General PPC Questions

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This tends to differ depending on the competitiveness of the SEO and PPC word as they vary. However, you may wish to bid on any PPC term although SEO campaigns are structured against competitiveness and traffic. Any SEO keyword may be used in your PPC campaign, however not all PPC words can be used in an SEO campaign.

Usually, your bill won’t be much higher than your budget per cycle, although if there is an outstanding bill than it will be added onto your current bill.

No you cannot as it goes against the AdWords policy. Google aims to give its users a good experience as such this means a variety of suggestions as well as ads.

In this case, it makes sense that the most relevant page to your chosen search term is picked, however, is the page requires exploration and a dedicated page then a landing page may be a better option.

Your budget will depend and should be based around your business goals, as such weighing up the number of new customers in order to grow or revenue needed to maintain and compare this to your conversion rate then you will be able to work out the number of click-throughs you will need per day to reach said goal, whilst still allowing a safety margin. The most important part when deciding your budget should be efficiency vs affordability.

A minimum number of clicks is required before the Ad Extensions become active.

There are multiple reasons for this which include:

  • You keep searching for your own ads
  • You are not in the location you are trying to target
  • The ads are set for certain times and you are searching outside these times
  • The ad was disapproved
  • The credit card has been declined
  • You have reached your daily budget
  • Your bid is too low therefore the ad is not being shown on the first page

Google knows your IP address, meaning that if you continuously search for yourself and do not click on the ad, Google will stop showing it to you. Try use the “Ad Preview” and “Diagnosis” tool to see your ad in a Google search.

Yes, you are able to do this by using Google Forwarding Numbers, form fill tracking and mobile call buttons, this way you will be able to see what leads work and what don’t as they are all reported separately.

Click Fraud occurs when people purposely click on your ad multiple times in order to create a high cost of running your ads.

You are able to protect yourself against this by using IP blocks. This is a software that tracks IP addresses of website traffic.

Above is a Google AdWords campaign that shows the structure as recommended by Google.

AdGroups contains relevant information such as keywords and ads that are specific to a product and or service
Ads are the test and or image that appear on Google
Keywords are the phrases used to trigger your ad to appear on Google.

You will be billed evry 30 days or when you reach your cost threshhold. This just depens on which one comes first.

Yes, you will be able to display your ads on smartphones.

This is a very straight forward process by strategically selecting certain times that you would like your ad to appear and select the dates and times that work best for you to ensure you make the most of your AdWords spend.

There is no correct answer to this as it depends on your business. You are able to target an area as small as 1km outside your location or as big as many countries. However many businesses target a specific suburb or nearby suburb in order to attract the correct audience.

This will usually depend on your area of business as AdWords, as bids are placed on trigger words. These can range from 5 cents to 100 dollars per click depending on the keyword. This also depends on how high you want your ads positioned.

CPC (cost per click) bid is the maximum amount you are willing to pay for a click through, whereas the actual cost per click, also known as pay per click, is the amount you have actually spent for the click of your ad.

Ad position is the order of where your ad appears compared to your competitors. For mobiles, there are two top positions and on desktops and laptops, there are three top ad positions.

Impressions means the amount of times that your ad is displayed on Google

A CTR or a click-through rate is a metric that is used to measure the successfulness of your advertisement. This is a percentage that is calculated through the number of clicks your ad receives divided by the number of times your ad appears. You would usually see a percentage such as 2% or 3%

A CPA  is a cost per acquisition or the cost per conversion and cost per lead. This is a system used to determine the cost per lead, inquiry or sale, which will in turn help determine your return on your investment.

In order to figure out your CPA the formula is as followed:
CPA=Cost/The Number of Conversions

Advertising Conversion Questions

Negative keywords are words that may be associated with your brand that have a negative connotation or unrelated meaning and as such do not want them to appear when people search up specific terms. For eg, if your Melbourne based and do not wish to appear in searches from people interstate your negative keywords would include Sydney, Perth ect…

A conversion is when the user does the desired action prompted by the ad or website. This could be a phone call, form fill or subscription and as such are tracked with a tracking tag to know where the conversions came from.

This will depend as there is a list of prohibited services and or products that Google AdWords does not allow.

This can be found in their advertising policy below.

Google will not send you an invoice for the charges, although you are able to download the one from the previous month in the first week of your current month.

An exact match is when you show your ad to people who search for your exact keyword exclusively or very close variants of it.

A phrase match is a way of showing your ad to people who are searching for your exact keyword or close variations of it, however, accompanied by other words before or after it.

A broad match is a way that your ad automatically runs on certain variations of your keywords even if they are not in your keyword list.

Broad Match Modifiers are when you match modifiers into your broad match so that certain words must be included in someone’s search terms that trigger your ads. See above for an example.