Congratulations, you’ve realised that using PPC gives you much more flexibility with your advertising and therefore your budget. If you’re new to the AdWords concept, you will need to get used to some new terminology that you may not have heard of, especially if this is the first time you have used AdWords. To get you started, we’ve put together a few such terms that you will need to remember.
Search Terms/Queries
Easy one to start with, search terms or search queries is what people type into Google. This is based on what the individual is looking for, be it products or services.
Your Campaigns
This is your battleplan. This is where you decide how to get your products or services to the people who are looking for them via your ads. A typical campaign will consist of three elements to ensure the people who are looking for your products see your ads.
1.Keywords-Grab a cup of coffee, sit down, relax and think about what your potential customers are typing into that search box. Put yourself in their shoes and think what search term you would use to search for your products. Easy.
2.Ads-This is where you put together your ad to rope prospective customers in. You can use a combination of image, video and text. Just remember that this ad has to describe your products or services along with how the customer is to respond to your ad (known as a Call to Action). You also need to show your key selling points. Now that is straight forward enough, but you have a limited space so you need to be pretty brief: You haven’t got a half page to get your products across like traditional marketing.
3.Targeting-This is the trigger for your ads. This involves several disciplines including, geographic area where you want your ads to appear, keywords and language to name but three.
Impressions
This is the number of times that your ad displays. You can now understand why your ad needs to be well constructed (See 2. above). If the content gets the attention of a prospective customer, then hopefully they will click the link and go to your website.
Average Cost Per Click (CPC)
CPC defines the average revenue a publisher receives each time a user clicks an advertisement link. Average CPC is very useful as you can see how well your campaign is performing and make any appropriate adjustments.
Landing Pages
This is most important. A landing page on your site is where the link on your ad points. When the customer clicks on the ad, he is taken to the landing page, which is relevant to the content on the ad.
Ads versus Organic Listings
If you are a first time user of AdWords, you may be a little confused regarding organic and ad results. Organic will show you results that are based on a search phrase entered into Google. These are not paid results and depending on how search engine friendly your site is dictates your position in that ranking. Ads are similar in as much as it is based on the search query, and on your ad and its criteria (see 3. Targeting). Ads on search results can appear to the left of the main body (Organic results), on top of the main body or at the bottom.
Once you get to grips with the above, you’re on the way to a successful AdWords campaign.
