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Hi, I'm John Allen with Marketing on the Web. We assist companies in the Huntsville,
Alabama area with internet marketing services. Today we're going to talk about
pay per click
or advertising in Google. It's also called AdWords.
Your website can't rank for every word or phrase that's
important to your business or industry.
Pay per click gives us a way to broaden the number of phrases and words that you're
shown for
It's a direct result so you pay for a click and you get immediate traffic to your website.
It's the only way we can get you on the first page of Google overnight for a phrase
and for many companies, it is a very viable way to get business. In other words,
they know
what they're paying and they know
how much business they're generating from that click.
We do this a number of different ways depending on whether it's an ecommerce site
or whether it's a realtor or
somebody that's looking for just
internet leads, prospects to call back.
What we can do is we can actually put code
on a contact page
and when someone comes in from the Google campaign,
when somebody puts in a word
their ad shows up, they click on the ad,
and they come to your website. They look around the website and they say, okay
this is what I'm interested in, this is somebody I want to contact
and they go to your contact page or they fill out a form that can trigger
a code to go back Google to say this was a conversion.
We know that we spend X number of dollars on a click,
that click resulted in a conversion back to the company.
By doing that, we're able to fine tune the words, the phrases, and the ads that
we use to bring customers in.
It's very effective and again, for some of our customers,
it's a clear return on investment.
I have managed campaigns from $20 to $30 a day
up to $10,000 a day. Clearly, these are companies that
are seeing return on their investment.
A lot of times, people ask what should they (budget); will we typically start
out small as we try
to work out what are the best words and phrases for your market
We add negatives as we go along sometimes we find that there are some
odd phrases or some other terms that when they're coupled with the words
and phrases that we're using,
will put us in a different market. We want to be sure and filter those
words and phrases out. There are a number of different aspects to pay per click
and to advertising in Google. There's retargeting. There's the search network. There's the content network.
I'm not going to be going to all the details of that right now but the search network is
when you're in Google and you're searching for a product or service and
the ad show either on the right or above the natural or organic search results,
that's the search network.
The content network is where you're in a forum or a blog or some other place where
they're discussion the topic about your company, topics related to your company
and your ads are showing there. That's the search network and the content network.
The content network used to be really something you'd try to
stay away from. The conversions were very low. The cost was very high.
Google has really worked that out and today,
content network ads are very effective and actually you can have a lower cost
for acquisition than the search network.
Wrapping up, I'm John Allen with Marketing on the Web.
I hope we can help you with
your pay per click campaign.