There are many terms and concepts about Paid Search Marketing, which may bring a lot of novice webmasters or website owners to frustration. This vocable list starts with such names as Pay-Per-Click advertising (PPC), Cost-Per-Click (CPC), Cost-Per-Impression (CPM), as well as Search Engine Marketing (SEM) and Search Engine Optimization (SEO) themselves. We can also mention different sponsored listings, in line with services provided by the industry giants, like Yahoo! Bing Network and Google AdWords (known for paid search by Google). If you are new to the world of digital marketing, this short review can help you get a better understanding of the matter, and hopefully, avoid some of the most frequent missteps.
Among the most popular advertising products on the Internet, stands the brand of AdWords. Being the primary source of income received by online giant, paid search by Google offers Cost-Per-Impression (CPM), Pay-Per-Click (PPC) advertising. It is also dealing with targeted content and banners for the websites, as well as rich media advertisements.
Making a deal with paid search by Google means your ads will be displayed on the following advertising networks:
- Search Network by Google is covering the original Google Search, supported with Google Maps and Google Shopping, as well as many other search associates.
- Display Network by Google is betting on the most popular websites of its own, like YouTube, Gmail, Blogger, as well as any related web pages in standing cooperation with the world’s online giant.
Paid search in Google is rather simple. For instance, with AdWords, you can go for Cost-Per-Click advertisements by setting your customized bid amount per each click. You can do it manually, and specify the number you find reasonable and affordable. When choosing an automatic option, Google will help you with calculations considering your current budget for digital marketing. Cost-Per-Impression advertising works much like that, simply coming with chain bid amounts, yet for more efficient collective performance, and hence your best promotion results with paid search in Google.
Sounds great, but are there any drawbacks from doing your online advertising with paid search in Google? Let’s try to figure this out. First of all, when browsing the Web on this subject, I found that AdWords is working so well, that many online users appeared unaware they were reached by commercials. I still don’t know how accurate this information can be, most commonly I had come across a 40 percent ratio of unsuspecting visitors. At the same time, it means that paid search by Google can’t be that good, as some users can be just ignoring part of organic search results displayed further down the screen, for instance depending on their eyesight, screen quality, and their device.
Another questionable issue is that advertisers can now have their paid search Google promotion adjusted to target different people, based on their location, device they are using, and even time of day. It can be beneficial for those website owners running online stores, as in this sphere of e-commerce the highest conversion rate is commonly detected within 18:00-21:00. Apparently, increasing the maximum bid amount purposefully for these busy hours looks reasonable enough, eh? Another controversial fact is the story about tablets and their conversion rates being four times than smartphones. Can this doubtful belief of Google be a massive oversight after all? Well, AdWords had received its last dramatical update as far as February. So, I still believe there’s some time needed to see the way things are going in longer prospect.
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