Google Adwords offers two different ways to run an ad on the web: pay-per-click and pay-per-thousand impressions. On pay-per-click advertisers pay for search results for keywords relevant to their products or services.
To run a successful ad campaign in Google Adwords you need to study and group keywords, use geographic filters, define a daily budget and pay-per-click bid price, write effective ad texts, and make pages relevant to search.
The order in which Google displays ads for a particular term depends on several factors, including the auction system and the CTR (Click Through Rate) of the ad, this is just the proportion of people who clicked on the ad with respect to the number of impressions made.
The maximum CPC is the maximum cost you are willing to pay per click. To choose it, you must consider the level of exposure or traffic of the site you want to reach. By increasing your bids, your ad can win more auctions and appear more frequently across the network. You can adjust the CPC at any time, the keyword or location level, as well as at the ad group level.
Options for showing ads on Google Adwords include:
- Search results pages with Google: on the right side or above the search results.
- The Google Network: Search Network and Display Network websites. The Google Network is the widest ad network available online and reaches more than 86 Internet users worldwide.
What is the Google Network?
It is the set of websites and other products, such as email programs and blogs, associated with Google to display AdWords ads. These have no additional cost and allow for greater reach and visibility of your ads.
What is the Google Display Network?
Text, image, video, or media ads are targeted based on the topics that appear in your keyword list instead of specific keywords. These are displayed on sites like Youtube or Google partners with similar content.
How to position yourself in the first places?
A keyword-oriented ad is categorized into a results page based on the cost-per-click (CPC) offering of the related keyword and quality level.
Ad Rating – CPC Bid x Quality Level
The quality level for the ad ranking on Google is determined by several features including
- The CTR history of the keyword and corresponding ad on Google.
- Account history, which is measured through the CTR of all ads and keywords in your account.
- The CTR history of the urls visible in the ad group,
- The relevance of your keyword to your ad group ads and search query.
- Account performance in the geographic region where your ad will show.
Advertising in search engines like Google is a method that provides instant visibility for your products or services and web positioning for your business. The downside is that if it is not carried out by web marketing specialists, it can result in losses due to poor strategy and relevance of campaigns, as well as inadequate management of ad pay.
Prepared by Esteban Vallejo, during his internship here at MiWeb.