Google Adwords is used by many individuals and groups for effectively reaching their target audiences. This consists of Google’s advertising network and an easy to use platform for both advertisers and publishers. This advertising network is comprised of businesses that use Google’s PPC or pay per click advertising tools to promote their newest products and latest offers. This network also consists of publishers that integrate Google ad blocks into their Web properties. Other methods like PPM or pay per impression and PPV or pay per view are also available.
Google’s system allows them to automatically display an advertiser’s promotional materials on a publisher’s Web property. Their back end processes are powered by a sophisticated algorithm. This automatically selects a publisher’s Web property with content whose topics and sub topics best match the associated parameters of the advertiser.
For example, let’s say an advertiser uses Google Adwords to run a campaign. Say this campaign is set to target 25 to 30-year old American men and women in Los Angeles whose primary interests are topics most relevant to brand new cars and other relevant search terms. Google’s algorithm then looks for a publisher’s Web property with content that best matches these parameters. It then displays the promotional materials of the advertiser on the chosen publisher’s Web property. Of course, both the advertiser and the publisher should be in the Google Adwords network. Plus, publishers need to integrate ad blocks into the pages of their Web properties before these relevant ads can be displayed.
As the name suggests, PPC or pay per click advertising is where advertisers pay a fixed amount to Google for each click that their ads get across the Google Adwords network of publishers. On the other hand, publishers responsible for generating ad clicks for the advertiser will earn a certain percentage from what the advertiser pays Google for each ad click.
Google has another algorithm that detects the uniqueness of each ad click. This means when the same viewer on the same machine clicks on the same ad twice, the advertiser will only be charged for the first click. The publisher will also only earn a percentage from that first click. Plus, Google has another set of algorithms to block sophisticated malicious efforts of certain groups that are out to illegitimately generate revenues from automated ad clicks on their own websites, which they’ve managed to register with the Google Adwords publisher network. Google does this by logging the IP addresses and machine IDs used for those views and ad clicks, then by filtering out illegitimate clicks.
Google Adwords also allows advertisers to run PPM or pay per impression advertising campaigns. This is also known as PPV or pay per view. PPM is where advertisers pay a fixed amount for each thousand views that each of their ads gets from the publishers in the Google Adwords network. On the other hand, a publisher also earns a certain percentage of what the advertiser pays for each thousand views that he or she generates for the ad.
So as an advertiser, how can you use pay per click advertising through Google Adwords for you to significantly improve the results of your advertising and marketing campaigns? As a publisher, how can TalkingAds Ltd. drastically increase your revenues from the Google Adwords publisher network? Here’s a brief list to get you started on the right foot:
Improving the Results of Pay Per Click Advertising Campaigns Through Google Adwords
- Get to really know your ideal customers. Aside from pinpointing the countries, local areas, age brackets, gender groups and exact match search terms to target for your PPC ads, you should dig deeper. What you should be looking for are the relevant interests, needs, shopping habits, content viewing preferences, lifestyles and hobbies of your target audience at the moment. Remember, industry trends and technological breakthroughs or even the hottest social media news can significantly alter their Web surfing activities, shopping habits and content viewing preferences. This in turn can change their most likely response to your ads and marketing messages.
By doing this, you can zone in on exact match search terms likely to be the searches performed by your ideal prospects that are most relevant to your brand, content and latest offers. This can consistently drive larger volumes of highly convertible traffic to your pre-sell and sales content. Your materials can also get additional traffic once your target customers share it across their social networks and peer communities. The chances of this happening can greatly increase when you place the right ads and content in front of the right audience, at the exact time they’re looking for relevant stuff. This strategy has been proven time and again to benefit both advertisers and publishers when done correctly.
- Pay attention to what your top competitors with the best performing pay per click advertising campaigns are doing through Google Adwords. This is often called competitor analytics. Straight up, it’s the process of spying on your direct competitors. You can learn a lot of things when you do this. You’ll also be able to emulate and enhance the things that they’re doing right for your own ad campaigns. You can also avoid the mistakes that they’ve made, enabling you to outshine their ads across the Google Adwords network.
To do this, you can use certain add-ons or extensions for your Web browser. These tools can enable you to set the user location of your Web browser to any of your target countries and local areas. This means you can then go to Google, perform a search using each of your target exact match search terms and take note of the paid search ads in the results page as well as the display ads in the pages of the top organic results. At that point, you’ll be able to study how their ads and marketing messages are designed to entice and compel your target audience to take a closer look and positively respond to their latest offers.
These are the best strategic tactics that continue to boost the PPC advertising results through Google Adwords of many businesses worldwide. Don’t forget to supplement your search and display ad campaigns in the Google Adwords network with both paid and organic content marketing placements in heavily trafficked third party Web properties. You should also consider running paid ads and organic content placement campaigns across the social media platforms where your ideal prospects hang out. This way, you’ll be able to find the right formula for optimizing your pay per click advertising investments.