Understanding PPC: A Primer on Using Google AdWords

October 7, 2012 by  Filed under: PPC 

When you’re new to Internet advertising, the term pay-per-click advertising can sound scary and all-too-technical for you. In reality, pay-per-click advertising, being one of the most profitable online advertising venues, is quite an easy-to-understand concept.

The most popular PPC advertising network is Google AdWords. It is also Google’s most lucrative source of revenue. All kinds of businesses, whether an e-commerce website, a brick-and-mortar store with an online storefront or one that sells services instead of physical products, can benefit in a lot of ways from using Google AdWords.

For one thing, AdWords management doesn’t require you to work long hours to get you on the first page of Google’s search results. Your AdWords advertisement, once properly configured can come up in any search that contains your keywords less than half an hour after you approve it for publishing. Organic SEO, of course, has its own benefits over using AdWords, the latter wins in the convenience department. For another, an AdWords ad never succumbs to the changes in Google’s search algorithms. Unlike the organic search results that appear on top of the competition one day and struggling to break into the top five results in the next day, your ad is always guaranteed an above-the-fold placement.

So how does AdWords work? When you create an AdWords campaign, you are asked to provide keywords that are relevant to your business and a link to your website. Whenever someone searches for your keywords, your ad (Google officially calls an ad a Sponsored Link) appears on top or beside the organic search results. When the user clicks on your link, he goes to your website and you pay for that one click. If, however, nobody clicks on your ad, you’re not required to pay anything.

Of course, you want people to click on your link. The best way to make sure that your AdWords ad is not sitting pretty and useless on top of a search results page is to choose high-quality keywords that used by people who will actually buy your product. What do we mean by a high-quality keyword? It has to be specific. If you’re marketing a car rental business for tourists in Hawaii, for example, use “Honolulu vacation rental car” instead of a very general “rental car” because the latter can bring in all sorts of people who have an interest in rental cars, including those who would like to open a rental car business and those who are looking to rent a car in the other side of the world.

Your keyword should also be used in the body of your ad to make it more relevant for the user. Not only that, your keyword will appear in bold so that your Sponsored Link stands out. Aside from using keywords, you also have to write a compelling ad headline and body. After all, keywords alone will not pull people in to your website. One thing that all compelling advertisements have, whether they are PPC ads or otherwise, is a clear description of the benefits that people can get from your company. You won’t enjoy much in terms of space, so your copy should drive home the point within the first few words. Here are some good headline examples:

• “50% Off All Women’s Shoes!”

• “Fair Trade Certified Organic Vegetables”

• “Office Supplies Delivery”

• “Buy Cheap Laptops”

• “Don’t Overpay for Airfare – Compare Flights on Many Airlines”

A good ad copy should also incorporate a call to action, such as the ones in the last two examples. A call to action usually begins with a verb, such as “shop,” “enter to win,” like us on Facebook,” “click” and “compare” and gives the user an idea of the things they can do if they click on your Sponsored Link.

Once your AdWords campaign is ready to go, Google will ask you to set your budget for the day. This is one of the biggest advantages of using AdWords because you can regularly track your advertising expenses and there is no way for you to overspend. The amount you pay depends on the competition for your keyword. If there are multiple advertisers using the same keyword, the highest bidder appears on top of the list of Sponsored Links.

This is not the only way to get on top of the list, though. If the highest bid is beyond your budget, a way to get around things is to improve your keyword’s Quality Score. Google determines your Quality Score by how relevant it is to the user’s search. So, for example, you want to beat out the top-ranking Sponsored Link, one way to do it is to tweak your keyword or to use another keyword altogether. You can also improve your website so that the keyword used in your AdWords ad is highly relevant to it.

When your ad is in place, there is no reason for you to settle. The effectiveness of any AdWords campaign lies in constantly testing and improving it to see which version of your campaign brings in the most number of customers.

For more information about Google AdWords management, please visit www.mangopublic.com.

Article Source:

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!

You must be logged in to post a comment.

Prev Post:
Next Post: