Get to Know Google's Pay Per Click (PPC) and Paid Search

You Down with PPC? Yeah You Know Me.

June 16, 2015

PPC

Pay Per Click or Paid Search Advertising

What did the paid search advertiser say to the potential customer?You just got served.

Quality Score

Keywords

Text AdsLanding Page

Bid

Source: Google

Components of a Paid Search Account

• Campaigns• Ad Groups• Keywords• Negative Keywords• Ad Text• Landing Page

Source: http://www.wordstream.com/blog/ws/2015/03/06/adwords-account-structure

Metrics

• Clicks• CTR• Cost-per-click• Impression Share• Average Position• Quality Score• Conversions• Bounce Rate• Time on Site• Pages Per Session

Key Takeaways

Google serves users relevant ads to promote a positive user experience. It is our job to ensure we are relevant.A Paid Search campaign has six critical components, all of which affect your quality score.Focus on the campaign goals when analyzing data.