Advertising with Google Adwords
While Google has tried to make it simpler to advertise across their network, if you really want to maximize your ROI, it pays to have a professional run your campaigns. Not only will your performance improve, but you also don't have to worry about managing the campaigns yourself, instead concentrating on making your clients happy.
The pricing model for Google Adwords is based on a market model. Depending on the maximum amount you are willing to pay for a click on a certain keyword, and a metric called "quality score", your ad will be entered into a bidding system against competitors to see where your ad is display on the search engines.
Quality score is based on how likely Google thinks it is that your ad is going to be clicked on. It includes landing page quality, expected Click-Thru rate, and ad relevancy. Remember, Google is trying to maximize their revenue too, so you need to show ads that are going to get clicked on frequently.
Getting started with a campaign? Here are some keyword research tips to help get things set up.
Account optimization is a continuous process to improve cost efficiency. Using the data coming in through Adwords and Analytics, eliminate wasteful spending and concentrate on profitable traffic. Over time, this process results in better and better results.
For more information on the LDM approach to PPC campaign management.
