I’ve got my product, my web site and my keywords.  Now how to use them to drive the most business in my direction?  One way to go is to advertise by using Google’s AdWords service.   Adwords is Google’s money-making service that ties together your keywords with your advertisement.  So if you’ve got your keywords linked with AdWords, then each time someone searches using those keywords, your advertising link will appear in the search results.  You will only pay, though, when someone actually clicks on your link.  Mostly.

It is a bit more involved than this, really.  Where you show up on the list has a lot to do with how much you “bid” on popular keywords, how your web site is linked from other sites and even on how old your domain name is.  Some pay per click is flat rate, too.  Here’s a quick definition of the difference between bid based and flat rate from Google’s own Wikipedia.

There are two primary models for determining cost per click: flat-rate and bid-based. In both cases the advertiser must consider the potential value of a click from a given source. This value is based on the type of individual the advertiser is expecting to receive as a visitor to his or her website, and what the advertiser can gain from that visit, usually revenue, both in the short term as well as in the long term. As with other forms of advertising targeting is key, and factors that often play into PPC campaigns include the target’s interest (often defined by a search term they have entered into search engine, or the content of a page that they are browsing), intent (e.g. to purchase or not), location (for geo targeting), and the day and time that they are browsing.

So the trick is to figure out the best use of these techniques to make my product show up in enough searches to keep my business going.  Naturally the best way to do this is by simply keeping very good records of the number of hits you receive using one method or another.  Also, experimenting with the way your keywords are phrased could also lead to different search results.  Google your own keywords and see what the results are and then tweak to improve.  Keep tweaking and updating to encourage those visitors that will bring in the bucks.