How to Advertise Your eBay Business with Google AdWords - dummies

How to Advertise Your eBay Business with Google AdWords

By Marsha Collier

Google’s cost-per-click (CPC) offering, AdWords, is used by nearly every business on the web, and is ideal for your eBay business. If you are a regular user of Google search, you should be noticing small ads on the right side of your search results, often under a headline called Sponsored Links.


According to numerous sources, 1,722,071,000,000 searches were performed on Google in 2011; that’s about 4,718,000,000 per day. Google AdWords allow you to create the profitable ads that accompany each of these searches. You choose keywords to let Google know where to place your ads. Just come up with some relevant keywords to promote your website or eBay Store. You pay for such an ad only when someone clicks on it.

For your campaign, keep the following in mind:

  • Keywords and keyword phrases: Come up with a list of keywords that would best describe your merchandise. Google allows you to estimate, based on current search data, how often your selected keyword will come up every day. Google will also estimate your daily cost, based on how many people click that word. That can be a shocking number.

  • CPC (cost-per-click): You determine how much you’ll pay for each click on your keywords. You can pay as little as $.05 a click. The dollar amount you place on your clicks makes the basis for how often your ad appears.

  • CTR (click-through rate): This statistic reflects how many people click your ad when they see it. If your CTR falls below .5 percent after 1,000 impressions, AdWords may slow or even discontinue your ad views. When one of your keywords isn’t passing muster, it will be indicated on your reports.

  • Daily budget: You can set the cap in dollars on how much you’ll spend a day. Otherwise, if you had some really hot keywords, you could spend thousands on clicks.

Setting up an AdWords account takes a while and some thinking. So wait until your mind is clear (Saturday morning?) and sit down at the AdWords site with a cup of coffee.

Google gives you excellent step-by-step instructions after you’re signed in. This is the general process:

  1. Decide whether you want to target your ads geographically.

    You can pinpoint your market if you’d like, or you can blast the entire world. Choose from a list of 14 languages, 250 countries, or as far down as 200 United States regions.

  2. Create your ad.

    You can create only three lines of ad text with a total of 95 characters. Be as concise as possible. Don’t throw in useless adjectives. Figure out the perfect 95 characters that will sell your site to the world. You must also supply the URL for your website or eBay Store.

  3. Select your keywords.

    Type your keywords and key phrases in the box provided. You can use Google’s Keyword Suggestion tool to help you out. Because this is your initial pass and won’t be etched in granite, feel free to take some wild stabs and see what happens.

  4. Choose you maximum CPC (cost per click) and then click Calculate Estimates.

    Here’s where the sticker-shock gets you. The displayed data lets you know which keywords you can afford to keep and which ones must be discarded. If you want to change your CPC amount, do so and click Recalculate Estimates. The Traffic Estimator calculates how much, on average, you’ll end up spending in a day.

  5. Specify your daily budget.

    There will be a prefilled amount that would ensure that your ad stays on top and gets full exposure every day. Set a cap on your budget and Google will never exceed it. You may make it as low as you want; there’s no minimum spending amount.

  6. Enter your e-mail address and agree to the terms.

  7. Enter your billing information.

    You’re minutes away from your ads going live on the Google index.

Here’s an intriguing fact: Your ads may also appear on other places on the Internet where Google feeds ads.