This post will focus more on Google Adwords, rather than just pay per click in general. So we will talk a little bit about Google's "quality score" and how to improve it, and why that will make you more money.
The way Google determines the bid and price for each bidder is first it takes the maximum bid, and it compares. However, if everyone all bid $1.00, who would get the bid? Well, the fact is that not everyone would have to pay $1.00. Google realizes that not all sites are created equal. Some are on topic, and some are not. Some advertisements are relevent to the keyword being searched for, and some are not. Some websites function at a very high speed, some are very slow. In order to provide the best experience to the user, Google will give each site a "quality score".
Chcek this out if you want to really learn about Google's Quality Score. That's straight from Google Adwords help, so you know the information is accurate. To summarize the most important part describing quality score:
The AdWords system calculates a 'Quality Score' for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query. A keyword's Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).
The point is that if you want to make money with adwords, a quality score helps, as you will pay less. You can turn an unprofitable adwords campaign profitable simply by not having to pay as much per click. Just because you bid $1.00 per click, does not mean that every click is going to cost you that much. That just means you are willing to pay UP to $1.00. The higher quality your site, the better the chances are that you will get higher placement and pay less per click than your maximum bid. The trick is having your ad be very relevent to your site and your keyword. You want Google to have no doubt what you are advertising, and when it chceks out your site, it should have no doubt that your site is in fact consistent with the ad, and that should match with the keyword you are bidding on.
As discussed in the last post, you can make money with adwords as well as other pay per click advertising networks, but you will have a better chance of doing so if you track and test. Tracking and testing with adwords is easy with google analytics. However, testing is more important with adwords, because of the quality score aspect. Having a more relevent ad could mean that you end up paying less. There is an additional aspect to testing as well for use with Adwords. You may wish to do split testing. this is where you have two different pages and you have only one tiny thing different. You then compare the results and see whihch works better. Then you make a small change and you test something else that's different. you continue this until you get optimal results. By testing two different pages, you can get an idea of whats more relevent, and what will cost you less, as well as what will convert more, and what is more profitable overall.
With a good quality score, and a profitable campaign, you can test your newsletter as well to see which messages convert. One page have an opt-in to one newsletter with everything the same but the actual newsletter, the other page have a slightly different newsletter. Compare and make the changes needed. Continue this until you have the near optimal campaign and you can continue to make money and reinvest it, thus making more money.
No comments:
Post a Comment