Google Pay Per Click Advertising Basics
Google Pay Per Click Advertising Basics
I’m impatient, I can’t wait months for SEO to kick in, I like to get my results today. I’m going to be talking about targeting advertising. So I want to talk to you about how that can happen, how you can get your website on the front page of Google straight away. It costs money though, but if we manage it properly and we measure it and we then manage that measurement, we’ll be able to make some money out of it. You might also have to go through some internet marketing reviews for deeper discussion.
The Google AdWords program or also commonly called as the Google pay per click advertising, is basically when you go to a search results page, the yellow section at the top above the natural listings and the things down the right hand side are sponsored links. So you can pay to get your website ranked straight away for the keyword you want to target. This is a good way to fast track some of the testing things so that you have a website that works before the SEO kicks in.
The big thing with Google AdWords is it’s pay per click advertising, not your traditional pay per view advertising. In most traditional marketing, with radio, TV commercials, magazines, you’re paying for the fact that people are going to view the advert, not that it works. If your advert gets viewed by a lot of people but no one does anything, you still have to fork out the $ 2000 in media buy. With online advertising and pay per click, you only pay when people respond to your marketing. It is the best form of marketing spend you can ever have.
So just to reiterate. Why do Google pay per click advertising? Firstly you get to target people who are actively looking for your product and services. So unlike traditional media, where you are hoping to interrupt people by buying a billboard or interrupt people who are reading a magazine, this is where you are in front of people who are actively looking. They’ve taken a proactive stance and they’re doing something, hopefully have their wallet half open already, looking for the products and services you sell. So it’s much more targeted, less wastage which is a big thing.
As I said before, you only pay when someone responds. So your advertisement can be seen by thousands of people, but if no one responds, you don’t pay a single cent. So you’re only paying when material works, which is the best way to spend money. The other thing is you get to pick the search phrases. So you get to go in and say, these are the keywords I want to target, these are the keywords I’m targeting, these are the businesses and phrases I want to be in front of and you will go in and bid on that keyword. If this is still a bit complicated for you, get help from a website consultant Melbourne today.
As I said again, it’s measurable which means it’s manageable, which means you can control it. So how does AdWords work? From a pay per click perspective, it’s an auction system. The price you pay is your maximum bid you’re willing to pay for that keyword times a quality score. So each cost is basically a keyword level. So you don’t say, I want to pay $ 1 for every single click for every keyword. It’s all based on individual keywords and you pay differently per keyword.
So it’s the maximum bid, which is pretty straightforward times three factors that make up the quality score. Google has this thing called a quality score which to them is a way to just not give a person with the biggest wallet the best advert, it comes down to other factors as well. These factors are click through rate which is the actual percent of people who see your ad and click on it. So the more effective the ad the higher people click through, the cheaper your bid is going to be.
Relevance, how relevant is the ad to the keywords. If you’re bidding on blue shoes and your advert says, we sell red shoes, it’s not that relevant, so Google penalizes you for that. Also the landing page; it’s important that the web pages that your site has, the pages that your ads are pointing to, match the keyword. So you have a website about red shoes, or a page about red shoes, you’re bidding on blue shoe and you send people who Google blue shoe, who’ve seen an ad that says blue shoe and land them on a page that says red shoes, you’ll get penalized for that. Google will track that.
So it’s important that you build websites around different keyword phrases and each keyword you bid on, point them to those relevant pages rather than just your home page. This is key if you want to succeed with your Google pay per click advertising campaign. You may also want to go over a Whitespark review to further increase your knowledge on ranking and targeting local search.