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To increase your traffic flow and
get your share of the Google pie,
your first step is to sign up with Google, go
to your Adwords login and set up your first campaign(s). Adwords is
Google's version of Pay Per Click (PPC) advertising. All the search engines
have their own variations of PPC and they are all called something different.
Pay per click means just that:
when someone clicks on your ad, you pay. How much you pay can vary depending on
several variables such as the quality score of your ad and the competition of
your keywords. Since no one really knows just how Google
calculates their quality score, it can be somewhat difficult to figure things
out.
If you have an ad with a high
quality score you can get a higher ranking when your ad shows up in the
results. So instead of your ad being shown in the last position on the first
page, or not on the first page at all, your high quality score ad will show up
within the top ads shown for that keyword.
Quality score is thought to be
made up of, at least partially, how many clicks you get per number of views.
This is called the Click Through Rate (CTR). So the more times your ad is
clicked on the higher your quality score will be since Google
thinks that your ad is getting a lot of clicks because it's highly relevant to
the keywords it's targeting.
For example, you've just set up
your first campaign and you're targeting the keyword: dog training. You've
carefully chosen many keywords that are very directly related to your niche.
Your ad is well written and intriguing. Your ad is shown a lot and a lot of
people who see it will actually click on it so you have a high CTR.
Google will reward you for your high CTR by showing your ad more often and
charging you less per click than some of your competitors will have to pay.
This whole process tends to get
very complicated and convoluted. Since you are paying for the clicks you get,
and you may be paying a premium since you've not had the time or experience to
dial it in and get that high quality score, you have to make sure that you have
enough money in your advertising budget to be able to stick with your PPC
campaigns long enough to make changes and tweak things until you get to the
point where you are getting a high CTR and the best price possible on your
keyword bids.
With PPC so complicated and having so many elements that you have to keep track
of, you may be wondering why people use it at all. The answer to that is
because it works. Again, if you can afford to stick with it while you are
learning it, you can get a lot of visitors and in turn make a lot of sales. And
that all starts right at your
Adwords login page.