One cannot help but speculate about the expenses a business incurs for advertising efforts in the aim of creating a viable online market while discussing the Internet as a legitimate venue for trade and commerce.
Google, Inc., the firm that created the wildly popular search engines, outdid itself when it introduced Google Adwords and Google Adsense, two distinct advertising systems.
In essence, these two advertising platforms enable both websites that host advertisements and advertisers to monetize their usage.
Google Adwords: What is it?
The advertising platform developed by Google on the basis of a Pay-Per-Click system is known as Google Adwords.
A searcher who sees an advertiser’s ad and clicks on the link really pays for the placement of that ad under the Pay-Per-Click (PPC) system, regardless of whether a sale or transaction is made.
This entails that the advertisement essentially runs continuously on different websites at the expense of just how many individuals visit those websites!
This eliminates the outrageous prices that other commercial websites would charge an advertising to place an ad there, even if that advertiser generated zero traffic from that ad placement.
How do Google Adwords operate?
When registering for Google Adwords, advertisers also create a written advertisement for the good or service they are selling.
Additionally, they provide a list of keywords that are pertinent to the services or goods they offer.
These commercials will show up on the right side of Google pages.
However, one would have predicted that the vast majority of companies in a variety of categories would eventually have comparable keywords in mind for Google Adwords submission.
Google Adwords created a keyword bidding system and a content relevance mechanism to decide which company receives which keywords.
Advertisers bid and fight for advertisers in the bidding mechanism.
The starting price for auctioning off keywords is often around 5 cents, and it is through this mechanism that different advertisers attempt to outbid one another.
Google Adwords also considers the relevance of the website’s content to the keywords submitted to the system through an automated computer system, despite the fact that it may appear that relevance and advertising placements are entirely dependent on an advertiser purchasing his or her space.
After all this labor, how does Google Adwords look?
The Google advertisement often shows on the right side of a page that has registered to host different Google Adwords advertisements.
Only when a web searcher specifically searches for the terms that the company’s advertisement was listed under will it be displayed.
Once more, payment for the placement of the advertisement occurs only once the searcher clicks on the ad.
How can Pay-Per-Click (PPC) system expenses be reduced while revenue from sales and transactions is increased?
Unfortunately, Google Adwords is not a no-brainer revenue stream for a business marketing goods or services.
Since it is important to keep the prices of the Pay-Per-Click system to a minimum, a little more common sense is needed.
A business would end up paying more to Google than it would make from the traffic it brings in if searchers kept clicking on ads without making actual purchases.
Simply said, reducing PPC system expenses will only be possible if Google Adwords adverts are clicked on by the more serious customers.
Not being in the top half of the recommended keywords is the first step in making this scenario occur.
Being one of the top three most popular links would, in fact, result in more clicks than ranking lower in the rankings, but it would also mean enticing a variety of searchers—the interested buyers, the curious, the leisurely and not particularly focused searchers, and the searchers who have no idea what they are looking for and would just keep clicking to learn more.
It goes without saying that the PPC system prices will increase without necessarily resulting in transactions if the people clicking on the advertising are not targeted.
However, being at the end of the list increases the likelihood that the traffic coming in is made up of people who are actively looking to buy a good or service.
Even appearing on the second page of the search results may not be a terrible thing; after all, these are the search pages that are typically viewed by the more knowledgeable and intelligent customers and are only found by those who are truly looking to acquire a product.
Additionally, by making the information on the website more relevant and maintaining all the links, sales will be significantly increased.
A corporation can prevent having its adverts clicked by those who are unclear about what the advertisement is actually for by providing more pertinent and focused content.
Live connections continue to ensure that the site receives relevant traffic and even that the advertisement is featured on other pages.
In the end, if used as effectively as possible, Google Adwords is a practical tool for boosting traffic to one’s e-business.
A business can best ensure that the earnings it collects would be far larger than the prices it has to pay for each click on its Google Ad by minimizing irrelevant clicks and instead targeting people who are actually wanting to purchase a product or service.