Google Adwords Management
Google Adwords Management
Google AdWords is exceptionally more complicated and feature-rich than other PPC systems, largely because Google has been more innovative than competitors, and largely because Google wants to be the worldwide advertising platform.
Google vs. Yahoo!:
Google AdWords and Yahoo! are in a battle for search distribution. One of the two PPC services is distributed on nearly every major search engine or portal.
Google Bid Prices vs. Click Costs:
With Google you pick a maximum bid price and your click cost will never exceed that. Like all other major PPC providers, their software has a bid discounter built in, so your average bid cost will be less than your bid prices.
Google bid prices are not transparent so your competitors have no way to be sure exactly what your ads are costing.
A few Things you can do with AdWords:
Google AdWords is an advertising medium like no other.
The best way to lower click cost is to create ads with a high click through rate.
You should use the search words in the copy and make sure the ads are well targeted.
If your product is only relevant to a small percentage of searchers then focus your ad copy on conversions instead of just click through rate.
• There is only a $5 signup fee (which is converted into bid credits).
• You can have ads across Google’s network of sites with some ads appearing in less than 10 minutes.
• Google’s broad match technology allows you to receive extremely broad distribution while keeping it quick, easy, and simple to use. Yahoo! and Microsoft now do this too.
• Google’s vast distribution network makes it possible to test a business model without fully investing into creating that business.
• Google AdWords syndication allows you to reach AOL users, other searchers, and Google’s vast content network.
• Google offers Geotargeting, so you can target your ad to a country, state, metro area, zip code, or geographic radius of your choice. Google allows you to preview local ad delivery using their local ad preview tool.
• You can run multiple ads for the same words and test them against each other or send them to different pages to A/B split test your site or ad copy.
• Google allows you to use a free multivariant testing software program called Google Website Optimizer to test landing page conversion potential.
The Importance of a High Click through Rate:
Google lets searchers determine the relevancy of the ads. Price for Google AdWords is a function of click cost * click through rate (and, in some cases, a couple other mystery meat variables). I believe Google uses the average click through rate from the 1,000 most recent ads in this calculation, though for some markets with low search volumes they may use other quality indicators like CTR for an ad group. This means if you know how to get a high click through rate you can dominate Google AdWords by serving up ads at a far cheaper rate than what your competitors are paying.
The following table gives examples of how the Google system calculates bid prices and ad positions. Observe how some low priced ads appear above high priced ads because they are more relevant. Also observe that actual click cost sometimes varies widely when compared to max bid price. Some clicks are at times expensive and at other times they are cheap. It is the average click cost that matters, since that is what you are paying. Max bid does not matter since sometimes it can widely depart from actual click price. For example, I have seen a $6.00 max bid which had clicks go for 77 cents.
Distribution buys further distribution. Off the start you will want to overbid slightly as you will be competing against the best ads that have developed over time in your niche.
The bid prices Google suggest are often somewhat high. I usually cut the suggested bid price by 20-50% when I first start an account. I then monitor closely and change it to try to maintain decent ad position and ROI.
Quality Based Minimum Bids:
In the past, Google had a five cent minimum bid price and only allowed ads to display if their Google click-through rate was above 0.5%, but in August of 2005, they shifted to quality-based minimum pricing.
This means that if your ad is deemed exceptionally relevant, you can get clicks for as low as one cent, depending on how competitors are bidding. If your ads are not exceptionally relevant, you will have to pay a higher minimum bid to make up for the lack of ad relevancy.
Google has been making their ad system more blackbox-like. They stated they may include landing page quality in their ad relevancy scores. In other words, we can’t know exactly how it works, but they will create a system that optimizes for maximum internal revenue, while delivering value to trusted advertisers, and overcharging irrelevant or noisy advertisers. If they are vague about their exact ranking criteria, it will be harder for people to game the flaws in their ad system.
Ads which are disabled from search syndication due to low relevancy and bid price, still appear in the Google contextual ad program unless their quality score is too low to appear there as well. I describe syndication later on in the chapter.
The whole point of quality-based minimum bids is to squeeze the margins out of noisy ad campaigns.
Broad Match, Phrase Match, and Exact Match:
Google AdWords and Yahoo! both have different levels of word matching. Using [search term] will only return searches ads for the query search term, which is called exact match. Yahoo!’s exact match is a bit fuzzy, matching plurals and some common misspellings. Google’s exact match is more precise, only matching the exact search.
Buying the keyword “search term” will show your ads for any search that has ‘search term’ in the query (in the same order), which is called phrase match.
Buying search term (no quotations or brackets) will show your ads on any search that has ‘search’ and ‘term’ in it. With broad matching, synonyms to search term may also display your ad. If you decide to start off with broad matching you should view the synonyms to ensure none of them are wasteful. This is especially true with acronyms or other terms with multiple well known meanings.
Google offers all three levels of ad control. Yahoo! offers exact match, and groups phrase match and broad match in a category called advanced match.
Google AdWords is Responsible Advertising:
Add all the above features to the fact that Google also offers a free web based conversion tracking tool, and you can see how the AdWords system is a direct marketers dream. Everything is targetable, tangible, and measurable right down to the cent.
Benefits of the Google Adwords Management Service
Have your Adwords account managed by a team of qualified professionals
Set-it and forget it; we handle everything for you
Free up your time
Improve your ROI
Stop wasting money
Start pulling-in low-cost, targeted traffic
Receive monthly reports detailing all aspects of any changes, alterations and results
The pricing for this package depends on your needs and requirements. As an approximate guideline, our monthly fees for this package start from US $1200. Please note that our fees do not include charges generated by your Google Adwords account
The standard minimum time period for this package is three months. Payment may be made either in monthly installments or as a quarterly sum. Payment must be made in full before each working month.
Full access is required to referrer logs and the Google Adwords account. All information is held in the very strictest of confidence.