One of the fundamental ways of refining a campaign within Google AdWords is by using the 3 special forms available to target your adverts at the people that you wish to view them - specifically those people who you can be fairly certain are looking for what you can supply.

Why are these different forms important? Well, they can help us not only to create very targeted campaigns which will bring the right people to our websites but also help to improve our bid position in AdWords which is calculated on the level of bid and the Click through Rate (CTR) of the campaign. We also need to remember that AdWords campaigns can have differing goals including creating awareness, brand re-inforcement as well as traffic generation - in teh first two cases greater visibility (albeit less targeted) may be preferable.

The generic match is called Broad Match in AdWords terms - here you would simply enter the keywords as they are such as internet marketing advice and then your advert would be shown whenever these terms are searched on, in any order and with any mixture of other words. As they say, a VERY broad match which will give you the possibility of being found across a wide range of searches.

However, in most cases you will want to be able to focus much more specifically on the areas that you deal with so will want to use the other options available. These are:

Phrase Match - using quotation marks around the phrase such as “internet marketing advice” means that your adverts will appear when these keywords are searched for in this order, although they can appear with other search terms. So searches for good internet marketing advice or internet marketing advice newsletter would mean that your advert would appear.

Exact Match - using square brackets around the phrase such as [internet marketing advice] means that this exact phrase and only this phrase has to be serached for if you want your advert to appear. Anything else, including misspellings, and it won’t.

Negative Match - by using a hyphen in front of the phrase (think ‘minus’ sign) such as -bad you make sure that you add will NOT appear if that word or phrase appears anywhere in the search. So in this example, a search on bad internet marketing advice will not make your advert appear. Thankfully …!

Google have added another couple of facilities to allow webmasters slightly different ways to advertise using Google AdWords.

In addition to the traditional bidding with costs calculated on a “per click” basis (CPC), there is now also the option to choose a selection of sites where their advert can appear and have costs calculated on the number of impressions (CPM), that is the number of times the advert appears, rather than on the number of clicks it attracts. The second change allows the selection of sites which gives webmasters the opportunity to target certain types of sites.

To make best use of this, webmasters should look to apply a different approach to their adverts when they are targeting certain sites - it is still important to make an impact but with a better indication of the type of visitor that you are looking to appeal to.

The same is also true for contextual adverts in a normal campaign which, in some cases, it may be better to run as a separate campaign. Again, this is a way to ensure that the targeting is carried out correctly.

So what is emarketing and how does it differ from internet marketing that we see and hear so much of in today’s online society.

Emarketing encompasses much more than just internet marketing and more than just website promotion, although it does include both of those. So while internet marketing will tend to include Search Engine Optimisation (SEO), Search Advertising (or Pay Per Click), Link Development, Banner advertising etc., emarketing takes the reach a step further. Emarketing extends to cover all methods of communicating with your customers electronically, not just through the internet but also through email marketing, business blogging, mobile messaging, podcasting and the like.

Emarketing has so far managed to stay clear of some of the negative press that Internet Marketing has become associated with due to the alleged mal practice particularly in SEO where companies have spent thousands with no visible improvements to their Search Engine rankings. The term internet marketing has also been taken over to some extent by the sellers of infoproducts with their “special never to be repeated offers” - something akin to the photocopier or door to door salesmen.

As for website promotion, well that is only part of the goal at the end of the day. A company’s website is at the core of all emarketing activity and provides a focal point for it and the sales opportunities that it must provide. However, this neglects the fact that these elements in themselves can work strongly in branding an organisation and its activities, can strengthen customer and business relationships as well as develop trust which influences far more than simply the desire to visit a company website.

Emarketing is certainly a powerful business builder, particularly integrated emarketing which links with offline marketing efforts. However, it goes much further than that and offers the marketers of today opportunities to take the process several steps further as well.