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How To Bid On Keywords |
By:
Kirt Christensen |
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When running a pay per click advertising campaign such as Google AdWords it is essential that each ad be carefully formatted around the proper keywords. This is only common sense, and the practice of choosing the proper keywords is one that many marketers have made an art of. They carefully research their market and the keyword history on the search engines and come up with a number of productive keywords.
The rub is that keywords are not the only factor is making a ppc ad campaign a success or failure. The truth is that internet surfers don't practice the patience that tv or radio consumers do (that is not saying much either). When a search term is entered into the search engine many pages of results will show up. The reality is that only the first 5 or maybe up to the first 10 pages will be seen by the searcher until their attention is caught by something else.
The upshot of this is that in order to be exposed to higher number of viewers the advertisements must be on the first 5 or so pages. What can be done to make sure the advertisements are on these coveted pages? It boils down to money.
If you are at all conversant with how Adwords works you can pass over this next part; but if you are not familiar with the way Adwords functions it is basically a big auction.
Being the only advertiser using a particular keyword is not a very probable thing to happen, except if it is a word or phrase that is not very well known or well used and won't attract very many visitors. Since the main idea for advertising is to get interest and visitors you would not want to really use these keywords.
This means that there are going to be other advertisers using each keyword. How does the search engine determine whose ads will be displayed first?
The advertiser is charged a fee whenever someone clicks on their ad. It isn't a large fee, usually less than one dollar. These fees can compound rapidly.
So if an advertiser wants his ad put at the top of the search result page for a keyword, he has to be willing to pay more than the other advertisers that are using that keyword. This of course is great for the search engine's business. They get paid no matter if an advertiser gets a sale or not. They of course are going to give preference to the guy that will give him more money when someone clicks on his ad, so they put them at the top of the list so they will make more money.
Finding the balance with your keywords and bids will most likely take some time. Meanwhile you will earn and lose money quickly. Don't forget that you won't make a sale every time someone clicks on your ad; it is more likely that you will get a sale 10 percent of the time or one in every ten visitors will buy. Using that figure, the price of your product or service, and your advertising budget you can figure on what you should bid for your keywords.
Kirt Christensen's high-energy style of AdWords Management as he managed more than $612,000 of yearly ppc advertising for clients, has them praising about him! http://managemypayperclick.com This article is available as a unique content article with free reprint rights.
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Article Source: http://www.statssheet.com/articles/article55909.html |
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