Mastering Google Adwords For Profit
Mastering Google
Adwords?
Lets be honest here, Google is certainly one of the biggest
players as far as search engines go. The results returned by
Google are fairly accurate, and while we take them for granted
we cannot forget about all the days of work that must have gone
into the algorithms that sort the wheat from the chaf. As this
must have cost them some serious money, it would have been
unfair to expect Google to keep paid advertisers from their site
and it was only a matter of time before paid advertising became
an option.
Getting the Balance Right
One of the problems associated with adding paid for listings to
search results is that you can't simply hide the paid for links
into the results of a search term. In the early days of cost per
click searches it was often the companies with the deepest
pockets that were guaranteed top spot for a term. The only thing
such companies had to prove was that the keyword was relevant to
the term, if of course the advert had to be reviewed before
going live.
Search engines that offer paid for and free listings should
really differentiate between the two types of link. I know that
whenever I've used a traditional pay per click search engine the
top few paid for terms aren't always relevant to what I was
looking for, so I like to know before I click on a link if it
was paid for or not.
Paid for results are fine, so long as visitors are aware they
are paid for. Any pay per click engine that clearly makes the
distinction between the two keeps some of its credibility by
declaring its interest in a particular link.
Google Adwords Select
I'll admit I wasn't surprised when I heard that Google was
offering a new cost per click program (Adwords Select); it was
only a matter of time. However, having read through the way the
program works, I was pleasantly surprised. Google's approach to
their pay per click program is the way forward, not only does it
filter out the obvious spammers in real time, but it can cut
needless costs to the advertisers while maximizing their own
revenue!
There is a $5 setup fee if you want to use the Adwords Select
program, and the minimum charge for a click is 5 cents. While
this can work out cheaper than the normal Adwords program that
is based on the cost per number of impressions, it is still
enough to keep some of the much smaller web site owners out of
the game as it were.
Having said that the Select program offers features that can
help out those that are on a pretty tight budget. To begin with
there is no minimum monthly charge, so once you've paid your
setup fee you will only be charged for what you use. Another
handy feature that will save you any unexpected costs you can't
afford is the ability to set yourself a daily budget. As soon as
you've reached your daily limit, Google will temporarily remove
your adverts from the keywords you're targeting.
To make your Adwords money stretch even further, you are able to
set the demographics for each of your keywords. So if you are
looking for visitors from a specific region or in a particular
language you can tailor your adverts accordingly, which makes it
easier to deal with those quirky problems normally related to
cultural differences.
The most striking difference is that you don't have to pay the
most per click to get the top advertising spot for a particular
keyword! Your eyes are not deceiving you, a company will have to
have more than deep pockets to be able to keep your site away
from that top spot.
In theory, your position in the order for sponsored links will
depend on the amount you are willing to pay as well as your
click through rate. These figures are multiplied together to
produce a rank, which is then used to determine your position in
the sponsored listings. So anyone fortunate enough to have a
very healthy click through rate will be able to stay near to the
top.
Room for Improvement
While Google's Adwords Select program is likely to prove to be
successful, I can see scope for improvement; that is, assuming
they have overlooked one point that seems so glaringly obvious.
Anyone who is capable of writing a convincing advert for the
program can easily achieve a high click through rate. If the
positions are determined by click through and maximum price per
click alone, then it could still be possible for a search engine
spammer to come in and take the best position simply by writing
the most convincing advert. If spammers can make the system work
for them, this could potentially be harmful to the way that
Google's visitors perceive them.
The fact that Google Adwords has immediate advertisement
rotation removes a certain level of protection in that a human
editor does not have the chance to review the advert and make
sure that it is suitable. Perhaps what is needed is for each
advert to be regularly monitored to make sure that the keyword
they bid on is deemed to be important in the page that they link
to.
Surely Google will have the technology to be able to cope with
such checks whenever an advert is submitted or changed, as well
as to check that it is still relevant whenever Googlebot pays
its regular visits. If they haven't implemented it already, then
I think such checks will benefit everyone; Google, site owners
and searchers alike!
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