Google AdWords or Pay-Per-Click is a simple way to conduct paid advertising. The way it works is people use keywords that are relevant to their search for certain products or even services. If the keywords used match what others are searching for then your paid ad will appear on top of Google’s search results. Once people click on your ad they are directed to your website to learn more or even make a purchase. There are many benefits of Pay-Per-Click on Google, however, outlined below are the top five.
Google AdWords’ targeting capabilities are very sophisticated and provide advertisers various ways to perfect their campaign. This can be done by location targeting, mobile targeting, language targeting, time targeting and auto-tagging.
Google AdWords allow you to target specific geographic locations. For each ad campaign, you can select locations where your ad can be shown. This includes and isn’t limited to entire countries, areas within a country, cities or even a radius around a location.
Enhanced campaigns allow advertisers to target mobile device users. This is important because the mobile consumption of information and mobile search queries are growing exponentially each year.
AdWords has over 40 language options for campaign targeting.
AdWords allow advertisers to select specific hours during the day for optimal targeting.
Tagging destination URLs for analytics tracking has to be manually executed with other advertisers. However, this process is automatic with AdWords.
Google AdWords makes marketing measurable. The number of clicks, the number of impressions, the click through rate, number of conversions, conversion rate, cost per click, cost per acquisition and much more are measured through this to ensure improvement.
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Google remarketing (aka retargeting) is quite important. Retargeting involves showing paid ads to users based on their past web activity. Remarketing allows advertisers to follow users and show them ads across Google’s network of partner sites on the Google Display Network.
The search engine position is important in order to rank on the first page of Google. One of the best ways to improve keyword ranking of an existing page is by improving the content. Keyword density and keyword optimization also help improve the position better.
Advanced Web Ranking released a study showing data on the click-through-rate from Google’s organic search results. The data was taken from Google Webmaster Tools Search Queries reports from large accounts back in July 2014.
It showed that on average, 71.33% of searches resulted in a page one Google organic click. Page two and three get only 5.59% of the clicks. On the first page alone, the first 5 results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.
Currently, Google processes over 40,000 search queries every second which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.
By understanding these five benefits of pay-per-click, campaigns can be drastically improved.
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