Google, SEO, Campaigns, Keywords
There are many aspects to having your web site setup to allow for you to be found by someone searching on the Internet. Of course there are multiple search methods but in this article we are talking about Google only.
We intend to share terms and basic education to help you better understand what needs to be know and how to approach a better web site design based on your goals.
Google Adword Terms
CPM – Cost per Mille campaigns are when you pay for every 1000 times your ad is shown (not clicked on). Also called an Impression campaign. Used when you want to gain visibility to your product or name.
CPC – Cost per Click campaigns indicate that you are charged each time someone clicks on your ad.
Types of advertisements:
text – heading and two lines plus your URL. the only type of ad shown on search results pages. levels the playing field, per se.
image ads – can be static pictures or animations. can be found on web site alongside regular content but you don’t see them on search results pages.
video – on sites next to relevant content as well as on YouTube.
rich media – can use flash or video. actively engages the visitor. like a small web site. can capture attention.
mobile – specific for a mobile device and require specially encoded web sites.
all ads can be seen on mobile devices however.
Terms and Definitions
keywords – what you’re typing in to find something. triggers something being found.
placements – other web sites where you want something to show.
campaigns – can have multiple campaigns running at the same time. includes ad groups.
ad groups – groups of keywords and/or placements.
impression – occurs when an ad is displayed. each time displayed, counts as one impression (only when shown, not clicked on).
click through rate – calculated as a percentage. total number of clicks divided by the number of times it was displayed.
cpc – cost per click – standard and is the default setting for all campaigns. you pay each time someone clicks.
bid – amount you are willing to pay for a click in a cpc model or the amount for 1000 display iterations.
maximum cost per click – max you are willing to pay for a click. helps you maintain your budget.
cost per thousand impressions – cpm (mille – 1000)
quality score – foundation for measuring the quality of the campaign and determining your cpc or cpm campaign. lower prices and better placement based on your quality score. if you have a good quality score, you can be ranked higher and pay less.
average position – 1-3 at top, 4-8 are on the right side.
ad rank – calculated by multiplying max cpc by your quality score.
conversions – action that you want visitors to take on your site. download a file, call a phone number, register.
networks – where your ads appear. the google search network and the google display network (other properties – youtube, gmail, anywhere else where google can display an ad).