Ryan Galiotto

Posts Tagged ‘pay per click’

Hi there! This is Lawrence Talent from www.SeduceAdWords.com! Ive been a student of Google AdWords (well, pay per click in general really) for years now! And even though PPC is a constant moving target (especially AdWords), there are still some principles that will never change. What follows are 5 key concepts you must always keep in mind when advertising on any PPC networks.

C.P.C. (Cost-Per-Click) ” How much you are paying per click on your AdWords ad. Every time someone clicks on your ad, its costing you money, money thats going to Google as part of your Google AdWords agreement. The CPC youll see associated with your PPC campaign depends on many factors, including the competitiveness of your market (i.e. advertising on real estate will cost a lot more than say blue widgets), the overall quality of your advertising campaign, your AdWords history (Google tends to like old proven marketers better), etc.

Click thru rate, CTR, is the measure of how many times your advertisement gets clicked on given how many times it was shown. It is expressed as a percentage (number of clicks over the number of impressions, which is another way of saying the number of times an ad was shown). So lets say your ad showed 200 times and it was clicked on twice. That results in a CTR of 1% (2 divided by 200). Your goal, by the way, is to achieve as high of a CTR as possible.

Quality Score is the way Google conveys to you what it thinks of your keyword (as in, does it think its a good fit in your campaign, does it think that its relevant to your market, etc.) It is displayed as Poor, OK, and Great (if you use AdWords Editor, a free tool provided by Google, youll be able to see it on a scale of 0~10). You of course want to get Great if you can since that helps keep the minimum bids of your keywords down.

Relevancy. Okay, relevancy has become a bigger and bigger deal over the past few years. Google and other PPC engines wised up when they noticed spammers abusing their system (back in the days when CPC for all keywords were dirt cheap). Spammers were bidding on ridiculous terms like Disneyland and directing the traffic to their mature audience only websites. Thats a big no no. So now the pay per click engines study your ads, keywords, campaign, landing pages, and a whole slew of other factors in determining if your advertisement is relevant to the audience its targeting.

Google slap is Googles way of punishing you for being a bad marketer on their AdWords system. What is a bad marketer in their definition? Well there are many offenses but perhaps the most common/big one is having keywords that get no traffic, low CTR, low bids, and/or are irrelevant to your campaign. Translation, when Google thinks its end-users do NOT like you. Avoid the Google Slap! Keep your AdWords slim, fit, and highly targeted.

Alright, hope you got something out of that If nothing else, you should be a bit more aware and cautious now that you know what the whole Google Slap is about. Google is very picky in whom they want to play with, so be smart in your advertising and dont try tricking Google. Always keep in mind that Googles #1 goal is to take care of their end users (the searchers) so make sure you do the same and youll be apples.