The Benefits of PPC
Pay per click advertising is different. Your ad could be seen thousands of times by plenty of different people, but unless someone actually clicks on your advert you won’t pay a cent for the privilege. In truth, AdWords advertising is heralding a whole new age of cost-effective online advertising.
Flexible : AdWords is flexible. If you have a new piece of content an ad can go up today – with organic SEO he may have to wait some time before he is listed on the first page of Google results.
Control Over Location : You can control the locations (countries, cities and even postcodes) and when (e.g. what time of day) his ads appear in relation to the keywords and sites he chooses. With organic SEO this is possible, but it is a lot of work and certainly not possible to choose a time!
Multiple Formats :with pay per click he can advertise on sites in many formats on the Google content network – this is normally faster and cheaper than going to each site individually.
Long Tail Keywords : most importantly, You can target ‘long tail’ keywords – three or four word keywords – these can be much harder to target with organic SEO. For instance guitar is a short tail keyword, learn guitar a mid tail keyword and learn guitar online is long tail. You can see that the words learn and online refine the search query which means you can deliver highly targeted ad copy.
With Google AdWords you can bid for the keywords searchers use on Google and then pay for each click on your adverts. In other words, you pay per click.
The amount you pay per click is called your Cost Per Click (CPC). You can see ‘CPC’ (more accurately ‘Avg. CPC’ or average ‘CPC’) on the AdWords report below:
To help with the rest of the book I’ll explain some more of the terms in that report …
Clicks is the number of times a keyword’s ads have been clicked on.
Impr. (Impressions) is the number of times a keyword’s ads has been displayed.
CTR (click through rate) is the % of a keyword’s ads impressions that result in a click. If a keyword achieves a higher than 1% CTR then Google will improve that keyword’s ads’ positions and reduce the amount you pay per click.
Avg. CPC (average cost per click) is the average cost of all of a keyword’s or ad group’s clicks.
Cost is the total cost of clicks.
Avg. Pos (average position) is the average position your ads are displayed in on the Google search results pages. The ad shown at the top of page one of Google search results is position 1.
Conv. (1-per-click) (conversions) is the number of clicks that result in a conversion (no more than one conversion per click). You must define your own site’s conversions, e.g. a sale or an email sign-up.
Cost/conv. (1-per-click) is the average cost of all conversions (1-per-click), i.e. Cost/conv. (1-per-click).
Conv. rate (1-per-click) is the % of clicks that convert, i.e. conversions (1-per-click) divided by clicks.
You’ll have many new terms to learn throughout the book, and understanding them will help bring out the Technician in you.