PPC Management (Pay per click) Google, Bing, Yahoo.

Although Emotio focus on Google Adwords, Bing and Yahoo also have there place in the PPC arena.

Google Adwords is not the trick pony many Pay Per Click managers would like us to think. The main focus for Google Adwords is the PPC advertising that appear on the top and right side of a Google page and are labelled sponsored listings.

It’s the main revenue generator for Google and made almost £8billion in 2007.

Let’s consider some of the basics.

The first thing to know is that just because you bid the highest price for your Google advert it doesn’t mean you’ll get to the top of the heap - your position is based on your adverts ranking. This is worked out by multiplying your maximum cost per click by your advert’s quality score.

This is based on your click through rate (CTR), keywords, ad text and landing page. Make sure that these are all closely related. For example, if you have an advert for a wine rack make sure your keywords used in the adgroup all relate to wine racks, that your advert features those keywords and that your landing page is optimised for those keywords.

Even the download speed of your landing page is now taken into account! If all these items are relevant not only do you get a great CTR but you get relevant traffic. CTR by the way is the percentage of people who see your advert impression and click on it (1,000 impressions, 50 clicks = 5% CTR).

A good CTR varies according to your campaign but we consider a CTR between 1.5% and 5% to be a good average. This can be made up of individual keywords achieving 50% or 0.5%, so check the average overall.

What happens when you go beyond the basics?

Lots of advances have been made in Adwords since we opened my Adwords Pro Centre almost five years ago. We now have many tools to analyse the setup of accounts and keywords

There are so many tools but the most important is the conversion tracking tool. With this we can actually measure the ROI of a campaign and quickly see the cost of acquiring each customer.

Emotio have set up and reworked accounts resulting in massive increases in traffic often for less money.