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PPC Advertising
Google adwords landing page quality score video
Jul 17th
How to keep on the right side of Google Adwords quality score. The quality score that you receive from Google has an effect on how much you are charged for you advertising.
So how does this work in practice.
The cost of adwords or cpc is a combination of factors the first one is the popularity of the keyword phrase. Certain phrases cost more than others and advertisers can pay large amounts of money for a click. Many keywords in the loans and insurance market can cost over $10 a click.
The next factor is click through rate or CTR, this is the percentage of searchers who see the ad and click through to the site. The higher the CTR the lower the cost (CPC), Google rewards those ads that are clicked on more often for obvious reasons.
Then there is quality score-this is a score which reflects how Google sees your landing page. What this means is the more relevant the page is in relation to the search term the higher the quality score will be. The higher the quality score the lower the CPC will be.
The thinking behind this is that if Google only serves up ads that direct the searcher to a highly targeted and relevant web page then the searchers experience will be in line with their expectations. If a person is searching for “computer viruses” then information about “computer viruses” should be immediately apparent when they arrive at your site.
This is what Google is aiming to deliver and the more you comply with this framework the more Google will reward you with lower cost per click and higher positioning on the search page.
Many of you will realize that the more relevant your ad and landing page are, the more traffic you will get, the better your CTR will be, the lower your CPC will be. These events will lead to better positioning on the search page and more hopefully more clicks.
The video below explains how to use a web page or wordpress blog as a landing page.The advantage of this is that your pages and articles should already be relevant to particular keywords and therefore should score a reasonable quality score.
PPC marketing for the beginner.
May 25th
PPC marketing for the beginner will discuss basically what PPC is, what it isn’t and how to avoid the common pitfalls faced by most beginners.
PPC marketing stands for pay per click this means that when a searcher clicks on your ad you will pay a fixed amount to the search engine advertising platform that you are advertising on. There are many networks large and small that will allow you to advertise using this format. For the sake of clarity we will confine our discussion at this point to the Google PPC platform which is called adwords.
Basically adwords revolves around keywords. You write a small four line advertisement which contains the keyword that you need to trigger your ad. Your ad will appear at the top of the organic results for the keyword search performed by the searcher. In other words your ad will only show if your keyword matches the keyword entered by the searcher. The visitor may see your ad but you will only be charged if they actually click on it.
When you set up your advertising campaign in adwords you will bid on the keywords that you want to use. The price of these keywords varies according to popularity, this popularity is usually directly proportional to the amount of money that the advertiser can potentially earn from being successful with that keyword. For instance, certain industries such as loans, insurance, mortgages and healthcare will command a higher bid price than underwater basket weaving.
When the searcher clicks on your ad they will be taken to a website of your choice, this could be directly to a merchant’s site that you are connected with as an affiliate or more commonly to an intermediate site or landing page that you are using to either pre-sell the prospect, collect their information or merely comply with Google’s rules.
Whether you are sending the prospect directly to the merchant or to a landing page, the contents of that page must be relevant to the search and more importantly the keywords used in your ad. Google wants the experience for the searcher to be congruent with their expectations, in other words if you ad is about “used black guitars” then the page that the searcher lands on must also be about “used black guitars.”
This is important for two reasons firstly if the visitor doesn’t immediately see what they were expecting they will leave the site without buying or clicking through to the merchant. This gives Google a bad name and not only do you have to to pay for the click, you didn’t make any money. When this happens Google will penalize the advertiser by reducing their quality score, this in turn raises the cost of each click for the keyword being bid on.
Basically despite what a lot of people think Google it is just trying to deliver the best experience for people searching and in return giving cheaper keywords to those advertisers who deliver this good experience and penalizing those who don’t.
So make sure that you keep the end user in mind when advertising with PPC using Google adwords. If you keep the searcher happy you will probably keep Google happy. If you follow these guidelines then how to do PPC marketing for the beginner won’t be a costly experience.
Look out for information about other networks who accept PPC advertising.
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