Pay per Click Advertising

Pay per Click (PPC) or Paid Search is a performance based internet advertising scheme.

Google dominates PPC with their AdWords product, a sophisticated pay per click environment providing internet advertising linked directly to Google’s search engine results.

If a Google user types a search that matches keywords in an advertiser’s campaign, their AdWords advertisement is displayed in the ‘sponsored links’ area to the right of to Google’s natural or organic search results.

This allows advertisers to promote to an individual at the very time they are searching while they are performing purchase decision research.

If the searcher clicks your ad, two things happen:

  • The searcher is redirected your site.
  • Google bills you for the click cost.

AdSense
Adwords advertisements can be optionally promoted through the ‘Google Network’ using Google’s AdSense. AdSense allows webmasters to add Adwords ads as advertising content in their site.

What does a click cost ?
Good question ! It varies because click costs are linked to a bidding process, so the more competition for your keywords, the more expensive a click is likely to be. You are effectively bidding on the keyword(s).

The more you bid the more prominent your ad is displayed. Paying more does not make your ad convert better. Ultimately it is the searcher who decides if they are going to click on your ad.

The highest bidder’s ad is displayed in the most prominent position on the results page, and so on down to the lowest successful bid. There are often unsuccessful bids – ads that didn’t get displayed. Adwords automatically filters these out, eventually suspending them until they are upgraded – either by increasing their bid or modifying the related keyword.

The clicked ad is charged at 1 cent more than the ad ranked below your bid. Click costs range from cents through to many dollars depending on the market and region

An AdWords campaign consists of several through to numerous keywords, all relating to the targeted products or services and the associated ad.

Depending on products, keywords and the business model, it may be more effective to create multiple AdWords campaigns individually targeting different keyword groups.

Regionalisation
Google AdWords provides region-based filtering of ads. You can target an AdWords ad to one or more geographical regions – cities, states, countries or nations. If you only sell your widgets in Adelaide, South Australia you don’t need to advertise to someone in California. If however you are in a multi-national or global marketing AdWords also allows you to easily reach that market.

Reporting
Adwords has extensive online, near real time reporting. The ability to critically examine campaign metrics aids in prompt and accurate campaign tuning and the ability to closely track and manage a campaign over time.

Digital campaign reviewing is a real time process, where unsuccessful keywords, ad text for budgets can be analysed and addressed, unlike traditional marketing where reviews begin along the lines of ‘…now that we’ve spent the money let’s see how good an investment it was…’

Accountability
A real value of PPC is the level of accountability for money spent.
Costs can be linked directly with the number of times the ad was shown (impressions) and clicks.

Succinct ideas provides Google Adwords campaign establishment and management services.