Internet Marketing Insight - How Google Ranks Your Pay Per Click Campaign (and why you need to know)
Goggle Pay Per Click (Google Adwords) when done correctly, will give you the best return on your money compared to other online advertising options. At the same time, if you don't know how Google evaluates your campaign, it could cost you a fortune.
Let me first say that Google Adwords (Google pay per click), when done correctly, will give you the best return on your money compared to other online advertising options. At the same time, if you don't know how Google evaluates your campaign, it could cost you a fortune.
Let’s examine how Google is different from other search vehicles. Most search engines base the placement of your ad on how much you pay per click, i.e., the one who pays the most for a specific keyword will be positioned in the #1 spot.
Not so with Google. In an attempt to deliver more relevant content to its readers, Google uses several parameters to determine the order in which it serves up its ads. Not knowing or ignoring these parameters can cost you big! And unless your enterprise has very deep pockets, it can even mean the difference between success and failure.
When doing a pay per click campaign on Google, your ad position will be based on keyword selection, ad relevance to keywords, bid price, average click rate, how long visitors stay on your site, and even the match of your landing page to your ad and keyword. Essentially, you could be paying the most per click and be listed in the 5 position! Or vise versa, you could be paying less than the top 5 bidders and be in the #1 spot!
When setting up your Google Adwords (pay per click) campaign, all these elements will affect your position in the ranking, so make sure that:
The more you adhere to these parameters, the lower your cost per click and the better your conversions will be. I appreciate Google's well thought out ranking policies. When searching online for info, I hate nothing more than clicking on an ad that sends me to a page that has little or nothing to do with what I am researching. If I don't see relevant information within a few seconds, I'm gone, and irritated about the waste of time!
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ABOUT THE AUTHOR
Peter Grundner, a top advertising and marketing professional for over20 years, is now a full time Home Business Entrepreneur and founder of www.myedconline.com & www.how2succeedonline.net