If you’re new to Pay-per-click advertising, you may wonder how to make the most of Adwords. This article will introduce you to the basics of Pay-per-click advertising, including Keyword research, 投标, 和质量分数. It will also provide some strategies for making the most of this powerful marketing tool. You’ll learn how to increase your ROI and improve your bottom-line by using AdWords successfully.
Pay-per-click advertising
Pay-per-click advertising is an online marketing strategy that consists of paying a company only when someone clicks on its ad. This strategy is largely associated with search engines such as Google and Bing, and is also used by social media sites. It involves paying a company a predetermined amount to have its ad appear under a particular search phrase. 然而, since advertisers only pay when someone clicks on their advert, they must be able to offer the best value for their money.
There are two basic types of pay-per-click advertising: 统一费率和基于投标的. Both methods can be beneficial for businesses. In order to select the right pay-per-click model, an advertiser should first decide what their goals are. While advertising on search engines is a great way to get traffic to their website, it can be confusing for beginners. Below are some tips that will help you get started with this digital marketing strategy.
Bidding on Google’s search engine platform is a key part of getting traffic to your website. Bids are calculated by Google based on keyword phrases. When someone searches for a specific keyword or phrase, they will be presented with product grid ads based on their intention to purchase. The higher the click, the lower the price, and the more likely a visitor is to click on your ad.
One of the most important factors in Adwords’ CTR is the ad copy. An appealing ad copy will help you stand out among the competition. A low-quality ad, 另一方面, will cost you more money and result in a lower Ad Rank. 但, with the right approach, you can increase your CTR. This is an essential aspect of pay-per-click advertising on Adwords.
关键词研究
Using buyer personas and researching their needs will help you target the right keywords for your business. Creating a persona outlines what a typical customer wants, the challenges they face, and the things that influence their buying decisions. This information will guide your keyword research. Once you’ve written your persona, use keyword selection tools such as Google Keyword Tool to research related keywords. These tools will help you narrow down a long list of keywords that have the highest chance of ranking.
One of the most important parts of keyword research for AdWords is understanding your audience. Remember that a potential customer’s buying process will vary depending on the type of industry and what they want to purchase. 例如, 伦敦的品牌公司可能不会在纽约或洛杉矶寻找品牌公司. 买家的旅程将根据业务类型而有所不同, 所以关键词研究至关重要.
除了使用 Google Keyword Planner, 您还可以使用其他关键字研究工具. 谷歌的关键字规划工具对此特别有用. 它显示有多少人在搜索关键字, 他们愿意支付多少, 以及有多少人在搜索该特定短语. 它还建议您研究其他关键字. 它可以帮助您建立有针对性的活动. 一旦你确定了一些好的关键词, 您可以在广告系列中使用它们.
Using tools such as Alexa’s Keyword Difficulty Tool will allow you to measure the competition and your brand’s authority. This tool assigns each website a Competitive Power score that indicates how authoritative the site is on a keyword results list. Share of Voice is another great tool for measuring authority. The higher a brand’s share of voice, the more it will be regarded as authoritative. This can help you improve your rankings by improving visibility and authority.
投标
There are several ways to bid on traffic through Google’s Adwords program. The most common way is cost-per-click, which costs advertisers only for clicks from their ad. CPC is the most expensive method, but it is the most cost-effective if you are trying to target a very specific audience. If you are trying to increase your website traffic, 然而, you should consider CPM bidding. This method will cost less, but it will only show your ad to hundreds of thousands of people.
You can increase your bid on a particular keyword or phrase to maximize your chance of attracting new visitors. You should also consider your overall quality score to determine the most effective bid. This is based on three factors: your website’s content, ad copy, and landing page design. 质量分数越高, the lower the cost per click will be for you. 然而, this option is not for everyone. It is highly advisable to follow Google’s guidelines and spend time optimizing your campaign.
You should try to set an initial bid that is conservative. This will give you room to adjust the bid if you see a pattern in your data. You should also aim to meet the advertiser’s expectations for engagement rates and quality traffic. By using this method, you will prevent wasting advertising space and avoiding penalty from Google. When it comes to bid strategies, it is best to stick with what you know, and follow a proven method for maximizing your budget.
最后, you should pay attention to your competitors’ 出价. Keep an eye on what keywords are performing best for them and what they offer. Using data from past AdWords campaigns will help you put together the most effective bid. 和, you will have a better idea of what kind of work is involved. In order to be successful at paid advertising, it is essential to monitor your ads and bids. 如果您希望您的广告系列产生更高的投资回报率, 你必须注意你的竞争对手在做什么.
质量得分
Besides the click-through rate, 质量得分还取决于广告相关性和着陆页的体验. 具有相似关键字和广告组的广告会有不同的质量得分, 基于广告创意, 目标网页和受众特征定位. 广告上线时会调整其质量得分, 而谷歌在计算分数时考虑了三分之二的因素. 如果您使用良好的帐户结构并进行大量测试, 您可以轻松达到六或七的质量分数.
虽然听起来很简单, 质量得分低可能比质量得分高花费更多. 因为它是基于历史数据的, 即使竞争不激烈，您的广告也可以获得较高的质量得分. 幸运的是, 谷歌提供了预期的数据, 这样您就可以优化您的广告以获得尽可能高的质量检查分数. 通过了解影响广告质量得分的因素, 您可以改进您的广告并充分利用您的广告预算.
关键字相关性是计算质量得分的一个极其重要的因素, 你可以做几件事来改善你的. 相关性是一个重要因素, 因此，请尝试使用与您网站的利基相关的关键字. 相关系数越高, 您的质量得分越高. 例如, 如果您正在推广电子商务网站, 尝试关注与您的利基相关的相关关键字.
按钮的颜色和页面标题上的文字也很重要. 更改这些元素可以提高转化率. 法律索赔人服务, 例如, 将他们的转化率提高了 111.6% 在更改他们网站上的标题后. 有很多方法可以提高您的 Adwords 质量得分, 但最重要的是, 您必须了解决定它的主要因素. 如果您认真考虑提高质量得分，则应解决以下三个因素.
重新定位
One of the most effective ways to maximize the effectiveness of your advertising campaigns is through re-targeting. 重新定位, 您可以向访问过您网站的特定访问者展示广告. 然后，您的广告将在 Google 展示广告网络中向这些访问者展示. 然而, 从重新定位中获得最大收益, 您应该细分您的网站访问者. 去做这个, 您可以比较人口统计数据并使用细分工具.
通过 Adwords 使用重定向是与现有客户保持联系的绝佳方式, 并接触到新的. 通过 Google Adwords 在您的网站上投放的广告会在您网站的页面上放置脚本标签, 让访问您网站的人再次看到他们. 这种方法可以在社交媒体上使用, 包括脸书和推特. 为了获得最大的结果, 重新定位应该是您业务战略的常规部分.
您可以根据网站访问者的特定行为和兴趣创建受众列表. 例如, 如果您的网站面向使用 Gmail 的用户, 您可以使用与其 Google 帐户相关的广告来定位他们. You can also use custom audiences that match the email addresses of website visitors. You can also use conversion tracking to target specific web pages, like product pages, to maximize your return on investment. By combining these two methods, you can maximize your effectiveness through re-targeting with Adwords.
Once your audience has been segmented, you can set up a re-targeting campaign using Google’s ad network. The best method for re-targeting with Adwords is one that is effective for both your website and your business. You can target your audience through different media, including Google Display Network, YouTube, Android apps, 和更多. Using a re-targeting model helps you measure how much each ad is costing you and which channels are most effective for your business.
