PPC and Google Adwords ::
Marketing, in general, is a daunting experience for any business owner or organization. The majority of them view this endeavor as a clouded financial mess, especially in regard to digital marketing and search engine optimization. Fortunately, there are others who have embraced this evolution in marketing. As a result they have increased their brand awareness, narrowed their efforts towards a target demographic, and gathered data about the usability of their electronic media.
As a member of Royall Advertising’s Search Engine Optimization team, I would like to share a few facts and tidbits about Google AdWords and Pay per Click Advertising (PPC).
ORIGIN OF PPC?
Before 1996, internet users browsing through search query results would view banner ads that were unrelated to their search. In his book “Advanced Google AdWords”, Brad Geddes introduces a company by the name of Idealab. Eventually the company launches GoTo.com, a search engine that produces not only results, but ads related to the item on hand. This slight ripple in the way Goto.com provided users information would eventually become the tsunami that is Google AdWords.
Before jumping head first into a brand new Google AdWords there are several concepts to grasp. Below is a brief synopsis.
- Creation of PPC
- Different Types of PPC
- Establishing and Assigning Goals
- Structure of a Google AdWords Account
- The four matches of the apocalypse
FLAT-RATE PPC AND BID-BASED PPC
Site Pro news does and excellent breakdown of the two categories of PPC which could be found here (http://www.sitepronews.com/2011/07/22/the-difference-between-flat-rate-and-bid-based-ppc-campaigns/). Essentially, Flat-rate PPC is exactly what it sounds like. The advertiser has an agreement with the publisher of a search engine in regards to the cost of certain keywords and the amount paid for each click. Determination of cost include the following: duration of contract with the publisher, popularity of the keywords and the site’s content. The Flat-Rate PPC model is more prevalent with search engines that focus on products or services such as eBay.
Bid-Based PPC places the networks at the center. Members of the network state what their maximum budget is for a certain keyword. Other members within the network have the ability to bid more for a keyword. Whoever wins the bid, has their ads listed on the Search Engine Results Page (SERP). There are several spots so it is possible to have a number of winners but general single keywords are historically expensive.
To illustrate, Wordstream published an info graphic showcasing the most expensive keywords on Google AdWords in 2011 (http://www.wordstream.com/articles/most-expensive-keywords).
[Curious to how they got the information. Comments on the blog were talking about the word mesothelioma. Larry Kim wrote the blog post detailing the infographic and responded to a comment with the following.]
According to Wordstream, the most expensive keyword in 2011 was “Insurance” with approximately $54 Cost per Click (CPC). If you read in between the lines of the info graphic the message is clear; bid efficiently.
ESTABLISHING AND ASSIGNING GOALS
In order to bid efficiently keywords must be relevant and targeted. For example, a potential client may contact us in hopes of increasing revenue. We at Royall Advertising are ready to attack that goal with precision first but we need to establish smaller, secondary goals such as increasing newsletter sign ups or garnering more attention to a newer products in order complete our main objective. Eventually, our goals will transform into campaigns that we can track and guide along the way.
CAMPAIGN AND AD GROUPS
Remember campaigns are our established secondary objectives. Each Google AdWords account may have up to 25 campaigns. Within each campaigns there are “Ad Groups”. This is where a user may store several hundred keywords of varying lengths, each focusing on a product or an objective. Campaigns may cater to established markets or test the waters of new markets. Also, campaigns may be targeted to certain geographical locations, producing ads on SERPs only to users in the same area.
UNDERSTANDING THE FOUR DIFFERENT MATCH TYPES
Selecting keywords for an Ad group is truly an art form and we will cover a few tips towards the end of the post to help you with your masterpiece. This section is intended to provide you with a broader understanding of the different types. Here at Royall Advertising, we evaluate existing Ad groups to insure more than one of the match variations are working in unison.
- Broad Match: These keywords will send an ad off to the publisher if a user is looking for something similar
- “Phrase Match”: Ads will display on the SERP if a user enters matching keywords in the same matching order.
- [Exact Match]: Similar to phrase match with the exception that ads will not appear if the item deviates from the original we placed in the brackets.
- –Negative Match: Helps filter queries to prevent your ads from showing. Although we are reducing the exposure of the ads we narrowing the focus to customers who match our target. When used with care, negative match keywords have the potential to increase conversion rates.
ROYALL ADVERTISING’S TIPS
Remember the 3 C’s Create Compelling Copy. The amount of characters allowed in a Google Ad is limited. Within the headline include one keyword. Include a “call to action” within the description. If you are interested about the potential a call to action has to offer click here [http://royalladv.com/blog/2014/04/03/lets-change-definition-of-advertising/] to view Will Royall’s post titled “Let’s Change the Definition of Advertising”.
Less truly is more Negative keywords, when used correctly, does more to focus potential users towards your online media. An increase in new and returning visitors are great but watching your conversion rate climb is the true goal.
THINGS TO REMEMBER
Pay Per Click Advertising has the potential to draw people towards your product or service. In order to advertise on Google’s SERPs a business or organization must create a Google AdWords Account. Each account may have up to 25 campaigns, with hundreds of keywords in each campaign. Attempt to create a goal for each campaign (e.g. Increase email newsletter subscriptions, drive traffic towards a new product, etc.) The 4 different types of keywords dictates the frequency of your ads’ appearance on SERPs. If you create relevant ads, use more than one keyword type and use other tools such as Google Analytics to gather data, you should see a greater investment on your Pay Per Click Advertising account.
Read : The Future of SEO for 2014 by Royall’s SEM Manager Chris Romero
I. “Do long tail keywords matter?” http://www.ppchero.com/do-long-tail-keywords-matter-in-ppc/
II. Advanced Google AdWords, 2nd edition. Brad Geddes
III. “Google’s Insider’s Guide to Google AdWords” http://louisville.edu/ocm/ocm-u/training-archive/Adwords-Basics.pdf
IV. “A guide to building successful AdWords campaigns” http://static.googleusercontent.com/media/www.google.com/en/us/adwords/pdf/step_by_step.pdf
V. Bid Based vs Flat Rate PPC http://www.sitepronews.com/2011/07/22/the-difference-between-flat-rate-and-bid-based-ppc-campaigns/
VI. Top 20 expensive AdWords http://www.wordstream.com/articles/most-expensive-keywords
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