Google Marketing – Targeted And Accountable Traffic
Googles search engine offers two kinds of results: organic results and sponsored links. The algorithm ranks the websites according to their relevancy to the user’s search query and creates the search engine result pages. The order of organic search results cannot be influenced directly, only adjustments done during a search engine optimization process can affect it. On the other hand, you can appear on the search engine result pages with more control if you commence a search engine marketing campaign.
Google offers a pay-per-click advertising solution within its search engine and also on its content network. Pay-per-click means that you only have to pay when a user clicks on your ad and thus forwarded your website. It doesn’t matter how many times did the ad appeared, you only pay for actual clicks. The price of a click is determined by many factors, including relevancy and competition. Just like in case of organic search, Google values relevancy which can decrease your cost-per-click price whereas strong competition can increase it.
The most important advantage of performance-based pricing is that you can plan your digital advertising investment and you can track the return on investment on the fly and make adjustments if need be. You need to have an analytics system in place to track your Google marketing activities and pair the output of this activity with conversions. In certain cases, Google allows cost-per-action pricing hence you only pay after an actual conversion happened thus limiting your risk (i.e. will a clicking visitor convert on your site).
You can decrease you costs by enhancing relevancy. Google determines the order of appearance of ads and the price you have to pay with Ad Rank. It combines your maximum CPC bid and the Quality Score of your ad. Quality Score indicates the relevancy of your ad and it can help you decrease the costs significantly. Factors that Quality Score takes into consideration:
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