The Mail Online- Daily News, Affiliate Marketing News, Advice and Tutorials
The Mail Online- Daily News, Affiliate Marketing News, Advice and Tutorials

By: Sarmista Aun

Now that you are done with the research phase of the Google AdWords pay per click account of your advertiser, you perhaps have a ton of data on the keyword landscape of your advertiser, which includes details like preferred keywords, ads, competitor campaigns, and landing pages.

The real fun begins when you have to build the actual elements of your campaign, like the ad groups, keyword list, the ads, the campaigns, etc. Before we begin discussing the questions, let’s review the primary parameters of a paid search.

  • Users enter a search string in a search engine.
  • The results page that you see contains organic listings as well as paid advertisements.
  • The organic results come through the algorithmic system of the search engine, for which you cannot purchase inclusion.
  • Paid search advertisements are triggered by matching keywords in paid search accounts that you can purchase from the search engines, on the basis of an auction.
  • The maximum bid you are willing to pay and the Quality Score are the two factors that determine the placement and position of an ad.
  • You need to pay only when your ads get clicked on.
  • The user is guided to the landing page that you have chosen.

So, with all the research you have before yourself now, some questions are bound to pop up in your mind. Some of these may be the following:

How many keywords do I need in my account? What are the smallest and biggest accounts?

The question “how many keywords do I need in my account” does not have a definite answer. It is like answering how many colors can one use in a painting. Nonetheless, we can discuss meaningfully about optimum ranges. Having a few keywords can be easy to manage but it also does not give you many terms to test. Each keyword shall generate its own profit or spend return on investment. Hence, more the number of keywords, the greater are your chances to pause the poor performing ones and increase the focus on the good ones.

However, on the flipside, the greater optimization chances that several keywords bring, comes with a cost which is the hassle of managing them effectively. Each time you get a report, you will need to go through a huge number of keywords. You could get so occupied with just managing the keywords that you may not be able to concentrate on analysis. This could ultimately lead to expensive man hours, thereby negatively affecting the ROI of the campaign.

What will be my expenses or my average CPC or Cost per Click? Will I be able to make any money for my advertiser with this?

These questions cannot be answered until and unless you begin your campaign and see what happens to it. However, what I can tell you now is that you can set regular budget for each of your campaigns, so that you pay for only what you feel is reasonable. It is better to begin with a lesser amount and move on to a higher one. The cost per click may range from a few cents to a few dollars. As a beginner, you should pay around 50 cents to $4.

So, will you make money? Well, for knowing that, you will have to test the account first.

Are there are any editorial limitations?

Yes, there are. In fact the editorial limitations of search engines are quite strict. Firstly, they do not want any “bad” words. Some industries like guns, gambling, pharmaceuticals etc. are subjected to some additional restrictions. The search engines may also ask for the information given in the ad to be affirmed in the landing pages.

What are the search engines that I should advertise on?

The best search engines that are ruling the World Wide Web in present times are Google, Bing and Yahoo. However, there are other search engines like AOL and Ask along with several other PPC sources like internet yellow pages (IYPs), second tier engines etc. However, you should remember that each search engine has its unique platform and system of billing and reporting, which you need to learn and master.

Now that you have a better idea about how to start out, you can definitely deal better with Google AdWords Pay per Click and other advertising platforms on the internet.

Sarmista Aun is a Google AdWords Pay per Click campaign specialist. She is highly experienced in the field of digital marketing. She also provides guidance to newbie advertisers.

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