Frequently Asked Questions
I never click on those ads, so why would I want to place my ads there?
Billions of dollars are generated annually from users clicking on the ads shown on search engines. AdWords is Googles largest profit generator. So, while you may not click the ads at the top of search results pages, millions of search engine users do.
What if my competitor finds my ads and repeatedly clicks them and wastes my budget?
That’s called click fraud and search engines offer protection to you from this type of activity. Additionally, protection from other invalid clicks is also provided. Google uses online filters to prevent you from being charged for clicks that are suspected to not be the result of genuine user interest.
What’s the difference between PPC and SEO?
PPC is ad placement on search engines where the advertiser is charged when ads from his/her account gets a click. SEO is organic placement on search engines where the marketer has optimized a website so its pages appear naturally in search results.
Should I do PPC or SEO?
The short answer is BOTH. SEO provides long term results, but once you start, you can’t stop or your competitor could beat out your organic position. PPC provides faster results and the appearance of higher search engine position.
How do I pick my keywords?
There are many free keyword tools available that can help you discover the keywords and phrases users are entering into Google to find what you offer. If you have an AdWords account you can access Google’s Keyword Planner. This tool pulls data directly from AdWords giving you the most accurate data available.
Is the top position the best?
Not necessarily. It’s the most costly and often advertisers find their sweet spot in position 3 or 4. This means they get quality traffic that turns into profitable business. It’s our experience that it’s usually a business owner’s ego that wants to appear in the top position despite not being the best position for performance and ROI.
Will PPC work for my business?
Highly likely. The majority of businesses can benefit from placing ads on the Internet because it’s where people go to find information. The nitty gritty: Know the lifetime value of your customer. Know how much you’re willing to spend to get that customer. Discover how many clicks it takes to get one customer and make sure the cost of those clicks is in line with how much you’re willing to spend to acquire a new customer. If your click costs can make you profitable, then PPC will work for your business.
How does Google Ads work?
You create a list of keywords relevant to your business that you think people will enter in to a search engine. You create ads that will entice users to click. A user enters a query into the search bar that contains one of your keywords. Your ad appears in the search results. The user clicks your ad and lands on your website. This is where AdWords’ job ends and the job of your website begins.
AdWords delivers traffic to your site. Your job is to have a website that gets visitors to do what you want them to.
AdWords delivers traffic to your site. Your job is to have a website that gets visitors to do what you want them to.
How does Google Ads determine where to place my ad?
Your ad is up for bid as if it were in an auction. But it’s an auction where the highest bidder doesn’t necessarily win. Google has concerns other than just cost. Ones that reward advertisers with high quality, well organized, relevant AdWords accounts. For example;
Business A bids $1.00 on a keyword. Business B bids $1.50 on the same keyword.
Business A has AdGroups that are organized into lists of closely related terms and the ads in that adgroup are relevant to the keywords in the list.
Business B has AdGroups that contain some related terms, but there are other irrelevant terms in the list and the ad does not represent the adgroup well.
Business A’s ad will be positioned higher than Business B’s ad because Google suspects that Business A will give users a better experience after they click the ad.
Business A bids $1.00 on a keyword. Business B bids $1.50 on the same keyword.
Business A has AdGroups that are organized into lists of closely related terms and the ads in that adgroup are relevant to the keywords in the list.
Business B has AdGroups that contain some related terms, but there are other irrelevant terms in the list and the ad does not represent the adgroup well.
Business A’s ad will be positioned higher than Business B’s ad because Google suspects that Business A will give users a better experience after they click the ad.
Why should I use Pay Per Click Advertising?
There are many reasons why you should use PPC. Here are three:
1. It’s measurable. You can immediately see how a keyword or ad is performing and make quality decisions on how your advertising dollar is being spent.
2. It’s scalable. If you like how your ads are performing, simply increase your budget to send more traffic to your website.
3. It’s faster than SEO. Ads can appear on the top of the first page of search results within minutes, rather than the months it can take for SEO results to appear.
1. It’s measurable. You can immediately see how a keyword or ad is performing and make quality decisions on how your advertising dollar is being spent.
2. It’s scalable. If you like how your ads are performing, simply increase your budget to send more traffic to your website.
3. It’s faster than SEO. Ads can appear on the top of the first page of search results within minutes, rather than the months it can take for SEO results to appear.
How much does Google Ads cost?
It depends. If there is a lot of competition for the keywords for which you want to appear, then the costs can be high. However, you have complete control over how much you want to spend. Budgets are set on a day-to-day basis. You can cap it at any amount you’re comfortable with. Many variables go into what Google determines to charge advertisers, and there is always opportunity for improvement
Why do you talk so much about Google Ads, aren’t there other search engines with PPC?
AdWords is talked about most because Google is the largest search engine. In the United States, Google gets 70% of all search traffic. The other search engines are worth testing as keywords are often less expensive.
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