How can Ads Conversion on Google Adwords help you?
Effective marketing starts with a considered, well-informed marketing strategy. A good marketing strategy helps you define your vision, mission, and business goals and outlines the steps you need to take to achieve goals. A marketing strategy sets the overall direction and goals for your marketing and is therefore different from a marketing plan, which outlines the specific actions you will take to implement your marketing strategy.
Pay-Per-Click Marketing
Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. (That’s why it’s called “pay per click.”) When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it. Pay-per-click, along with cost per impression and cost per order, is used to assess the cost effectiveness and profitability of internet marketing. Pay-per-click has an advantage over cost per impression in that it tells us something about how effective the advertising is. Clicks are a way to measure attention and interest.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords to organise those keywords into well-organised campaigns and ad groups, to setting up PPC landing pages that are optimised for ads conversion. Search engines reward advertisers who can create relevant, intelligently targeted pay per click campaign by charging them less for ad clicks.
Adwords operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids. Conducting PPC marketing through AdWords is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list.
You can choose either search network or display network or both to advertise on Google AdWords. Where Search Networks advertising means your ads show up in Google’s search results, the Display Network show your ads on the sites of third party websites.
Why PPC is Important to Digital Marketing
Originally published at www.digitaloitte.com on September 8, 2017.
