PPC Advertising

RedEx Digital PPC Managed Services takes the weight off your shoulders and manages your online advertising accounts for you. Our in-house team of industry-proven marketing experts will focus on optimising your account so you can focus on your business. PPC advertising is an extremely powerful tool if used correctly. One of the biggest issues that we find is that most accounts are being miss managed and are missing out on large amounts of opportunities due to campaign optimisation issues. By optimising your account properly you can dramatically reduce spend whilst increasing a highly targeted audience base.

PPC platforms:

  • Google Adwords
  • Bing Ads
  • Facebook Business Ads
  • LinkedIn Ads
  • Twitter Ads
  • Instagram Ads

PPC Advertising

PPC comes in all types of formats. Every different format has it’s pro’s and con’s and should be customised to suit each business and application. Below is a list of PPC networks and formats that we utilise on a daily basis.

 

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What is Google AdWords?

What is AdWords? Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.

Does AdWords work?

Does Google AdWords work? Depending on the competitiveness of the keywords you’re bidding for and the relevancy of that keyword to real conversions for your company, AdWords may or may not work for your business. For the most part, we’ve found that Google AdWords is extremely effective for many kinds of businesses, as long as they don’t waste their money on the wrong keywords, or write weak, low CTR ads.

How much does Google AdWords cost?

Many factors can affect the costs of AdWords advertising for your business, these costs vary based on your keywords and their competitiveness. It is best to get in touch with one of our AdWords specialists to analyse your keywords.

How to advertise with Google AdWords?

Businesses can advertise on Google by opening a Google AdWords account.

How does AdWords bidding work?

The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The highest ad rank gets the 1st ad position. Your actual CPC will be determined by the ad rank of the next highest ad below you divided by your Quality Score. The only exception of this rule is when you are the only bidder or the lowest bid in the AdWords auction; then you pay your maximum bid per click! AdWords bidding heavily penalises advertisers who bid with low quality scores. Conversely, those with high Quality Scores get higher ad ranks and lower CPC.

How many times does a Google auction run?

The auction gets run billions of times each month. The results are such that users find ads that are relevant to what they’re looking for, advertisers connect with potential customers at the lowest possible prices and Google rakes in billions of dollars in revenue.

How does the Google auction work?

Once a query is made on Google, the search engine processes the request and runs the auction which will then determine the ad positions and each advertiser’s CPC.

How do you enter a Google auction?

Your Google ads are eligible to be entered into an auction whenever you’re bidding on keywords relevant to the user’s search query. Your bids, Quality Score, and relevance will come into play in determining whether your ad qualifies to display on the SERP.

What gets entered into a Google auction?

Once advertisers identify keywords they want to bid on, Google then enters the keyword from your account that it deems most relevant into the auction with the maximum bid you’ve specified as well as the associated ad.

What is Actual CPC?

Actual CPC is the amount an advertiser pays each time a searcher clicks on their advertisement; this number varies depending on the other advertisers in the auction and is always lower than the maximum bidding price.

What are alternative bidding methods?

Alternative bidding methods include CPM (Cost Per Thousand Impressions) and CPA (Cost Per Acquisition).

How does the Google display network work?

The Google Display Network or GDN is a very large network of sites that allow Google to place display advertisements, which reach over 90% of all Internet users! Advertisers generally find that Display Network clicks are less costly than those on the search network. Depending on your targeting methods, the CTR’s can be high and the CPA’s low.

What is ad relevance in AdWords?

Ad relevance is a measure of how related the keyword you’re bidding on is to your advertisements as well as how much your keywords match the message of your ads and landing pages. Higher ad and keyword relevance can improve your click-through rates and Quality Scores.

What is CPC?

CPC, or cost per click, is the amount an advertiser pays each time someone clicks on their AdWords ad.

How does CPC work?

Your CPC is determined by the competitiveness of your keywords, your maximum bids, and your Quality Scores.

What is the average cost per click on AdWords?

The average cost per click on AdWords varies by keyword and industry, but is roughly $2.32 on the search network and $0.58 on the display network.

What is Google Quality Score?

This is a metric Google uses to determine how relevant and useful your ad is to the user, based primarily on your ad’s CTR, keyword relevance, and the quality of your landing page. The higher your Quality Score, the better. High Quality Score keywords will save you money and earn you better ad rankings.

How does Google determine what you pay?

Costs are determined by your maximum bid, your Quality Score, and the competitiveness of your keyword.

What countries do you optimise for?

We are only servicing businesses that are targeting the United States, Canada, United Kingdom, and Australia.

What is Google ad rank?

Google ad rank is the position of the company’s advertisement on the search engine page based on a combination of the company’s maximum bid and quality score.

Ad rank vs. Quality Score

The ad rank is how high on the page the advertisement will be displayed. Quality Score on the other hand is determined by the relevance and usefulness to the searcher and is only a portion of the advertisement positioning process. As of 2013, Google’s Quality score has become more and more valuable as the average quality score has changed from a 7 to 5.

What is ad position in AdWords?

Ad position is the position on the search engine page results where the advertisement appears in relation to all of the other advertisements.

How does AdWords calculate Actual CPC?

Actual CPC is determined by dividing the ad rank of the competitor below them (ad rank to hit) by quality score plus $.01.

What is an impression?

An impression, in online advertising, is an appearance of an ad on a web page. Internet advertising costs are often measured in cost per impression or CPM.

What is an ad group in Google AdWords? How do ad groups work?

An ad group is a container for your AdWords advertisements, keywords, and landing pages. Google tends to reward advertisers who create AdWords campaigns with tightly structured ad groups. It’s important not to dump all your keywords into the same ad group, but to organise your keywords into themes.

I advertise on Google. How am I doing?

Over the years we’ve analysed tens of thousands of Google AdWords accounts from all over the world, in all sorts of industries. The easiest way to see how you’re doing at Google PPC is to benchmark your PPC performance against similar advertisers in your industry and spend range.