How small advertisers can compete
with the big boys through Google’s Adwords Select
Program.
Google’s Adwords select has soon
become the focus of many
online marketers simply because it’s the best
pay-per-click
advertising option ever to grace the Internet. Many
PPC
search engines like Overture had one fundamental
problem.
Big advertisers with deep pockets were always able
to out bid
the rest. And the rest did not have any means of
competing
other than bidding a higher price per key word.
Google’s
Adwords Select is unlike that.
In order to maintain a high standard and yet enable
both
the advertisers with deep pockets and those who have
a
limited budget compete equally, Google’s Adwords
select
enforces the 0.05% minimum click through rate or CTR
cutoff.
Simply put, if your ad was shown 1000 times and it
was not
clicked on 0.05% of the time or 50 times then the ad
is
disabled. You might think that this is a brutal rule
to be
enforced. But here’s how it can level the playing
field
and help small advertisers compete with the giants!
Let’s take a typical advertising scenario. Imagine
that you
are selling home made muffins. You have a budget of
just $50.
In order to have your ad displayed, you need to
first choose
what key words or phrases you want to trigger your
ad. In
other words, you need to pick a few keywords or
phrases that
when entered by a person in a typical search, would
result
in your ad been shown along with the search results.
Let’s
say you bid on the phrase “home made muffins”. It’s
pretty
straightforward. And you are willing to pay $0.05
for each
click. This is the lowest bid possible in the
program.
There are 8 slots that your ad can possibly appear
in. Slot 1
is the top most one drawing the most clicks and slot
8 is
the bottom most one with the least amount of clicks.
People
are most likely to click on it the higher positions.
This would
result in your ad getting a better CTR which means
your ad
is pulling in more visitors to your site.
Well this works like a dream. But let me burst your
bubble!
You aren’t the only person who’s chosen “home made
muffins”
as their key phrase. Lets say that there are 20
other people
willing to pay for that key phrase. And let’s say
that
a very rich lady owns the bakery down the lane. She
is
willing to bid $1.50 for the same phrase you are
bidding for!
How can this affect you, you ask?
If someone is willing to pay more than you for a key
word or
phrase then her ad will be placed higher than yours
in the
slot positions. This means that your ad is not the
top most
ad and this in turn will decrease your CTR. Lesser
number of
people click your ad and your sales drop. You are
doomed!
What can you do to stay alive? You might try to
increase your
bid. But you can’t match $1.50 can you? Not with
your budget
of just $50. And even if you do manage to bid
higher, the
baker might increase her bid as well. This leaves
you at
square one!
What’s happening here is that someone who can afford
to paya high price per key word is forcing you out of the
competition? Fortunately for you, Google’s Adwords
Select
has a system that helps you get back into the game.
If your ad keeps pulling at least 0.05% CTR and the
baker’s
ad does not, then Google will drop her ad
immediately! Yes
you heard right. Even if someone is willing to pay a
thousand
dollars a click but cannot keep their CTR above
0.05% that ad
will be dropped! This gives smaller advertisers a
chance to
compete with bigger ones by way of better ad copy,
relevant
ads and better organization of key phrases rather
than just
over bidding your opponent.
I know what you are thinking right now. So how can
you make
sure that your CTR does not fall below 0.05%? Here
are a few
simple techniques that you could use. First don’t
try to bid
for popular keywords. I know this sounds crazy since
doesn’t
popular mean more people search for them? And if
more people
search for them, doesn’t it mean that you need to
get your
ad in front of them?
Theirs is more that one way to skin a cat. And
there’s more
than one way to maintain a good CTR. Rather than bid
for
popular keywords or phrases, you can bid for similar
keywords
that have a similar meaning to the popular phrase.
For
example, rather than bidding on “home made muffins”
you can
bid on “freshly baked muffins” or “oven fresh
muffins”.
Remember, a populate phrase does not necessarily
mean that
that is the ONLY phrase people use. There are many
variation
of the same phrase that you can use. And many of
them will
not cost you as much; yet still give you good
impressions.
So while you bid 5 cents for the phrase “oven fresh
muffins”
your previous competitor is paying $1.50 for the
phrase
“home made muffins” even if you both have the same
CTR who
do you think ends up with a better deal? You of
course!
I hope this little tip helped you increase your CTR
and give
your competition a fight for their money. May your
advertising
efforts always be fruitful!
-------------------------------------------------------
Khemal Dole,
Online Marketer,
http://www.QuickPayPro.net
“Automate Virtually Every Aspect of Your Internet
Business
In Just 7½ Minutes Flat - Guaranteed!
Rake in the profits you always dreamt of!
Hurry before your competitors do it first!
Visit
http://www.QuickPayPro.Net today.”
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