Can we begin by saying that, when done correctly, Google Adwords (Google pay per click) may provide you with the best return on your investment when compared to other online advertising solutions. At the same time, if you don't understand how Google rates your advertising, it might cost you a fortune.
First, consider how Google differs from other search engines. Most search engines base the placement of your ad on the percentage you pay per click, i.e., the one who pays the most for a certain term gets positioned first.
Not with Google, then. Google employs various characteristics to determine the order in which its adverts are shown in an attempt to provide more relevant material to its viewers. You will pay a high price if you do not understand or ignore these parameters! And, unless your company has enormous resources, it might make the difference between success and disaster.
When running a pay-per-click campaign on Google, your ad position is supported by keyword selection, ad relevance to keywords, bid price, and average click rate, but also by how long visitors remain on your site and the match of your landing page to your ad and keyword. Essentially, you will spend the most per click and be featured in the top five spots! Alternatively, you might spend less than the top five bids and still rank first!
Once integrated into your Google Adwords (pay-per-click) campaign, these components might have an impact on your ranking; consequently, ensure that:
Your keywords do not appear to be very wide. Your ad is relevant to your keywords (keyword grouping is important) Your price is at the very least competitive. Your click rate is good (more than 1-3% is ideal, less than 0.5% might be disastrous). Keywords are chosen to complement the content on your landing page You use text instead of Flash. This is really crucial since employing Flash landing pages instead of text might have a negative impact on your ad position (Google perceives pages with no info as equivalent to pages with nonrelevant information).
The more you stick to those standards, the cheaper your cost per click and the greater your conversions will be. I admire Google's well-considered ranking policies. When seeking information online, nothing irritates me more than clicking on an ad that takes me to a page that has little or nothing to do with what I'm looking for. If I don't see useful information within a few seconds, I'm gone, annoyed at the waste of time!
Look for our next blog everywhere we tend to hide The Biggest Mistake When Doing Google Adwordsî. Sign up for our Marketing Insight newsletter and be the first to read it.
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