Hi there, we are going to start to put together a guide to the basics of pay per click advertising (PPC) particularly, Google AdWords. As Google AdWords is by far and away the market leader (Globally around 80% of the PPC market), it makes perfect sense to learn about AdWords, as opposed to Bing Ads for example. Besides, there is an option in the Bing Ads system where you can import your Google AdWords set up direct into Bing, so let’s do it.
First of all, let’s get a few stats out there.
- Approximately 97% of Google’s revenue comes from advertising.
- Paid for clicks on Google and the Google Display Network were up by over 30% in 2013 compared to the previous year.
- On average, the top 3 spots take around 40% of the total clicks on any given search results page (Paid and organic results).
- The Google Display Network reaches over 80% of global internet users.
- Over 1.2 Million businesses advertise on the Google Search Network.
- Over 30% of all Google search clicks come from a mobile or tablet.
In this first article we will give you an overview of a simple AdWords account then, in future articles we will go into some of the more detailed aspects of an AdWords campaign more thoroughly.
First and foremost, if you want to start advertising your products or services through pay per click, you need to have the following:
1. A clear idea of what you are looking to achieve, for example are you looking for subscribers to a newsletter, people to buy a product, sign ups for a webinar etc.
2. An overall budget for your pay per click campaign.
3. Do your sums. If you are selling a product that makes you a £5 profit, then you do not want to be bidding £5 per click as obviously there will be no profit for you.
4. Perform a thorough research into what keywords you will bid on (In the tools section of AdWords) This will also give you an approximate guide on, Cost Per Click, Number Of Searches, Estimated Clicks etc.
5. Set up structured Ad Groups (We will go into the importance of this in the future)
6. Write your ads. Headline maximum of 25 characters. Description is two lines of 35 characters each. Display URL maximum of 35 characters.
7. Set your bids. This can be done at the campaign level (bid the same for all of your keywords), Ad Group level (bid the same on each individual Ad Group) or bid by individual keyword.
8. Settings for targeting such as, region, area, country targeting, targeting by language, delivery method, keyword matching options, daily budget and more (We will explain in detail all aspects of targeting in the future)
9. Set desired extensions for things such as location, call outs, sitelinks, call extensions etc (We will explain extensions in more detail in the future)
These are the very basics of an AdWords account. Watch this space, as we will post regular more specific updates about how to get the best from pay per click advertising in the future. We will cover subjects such as, ppc account structure, the importance of correctly structured ad groups, keyword research, budgets, different bidding methods, extensions, targeting methods, ppc optimisation, negative keywords and more.
Based in Kings Lynn, Norfolk but serving the globe, SNAP! Marketing is your number one partner for all of your pay per click advertising needs.
If you want SNAP! Marketing to manage your pay per click advertising to drive more traffic, click www.snapmarketing/pay-per-click-advertising to find out more.