Google.com is the most popular search engine in world.  According to comScore Google's marketshare is between 50% and 60%.  Computer geeks are not the only people happy with Google and its technology.  Mortgage brokers are finding Google to be an exceptional way to generate high quality mortgage leads without having to blindly throw money at banner ads or SPAM.  Go to Google.com right now and type in "California refinancing".........

Along the right hand column you can see a series of "Sponsored Links" - these are ads that brokers and lead companies have placed with Google's Adwords section.  Adwords takes the search term "California refinancing" and then displays the advertisements of the brokers/lead companies who are bidding the highest on that keyword phrase.  It is actually a little more complicated than that because Google also figures out which ads are doing the best and then those are the most likely to get displayed higher in the order.  This is the primary way to get your web site listed with Google.  (We will just assume right now that you have a web site.  An article on mortgage broker websites is forthcoming.)

The second way to bring leads to your website from Google is through Google's content network.  In a nutshell, Google allows other web sites to use its search technology so that Google results (and Adwords results) end up on these other sites' pages.  Sites that are popular can also sign up with Google through their Adsense department and then Google will push relevant ads to their sites.  When you click on a Google ad at one of these sites, the Adwords advertising you clicked on will get charged through Google.  Unclear?  To see an example of Adsense in action, go to boberdoo.com and look at one of the Google ads at the top of the page.  boberdoo.com is a site related to leads so most likely that ad you see is for a lead company.  If you click on the ad, the Adwords advertiser gets charged and boberdoo.com gets paid (and Google's profit is the difference).  If you advertise with Google these ads are good because they will show up on sites that are relevant to what you are looking for.

In part 2 of this article we will cover signing up with Google Adwords, selecting keywords, setting up your ads, and budgeting wisely.

This article was written by the team at LeadPortal.com.