Five Often Misunderstood AdWords Concepts

Ahhh, welcome to the world of Google AdWords. Lawrence Talent here of Seduce AdWords. I am going to cover 5 super important terms that are true and dear to Google AdWords, the mother of all pay per click programs out there. You need to pay special attention to these terms because you (and your campaign) can live or die by these. So here we go.

C.P.C. (Cost-Per-Click) ” How much you are paying per click on your AdWords ad. Every time someone clicks on your ad, its costing you money, money thats going to Google as part of your Google AdWords agreement. The CPC youll see associated with your PPC campaign depends on many factors, including the competitiveness of your market (i.e. advertising on real estate will cost a lot more than say blue widgets), the overall quality of your advertising campaign, your AdWords history (Google tends to like old proven marketers better), etc.

Click thru rate, CTR, is the measure of how many times your advertisement gets clicked on given how many times it was shown. It is expressed as a percentage (number of clicks over the number of impressions, which is another way of saying the number of times an ad was shown). So lets say your ad showed 200 times and it was clicked on twice. That results in a CTR of 1% (2 divided by 200). Your goal, by the way, is to achieve as high of a CTR as possible.

Quality score is defined by Google as: Your Quality Score reflects your keyword’s CTR and the relevance of your ad text and landing page. Keywords with high Quality Scores are more relevant for users, more effective for your ad campaigns, and have lower cost-per-clicks (CPCs). It can have one of three Quality Score. Great: Your keyword is very relevant and your Quality Score needs no improvement. OK: Your keyword is relevant, but you can still benefit from a higher Quality Score. Poor: This keyword isn’t very relevant to users, and your Quality Score needs improvement. Aim for Great.

Relevancy is a measure of how relevant Google and other PPC engines think your campaign is to the market you are advertising to. Why should you care? Because if Google deems your campaign irrelevant (and that can be on any level, such as the keywords you use, to the ads you display, to your landing pages) to the market you are targeting. Google will be more than happy to Google Slap you (see below for details). And let me tell you, you do NOT want to be slapped ” so make sure everything is relevant in your AdWords campaign.

Google slap is Googles way of punishing you for being a bad marketer on their AdWords system. What is a bad marketer in their definition? Well there are many offenses but perhaps the most common/big one is having keywords that get no traffic, low CTR, low bids, and/or are irrelevant to your campaign. Translation, when Google thinks its end-users do NOT like you. Avoid the Google Slap! Keep your AdWords slim, fit, and highly targeted.

There you have it! Five key concepts to Google AdWords. Did I mention that there are a TON of other equally important concepts? You didnt think you were done after spending only 10 minutes reading about AdWords did you? Fact of the matter is, what we covered just scratched the surface. Keep your PPC studying going and rock on!

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