Google Adwords Principles

PPC Principles, milkshake-factory.comWhat is Google AdWords?

Google AdWords uses a paid search advertising model, in which users bid on the keywords they want to have trigger their sponsored ads. The ads are then displayed alongside search results on Google when someone uses one of your keywords in their search query.

The relevance of your ads appearing in search queries depends on which keywords and match types you select.

What Are Quality Google Ads

The various elements that determine a successful Google ad, two importance elements are:

  • Relevance – Relevant AdWords keyword lists, tight AdWords keyword groups, and proper ad text.
  • Quality Score – Google’s rating of the quality and relevance of your keywords and PPC campaigns.

Relevance & Quality Score also play a role in the Google Display Network where AdSense technologies are used to figure out what ads to show on what pages through-out the Google display networks.

What Is Good Quality Score In AdWords?

Google’s AdWords Quality Score is a grading system that judges your ads and gives you a “score.”

The AdWords Quality Score is determined by several elements:

  • Relevance of ad copy to the keyword
  • Relevance of the ad to its corresponding landing page
  • CTR click-through rate
  • Historical account performance

Having a good AdWords Quality Score is essential to a successful AdWords campaign, as it provides:

  • Lower costs – Google rewards advertisers with high Quality Scores by lowering their cost per click (CPC), and lowers cost per conversion.
  • More exposure – When you have high Quality Scores, your ads will display more often and in better positions. You can get more exposure, more clicks, and more conversions without having to raise your bids.

What Is A Good (CTR) Click-Through Rate

Click-through rate is important because it affects your Quality Score. Click-through rate (CTR) measures the percentage of clicks advertisers receive on their ads per the number of impressions. “Impressions” refers to how often your ad is viewed-if your ad has a lot of impressions but no clicks, you will have a low CTR, which generally reduces the effectiveness of your campaigns. In summary:

  • High click-through rates lead to high Quality Scores.
  • High Quality Scores allow you to improve or maintain ad position for lower costs.

What Are Negative Keywords In AdWords?

Adding a negative keyword to your AdWords ad group ensures that your ad will not appear for search queries containing that term. Using negative keywords in your Google AdWords campaign is beneficial because they allow you to reach the most appropriate audience. In summary:

  • Filtering out unwanted ads by incorporating negative keywords, allows you to reach the most relevant audience by ensuring that only relevant queries trigger your ad, you are more likely to reach an audience that is likely to convert.
  • Reduce cost per click and increase ROI by not wasting money on unwanted impressions and clicks from irrelevant searches.

What Makes A Good Landing Page For AdWords?

Having a well-designed landing page is a key element of a good Google AdWords Quality Score. A successful landing page requires a number of different elements:

  • Navigability – Users should be able to easily find what they are looking for
  • Compelling Offer – If your ad references special products, have those products be front and center on the landing page.
  • Focused Page Content – Optimise each landing page by authoring page content around groups of relevant, narrowly focused keywords.

Using the Google AdWords Grader

The AdWords Performance Grader provides clarity and understanding to the difficult and confusing elements of Google AdWords Management. The AdWords Performance Grader gives you a fast, free, and easy-to-understand audit of your AdWords campaign, showing where and how to improve your PPC campaign in order to maximize profits.

Want to Know How to Improve Your AdWords Grader Score?

Key PPC techniques:

  • Create ad groups of related keywords with exact mach only keywords, and ad groups with broad and modified broad keywords.
  • Bid based on budget and goals
  • Focus on increasing Quality Score, pay less for the click.
  • Location extension is a must.
  • Get sufficient data by bidding high and getting in spot #2-3 (above organic results).
  • Keep track of conversions, cost per conversion and value per conversion (using conversion tracking with dynamic value tracking).
  • Adjust bidding to meet a cost per conversion which is roughly 50% of the value per conversion.
  • Optimize ads and try to improve conversion rates.
  • Leverage negative keyword lists
  • Split campaigns on a low level
  • Leverage advanced CPC bidding in AdWords Editor and make notes of what you do

Are You Saying PPC Really Can Work For My Business?

Hopefully, now that you’re armed with this insight about Google Adwords, you’ll have enough wisdom to change your approach in your PPC strategy. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation quote.