Frequently Asked Questions about Google AdWords Campaigns
What does PPC mean?
- PPC is an acronym for Pay Per Click.
- CPC is an acronym for Cost Per Click.
Cost Per Click is the sum paid by an advertiser to search engines and other Internet publishers for a single click on their advertisement which directs one visitor to the advertiser’s website.
How is SEM different from SEO ?
- SEM is an acronym for Search Engine Marketing.
- SEO is an acronym for Search Engine Optimisation.
Search Engine Optimisation is the process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid (“organic” or “algorithmic”) search results as opposed to Search Engine Marketing which deals with paid inclusion.
How much will it cost?
Search Engine Advertising has flexible pricing structures which allow even the lowest budgets to compete and have success. The higher your budget, the better the results you will see.
You don’t need to sign in to a long contract. Campaigns can be turned on and off, seasonal specials can be advertised, daily spend can be adjusted in high or low seasons and you know whether it is working almost immediately.
Ask Click Click Media for a free quote & assessment based on your industry and requirements.
Does Pay Per Click advertising work?
Yes absolutely, the majority of product research and searches are done electronically on the internet using a PC. With ever increasing online traffic, investing in this advertising technology obtains premium results.
Unlike SEO, PPC is a quick and effective way of getting your website visible in the search engines very quickly. PPC has picked up tremendous momentum in recent times and is showing signs of incredible growth in “marketing spend” for the foreseeable future. More and more companies are allocating increasing budgets to this relatively new marketing technique.
As opposed to its free counterpart, PPC is an instant way of reaching your customers via the Internet. With PPC, you simply bid for keywords that your customers would type in to a search engine to find your site. You then appear on the first page of the search results, allowing your potential customers the opportunity to click into your website.
Can my competitors use up all of my clicks?
Google has tools in place to monitor and prevent click fraud. They are referred to as “invalid clicks”. Google has sophisticated monitoring and detection systems to identify, report, and act on invalid clicks or impressions when the system finds they may have occurred.
How effective is Search Engine Advertising compared to other types of advertising?
Search engine advertising allows you to target people who are searching for words related to your business. That means you are targeting only people who are interested in a topic along the lines of what you sell.
You only pay when someone clicks on your ad; so you can be relatively certain that everyone whose click you pay for has some interest in your product or service. Otherwise, (apart from misleading / badly written ads) why would they click it?
If you are struggling to get your site to appear on the standard search engine listings; then PPC provides a quick way to ensure your company is seen when people search for your industry.
Unlike most other types of advertising, you can plan an exact budget or even an exact number of people to target. You can then find the average costs for each keyword, and see which of them are making you money; as well as seeing which ad text gets people clicking. If you put the time in, you can finely tune your keywords and heavily increase their effectiveness.
Although, as a negative, some keywords have so much competition that the costs are huge compared to the potential returns. Only firms with expert knowledge or dedicated PPC staff are likely to be able to make much profit from these searches.
When should I start and how do I know it’s a good time?
The best time to get a campaign up and running is now. When one of your potential customers performs a search there is only one of two outcomes:
- They will find your website
- They will find your competitor’s website
Can I pay to get to the first search result on Google?
Yes, if your website meets quality guidelines, and your selected keywords and ad text are relevant then there is no reason that you wouldn’t be able to enter a bid that will get you top ranking.
Can I set up a Google Adwords campaign myself?
Yes. Anyone with a Google account can create an Adwords campaign
We find most of our customers have come to us after wasting a lot of their time and resources on their campaigns. By using an agency with industry experience, expert knowledge and dedicated SEM staff, such as Click Click Media, you ensure your campaign is set up correctly and monitored frequently. This in turn saves you time and more importantly, money.
How flexible is it? Do I need to sign up for a long contract?
For most campaigns we have a minimum contract period of three months. Most customers increase their daily spend within that time because the results are so good. Campaigns can be turned on and off, seasonal specials can be advertised and daily spend can be adjusted for high or low seasons.
What is a quality score and how do I get a good one?
The Quality Score for Google and the Search Network is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors, and measures how relevant your keyword is to your ad group and to a user’s search query. The higher a keyword’s Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.
Below are some of the factors:
- The historical clickthrough rate (CTR) of the keyword and the matched ad on Google; note that CTR on the Google Network only ever impacts Quality Score on the Google Network — not on Google
- Your account history, which is measured by the CTR of all the ads and keywords in your account
- The historical CTR of the display URLs in the ad group
- The quality of your landing page
- The relevance of the keyword to the ads in its ad group
- The relevance of the keyword and the matched ad to the search query
- Your account’s performance in the geographical region where the ad will be shown
- Other relevance factors
What does Google Certified Partner mean?
It’s a globally recognised stamp of approval showcasing knowledge of the latest AdWords tools and best practice techniques, which enable effective management of AdWords campaigns. Click Click Media is a Google Certified Partner.
