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.
