Pay Per Click (PPC) management offers you instant visibility in Google AdWords. These sponsored ads appear accros the top and to the right of regular search engine results. Where SEO may take up to 3 months to achieve good visibility, sponsored listings can be visible within 15 minutes of opening a new account. Ads can be altered quickly and easily. It is important that your AdWords account be managed by a professional, as there are many aspects that will affect your Cost Per Click (CPC). A properly managed account can increase your Return On Investment (ROI) significantly.
Managing your own Google AdWords account may appear to be an easy task, however without a Google Advertising Professional, you will have low Return On Investment (ROI) and most likely a very high ad spend.
Google AdWords uses it's own 'quality score' to determine how relevant your ad is, in relation to the keyword phrase typed into the search engine. Quality score is an algorithm which tallys up several factors. A high quality score means that you will be paying a low Cost Per Click (CPC), you will achieve a higher placement position, and ultimately you will recieve a better return on investment.
Google AdWords Quality Score works in the following manner (Note: CTR stands for Click Through Rate which is the number of clicks divided by the number of ad impressions x 100):
Max CPC |
CTR (%) |
Quality Score |
Ad Position |
|
| Advertiser 1 | 0.55 |
5.8 |
3.19 |
1 |
| Advertiser 2 | 2.05 |
1.5 |
3.06 |
2 |
| Advertiser 3 | 3.80 |
0.6 |
2.28 |
3 |
| Advertiser 4 | 1.20 |
1.8 |
2.16 |
4 |
As you can see, even though Advertiser 3 is bidding the highest amount at 3.80, his quality score is only 2.28 which places him at ad position number 3. In fact, Advertiser 1 is bidding the least amount of money, yet he has the highest quality score and is rewarded with ad position number 1.
The major quality score ranking factors are as follows:
- Targeted campaigns. Targeting your campaigns to coutry and language will ensure that the keywords you are bidding upon are all similar in bid price and relevancy.
- Relevant keyword groups. Placing your keywords in individual, highly targeted ad groups will boost your quality score.
- Relevant ads. Using your keywords in your ad text will result in a higher conversion rate and a higher quality score.
- Correct landing pages. Ensure that your ads point to relevant landing pages.
Quality score is not the only thing to look out for when setting up and managing a Google AdWords Pay Per Click account. Keyword match types, position preference, country/region/language targeting, ad scheduling, keyword bid amounts, conversion tracking and analytics monitoring and more should all be taken into consideration to provide the best return on investment when setting up your Google AdWords PPC account.
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