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Google AdWords is Google's pay-per-click (PPC) advertising platform that enables business to create ad campaigns on Google properties.
Conducting PPC marketing through AdWords is valuable because as the most popular search engine, Google gets massive amounts of traffic, delivering more impressions and clicks to your ads.
Quality Score - Google's rating of the quality and relevance of your keywords and PPC campaigns.
WordStream is tailored to help you easily create customized, highly-relevant keyword lists and keyword groups for your business. And there are countless variations on the theme: “ppc optimization techniques”, “ppc optimization strategies” and so on. You can spend hundreds of hours optimizing a PPC advertising campaign, but if you haven’t laid down the ground work correctly, you’re just wasting time and money. Here are the rules you must follow in any PPC advertising campaign to make sure you’re on to a good start.
Being able to measure how you’re doing against your objectives is one of the best parts about PPC advertising and digital marketing in general.
The most popular PPC advertising platforms (Google Adwords, Facebook ads) ask for a daily budget.
But if you define an overall budget for your PPC campaigns, it’s easier to keep costs under control. Consider how much you can afford to spend on advertising per month and split it across campaigns (search, display, retargeting) or across ad networks (Adwords, Facebook Ads, Linkedin, Twitter or others). You should also establish an approximate maximum cost per conversion – how much you can spend to get a new customer. Avoid the temptation to create a single PPC advertising campaign that targets a very wide audience and promotes everything there is about your business, product or service. The nice thing about PPC is that you get to control who sees your ad and create different ads according to theme.
It helps you stay on top of things and it keeps your campaigns organized and easier to manage. If you want to take a chance and direct users that click your ads to your homepage, by all means do. But you should know that PPC advertising campaigns that use dedicated landing pages see a conversion rate improvement of at least 25% (source). If you direct visitors to your homepage, you’re making them think: “What do I need to click here? If your audience is not even remotely interested by your ads, you’re just throwing money out the window.
When you’re planning your PPC advertising campaign, take a moment (read 4-5-6 hours) and think about the audience that you’re trying to reach. According to the theory, the mind perceives objects through an active process of selection, inference and interpretation. For example, don’t advertise a 10% discount for books and use a call to action that says “submit”.
If you’ve set your PPC advertising objectives and an approximate maximum CPA, you know what you want to measure. Before starting a PPC advertising campaign, make sure you install conversion tracking and set up your conversions. Even if you’ve done all the prep work correctly, even if you’ve set up your PPC advertising campaign correctly, your job does not stop there.
Google Adwords allows you to set up alerts and you can customize on what you want to get messages and notifications.
Unless you’re in the media or publishing business, there’s no way in the world that a 20% increase in CTR could be your actual PPC advertising goal. Also, don’t discard view through conversions – those matter as well and might be assisting your users back on the path to conversion. Applying PPC optimization techniques is a lot easier when you’ve planned and set up your PPC campaign correctly.
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DesignImprove a site's relationship with search engines and users through Web design. Pay per click (PPC)* refers to the online advertising payment model where payment is based solely on qualifying click-throughs. A keyword-targeted ad is ranked on a search engine result page (SERP) based on the matched keyword's maximum cost-per-click (CPC) bid and Quality Score.
Some keywords are more expensive than others, but with the proper strategy and mechanisms in place, the cost can be curbed, which is why PPC keyword research is essential for identifying certain target keywords. We will monitor performance and review the results with you regarding the performance findings, management process, deliverables and more.
If you’ve experienced success with paid search, you may have given thought to social media advertising.
However, if you run a small business, you might be wondering whether social media advertising is a good fit, especially if your current advertising budget is stretched thin. We’re going to assess the strengths and weaknesses of four major social networks: Facebook, Twitter, Google+ and LinkedIn. This type of ad is known as a Page Post ad, because it invites the user to “Like” a specific brand page.
You can create variations of these ads to include product-specific landing pages, as seen in the example below. If you’re hoping to increase your potential reach on Facebook, you can also use the sidebar ad type to boost the number of Likes of your brand page. These ads usually appear in groups that can be navigated by swiping horizontally on a mobile device, or by clicking a directional arrow. There are a number of other ad types available to Facebook advertisers that fall within the three main categories. These CTRs align with typical benchmarks for display advertising campaigns on the Google Display Network.
As you can see, some Facebook ads offer remarkable ROI, such as the Sponsored Place Check-In Story ad type, which has the highest CTR with the lowest CPC. Facebook is also a strong performer in terms of the options available to advertisers for demographic targeting. The diversity of Facebook’s audience means that many different types of businesses can benefit from advertising on Facebook. For small businesses, Facebook represents an unparalleled opportunity to increase their reach. Twitter users seem to fall into one of two camps – those who love it and use it frequently, and those who really don’t get it or see the appeal.
Twitter has a dedicated and loyal user base, making it an option worth considering for advertisers who want to target a reliable audience.
Unfortunately for advertisers hoping to gain insight into how well each of Twitter’s ad formats performs, Twitter remains notoriously tight-lipped about how its ads stack up against the competition. However, Twitter ads have an average CTR of between 1-3%, which is considered reasonably standard in the social advertising space for these kinds of ads.
Believe it or not, Twitter is far more than just angry updates about sports teams and pictures of cats.
Though its user base may be relatively small in terms of global reach, Twitter has a strong dedicated fan base who use the service frequently. Twitter ad performance at least mirrors that of traditional paid search ads, but leverages the power of mobile in a way that is not overly intrusive to users, which is a major plus. For B2B advertisers, LinkedIn – the world’s largest professional social network – offers valuable opportunities to get their message in front of the right people.
Again, much like traditional PPC ads displayed on search engine results pages or Twitter ads on the Twitter desktop client, LinkedIn Display Ads appear on the right-hand side of a users’ screen.
This relatively new ad format is not yet available to all advertisers, and is still in the pilot phase being tested by a select few major brands.
The network average for LinkedIn Display Ads is 0.025%, which aligns with paid search benchmarks for this ad type.

Sponsored Updates’ performance varies widely depending on the publisher and the targeting options selected, and no data is yet available for the Direct Sponsored Content advertising format. LinkedIn offers unique targeting options to advertisers that leverage the platform’s strengths as a professional social network. The two biggest advantages to advertising on LinkedIn is its growing worldwide audience and the breadth of options available for user targeting. It’s hard to imagine the internet without Google’s search engine, but what about its social network, Google+? It can be tricky to calculate the reach of Google+ as an advertising platform due to its integration with many of Google’s other products. Advertisers who are considering using Google+ as part of their social advertising strategy may want to bear in mind that Google describes active users as those being “in the stream.” This means that the true audience of Google+ as a social network may not necessarily be 300 million, but an aggregate of users taking advantage of Google’s other products such as YouTube. Something else that makes Google+ unique as an advertising platform is that its single ad format, the +Post ad (see below), can be displayed across the entire Google Display Network, significantly expanding advertisers’ potential reach.
Any YouTube video can be easily imported into Google+ and transformed into a +Post ad, and users can join live Google Hangouts on Air simply by clicking on the ad. The potential performance of Google+ +Post ads varies the most of any social advertising solution. Again, it can be difficult to pin down the precise targeting options available to Google+ advertisers due to +Post ads’ dependence on the Google Display Network. It’s no secret that marketing professionals love Google+, simply because of the additional ranking factors that the platform may (or may not) offer. According to Patel’s infographic, 68% of Google+ users are male, making Google+ an ideal platform for small businesses targeting a predominantly male demographic. Google’s remarketing options make Google+ ads a strong choice for advertisers who want to recapture missed conversion opportunities.
Of course, restrictions on who can create +Post ads is a major drawback, particularly for smaller businesses or those new to social advertising. So, we’ve covered the Big Four™ social media platforms, but they’re not the only players in the game.
The biggest drawback for small businesses hoping to advertise on Instagram is its sheer popularity. A relative newcomer to the social media advertising party, Pinterest could prove an interesting platform for advertisers in the future. Although Pinterest’s user base is much smaller than those of its peers (with just 70 million registered and 20 million monthly active users), many Pinterest fans are highly loyal to the platform.
However, Pinterest has just one advertising format – Promoted Pins – and it’s too early to say how effective they are, as the advertising program is still in a closed beta testing phase. Before choosing a social channel on which to advertise, consider your needs and budget carefully. Great post, I was looking post about social media advertising, and you have fulfill my need. I strongly believe that PPC Marketing is starting to (or will soon) shift its main focus from competitive Search Networks back to the Display Advertising Networks in order to enable online advertisers to better learn and understand the behavioral trends that will complete the conversion cycle from searcher to loyal customer. To reinforce this perspective, I feel that many PPC Advertisers can learn a whole helluva lot from Social Conversational sites such as Facebook and apply it to the mainstream Display Advertising Strategies. I never thought I would be saying this, but as the PPC world evolves, more and more advertisers are starting to get their confidence back in the Display and Content Networks again. In my humble opinion, I never liked Facebook Advertising as I just didn’t feel it deserved a piece of the PPC Ad Spend Pie. Without looking at the marketing spiel on the Facebook Ads page, we need to understand that Facebook simply offers different types of  data that Google does not offer. For example, what if your company or client offers specific products and services geared to a specific Age Group or GEO Location, wouldn’t you like to know if there are any missing opportunities based on their behaviors and not so much the conversion? Understanding how people think, behave and interact online is the driving force behind online marketing success. Social media can broaden your scope of business, keep you in contact with current customers, and reach potential new clients. This live-virtual series is the most comprehensive social media certificate course available. AdWords operates on the same principles as PPC marketing, in which users bid on keywords and pay for each click on their advertisement. WordStream's PPC Advisor enables you to optimize your keywords and ad text for higher Quality Scores, getting you to rank higher in search engines with lower costs.
This is true no matter what type of ads you’re running: Facebook Ads, Google Adwords or retargeting campaigns.
How many times did you start an ad campaign, for your own company or for a client and say, a few days in: “These results are perfect, the CTR and the number of conversions are both good, it’s exactly what I (vaguely) had in mind.” ?
Next, take the ad campaign or ad network budget and divide it by 30,4 (the average number of days in a month). It also allows you to create ads that are highly relevant and, in turn, with a higher chance of conversion. It enables you to see which product categories or audiences bring in a return on investment. Visitors should be able to locate easily on the landing page what they saw in your search text ad or in your banner ad.
Create your ads and your landing page around your users’ needs and wants and you’re on the right path. We naturally form expectations when we see a landing page or a banner ad and our brain somehow knows what to expect next. Go for something that would go naturally with your landing page or PPC ad copy: “Shop now” or “Buy now” . According to Wordstream, only 48% of the Google Adwords accounts have conversion tracking enabled (source).
Yes, there will be adjustments and there is a learning phase in which you experiment with different settings until you find the ones that bring in conversions. For content marketers, engagement is a combination of time on page with social media shares. For display advertising campaign, there might not be an increase in conversions or leads, but there might be an increase in organic traffic for your company. Are there any rules or best practices you think should be followed no matter what in planning a ppc advertising campaign? I really didn’t know much about how to approach in nut shell but after reading this post I think I have got enough knowledge. These are the ads that appear on the top premium position and along the right side rail of the organic or natural listings on a search engine results page (SERP).
The CPC is determined by the cost of individual keywords, which exist as part of a larger bidding system. Our methodology aims to increase campaign efficiency by expanding the current number of conversions while lowering the cost per action through active day-to-day campaign management. When the right keyword phrases are targeted, the users visiting the website will be highly qualified and likely highly motivated to buy or request information. Increasing numbers of small businesses are bringing paid social into their social media strategy, and the diversification of online advertising into social media channels can be seen everywhere.
Boasting an enviable user base and a sophisticated platform, Facebook is an attractive option for advertisers hoping to increase their visibility – but is it a viable solution for small businesses?
It looks similar to the type of post you’d share with your friends, but you have the option of “Liking” the Optimizely page.
Placement of these ads can be affected by the app usage of people in your network, as well as your personal behavior on Facebook. Although the CTRs themselves may be low, these advertisements can still benefit your business, as their placement within users’ timelines can significantly boost brand exposure and awareness. Other ad types, such as the Sponsored App Action Story, are the inverse, with high CPCs and low CTRs. However, some businesses can tap into Facebook’s primary strength – the prevalence of images – more than others.
With unsurpassed audience reach and strong targeting options, Facebook is a great choice for businesses hoping to increase foot traffic to stores, web traffic to their site, or maximize brand exposure. As such, the expense of Facebook ads may be prohibitive to some businesses, and certain ad formats may not offer the kind of ROI to justify their cost.
For social media advertising, Twitter can be very effective, but it is not without its drawbacks.
Advertisers can choose to have their accounts promoted to users based on a wide range of targeting options (see below).

They will often appear at the very top of the list of topics currently trending on Twitter. As they are primarily text-based, these ads perform comparably to text ads on the Google Search Network.
Publishers and B2B companies can gain significant brand exposure and user engagement by advertising on Twitter. The service’s extensively customizable targeting functionality enables advertisers to tailor their messaging to highly specific demographics of their target market, and integration with televised broadcasts offers excellent brand awareness opportunities.
The cost of a Promoted Trend, for example, recently surpassed $200,000 per day, putting this ad format out of reach for all but those with the deepest pockets. With a growing audience and excellent targeting options, LinkedIn Ads are worth considering for advertisers who know exactly what type of professional they want to reach. Two professionals join LinkedIn every second, and the service is becoming wildly popular in emerging markets such as India, making it a solid long-term bet in terms of consistent audience growth. The only thing that differentiates Sponsored Updates from typical updates is the small “Sponsored” label in the top-right corner. However, initial reports suggest that engagement with these advertisements is strong, which indicates that this ad format will soon be made available to all advertisers.
After all, selling to the public is one thing – selling to other companies is another matter entirely. Firstly, the minimum CPC of a LinkedIn advertisement is $3.50, making advertising on the platform very expensive compared to other channels. For example, any content a company posts to Google+ can be turned into a +Post ad, including images, video, and text. This flexibility makes +Post ads much more engaging and social than traditional display ads. If you’re an experienced GDN advertiser, you will likely have a better idea of the kind of performance you can expect from a +Post ad campaign. However, while big brands often maintain a strong presence on Google+, that doesn’t mean there’s no room for the little guys. In addition, businesses that cater to marketing and B2B professionals can benefit from using Google+ advertising due to the prevalence of professionals in these industries on the network. The potential control offered by the Display Network’s Contextual and Placement targeting functionality also makes +Post ads a contender for businesses that know where and when they want their ads to appear. The potential costs of ads with high impression volumes may also create problems for advertisers with limited budgets. Facebook’s acquisition of the image-sharing social network propelled Instagram into the big leagues, but it was popular with the cool kids long before Zuckerberg and his crew got their hands on it. However, the platform’s integration with Facebook means that advertisers hoping to leverage the power of Instagram may be able to reach significantly more potential customers. Instagram operates on a CPM advertising model, meaning that advertisers are charged per 1,000 impressions their ad receives. Major brands such as Etsy have experienced tremendous exposure thanks to Pinterest, meaning that for the right businesses, the platform could be worth looking at from an advertising perspective. Just because big brands were early adopters of social advertising doesn’t mean that smaller businesses cannot benefit from leveraging the power of social media in their promotional efforts. Social media advertising helps in brand building and increases more opportunities to reach and convert. This is also the case for Facebook, which should not be looked at as just a test, but rather more of a preferred prerequisite for all PPC Strategies.
This is a Socially-connected entity where persuasion and word of mouth far exceeds a Top-Notch Adwords Campaign. There are many reasons why we need to connect these behaviors and tie them directly to the demographics, geography, generational gaps, etc… so we can apply what we have learned to larger (outside) Networks such as Google. It’s a complex monster to try and figure out all of the elements that make a successful or failed marketing strategy For example, you are asking yourself: (is it was my Ad?,  Keywords? The program thoroughly covers the core competencies required for businesses to generate revenue using social media.
If the amount of money you spent to get a new customer is lower than what you make, on average, from that customer, your campaign is running a loss.
The more consistent your landing page is with your banner ad or your search engine text ad, the higher the chances of a conversion. Without it, you don’t know if your campaigns are bringing in a profit or are running a loss. For website owners, engagement is a combination of metrics such as bounce rate, pages per session and average session duration. We focus on delivering traffic from the major PPC provider networks, identifying geographic areas that can generate more targeted, less costly, converting traffic. Our PPC pros provide a wide range of PPC online advertising services as part of ongoing Internet advertising. These ads appear directly in users’ News Feeds, which means they’re typically dispersed among posts and updates made by people you’re connected to. Finally, these ads appear to the right of users’ News Feeds, usually alongside at least a couple of other similar advertisements. While the organic reach of Facebook traffic has fallen steadily, there are numerous opportunities for paid search advertisers to get their messages in front of Facebook’s vast audience.
Promoted Tweets can make use of hashtags and include links to dedicated landing pages, just as regular tweets do.
Again, all that separates Promoted Accounts from those suggested algorithmically is the small “Promoted” label. This placement makes them an ideal opportunity to reach vast numbers of users, and dominate the conversation around a given topic.
One of the major benefits of this ad format is the ability to include more interactive content than that of a typical display ad, further boosting user engagement. Fortunately, LinkedIn advertising is an excellent way for small businesses to connect with companies seeking their services. Secondly, there are currently no remarketing options available, meaning that advertisers could be missing out on significant conversion opportunities. Basically, people can interact with +Post ads just as they would with a typical Google+ post from wherever the ad is displayed without having to visit Google+ itself.
Finally, the highly interactive nature of +Post ads can significantly boost user engagement, thus improving ROI. The problem is that due to the number of Instagram users, and the platform’s popularity with major brands, the costs involved are likely to be prohibitive for the average small business.
How will you calculate the ROI of a social campaign compared to a traditional paid search campaign? In this article, I will highlight some ideas why we should look at Facebook and what we can learn from their data. It is certain that for some advertisers, it has been very beneficial and for others a complete waste. It’s a different perspective on understanding the WHO, WHAT, WHERE and HOW visitors socially interact with your Ad message.
Students acquire real-world experience as they learn and develop a social media marketing plan for an actual business.
Bannersnack Ad Campaigns engagements show you exactly how many of users that clicked your ad interact with your landing page after.
This means anyone who sees a +Post ad displayed on a Google Display Network can +1 the ad, leave a comment, and interact with the ad, all from another site - functionality that makes +Post ads radically different from any other social advertising format. Through the convenience of web conference technology, this virtual format meets with a certified instructor in real time. From the beginning, our goal is to seek out creative and effective strategies resulting in a more powerful online presence. These are all important questions for people who are thinking about paid social media advertising, so in this post, we’re going to dive deep into the data and examine the pros and cons of each social channel from an advertising perspective.
The interactive classes, focused sessions, small class size and personal instruction create a worthwhile educational experience.

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