Sun Jan 06 21:02:42 PST 2019

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Google AdWords and Yahoo! are in a battle for search distribution. One of the
two PPC services is distributed on nearly every major search engine or portal.
Google Ad Specs
Ad titles can have a maximum of 25 characters, while each of the 2 ad description
lines can have a maximum of 35 characters. Display URL is limited to 35
characters.
Google Bid Prices vs. Click Costs:
With Google you pick a maximum bid price and your click cost will never exceed
that. Like all other major PPC providers, their software has a bid discounter built
in, so your average bid cost will be less than your bid prices.
Google bid prices are not transparent so your competitors have no way to be sure
exactly what your ads are costing (due to factoring in click-through rates into
effective bid price ? which I will explain later
.
A Few Things You Can Do With AdWords:
Google AdWords is an advertising medium like no other:
? There is only a $5 signup fee (which is converted into bid credits
.
? You can have ads across Google?s network of sites, with some ads
appearing in less than 10 minutes.
? Google?s vast distribution network makes it possible to test a business
model without fully investing into the creation of that business.
? Google AdWords syndication allows you to reach 70% of the search
market, and Google?s vast content network.
? Google offers Geotargeting, so you can target your ad to a country, state,
metro area, zip code, or geographic radius of your choice. Google allows
you to preview local ad delivery using their local ad preview tool.
? You can run multiple ads for the same words and test them against each
other or send them to different pages to A/B split test your site or ad copy.
? Google allows you to use a free multivariant testing software program
called Google Website Optimizer to test landing page conversion potential.
The Importance of a High Click-Through Rate
Google lets searchers determine the relevancy of the ads. Price for Google
AdWords is a function of click cost * click-through rate (and, in some cases, a
The best way to lower
click cost is to create ads
with a high click-through
rate.
You should use the search
words in the copy and
make sure the ads are well-
targeted.
If your product is only
relevant to a small
percentage of searchers,
then focus your ad copy
on conversions instead of
just click-through rate.