Places importants on how Google ranks your ads in their space. Defines keyword bidding, bid stacking and campaign goal setting. It also recommends to create a list of negative keywords to avoid during your campaign along with the positive ones. End chapter provides a full checklist of PPC.
Provides both sides of the argument for why PPC is good and bad. Also recommends how it fits into a full strategic marketing campaign.
A breakdown of the different reporting systems you can use and how to use them to optimize your pay per click advertising.
A complete guide to the terminology used for pay per click advertising. Complete with full description of what they mean and how the term work with the creation of pay per click ads.
The main player in this space is Google, with its Google Adwords program. Google has pioneered a “Quality Score” component to assist its ranking algorithm.
As Google says on its site, various factors are considered when measuring relevant keywords to your ad text as well as a user’s search. The Quality Score of the keyword is now updated with every search in relation to its performance in these searches. Higher Quality Scores result in a higher position in the paid search results and a lower cost-per-click (CPC).
Every time your keyword is clicked, the Quality Score of that word changes. There are many ways to use the Quality Score rating (according to Google), including:
- influencing your keywords’ actual cost-per-clicks (CPCs)
- estimating the first page bids that you see in your account
- determining if a keyword is eligible to enter the ad auction that occurs when a user enters a search query
- affecting how high your ad will be ranked
When using PPC ads, there are three components to consider:
- Landing Pages: If you’re advertising something specific, don’t send people to your homepage and have them search your site to find the information they want. Having multiple pages on your site for specific searches lets users land on the page with the information they’re looking for.
- Keywords: To get users clicking on your link in the first place, it has to have the keywords they want. Those keywords get your PPC link on the search because relevance is necessary for that to happen.
- Ad text: Not only do keywords matter, but the content as a whole must be persuasive enough for users to click on the link.
The main disadvantages of paid search that need to be managed for success are:
Competition, Higher costs than other media, Favours larger brands, Complexity of managing large campaigns, Limited reach, Click fraud.
Section 3 speaks about landing pages and keywords for the ads. More importantly it explains the bidding exchange system. It explains the value system of each ad starting at the bottom of the ad section to the top.
It also has as a recommendation of how to structure your budget.