Google Pay Per Click Advertising

Google Ad Networks

Google is the major search engine which provides Pay Per Click ad services. Google delivers Pay Per Click ads through its Search Network and Display Network.

Search Network
Google Search Network makes up Search Result Pages and Search Partners.

Google Search Result Pages which make ads appearing along with Google organic search results, on top or bottom or right side of organic search results.

Search Partners are sites in the Search Network that partner with Google to show ads, like AOL, and other Google search sites like Google Images, Maps, and Shopping.

Display Network
composes Google sites (like YouTube, Blogger, and Gmail) and thousands of partnering websites across the Internet.

Google Pay Per Click Programs

Google Adwords
This program enables advertisers’ ads appearing on Google Search Network which includes search result pages and search partner’s sites.

Google Adsense
This program makes Google delivering ads through its Display Networks, Google pays partnering websites (called Internet Ad Publishers) for the ads displayed on their site based on user clicks on ads.

Manage Pay Per Click Campaigns

Google Bidding Models
Whatever Google Adwords or Google Adsense,
Advertisers pay only when ads are clicked, Google has developed 3 major bidding models include CPC, CPM, CPA.

CPC : cost per click, for advertisers who focus on getting more clicks.
CPM : cost per 1000 impressions, is available only on Google Display Network, is best suited for advertisers who are focused on improving brand awareness.
CPA : Cost-per-acquisition, is best for advertisers who are focused on making conversions (such as sales, sign up, download, etc)

Ad Types
Google ad types include text ad, image ad, video ad, WAP mobile ad.

General Click Through Rate (CTR)
According to Google, in general, the Click Through Rate (CTR) over 1% on Google is very good. CTR on the Google Display Network, is typically much lower, if the average CTR for an ad on a particular website is 0.01%, but the CTR for specific advertiser ad on that site is 0.05%, that is great.

Conversion Rate
There is a lot of factors to determine the conversion rate,no accurate statistic found about it, generally, 1%-2% conversion rate is very normal.

Google Tools

Google creates some tools, helps advertisers to effectively manage ads,

Keyword Tool
This tool allows advertisers type in any keyword or phrase to see what related word searches ads will show on, plus data showing how often words are searched and their ad bid competition.

Traffic Estimator
This tool is designed to give you keyword search traffic and cost estimates at a glance.

Placement Tool
Advertisers want to show ads on specific websites or other placements, but not sure which ones to choose, this tool is used to help finding placements in the Google Display Network that are relevant to advertiser’s ads.

Ad Preview and Diagnosis Tool
This tool enables you to view your ads as they would appear on a regular Google search results page, without accruing extra impressions for your ad.

Contextal Targeting Tool
This tool automatically builds keyword lists that can be used to show your ads on relevant webpages across the Google Display Network. In minutes, you can build dozens, even hundreds, of tightly-themed keyword lists, scaling your campaign performance while ensuring accurate targeting for your ads.

Other

Market Share
Google owns 75%-80% around Pay Per Click market share.

Google Adwords Billing
Advertisers are charged either 30 days or reach the billing threshold which is $500.00, billing style is post pay.

Sign Up Google Adwords
Google Adwords signing up is easy, just follow an easy three-step process to get an Adwords account. Sign up with Google Adwords now, get $75 free.

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