Don’t worry about your Google AdWords ad being first on Google’s Search Result Pages, it might not be the best value for your money, said Seth Meyerowitz at the “Google and Online Marketing Seminar” held Tuesday, July 26 at Buffalo State College.
Instead, Meyerowitz said advertisers should focus on improving their website’s “quality score” so they can pay less per ad click.
Meyerowitz, owner of UBE, Inc., a Long Island-based website design and search engine optimization company and Tuesday’s speaker, spoke to an audience of about 100 small business owners and others interested in online marketing using Google Tools.
For the uninitiated, Google AdWords is a form of paid advertisement that shows up on Google’s search result pages (SRPs) and other advertising networks. Instead of paying for the ad to merely show up, an advertiser pays only when their ad is clicked on, taking the user to a specified URL set by the advertiser.
AdWords allows an advertiser to control where their ad is shown geographically and also the day, week and time of day. An ad can be changed at any time and changes can show up live online in as little as 15 minutes. Best of all, advertisers can track how many clicks an ad receives and compare that against sales and other calls to action.
The importance of AdWords Analytics
Meyerowitz said that the information that AdWord Analytics provides is crucial to not only understanding how to improve your ads, but also to improving your website.
“You can see what you’re spending and what you’re getting back,” said Meyerowitz. “If there are a lot of people leaving from a particular page on your website, you might want to look at that page to see if you can improve it. If you have a form online and someone if dropping out at a certain point, you can see this and fix your form or improve your buying funnel.”
Meyerowitz said on average a conversion rate, or the rate in which someone clicks on an ad and takes the desired action, is one percent. The bounce rate is the number of visitors that come to your site and leave without visiting any other pages. Meyerowitz said that ideally, you want this number to be as low as possible – 30 -50% is a satisfactory bounce rate.
Google AdWords Analytics also tells you what keywords are driving traffic to your website and the amount of revenue generated by those keywords.
Creating compelling ads
Google provides advertisers with tools in order to help them create compelling marketing messages. Google Insights for Search is one such tool and allows users to gauge interest in pertinent search terms.
Google Alerts lets you track your company and whenever someone mentions you online. Meyerowitz suggests setting up several Google Alerts; one for your name, your company’s name and those of your competitors.
“If you are putting content on your site and you receive a Google Alert for it, then you know you are doing a good job,” said Meyerowitz.
To create an effective AdWords ad, Meyerowitz said to list keywords in the title and in the text of the display ad and to include a “call to action”.
How much does AdWords cost?
How much you pay per click depends on several factors including: how valuable the keywords are that you are bidding on, your Quality Score, and landing page quality and relevancy. The higher your quality score – the less you pay per click.
Meyerowitz said not to worry too much about Click Fraud, which happens when a person or automated script clicks on an ad for the sole purpose of generating a charge to that advertiser. He said that Google is aware of Click Fraud and has ways of detecting “poor quality clicks” which can lead to refunds in an advertiser’s account.
This is part two of a two-part series on the “Google and Online Marketing Seminar” held on Tuesday, July 26 at Buffalo State College. Read part one.