Keyword advertising: revealing the secrets of Google does not tell you

Keywords: advertising, keyword advertising Google AdWords Google keyword advertising

The advertising industry has always been difficult over the industry. Back to quick rule of old age, the effects of advertising are always very difficult to determine. The Internet era, the determination of the effect of column advertisement may become much easier. Of course, you can pass the click-through rate to measure, but the number of people who click on the number of valid clicks?

In order to solve these problems, the Google keyword ads (AdWords) came into being. The technique introduced in 2000, advertisers choose advertising keywords and phrases, and when users use a keyword search in the search results page will appear with the keyword-related advertising content. Keyword advertising to increase transparency in the online advertising. And no monthly minimum fees, advertisers only in the network when the user clicks on their ads pay. This sounds promising, and easy.

It is not.

Today, thousands of businesses use Google's keyword ads, but only Google completely understand the mystery. As we handle most can not understand things, the risk here is that we easily forget it, unchecked. Maybe this laissez-faire approach applies to keywords advertising: recently, the Softletter magazine survey showed that 40 per cent of independent software vendors that keyword advertising is their most important marketing channels — 80 percent of companies said they spend each month to manage their accounts on time is not more than one day.

Are these advertisers do not have a better understanding of their marketing budget is spent?

Facts and fallacies

The fundamentals of keyword advertising is that it provides advertisers with a purchase and the search results, and related third-party website adjacent advertising opportunities. Like many Internet marketing areas people know, when a network user and advertiser product-related keyword search, advertisers may gain a display advertising opportunities. This is a powerful marketing method, because as an advertiser, you are advertising for your company is presented to those products could solve their problems in front of the user.

Here are some keywords advertising operates important assumption:

If your bid is higher than other advertisers, then your ad will be ranked in the search results page compare top location.

-If someone clicks on your ad, you will need to pay the price of your auction.

-Point to the same page, same bid the same ads will be displayed in the same location, and who is not related to ads.

If Google does not have that your bid is too low, then your ad will be displayed to those that use your keyword search.

If Google gives a cost per conversion, this is an exact number.

Now you can imagine these hypothesis of commonness is? that is, most of them are related to fact.