Google Adwords is a convenient platform for online advertising. Adwords provide a simple way of advertising where ads are created for all kinds of budget. Ads created thus are displayed along with the search result or in the content sites like Blogger or HowStuffWorks. The ads can be created in any format like text, image etc. making online advertising an interesting option. There are two types of Adword ads:

• Keyword-targeted ads: You choose keywords for which your ad appears and specify the maximum amount that you are willing to pay for each click. Google Adwords optimizes the cost per click to the minimum amount required for the display of the ad.

• Placement-targeted ads: You select Google content site where your ad will appear. You then specify the maximum amount you are willing to pay for each click or for each thousand view of that site. Like in keyword-targeted ads, Google Adwords optimizes the cost per click of the placement specific ads to minimum amount required for the display of the ad.

How does Google Adwords function?

The lifecycle of Google Adwords ads is –

1.      Creating the ads using relevant keyword related to the business or the selection of the content site where the ad has to appear.

2.      The ad appears for the targeted-keyword search in the “Sponsored Links” section on the page. If it is content-site targeted, it will appear for that particular site.

3.      Potential customer click on your ad for more information on your product/service which might culminate into a developing business relationship.

Why use Google Adwords?

Google Adwords ensure that the ads appear when a particular keyword related to your ad is searched for. The advantages of using Google Adwords are-

1.      Ads can be controlled - They can be formatted or edited and the budget can be re-set to suit changing conditions.

2.      Low advertising cost – The advertising cost is low as you pay only when clicked, which is the cost per click.

3.      Wider reach – Can target a wider range of audience on Google and its content sites thus increasing the ad viewership.

4.      Region specific – The ads can be designed in accordance with different geographic locations. This helps to make the ads region and language specific.

For all business types – Low investment makes it a lucrative platform for all business types; small-scale as well as multinationals

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A PPC advertisement management service program includes the following task:

1. Keyword Selection: Extensive market research and selection of appropriate keywords.
2. Creative titles and adverts: Properly coined titles and well conceptualized adverts help to maximize click-through and conversion rates.
3. Setting destination URL: Landing page of any searched keyword is the mirror of your website and product/service. Choosing the appropriate URL increases the prospect of increasing the conversion rate.
4. Campaign Tracking: Outcome of a PPC advertisement can be measured. This service aids to the process of tracking codes to measure the conversion rate. These in turn help to analyze the ROI.
5. Bid Management: Bid performance monitoring, bid price changes etc.
6. Regular Performance Analysis: Analysis of various aspect of the campaign like keyword costs, conversions, text ads etc…and providing a performance report

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For Example-

Pet sitters – cinema, classics, cleaning etc…

Hygiene product: reviews, travel, paints, wholesale, furniture etc…

When to use negative keywords?

Whenever you do a keyword research look for negative keywords related to that keyword, this is one of the easy steps to do it in the beginning of your keyword research which saves your time and money.

Adding negative keywords help in qualified clicks preventing unnecessary displays of your ad. Use phrase and exact match for your keyword phrases, this helps on negative keywords and increase quality traffic.

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• Have a weekly keyword report checking for all keywords across all pages
• Figure out unfamiliar ads if any, through ad reports
• Keep a check on your spend
• Install Spyware and anti-virus to detect frauds
• Change your password frequently and don’t quickly respond to password verifying enquiries.

 A little caution and alertness can add to the smooth sailing of your pay per click advertisement

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The primary aim of a pay per click campaign is to attract potential users to the concerned website through the search engine. Thus the most essential factor in a pay per click campaign is the selection of search engines. Unpopular engines will bring unwanted visitors, adding to your cost incurred and keeping ROI negligible.  Search engines like Google, Yahoo, and MSN are the most popular ones used for PPC campaigns.

The next essential factor affecting pay per click campaigns is the selection of keywords. In pay per clicks it is the keywords that are the core of the campaign. The most popular keywords find the highest position in the search engine ranking pages increasing the ad popularity amidst high rate of conversion.

Continuous campaign monitoring and proper bidding management also help in the marketing motto. Turning a pay per click campaign profitable needs carefully vigilance and calculated strategy.

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• Bid: The maximum amount of money placed on a pay-per-click ad.
• Click: Number of times the ad has been clicked.
• Conversion Rate: Percentage of visitors converted into clients/purchasers.
• CPC: Click-through rate defines the amount the user pays if his ad is clicked.
• CPM: Cost per mile is the cost for 1,000 ad views or impressions.
• CTR: Number of ad clicks/ number of impressions x 100; metric of account performance.
• Hits: Also known as views, the number of web site visitors including repetitive onces.
• Impressions: Number of times the page has been viewed
• Keyword: Single or a group of important words that define the web site content and display the page when entered on the search engine box.
• ROI: Return on investment is the money made on pay per click ads.

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• CPC: Cost per click defines the charge you pay to the search engine for each click on your adverts. If your ad is displayed for a search query but the visitor doesn’t click it, you don’t incur any cost.
• CTR: Click-through rate is a measure of your account performance. Usually the higher the CTR the better is the account performance. CTR is calculates as number of ad clicks/number of impressions x 100

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The approval is expected since long. The European Commission had decided in January not to object formally to the merger. The Commission which is EU’s competition watchdog, never disapproved any deal without sending formal objections.

The Deal is objected by Privacy advocates. It is feared that the deal will provide huge access to information regarding consumers and their behaviour . The Commission has clarified that privacy considerations are not part of scope of its authority for the merger.

The Deal will enhance Google dominance on Paid Search.

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These are two different marketing strategies working on different aspects of a website. Before setting on the preferred method it is important to know the underlying facts about each.

PPC familiarizes the user to your web site. If liked the user is then glued to your site. The more the user the better the Search Engines will like your site. This is one of the prime reasons of alluring huge visitors to your site. Search Engine Optimization gets more targeted traffic to your web site through the search engine thus; a lot of marketers would prefer SEO to PPC.

PPC is text-based advertising on a Search Engine whereas SEO has a lot to do with page rank and link popularity. In PPC will have to bid money in order to be listed first but SEO will require content, design and links to make the site linked.

Though it is difficult to manipulate, studies show that PPC brings stability and predictability to some extend whereas SEO involves a lot of tedious task. On the other hand SEO can be done free and you have to pay for PPC.

Needless to say, people should constantly look for new and unique ways to bring traffic to their web sites eventually culminates into business gains.

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• Number one page rank is the best

Pay per click is about conversions and ROI. Being number one is a waste if it does not fetch you good click-through rate and eventually conversions.

• The natural page rankings are affected by pay per click

The ad text displayed does not act as anchor text; it only is an advertising punch.

• Pay per click only helps major businesses

This is far from fact as small business really benefits from pay per click through good campaign and landing page design.

• Pay per click is a short term tool

If PPC is promoting your company well with good ROI then it can be for keeps.

• Pay per click is not a life long process

With constantly evolving business needs; pay per click requires constant monitoring, change and hence regular optimisation.

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• Don’t be in a hurry to pay. Delaying payment may save you from the fraud.
• Keep your computer free from any bad software and stay away from the prying eyes of software trackers that eye every transaction you make or even every site you visit.
• Delay in divulging business details to a prospective supplier can also check on a fraud helping you to get more concrete information about your dealer/supplier.
• Study the contract thoroughly; you might overlook some business virus which otherwise might look simple and repetitive.

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Pay per click marketing is lucrative and measurable in terms of return of investment ROI. There are various methods of quantifying the ROI in PPC marketing. One important tool is tracking user actions like buying product, requesting a brochure/newsletter or even more information. This explains the users who have only viewed a page and those who have actually turned into clients. This also helps in calculating the number of sales against spending.

There are no strict rules in pay per click advertising or marketing and with extensive online tools available to optimize Internet marketing, measuring the returns is a simple process. The true measure of a business profit is the piling order request transforming to orders and subsequently getting the aimed revenue.

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This can be a bad news for Google since they good dependency on Paid Search Revenue. With the fear of Recession looming around ; one has to wait for next few month to check the definitive trend.

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The users are going to be more choosy and shall use internet for bargain hunting. There is possibility of more searches on the net and thus it makes sense for marketing dollar to be spent where possibility of the users come to search for bargains.

A good managed campaigns covering all possible avenues like Pay Per click , SEO, SMO , Comparison Shopping Feed management will take a center stage for every company who wants to sells its product / service using internet as a medium.

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