Google Adwords is Google's main advertising product and source of revenue, which conor's lecture showed an overall revenue of $29.3 billion, 97% of which ($28.2 billion) came courtesy of advertising revenues. This works by a company creating ads and choosing keywords, which are words or phrases related to their business. When searches on Google are made using one of the aforementioned keywords, the ad can appear next to the search results. This ensures advertising is made toward an audience already interested in the companies products.
Sports Locker, is not a phrase that will frequently be put into a search engine, so to utilise the Adwords capabilities, I would recommend a phrase match keyword option with "sports surrey" as the Phrase match word. This way the ads should show in searches such as "sports in surrey", "Sports store surrey" and "Surrey sports shop".
Due to the specificity of this search term, the ad will appear in more relevant searches and provide more significant return on investment, as the graph below demonstrates, it is more long tailed phrases which generate more specific responses.
Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment, increase conversions, and make more money on the web.
Sports Locker can benefit from utilising Google Analytics as it allows them to track which pages are generating the most traffic and which adverts are performing the best. The reports available from Google Analytics provide information that will enable Sports Locker to enhance consumers online experiences and find areas that need to be improved.
On another note, Google has recently changed its search algorithm, because people have created web pages to match search terms (Google Adwords) when you go to them, and when they are selected they are just full of ads irrelevant rubbish, it is in effect web spam.
There are content farms on th internet who produce lots of content then sell advertising against it. An example would be Demand Media, who look at what people search for on Google and Twitter and what terms are trending etc. Following this, they write articles that satisfy these searches, Demand Media actually employ 5/6000 journalists that write the specific content and key words for them to attract the web searches, and then sell ads again when the consumer is on their page.
Google are trying to get rid of these content farms by changing their algorithms and trying to ensure that the search engine is still run in a fair way, whereby the top sites are there on a popularity basis as they have the most hits. (The Economist, 2011)
References:
Babbage, A 3D sensation. The Economist. 2011, Podcast, iTunes. 2011 March 02
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