competition. They also have to outwit them by using good ad copy and appropriate keywords. Even if your competition is willing to pay sky high prices for clicks this still won’t save them, as if they can’t write good pulling ads they will be dropped from the program, leaving you to move up a position.

Other advantages which Googles program has over similar ones include setup time and specific country / language targeting. With Adwords your ads can be live on Google within five minutes of creating them so you can potentially begin to see results immediately, ads on Overture usually go live after a three to five day waiting period. Adwords allows you to choose who should see your ads from among 250+ countries and 14 languages, this means you have more control over your ads so you can be sure they’re only shown to a highly targeted audience which means your more likely to be successful.

How to profit with Google Adwords

Now you know why Google Adwords is such a good thing, let’s move onto how to actually use it in order for your business to make profit. First things first, you should determine how much you can afford to pay for a click. Doing this is important as it enables you to better understand the amount of money you can bid on keywords in Adwords while still remaining profitable. To do this your conversion ratio is needed, calculate your conversion ratio by dividing your monthly unique visitors by your monthly sales, then convert your answer into a percentage by multiplying by 100.

Imagine in a month you get 20000 visitors and sell 500 products each with a gross profit for you of . Your conversion ratio simply put is (500/20000)*100 = 2.5%. This means that for every 100 people who visit your site 2.5 buy your product.

Your gross profit per 100 visitors is calculated by multiply the gross profit on your product by your conversion ratio, to continue with the previous example – x 2.5 = 5. Divide your gross profit per 100 visitors figure by 100 to determine how much you can bid in Adwords.

In this case you could afford to pay up to .25 for a visitor and still break even. Rarely will you have to pay this much for a click, remember that the minimum CPC on Google Adwords is only 5 cent so play your cards right and you can have high profits.

Choosing your Google Adwords keywords

Next on to picking your keywords. These are the words which when searched for will trigger the appearance of your ad next to the search results. Choosing the right keywords is imperative to the success of your campaign. A good approach to choosing the right words is to imagine what you’d search for if you were looking to buy a product similar to your own.

Remember as with Overture, the more popular a word or phrase is the higher CPC you’ll have to pay and generally clicks from general words convert to sales far less often than clicks from specific terms so it’s always better to have a few highly focused keyphrases that get clicks than to be number one for the most general word or phrase in your industry. In Googles own words:

“General or broad keywords will generate many impressions with few results.”

Do you want “few results”? You certainly don’t so avoid the expensive popular words and stick with the less popular but more profitable keywords. Finding such specific keyphrases can be time consuming, but it’s worth it as research has shown that although much cheaper using specific phrases helps get more highly targeted people to your site and hence helps you get more sales.

On Googles Adwords website they recommend using spelling variations and plural versions of your keywords to reach everyone in your target audience. I think this is a good approach as not everyone of your potential customers will search a keyword in the same way, some will use plural versions and others will use singular versions. Similarly some may use American English rather than traditional English, this of course only applies to certain words whereby Americans use different spelling than British, Irish and other English speaking people would.

Adwords keyword matching options allow you to refine further when your ads are shown by allowing you to choose whether your ads are shown for certain types of searches on your keywords. There are four types of keyword matching options available, these are broad, exact, phrase and negative. Assume your keyphrase is ‘marketing course’.

With broad matching your ad shows when users search on the keywords ‘marketing’ and ‘course’, regardless of other search terms used or of the order in which they are entered. Broad matching is the default, you don’t have to do anything extra to use it.

Exact matching requires you to place square brackets around your keywords, like the following: [marketing course]
Your ad will show when users search only on the phrase ‘marketing course’ and will not show if other words are included or the words are entered in a different order.

The third matching option is the phrase option, this is similar to exact search in the sense that the keywords must all be present and in the right order however your ad will still show even if other words are present in the search. To use phrase matching you must include your keywords in quotes, for example “marketing course”.

Negative matching is the fourth option available. It allows you to block your ad being shown if a certain word is present in the search query. If your keyword is ‘marketing course’ but your marketing course is to do with offline marketing and not internet marketing then by using negative matching you can choose not to have your ad shown for ‘internet marketing course’ as people searching for this are looking for something different than what you offer. In this case ‘internet’ is your negative keyword. You simply place a dash before your negative keyword to use this option (ie ‘-internet marketing course’). Now if a user searches for ‘marketing course’ on Google your ad will be shown, it will not however be shown when the term ‘internet marketing course’ is entered as the query.

Using exact, phrase or negative keyword matching gives you more control over who sees your ads so you won’t pay for clicks that are unlikely to produce well-targeted results so always try and use these options, doing so could result in lower CPC, higher CTR and higher ROI. To demonstrate this fact I conducted a dummy ad to find the prices using broad, exact and phrase keyword matching options for the term ‘internet marketing’. The currency I used was the Euro, I left the maximum CPC at the default of €5. The results are as follows:

internet marketing 11.0 €2.65 – Default broad search cost €2.65 a click and expected clicks is only 11.

“internet marketing” 30.0 €0.74 – With phrase matching expected clicks per day was 30 and cost €.74.

[internet marketing] 37.0 €2.41 – Exact matching cost €2.41 a click and expected clicks was 37 a day.

You can see from above that using both exact and phrase matching options resulted in a lower cost per click rate than simply using the default broad match option. I highly recommend using keyword matching options.

As mentioned earlier Google Adwords allows you to block your ads showing for searches conducted by people from certain countries and people who speak a certain language. There’s no point in letting your ad be seen by people who won’t understand it. Likewise if your product is only sold to a specific country than that country’s residents should be the only people who get to see your ad, as if your company only sells products within America then any other nationals clicking on your ad are simply costing you money for nothing.

Creating your Google Adwords ad

Knowing which keywords to use and how to format them with keyword matching options alone will not make your Adwords campaign a success, you must of course also write a good ad which generates interest among those who will see it. To do this your ad must use attention grabbing copy such as ‘free’, ‘new’, ‘sale’, ‘tips’, ‘limited offer’ and give the advantages of your product at the same time. This however isn’t easy as Google allows you a headline of at most 25 characters including spaces and only two other lines of at most 35 characters including spaces, so stick to the point as room is limited. Sticking to the point means avoiding using words like ‘on’, ‘at’, ‘of’ and ‘an’ unless you really have to.

Your ad should target your keywords, by this I mean it should include them. Always include your exact keywords in the title of the ad as this is proven to boost your click through rate immensely, the reasoning behind this I believe is that when users see the keywords they’ve just searched for in an ad particularly in the title of the ad they immediately associate that ad with a good find and will be more likely to click on it.

After just reading the previous paragraph you may be tempted to simply repeat your keywords somewhere else in the ad in an attempt to raise your CTR, however on Googles editorial guidelines page they state that they will not allow repetition of words or phrases in ads as ads without repetition are clearer. This doesn’t however mean that you can’t use closely related words similar to your keywords which you have used in your ad title, these similar words will help back up the searchers believe that he or she has found a very relevant ad. Avoid what’s known as superlatives, these are phrases such as ‘the best’ and ‘we’re number 1′, these serve no other purpose than to make you appear cheap and tacky, which will turn most potential visitors off.

Apart from letting the searcher know your ad is relevant using your keywords in your ad has another advantage, namely that of making your ad stand out among the other ads also on the page. Your ad stands out as Google will highlight in bold any occurrences of the search terms not just within the main search results but on the page as a whole including within any Adwords ads present.

Try if you can to include a call-to-action phrase. A call-to-action phrase is a phrase that which as the name suggests provokes the reader to do something, in this case click on the ad and go to your site. Unlike a banner type advertisement you can’t use generic call-to-action phrases such as ‘click here’ or ‘visit this site’ as this does nothing to help the searcher make up his or her mind as to click on your ad or not. To quote Google again:

“The limited text space should be used for concise, informative language that sets you apart from your competition.”

‘Click here’ or ‘visit this site’ is not informative language, it’s language that simply wastes space and that does nothing to help you, the searcher or indeed Google for that fact. Take Googles advice into mind and

“Use a call-to-action unique to the service or product you provide.”

Examples of unique call-to-actions include: “Join now for 20% discount”, “Register for membership now”, “Download free trial now” and “Order now for free shipping”.

Remember your Adwords ad space consists of just a headline and two lines of text, you need to use this space efficiently to have a chance at success, so to recap I believe the best strategy to use this limited space is to include your exact keywords with or without other words in your headline, give a brief line about your product using words similar to your keywords in the first of the two 35 character lines and use a unique call-to-action phrase in the second.

All that’s left to do as far as creating your ad is concerned is to enter destination and display URL. Not really much I can talk about here, except to point out that your destination URL should be a landing page specific to the product or service dealt with in your ad and not simply your home page. Remember users have clicked on your ad because they’re interested in what the ad offered and not necessary interested in what your company offers as a whole. Landing pages will always convert more clicks to customers than if you had simply linked to your home page.

Other Google Adwords issues

This section of the article will cover briefly other Adwords related issues such as money issues, adgroups, tracking and testing.

As with any advertising campaign budget management is very important, without it you could quickly find yourself in trouble. In Adwords after you have chosen all your keywords and maximum cost per click amount Google will suggest an amount for you to set your daily budget. This amount is usually about right, and I would suggest sticking with it in most cases, however depending on how deep your companies pockets are, it may be a good idea to raise this suggested amount a little at the start of a new campaign as your ad will be shown much more and you will be better able to view how your ads are performing, then if after analysis of click through rates you decide it would be better to lower your daily budget do so.

Don’t let being in position one dominate your mind when deciding what cost per click to pay for keywords. Doing so may mean your spending more than you really need to, when Google gives you the average position of your ad based on your current cost per click settle for 1,2 or 3 as all these ads will be above the fold (the fold is the point on a page where you have to start using the scroll bar to continue reading).

Remember your position is based on CPC and CTR at all times except the very start of a new ad, so if you use the advice given in this article already you should be able to obtain high click through rates and hence your ad should rise above other peoples ads without you having to spend a cent more than them.

Now onto adgroups, adgroups is a campaign management feature which allows you to group keywords together in order for you to have an ad shown for a number of different keywords rather than the usual one ad for one keyword method. I rarely use adgroups as I find using the one ad for one keyword way produces much better results as ads are highly targeted to the specific search terms used and hence more likely to be clicked on.

Trying to write an ad that can achieve a high CTR for 20 different keywords is impossible. Hence if you do decide to use adgroups in your campaign keep them as small as possible at five or less keywords.

Using adgroups sacrifices the single most effective thing you can do to increase an ads CTR and that’s having your exact keywords in your ads title, remember with adgroups the same ad is shown for all keywords in that group. To use the one ad for one keyword approach you will need to create a new ad for each keyword manually as by default all ads are put into the same adgroup when you sign up.

I know, I know, using adgroups saves time, sometimes it saves a lot of time however I’m not in business to make time, I’m in business to make profit and lots of it and so are you for that fact, so if it takes some time to properly setup a good Adwords campaign well then so be it, hence I recommend avoiding the widespread use of adgroups for all but the very largest of campaigns.

Adwords should be no different than any other advertising campaign in the sense that you need to track everything and be continuously testing. Adwords will automatically track clicks, impressions and clicks through rates from when your ad goes live until either you or Google pull it. You should constantly analyze these stats for all your ads, discontinue the ones that are performing badly and raise your daily budget for the ones that are doing well so as to multiply your success.

However tracking CTR is only half the battle, you’ll also want to track conversion rates from certain ads, that is how many people that clicked through from one of your ads actually bought the product the ad offered. This can be done using affiliate software whereby you could set up a specific tracking URL for each ad and then refer to your affiliate stats to determine conversion rates that way. This specific tracking URL would be entered as your destination URL.

You could also as Google suggests attach an identifying parameter by putting ‘?referrer=source’ at the end of your destination URL. Imagine your normal destination URL was http://www.yoursite.com/product simply turn that into http://www.yoursite.com/product?referrer=source. The source would be your keywords to enable you to uniquely identify the ad from which the visitor came. You could then use a web statistics program to determine how many people that bought your product where referred by a particular source / ad.

Testing has been the backbone of many great advertising campaigns on the Internet to date. In Adwords you should test different copy, keywords, CPC and daily budgets on a constant basis in an effort to attain the highest click through rates possible.

Run similar ads together for the same keywords to see what little differences can do to an ads CTR, keep the ads with high CTR’s and pull the ones with low CTR’s, create more and more ads to run against previously successful ones and again drop the ads with lower CTR’s (unless of course the CTR’s of these ads is extremely good too but your others are just better). Don’t forget to test different things on your landing page too, to try and boost your conversion rate.

Google Adwords guide – Conclusion

Google Adwords when utilized correctly can be a great source of new customers for your business at a very low price. Google doesn’t charge you a cent until your daily budget has been reached so you could in theory start to profit without spending anything. I fully endorse Adwords and highly recommend you use it.

Well that’s another article finished, its seems to take me longer and longer to put articles together these days, anyway it’s all good. You have just read approximately 25,000 bytes of thoroughly researched information regarding the different aspects of Googles award winning Adwords program. Others charge for information like this, but not me. Till next time.

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