The Huge Impact On Pay Per Click Cost With Good Seo

The Huge Impact On Pay Per Click Cost With Good Seo



One of​ the​ most popular and successful marketing methods available on​ the​ Internet today is​ Pay Per Click Advertising. Pay Per Click Advertising or​ Pay Per Click search engine marketing as​ it’s sometimes called,​ is​ one of​ the​ best ways for anyone to​ get immediate results (visitors to​ their web site,​ sales,​ whatever).

The catch is​ that since it’s so effective and popular,​ the​ costs have increased dramatically. What was once a​ very economical method to​ advertise your product and service had become more competitive and expensive. Pay Per Click management involves not only the​ effectiveness of​ your campaigns,​ but trying to​ keep the​ costs down to​ acceptable levels.

Google Adwords is​ by far the​ most used Pay Per Click advertising method. Since Google is​ the​ most popular search engine,​ it​ has the​ most opportunity to​ display ads along side the​ natural search results. the​ advertiser only pays for the​ advertisement if​ a​ searcher clicks on​ their displayed advertisement. So it​ provides a​ great opportunity for companies of​ any size to​ advertise and only pay if​ the​ advertisement is​ click on​ by a​ searcher.

The recent explosive growth had created tremendous competition for this ad space. What once cost .05 to​ .10 per click,​ now may cost over $1.00 per click since so many people are now advertising and competing for the​ same space. Depending on​ your profit margin,​ this expense may even keep some companies from using this method of​ marketing.

So due to​ the​ ever increasing cost,​ companies are looking for ways to​ get the​ best bang for their buck on​ Pay Per Click Advertising. a​ good formula to​ use to​ determine your budget on​ any advertising is​ to​ take the​ net profit on​ any sale and divide it​ by the​ cost of​ each click (example – you​ sell a​ product that nets you​ $20,​ and your number of​ sales to​ visitors (conversion ratio) is​ 2 sales to​ 100 visitors,​ so you​ divide the​ number of​ visitors by the​ net ($40 by 100) and you​ get .40 per click max cost). you​ bid over that cost,​ and you​ lose money (using the​ example .40 would be the​ max you​ could pay and even then you’d be pushing it).

Using that information,​ you​ can determine your budget for any Adword campaign. the​ catch 22 here is​ that many times the​ competition can drive the​ cost above your budget for many popular and effective keywords or​ phrases.

And so the​ game begins. Advertisers are constantly looking for new keywords or​ phrases that either don’t have the​ competition (and therefore high cost). Keyword research becomes critical to​ success. But there are other ways to​ play the​ game,​ and one is​ to​ reduce your cost via Google’s assigned Quality Score.

One of​ the​ often overlooked areas to​ reduce Google Adwords campaigns cost is​ doing SEO (search engine optimization) on​ your landing page and web site. One of​ the​ best side benefits of​ using proper SEO methods for organic search results is​ that you​ also get better value on​ your cost per click your Adword campaigns.

Goolge has a​ "quality score" they assign to​ every keyword or​ phrase in​ each of​ your adgroups (an adgroup is​ a​ group of​ keywords and phrases tied in​ with a​ specific ad in​ your campaign). This quality score can now be displayed on​ each word. to​ find out how just do a​ search in​ Adwords help section.

This quality score is​ based on​ several attributes that judge the​ relationship of​ the​ content between the​ ad,​ the​ landing page,​ and click through rate (CTR) for that keyword or​ phrase. There are three scores that I have seen (there may be more),​ Good,​ OK,​ and Poor. Good implies that your keyword matches well with your ad and your landing page. OK means that you're close,​ but not the​ best. And poor means that you​ had better change something.

Of course there's also that dreaded Inactive,​ which means you​ are not even near the​ relationship that Google wants to​ see between the​ keyword,​ CTR,​ ad,​ and landing page. And you​ can either raise your bit to​ $10 or​ get your keyword,​ CTR,​ ad,​ and landing page in​ sync.

Here's Google's own definition:

“Quality Score is​ the​ basis for measuring the​ quality and relevance of​ your ads and determining your minimum CPC bid for Google and the​ search network. This score is​ determined by your keyword's click through rate (CTR) on​ Google,​ and the​ relevance of​ your ad text,​ keyword,​ and landing page.”

Google rewards or​ penalizes you​ in​ price of​ a​ click based in​ part on​ that score. “Good” keywords get a​ lower cost than “Poor” ones. How much difference? Well it's hard to​ say unless you​ can see what state the​ SEO is​ in​ on​ the​ landing page.

I've seen as​ much as​ a​ 30% decrease in​ cost. I know that many of​ the​ Adwords users don't really care about natural or​ organic search results initially. They plan on​ using Pay Per Click advertising methods to​ drive traffic to​ their web sites right from the​ beginning.

So many times they haven't even done the​ most basic SEO on​ their landing pages. And the​ impact can be dramatic. Sometimes we also tweak the​ ad a​ little,​ to​ make a​ better fit between the​ Adgroup and landing page too.

What's really impressive,​ is​ Google immediately rewards the​ better SEO. I have seen the​ results of​ good SEO in​ a​ matter of​ hours,​ at​ most in​ one day. And if​ you​ want to​ see a​ happy advertiser,​ have them login to​ their Adwords account the​ day after they do some effective SEO work. you​ can can’t beat that smile off their face.

That's one of​ the​ biggest positive factors with Adword campaigns,​ immediate gratification on​ any changes. It's always a​ good business practice to​ track all changes and results. No matter how well your Adwords campaign is​ doing,​ it​ can usually do better. And small changes can have a​ big impact on​ results,​ even on​ your landing pages.

So my advice to​ any Adwords users is​ to​ take a​ hard look at​ your landing page SEO. you​ not only get the​ benefits of​ better organic search rankings,​ your Pay Per Click costs can go down too. And with the​ competition being so fierce,​ any way to​ reduce you​ cost can really count.




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