Pay-per-click (PPC) advertising remains an effective way to grab the attention of your target audience and drive them back to your site so they can engage with your products and services.
Obviously, the higher your ads appear to the top, the more likely that someone will click on that ad.
That said, just getting the click isn’t the goal.
Getting a click that results in a sale, phone call, or lead is the goal.
In order to ensure the best opportunity for success, it is incredibly important to establish some sort of regular daily cadence or task list for your PPC campaigns.
While the rise in AdWords automation is helping with some, here are three PPC tasks that you should be doing every day to ensure nothing in the account is broken.
1. Check Your Key Performance Indicators
Key performance indicators (KPIs) are an important metric to help marketers determine the effectiveness of many different kinds of campaigns.
When you decide to invest in PPC, you need some way of measuring the performance of your ads, or you’re just throwing away money without knowing whether your campaign is working.
The types of KPIs that you choose to prioritize will depend on your marketing goals.
Some of the most common types of KPIs for PPC campaigns include:
- Number of clicks: This KPI tells you how many people actually clicked on your ad, which gives you a good idea if your ad is grabbing people’s attention. Clicks won’t always give you a full picture of how well your ads are doing, but they are an important piece of the puzzle.
- Click-through rate: This KPI is calculated by dividing the number of clicks by the total number of impressions (views). There are different sweet spots for click-through-rates based on your industry.
- Cost per click: This measures the amount of money you’re spending on your ad campaign based on how many people click on that ad. It is calculated by dividing the total amount you paid for a campaign by the number of times someone clicked on the ad. It’s a good way for you to determine whether your budget for that campaign was too high, too low, or just about right. A good rule of thumb is to check in on your brand CPCs. If you see a spike there, it can negatively affect performance.
- Conversion rate: This measures the number of conversions that were directly generated by your ads. It is calculated by dividing the number of conversions by the total number of clicks.
These are just a few KPIs that are important in a PPC campaign.
Checking through these numbers on a daily basis can help you see if there are any outliers like a sudden surge of clicks or higher conversion rates on a particular day.
2. Review Your Negative Keyword List
One of the best ways to attract more clicks is to make sure that the language of your ads optimizes the most appropriate keywords for a search.
But when you’re running a PPC campaign, it’s equally important that you create and monitor your negative keyword list.
If you fail to include a negative keyword list on their campaigns, it can seriously dent the ROI for your ads.
Let’s say you’re selling shoes online.
You will want to include keyword variations that include gender, intent-based queries (e.g., “buy” and “on sale”) and qualifiers (e.g., “running”).
But what if you wanted to exclude higher-volume, lower converting terms (e.g., “womens shoes”).
In the below example, you can see how excluding terms based on match type will impact your ability to target specific types of keywords:
By creating a list of negative keywords, you’re telling search engines that these are not relevant words for your business and that your ads shouldn’t show up when people conduct searches using those words.
You should review your negative keyword list daily because search behavior changes regularly.
Make sure your list is updated to avoid spending money on ads that show up in front of people who aren’t part of your target audience.
There are two quick ways to find potential negative keywords:.
Popular Search Terms
The new ‘Searches’ card in Google AdWords will highlight the most popular words and phrases driving traffic to your site.
Click the Words tab for an even more granular look.
In this example, we discovered two potential negatives to include in the campaign:
Knowing which keywords a majority of searchers are using to find your website can help you both add valuable new keywords, and create lists of negative keywords you discover to be irrelevant.
Search Query Reports
Google’s Search Query Reports will give you the most comprehensive way to check for negative keywords that you may need to add to your list.
While getting this granular may not be a daily task, if you see some warning signs (like those in the previous example) a dive into your search query report from the previous day may be warranted.
3. Review Your Daily Budget
Your AdWords average daily budget is not fixed, which means that as you review your campaigns daily, you can change that budget based on analyzing some key KPIs.
Combine that with Google’s daily budget change that increased daily budgets by 2x and you have a good reason to monitor this daily.
The most common application of budget management involves shifting across days of the week.
For example, if you notice that your ads are generating more traffic on a Wednesday, but are dead on a Monday, you may want to shift some of your budget to take advantage of what’s happening on Monday to maximize your ROI.
Ad Delivery Method
Reviewing your budget can also help you determine whether you need to change your ad delivery method.
AdWords has two types of delivery method:
- Accelerated delivery: This shows your ads earlier in the day and typically chew up your daily budget before noon. You can only choose accelerated delivery if you’re using AdWords’ automated bidding.
- Standard delivery: This displays your ads more evenly during the day. If you choose manual bidding, your campaigns automatically default to standard delivery.
Another quick check-in on your daily budget spending is how your budget is being spent across devices.
With the explosion of mobile, if not kept in check, the percentage of mobile spend compared to conversion can become skewed – essentially stealing your opportunities for desktop conversions.
Similar to the Popular Search Terms card, Google also has a “Device Type” card that will show differences across devices for clicks, impressions, and conversions.
Visually, this is a no-brainer to add to your daily budget checks.
Adaptation Is the Key to PPC Campaigns
When you launch a PPC campaign, one of the keys to success is making sure that you stay on top of KPIs, keywords and budget so that you can quickly determine if something is awry, and change how you’re approaching things.
The whole idea of PPC is to generate more quality visitors so they can turn into customers, but if you’re not performing daily reviews of your campaigns, a small problem can quickly snowball into a crisis.
I believe artificial intelligence (AI) will be a key driver of change in PPC in 2018 as it leads to more and better PPC intelligence.
So far, I’ve discussed the roles humans will play when PPC management becomes nearly fully automated and six strategiesagencies can take to future-proof their business. In this final post on the state of AI in PPC, I’ll cover the technology of AI.
Why AI took years to matter to PPC
AI has been around since 1956, and PPC has existed since the late 1990s. So why did it take until now for AI’s role in paid search to become such a hot topic in our industry?
It’s because we’ve recently hit an inflection point where, due to the exponential nature of technological advances, we’re now seeing improvements that used to take years happen in weeks.
What’s driving this is the exponential growth explained by Moore’s Law, the principle that computing power doubles approximately every 18 months. The outcome of exponential growth is hard for humans to grasp, so let me give an example that doesn’t involve computing speeds since those can be a bit too conceptual. Instead, let’s apply this doubling of speed to cars, where we can more easily understand how it impacts the distances we travel and how quickly we get somewhere.
Imagine if the first car, invented by Karl Benz in 1885 with a top speed of about 10 mph, was doubling its speed every 18 months. In 1885, we could have driven that car across a typical town in an hour. After 27 times doubling its speed (the same number of times the microchip has doubled its speed since it was invented), we could have gone to the sun in about 4 minutes. And less than 18 months later, it would take just about 2 hours to travel to Neptune, the farthest planet in our solar system. (Voyager 2 did that same trip in about 12 years.)
Because computing speed has already doubled 27 times, every extra doubling leads to new capabilities that are beyond imagination.
What exponential growth means for PPC
So, if we’ve reached the point of PPC automation today where humans and computers are about equally good, consider that the pace of technological improvement makes it possible for the machines to leave humans in the dust later this year. That’s why it’s worth thinking about the roles humans will play in the future of PPC.
And just like the first car is not the right vehicle for a flight to Neptune, the tools you used to manage AdWords a few years ago may no longer be the ones that make sense for managing AdWords today. So let’s take a look at what AI is doing to PPC tools.
The technologies driving PPC intelligence
Just like you want to know what your employees are capable of by interviewing them before hiring them, you should understand a technology’s capabilities (and limits) before adding it to your toolkit. So let’s see how artificial intelligence works in PPC.
PPC intelligence through programmed rules
Before the advent of AI as a research field in 1956, you could make a machine appear “intelligent” by programming it to deliver specific responses to a large number of scenarios. But that form of AI is very limited because it can’t deal with edge cases, of which there are invariably many in the real world.
In PPC, this would be akin to using Automated Rules to write rules for every possible scenario an account might encounter. Rules are great for covering the majority use cases, but the real world is messy, and trying to write rules for every scenario is simply impossible.
PPC intelligence through symbolic representations
Between the 1950s and 1980s, AI evolved into using symbolic systems to be able to take heuristic shortcuts like humans do. By framing problems in human readable form, it was believed the machines could make logical deductions.
Here’s a PPC problem: you’re adding a new keyword, but you don’t know the right bid to set because there is no historical data for it. By teaching the machine concepts like campaigns and keywords and how these relate to each other, we are providing it with the same heuristics we use to make reasonable guesses.
So the system can now automate bid management and might set a similar bid to other keywords in the campaign because it knows that campaigns tend to have keywords that have something in common.
PPC intelligence through statistical learning methods
The type of AI that is responsible for a lot of success in PPC today is based on statistics and machine learning to categorize things. Quality Score (QS) is a great example; Google looks at historical click behavior from users and uses machine learning to find correlations that help predict the likelihood of a click or a conversion.
By having a score for how likely it is that each search will translate into a conversion, automated bidding products like those offered inside AdWords can “think” through many more dimensions (like geo-location, hour of day, device, or audience) that might impact the likelihood of a conversion than a person could.
Thanks to the massively increased computing power available today, these systems can also consider interactions across dimensions without getting “overwhelmed” by the combinatorial nature of the problem.
What’s next for artificial intelligence
AI systems getting a lot of attention today, like AlphaGo Zero, are no longer dependent on structured data and can become “intelligent” without being “constrained by the limits of human knowledge,” as explained by DeepMind CEO Demis Hassabis.
The team created the AlphaZero algorithm using reinforcement learning so that it could learn to win other games besides AlphaGo. They claimed that by the end of 2017, this algorithm had learned to best humans in other games like chess and shogi in less than 1 day — a huge leap forward in AI.
Reinforcement learning uses massive computing power to run lots of simulations until it starts to recognize actions that lead to desirable outcomes. It can be applied to games because there is a clear outcome of “winning” or “losing.” When Google figures out what it means to win or lose in the game of AdWords, I bet we’ll see a huge acceleration in improvements of their automation tools.
Build your own PPC intelligence
There are a lot of tools available to automate your PPC work, and multiple third-party vendors are starting to use AI and ML to provide stronger recommendations. But there are also many free tools from AdWords that are getting better every day thanks to advances in AI, like Portfolio Bid Strategies, Custom Intent Audiences, optimized ad rotation, etc.
For those willing to invest in connecting their own business data to AdWords and AI, I’m a big fan of prototyping solutions with AdWords Scripts because they provide a lot of customizability without requiring a lot of engineering resources. Unfortunately, simple scripts you write will fall into the weakest category of AI, where PPC intelligence is achieved through hard-coded rules.
But when you get a bit more advanced in your scripting abilities, you can use Google Cloud Machine Learning Engine to start enhancing your own automations with modern machine learning techniques.
The benefit of an out-of-the box solution like this is that you don’t need to learn many types of different models. But that’s also the downside because you won’t get total control over how you set criteria and thresholds to get results that are usable. Our team at Optmyzr tried several ready-made systems but eventually decided that we needed more power — so we’re building our own AI.
I believe there are three pillars for being a successful PPC marketer in a world where AI takes over and I’ve now touched on each pillar in my recent posts:
- Be ready for the new roles humans will play.
- Have a plan for your business, and especially focus on having the best process for leveraging AI.
- Understand the technology so you can spot opportunities faster.
Over the coming months, I will share my own experiences with AI so advertisers ready to take the plunge will have a better understanding of what is involved in building successful companies that leverage the latest state of the art in technology, computation, and statistics.
The power behind search-based marketing has always been intent. Search engines like Google gave us the ability to put our ads in front of people at the exact moment they were searching a specific keyword. Because people were searching, we could safely assume they were ready to buy and it has worked beautifully for years.
However, over time a couple of problems started to crop up. First, with the success of pay-per-click (PPC) advertising we began to see lots and lots of competitors. Anyone could bid on a keyword and the auction-based nature of the platforms meant that average cost-per-click (CPC) continued to rise. Secondly, as Google became its own verb, people began searching for lots and lots of things. They wanted to find out the answer to trivia questions, learn details about upcoming events, get pictures of celebrities, etc. This watered down the intent. Someone searching for “King James” might want to learn about Lebron James or buy a Bible.
Get Past Keywords Keywords
Most new PPC advertisers focus heavily on keyword research and selection. They believe that if you pick the right keywords you’ll get clicks that you can turn in to sales. While I agree that you must choose the correct keywords, the attitude above forgets that each search has a unique intent. It further ignores the fact that search engine results pages offer numerous options to click.
With increased cost and competition, the key to success is less on what keywords you choose and more about what message you’re presenting, aka your ad copy. Ad copy influences who you get to click, how well qualified they are and how well prepared they are to respond to your product/service. So how do you write more compelling ad copy?
While economics assumes that all people behave rationally, marketers realize that people are complex mixtures of emotion and logic. Virtually every company I have worked with could explain logically why someone should use their product/service. These appeals usually center around cost, time savings and ease of use and can be quite effective. However, consider these alternatives:
- Lowest prices on product X
- Don’t overpay for product X, buy from us
Our first option is matter-of-fact and gets the message across, but the second option evokes fear. People don’t want to overpay (very negative emotional association) and you offer them relief from that fear. That’s how you get the click.
Here is a handy cheat sheet of emotion-loaded words that you can incorporate into your ad copy:
I recently attended a presentation about the use of pronouns in ad copy. Mark Irvine, of Wordstream, shared the 3 most effective pronouns to use in ad copy:
#3 – “We” sells a solution
#2 – “You” speaks directly to your audience
#1 – “Him/Her” connects with a relationship
Notice that all of these pronouns shift the focus away from you as the product/service provider. People stop thinking about cost or features and start thinking about how it benefits them or how it will benefit their significant other. See the results from Mark’s analysis. Spoiler alert: They dramatically increased CTR.
Always Be Testing
Over the years I’ve had a lot of really good ad copy ideas fail. I’m not too proud to admit it. Sometimes that bone-dry descriptive ad copy is exactly what your customers want. But many times I’ve seen significant improvement in performance by testing a “crazy” idea. What will work best for your customers?
I don’t know. Your marketing people might not know either. But the only way you’re going to find out if your current ad copy can be better is if you get out there and test it. Put 2-3 ads in all your AdWords ad groups and change the campaign setting to “Optimize indefinitely” (that forces Google to give all copies a fair chance, though it won’t guarantee equality of impressions). Let your customers tell you what they prefer and what they don’t prefer with their clicks and conversions.
Source: How To Write Compelling Ad Copy
Keyword research is not easy. Every SEO has done it, but few will ever master it completely. In this guide we go beyond raw search volume data to metrics that
This is not supposed to be just another keyword research post. This post is about going beyond raw search volume data, using metrics which will help you choose keywords which deliver the best ROI for you right now.
To start with I am going to assume you have carried out your keyword research already, and are starting off with a comprehensive list (if not, our complete guide to keyword research for SEO will help you do this).
The more keywords, the better: you want to start with a massive data set and then use the below points to whittle down your keywords.
Here is the full list:
1. Get Cost Per Click data
Cost Per Click, or CPC data is invaluable to SEOs. Why should we have to test one keyword’s effectiveness against another’s when the PPC guys have already got it figured out?
If marketers aren’t spending money to appear on the keyword, it’s clearly not commercially viable. We want to be using CPC data to exclude keywords.
Any keywords with less than 50p CPC clearly isn’t commercially viable, so ditch them from your list, and prioritize all those keywords with over £1 CPC.
2. Focus on what you already rank for
This point is about prioritizing short term goals. There is no point focusing on a keyword, no matter the search volume, if you don’t rank for it.
Moving a keyword which isn’t ranking to page 1 is going to take time, and will only start delivering traffic right at the end. Moving a keyword from position 11 to position 9 can take no time at all, and you will see the traffic coming through instantly from managing to get on the first page of Google.
Below is the classification we use at Zazzle Media to secure short-term wins for our clients and to help them to manage their expectations too. The position range column refers to the ranking position of each keyword on Google.
Position Range Opportunity Group 2 – 4 Short Term 5 – 20 Quick Win 21 – 39 Medium 40+ Long Term
Click-through rate studies all show that it’s page one or nothing, and as ‘Short Term’ and ‘Quick Win’ all sit on page 1 & 2, the vast majority of your traffic will be coming from these.
Long term keywords should not be ignored, especially if they can deliver significantly more traffic than other keywords, however your keyword optimisation strategy should reflect the effort-to-benefit ratio which the above classification will identify.
3. Choose the easy options
SEO is not done in a vacuum. For every campaign you invest in, there is always going to be a competitor out there investing more than you.
Ranking above a bigger brand is hard, very hard! If you’re not up for going toe-to-toe, budget-wise, with the big players in your field, then you’ll need to go after the easier keywords.
You can outrank more authoritative sites with more specific, more engaging content. However, as a rule of thumb we use referring domains as a signal of competitiveness on the keyword.
We use Majestic’s Open Apps to get referring domain data at scale. However, any backlink audit tool is sufficient. It’s best to look both at domain and URL level with this, with extra weight put on URL level (a 75/25 split).
Compare the average difficulty score for your keyword set against the URL on your site you wish to target the keyword on, and rule out any keyword massively out of reach.
4. Focus on traffic, not search volume
So, if I’m searching for a fashion item… I type in ‘dresses’ only to see that the results page is full of women’s dresses – this isn’t what I wanted! I then have to change the search to ‘men’s dresses’ to get the desired result. Think about the thousands of other men in my position!
But seriously, some keywords will have more clicks per search, some less. Did you know the clicks per search for the phrase ‘Chelsea Boots’ is only 0.64? This means that out of every 100 searches, it only results in 64 clicks.
A search volume of 25,000 looks absolutely massive, but a clicks per search of only 16,236 massively reduces what was a huge keyword.
We get this information from Ahref’s keyword explorer, and it really is impossible to do it any other way. You can get a lean towards how strong a keyword is through inspecting the SERPs and seeing the conformity of the ranking URLs. Are all the websites similar? Or are we seeing informational mixed with commercial results, mixed genders, etc.?
Google is all about delivering the best results for its users, and a mixed bag of results is a quick indicator that it doesn’t know what the user wants, so we’d anticipate lower click volume. It’s impossible to do it this way at scale, but will help you choose between a few keywords.
5. Use seasonal data/trends
Lots of businesses rely on seasonal traffic, which will completely invalidate average search volumes. Make sure your traffic estimates are based on when you are busiest, and focus your strategy on delivering growth at that point in time.
This means on-page and technical changes made months in advance, before consolidating link equity to key pages when they need it most.
Equally so, Google trends is your friend; go after keywords with an upward trend (obviously), don’t prioritize a dying keyword. You can get exports of your top keywords and use a SLOPE formula to determine whether your keyword is increasing or decreasing.
This is especially handy for your long-term keywords, to determine their true value.
6. Focus on keyword categories, not individual keywords
When completing keyword research, your keywords should be tightly categorized and mapped to individual URLs or directories. This allows us to see opportunity at a grander scale, helping you redraw the boundaries, and think more naturally about optimization.
Optimizing for individual keywords is so far outdated – content marketing helps us move beyond this and optimize for topics (this guide will help you do so). This helps us to be more informative and more comprehensive than our competitors. By grouping keywords by tight semantic relationships, you will not only have the head term, but also all the queries people have.
Think about it: what is more relevant and more authoritative than a directory/website that has great, in-depth content for every stage of the funnel?
Focusing on groups of keywords is not only more natural, but will deliver more opportunity for traffic growth as your supporting content ranks for keywords in its own right. If you have done enough to capture the right keywords, you can get conversions through bottom of the funnel, informational keywords.
The above six points will help you to have a more strategic approach to your initial keyword research, which enables you to get the best out of the resources you have – and get above the competition.
If you really want to improve your Google AdWords’ results, perform these three maintenance tasks and watch your CTR skyrocket.
There are three crucial Google AdWords checks you should do regularly that ensure your pay-per-click (PPC) campaigns remain healthy.
1. Ongoing management: checks.
This part of managing accounts is relatively easy to carry out and is essential if the rest of your AdWords work is to be effective. There are three things you want to measure in this step:
The first step to any success in any business system is deciding what measurement is going to tell you that your business is, in fact, running like it should. Setting up conversion tracking is simple, but it’s also easy for things to break down. If you’re using code on key pages to measure conversions, check regularly to be sure the code is still present and installed correctly.
Also, check the conversion process itself to ensure no glitches have cropped up. Working tracking code on your “thank-you” page is pointless if the lead-capture form is broken. Make sure these pieces of your funnel are installed and functioning.
The settings inside your AdWords account aren’t likely to change without your noticing. But, don’t take this for granted, especially if you’re not the only person administrating your campaign. Keep a written record of your settings and occasionally check them to be sure nothing’s been moved, adjusted, paused or unintentionally reset.
Start by looking for obvious glitches such as broken formatting or dead links. Then take a high-level view and ask whether you’re matching the right landing page to the right ad copy. Does what you promise in the ad get delivered in the landing page? Is the connection between the two obvious to the visitor? Is there a better landing page you could be using?
2. Ongoing management: optimizing.
“Outliers” is a term made popular by Malcolm Gladwell’s book Outliers: The Story of Success. It refers to fringe elements that, in some way, behave differently than everything else. The “outliers” in AdWords are the campaigns, ad groups, keywords, ads or placements that perform significantly better — or significantly worse — than everything else.
You could spend your time optimizing every last element of your PPC campaigns, but that’s not smart. Go for your outliers first. The goal is simple: Increase the good outliers, and decrease or fix the bad ones. If you have a particularly high-performing keyword, for instance, you might want to raise the bid and get more impressions, clicks and conversions. If you have a poorly performing keyword, try lowering the bid or even removing it from the campaign altogether.
Before you reach for the “nuke” button, however, ask whether you can improve the bad keyword by writing a better ad or building a better landing page for it. Sometimes your worst player can turn into your star player.
3. Ongoing management: expansion.
Once your AdWords account is well-optimized, think expansion: more impressions, more clicks and more conversions. With PPC, you can never have too much of a good thing.
There are a number of different ways you can expand an account.
- Start with new keywords. The search query report is a goldmine for this information. (To access this, look under the Dimensions tab, and in the “View” drop-down box, select “Search Terms.”) This shows you the actual search terms people typed in that Google chose to show your ad for. Look for common phrases that aren’t yet in any of your ad groups. Add them in.
- Look in the Opportunities tab for Google’s list of additional keyword suggestions. This section is useful for finding new ideas, but beware: Don’t be too quickly sucked into Google’s insistence that the best thing you can do is increase your maximum bids. There’s a time and place to raise bids. Don’t do it in kneejerk response to Google’s pestering.
- Pay regular visits to Google’s Keyword Planner. We also recommend third-party applications like SpyFu, SEMrush and WordStream. Go digging there on a regular basis to find new keyword ideas.
- Try aiming for the top positions. When your ad moves to the top of the page above the organic results, the positive difference in click-through rate (CTR) is massive. Use your “Top vs. Other” report to see this spelled out in hard numbers.
Display campaigns with vibrant ads that show everywhere
- Never assume that the performance of your display campaign ads has hit its ceiling. Keep testing new ads, especially image ads and try to beat your best CTR. You can often get a quick win just by testing a vibrant new image or a new headline.
- If you’re using a managed placement campaign, look around for new sites where you can feature ads. If you’re using contextual targeting, look for new keywords or topics you can introduce that will expand the range of sites where your ads can show.
- Experiment with different targeting methods. If you’re only using managed placements, give contextual targeting a try and vice versa. And if you’re not using remarketing, this should be at the top of your idea list.
Marketing comes in different forms and it is usually with the purpose of advertising a product, brand or service. In this article, we will discuss one of those forms, namely: Google AdWords
What is AdWords?
AdWords is a system of marketing products and services on Google’s search engine and all Google-affiliated sites. It involves using text advertisement that shows up when words related to your product or service are entered into the search engine.
You have the power to determine where the ad will be seen by using paid search and the higher you pay per click, the more likely that you have your ad appear more – although this requires bidding against other marketers. Pay Per Click (PPC) simply means you only pay what you budgeted for advertising when someone clicks on your ad.
How It Works
There some elements that are key to maximizing Google AdWords and these are:
This is a score that is accessed by how relevant your ad is to the one searching and it shows how well your keywords respond to a search typed into the search engine. It is the likelihood of your ad getting clicked which determines the quality score and this also includes your landing page usefulness and how often your page was visited.
The quality score carries a lot of power in determining whether your ad appears first before the other competitors, regardless of the bid results. It is important to note that the higher your quality score, the lower your cost.
The two options available for bidding on Google AdWords are:
Cost per Click (CPC) or Pay per Click (PPC)
This is the price you are willing to pay for a click on your advertisement; it is called Cost Per Click (CPC) or Pay Per Click (PPC). It is the most common method and it is within range of the budget for your CPC or PPC that Google uses to bring the maximum click you can get.
Cost per Impression (CPM)
In this case, you pay for every 1000 times your ad appears on the search result page (SERP) and has nothing to do with whether your ad was clicked or not.
What goes on behind the scenes from when the search is keyed in is that, an auction is held by Google AdWords and the ad with the highest bid and quality score is picked as the top ad which will be featured on the search page result all under 0.26 seconds
What you bid is not usually what you pay – what you pay is determined by the AdRank of the competitor lower than yours. So, actual Cost Per Click equals competitor AdRank, divided by your quality score.
How It Targets
For every product or service, there is a target market, so your advertising should be able to reach your targeted audience and communicate with them in a way that they will understand. Google AdWords enables you to use targeting methods that will determine where your ads will appear.
- Keyword targeting: Your ad will show only when certain keywords you have chosen are entered into the search engine.
- Device targeting: You may want to be more specific on how and where your adverts show up by choosing a certain type of device, time of the day, etc.
- Location and language targeting: This targets a particular race or location, depending on the geographical setting and language of your customers.
- Audience targeting: This targets people that have particular interests as they browse through the net on different apps; pick from the Affinity audience or In-market audience.
- Placement targeting: This requires picking the websites you want your ad to feature – websites your customers visit, or one that holds complimentary or contrasting services to yours.
- Topic targeting: With this, you target your ad on pages that are about certain topics selected by you.
- Remarketing: This allows you to target your ad towards people who have interacted with your business or websites before.
Steps to Add Targeting Methods
- Go to ‘Display Network’ found under ‘All campaign’
- Click ‘add targeting’ where you can choose your target method stated above
- Simply close to save your ad group
There are two options as well that must be set for each target method you choose and they are:
Target and Bid
Your advertisement only shows the target method you have chosen and you can only bid for each targeting method.
You are not restricted to your chosen target method, but you can only set bids for individual targeting.
It is important that you maximize your Google AdWords account by ensuring you create a highly targeted Ad group and be strategic with your bidding.
You are free to combine as many target methods that works for your products and services and depending on your setting, you are able to have your ad show on Google affiliate sites.
Google AdWords management may be helpful and necessary if you are still not sure on all the methods, target groups and strategies you need to engage, see Matter for transparent with AdWords management. You have the power to increase your sales and get your brand out there, so make use Google AdWords today.