What is Quality Score? Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including: (more…)
Negative keywords are a pay-per-click advertising match type option offered by most of the major search engines. (A match type, or keyword matching option, is a way of designating what kinds of searches can trigger your ads to appear. Certain match types are more restrictive while others allow a broader range of matches, and hence more impressions.) (more…)
CPA bidding is a method of paid advertising that allows you to tightly control your advertising spend. Rather than paying Google for every time someone clicks on one of your ads (as with CPC bidding), CPA bidding only requires you to pay for each conversion, a metric you define yourself when you set up each campaign. (more…)
Cost Per Click (CPC) refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns. In this lesson you’ll learn: A more thorough definition of cost per click.
Why CPC is important to you and your PPC campaigns.
How to lower your cost per click while maintaining (or even improving) traffic and conversion levels. Be sure to take the quick quiz at the bottom of this page to test your knowledge before moving on! (more…)
The best bidding varies enormously from business to business, from keyword to keyword, and from advertiser to advertiser. It’s impossible for me to give you the golden bid or to tell you exactly how you should be bidding. I can, however, give you the tools and knowledge for you to successfully set your bidding yourself. (more…)
What is AdWords? Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. This infographic will help you understand how AdWords works, detailing the AdWords auction, bidding process and explaining important factors like Quality Score and cost-per-click. If you’re asking “How does AdWords Work?” this infographic is for you! (more…)
The basic hierarchy in the Google AdWords system is Campaign (top level), Ad Group and Ad.
Campaign – Defines the daily budget, language, geographic scope and the networks where ads are displayed.
Pay-per-click (PPC) is a form of online advertising where an advertiser pays a publisher each time someone clicks on their ad. PPC managers bid on keywords relevant to their business and target audience, and the search engine and website will show ads to people who enter search queries that contain these keywords. Although we use Microsoft’s PPC platform (Bing & Yahoo), we are going to focus on Google AdWords™ in this guide. Once this is mastered, it can be imported into Microsoft Adcenter (Bing Ads). (more…)
