Adwords/Pay Per Click Advertising

What is Pay Per Click Advertising?

In a nutshell, your ad is shown to a target audience (based on keywords or demographics) and you only pay when someone clicks on your ad. Once they click, they are sent to your website or landing page.

How Google (and Other Publishers) Changed the Rules

It used to be that almost anyone could create a Google Adwords account, bid on keywords and generate reasonably low cost web traffic and phone calls.

The problem was that this diminished the end-user (consumer) experience because the companies with the deepest pockets could easily out bid everyone else and dominate pay per click advertising.

To level the playing field somewhat Google and other pay per click publishers created quality score which in large part determines  your ad’s position and cost per click. Quality score is determined by your bid and “click through rate”. CTR is essentially how often your ad is clicked per impression. The more often your ad is clicked, the higher your quality score and the lower your cost per click. This means its essential that you give attention to improving your CTR. Otherwise you could be priced out of pay per click advertising. There are many factors involved in improving your CTR including the following:

  • Ad quality – relevance, copy, offer, display url, etc.
  • Landing page quality
  • Site links
  • Bid
  • Campaign history
  • Ads split testing

As you can tell, its not as easy as it used to be to run a pay per click ad campaign.  The good thing is that this weeds out a lot of the competition so if you run a good campaign, you can expect an even higher return!

There are quite a few factors involved and if you are the do-it-yourself type, expect to spend a significant amount of time and money on ineffective campaigns learning how run an effective campaign.

Don’t Have the Time or Money to Figure it All Out?

Our pay per click advertising team is Google Adwords Certified and that’s all they do so you can be sure you’re getting professionals that know what they’re doing from day one.

Call us today @ 219-670-6706 or click here to find out how we can help you run an effective pay per click advertising campaign to generate more phone calls, web traffic for less money.


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