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 Types of Adwords campaigns
With all types of campaigns, you pay only for ‘clicks’ (someone following the link to your site) rather than paying for ‘impressions’ (each appearance of the advert). The different types of campaigns differ only in how they are managed and what strategy is pursued with advert placing options.
Targeted campaigns Targeted campaigns are closely managed; we monitor and analyse ongoing results to compete for the best traffic generating positions, and preferably those positions that give the best conversion rate. Broad match campaigns Broad match campaigns aim to generate small amounts of traffic from a wider range of more specific keywords. By advertising on a wide range of keyword terms we can generate large amounts of traffic, even though each keyword term may only deliver a few visitors. This advert placement strategy does not need to be managed as intensively as the targeted campaign, and there are usually fewer problems with click fraud. Regular reviews of the results and focus of any broad match campaign are still advisable, but this kind of campaign requires much less direct supervision. Different types of campaign deliver differing types of visitor; typically those searches made by internet users that use popular, generic keywords tend to be looking for general information on that occasion, whereas those searches made by Internet users using unique keyword combinations and phrases, tend to be looking for specific products and services, and those users are typically more likely to purchase on that occasion. This common search pattern also holds true for paid listings to a lesser degree. These variations to search behaviour enable us to select, or combine, PPC campaigns based on your marketing goals. Usually if a targeted campaign is being carried out, there will still be some form of broad match campaign going on too – this is not an ‘either or’ situation – there are benefits to pursuing both types of advertising strategy, and no limits but those imposed by budget constraints to the scope of these campaigns. However, many of our clients do choose to test the effectiveness of Adwords by beginning with a broad match campaign only, at least initially. And several clients use targeted campaigns only, and that sporadically, to support short-term promotional and sales goals. Budget This kind of advertising is very easy to budget for, as there are no predefined costs. The nature of this kind of advertising means the fullest use can be made of whatever funds you have made available in the budget, and as campaigns are, by their nature tailored to the preset budget it is impossible to overspend. Return on investment Monitoring the PPC visitors is crucial to making the most of these campaigns. While PPC can deliver very good returns in terms of increased traffic, on average an estimated 25% of click through can be ‘click fraud’. This can be reduced this by adding software to discourage abuse. There are several easily identifiable patterns of click fraudulent behaviour. If we can identify this, and prove it to the search engines satisfaction, then we can recover the funds expended on fraudulent click through. This is why a set ROI must be developed. PPC Summary |
