Pay-Per-Click Advertising with Google AdWords Express
By Robert Nelson
August 21, 2016
Pay-Per-Click (PPC) advertising with Google AdWords Express can be a great way to advertise your business online and it doesn’t take a large investment of time. But it will take some practice.
What is Pay-Per-Click advertising?
Pay-Per-Click advertising (also known as Cost-Per-Click) is an online form of advertising used to attract potential customers to a website by clicking on an ad. If the ad is clicked on the advertiser pays a small amount for each click. The cost per click will very depending on your click-thru-rate.
Terms to know
Besides Pay-Per-Click there are a couple of terms to learn to help you understand the results your ad receives.
Impressions – An impression means your ad was seen, the higher the number of impressions for your ad, the more times it was seen. It is a very good thing to have a large number of impressions but remember impressions are not the same as clicks. Your ad may have 1,000 impressions but only receive 49 clicks and you only pay for the clicks.
Clicks – Some one see’s your ad and clicks on it bringing them to you landing page. You will pay for each click but just because someone clicks on your ad doesn’t mean you have a sale.
Landing Page – The page someone is taken to when they click your ad. It can be your business website or a page setup specifically for the ad.
Click-Thru-Rate (CTR) – The ratio of users who click on your ad to the number of total users who view ad. It is used to measure the success of an ad campaign.
Cost-Per-Click – The amount you pay for each click. Based on your Click-Thru-Rate, the higher the Click-Thru-Rate the lower the cost for each click.
Search Phrases – Are short, simple descriptors that people type into search engines like Google in order to find information or an answer to a question about a specific interest.
Google AdWords Express
Google AdWords Express is a quick and easy way for small local businesses and beginners to setup and manage a Pay-Per-Click campaign online quickly with out a lot of time invested.
Google AdWords Express is designed to give you the basics of the full size AdWords platform in a simple to understand and follow format and you can set up your campaign in 4 easy steps:
- Open Google AdWords Express and click the Start Now button. Google will need to confirm where your business is located and verify your business phone number. If you have not added your business on Google Listings you can select “add a new listing” and follow the steps.
- In this step you will tell Google a few things about your business. The more you can enter the better Google understanding of your account. Add your website and email but be careful about the category selection. Google will decide the categories your ad will be displayed for from the categories you select.
- Now comes the fun part, creating your first ad. Start with your “Ad Headline”, there is a character limit so you’ll want to write a headline related to what your advertising. Below the Ad headline is the Ad description, here is where you describe your offer.
- Now you just need to set your monthly budget. There is a minimum of $100.00 per month but don’t panic, remember it’s Pay-Per-Click, you only pay when someone clicks on your ad and you can pause or cancel the ad at any time. The amount you choose will be divided for each day of the month ($100.00 is $5.00 per day). You will see a place to enter any promotional offers, if you have received any discount codes type that code to this box.
Once you have completed your ad and click the submit button, Google will review you review your ad to ensure it meets their requirements. Once your ad is approved it will go live and you will receive an email.
There is nothing else require to do to setup your ad but there are a few things that are recommended to insure your ad is working at its full potential.
- You want to choose when your ad will be seen, by default your ad will be scheduled as “Any Time” but your target audience may only be looking during at certain times of the day. AdWords gives you the ability to set when your ad will run. Select the “Dashboard” button and select “Scheduling”.
- AdWords will create search phrases for your ad based on the description you supplied while setting up your Pay-Per-Click ad. Many of these key phrases will fit your ad but some may not. You don’t want to waist part of your advertising budget on key phrases that do not relate to your ad. You can review your the search phrases for each ad by selecting the “Dashboard” button for that ad. You will see the “Search Phrases” at the bottom of the page. Click the “More” button and you will see all the search phrases Google generated for your ad. Scroll down the list and unselect any that do not fit your current ad.
- Once your ad has been running a few days come back in to the Search Phrases and see which ones have been preforming well, you can unselect the ones that haven’t.
AdWords Express is a good tool for new and established small businesses to learn how to create and maintain a Pay-Per-Click campaign.