Advertising from A to Z

First of all, let's look at what PPC is?

Pay Per Click - An online advertising model where advertisers have increased the visibility and traffic site by placing text ads on content engines (Google AdWords, Yandex, Begun, Facebook - PPC system), pay per click ad by the user (hence the pay-per-click name).

Contextual advertising is part of SEM (search engine marketing) - search engine marketing or search advertising. Referring to contextual advertising usually means the advertising results of your specific search query on Google and Yandex.

"Anatomy of the search" on the result page of the problem

Google

Yandex

Search Query
Top PPC ad
Ecological search ("natural", free)
Low grade PPC ad
Scheme of search engine operation
The user enters a search query (for example, "buy iphone 4"). The search engine presents the most relevant variations for this query: high-ranked ads will be displayed at the top of the "problem" (high quality score, quality score).

The right column will also display PPC ads, but with a lower QS (less optimized). In the middle, the user's attention is given, the so-called "organic" - classified by a specific algorithm, sites that are relevant to the search query.

The "organic" issue is influenced by search engine optimization or, as it becomes more familiar, SEO.

SEO (search engine optimization) - code change and site content (content), SEO-internal and external factors to improve its indexing by search engine spiders and ranking position (ranking), site in the ranking as a result of organic queries.

Many Internet resource owners are very important to optimize traffic generated by organic mode. At the same time, they forget about the importance and optimization of PPC traffic - they simply set the daily budget and I think the ads will be ranked and will bring active customers. However, everything is not so simple. In order to advertise PPC has begun to work, it has to deal with its optimization and configuration.

PPC: Getting Started
Why use PPC traffic?

To quickly reach the target audience: There are a large number of users who will easily respond to an ad if they are looking for a specific product or service.
For fast visible results: because the classified ad, which is well ranked, in the top line of search engine results, naturally occurs in the user's field of view (in the "Golden Triangle" rule). The resource begins to receive real traffic 15 minutes after the ad was created.
To increase return on investment (ROI): The cost of a click on a high QS-optimized ad is low, while ad yield is increased. For contextual advertising, return on investment is much easier and more convenient to calculate than SEO costs.
To get important statistics: By optimizing your ads, you can get statistics on the effectiveness of certain keywords and their combinations, which can also be used to develop SEO strategies.
To promote seasonal and / or very profitable products: Use Google's search statistics. You'll see what searches are most often made by users, which products are most relevant, and then you can offer exactly what the user wants, rather than attract more real customers.


Google AdWords Quality Score (QS, Quality Score)

Quality Score for contextual advertising affects:

CPC for your keywords;
The ability to participate in keywords in the ad auction when entering a search query
Evaluating your ad;
Evaluate the estimates for the first pages that will appear in your account.
Generally, the higher the quality score, the higher the ad's position and the lower the cost of contextual advertising. After each auction is ranked, and Google AdWords's "economizer" adjusts the actual CPC so you pay only one cent more than the closest competitor (in Google AdWords content).

What affects the quality of the QS ad?

Relevance of your keywords, ads, and landing page.
History and statistics for your Google AdWords account.
Landing Page Quality.
CTR ("clickability") - the ratio of the number of clicks on the ad or banner to the number of impressions.
When you run an ad campaign, you must always pay attention to QS (Quality Score). This will help reduce your cost per click and improve it


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