How Does Google AdWords Work?
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Transcript of How Does Google AdWords Work?
TARGET ADVERTISING Only Pay When It Works.
GOOGLE ADWORDS
• Pay Per Click Advertising
• vs Traditional Pay Per Viewer
WHY ADWORDS ?
• Target people who are ACTIVELY looking for your products
• Only pay when someone RESPONDS to your advertisement
• You pick the search phrases
• Measurable = Manageable.
HOW ADWORDS WORKS ?
• Auction System
• Price You Pay =
• maximum bid x quality score
Relevance Landing Page Click Thru Rate
SETTING UP AN ADWORDS ACCOUNT
• www.Google.com/Adwords
!
• searchmarketing.yahoo.com
ADWORDS MANAGEMENT
• Landing Page Quality
• If you rank well naturally (SEO), you’ll have a good LPQS
• Relevance
• Split testing adverts will increase CTR
• Click Thru Rate
• All things being equal ↑CTR = ↓CPC
WHAT WOULD GOOGLE DO ?
• What’s Google’s Objective?
• To serve the most relevant ads possible, to ensure the user has the best experience.
• How Does This Situation Relate To That?
• Are you helping them achieve their goal ?
• If you were Google, what would you do ?
• Would they penalise this; or would they applaud + reward this?