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Where are my Google Adverts?
By: Tom O'Brien
Adwords Advert Maximum Profitability Strategies
Use Them Or Your Competition Will
Use Them Or Your Competition Will
So you've set up your account and your adverts are showing, you type in a keyword search term you know your ads will show for but hey - you're not in the list!!!
Why is this?
Well there are a number of reasons why this could happen - here is the link within Google's FAQ that lays them out in detail: Click here
We will now focus on one of these issues in particular - your daily budget allowance and how the right mix of maximum CPC and daily budget is crucial for the success of your campaign.
Why Daily Budget Is Crucial
If there is a large advertiser demand then you are unlikely to get 100% advert exposure as there are a limited number of adverts displayed during a day.
For keywords that are not as competitive, you may well get 100% exposure of your adverts throughout the day. This is of course the ideal but in the case of competitive keywords it is not usually achievable as the cost to display them would be prohibitive.
How can you maximise your exposure for a given keyword?
By increasing your campaign daily budget, not by increasing your max CPC.
Why?
Consider this - you decided to have a max CPC of £1 and a daily budget of £2 pounds, by midday you have had 2 clicks averaging £1 - Adwords stops serving your ads because you've used your daily budget.
For the rest of the day your competitor's ads are showing and yours are not.
But if you increased your daily budget to £5 and reduced your max CPC to £0.5, you could have 10 clicks or more depending on the actual CPC's.
Getting the right balance with daily campaign budget and maximum CPC's is crucial to maximising your profitability with your campaigns.
If you have a limited advertising budget (and let's face it, most businesses do), then you are better served having your advert in one of the lower display positions on the first page and shown more often throughout the day (i.e. more exposure), the more exposure you have the more clicks you will get and consequently more sales.
Therefore - increasing your campaign budget will be more profitable (you must of course be working hard on conversions) than increasing your max CPC, i.e. increasing your advert exposure rather than your advert's position on the search results page.
Examples
There follows 4 simple examples to illustrate the different ways advertisers use adwords starting with the worst examples moving to the best.
Example 1 - Inefficient (Worst case scenario)
An inefficient approach to adwords advertising is shown in the following diagram:
Here we can see that the advertiser has too high a CPC and too low a daily campaign budget.
Example 2 - Underserved (Slightly better)
An under-served approach to adwords advertising is shown in the following diagram:
This example shows us a low campaign daily budget and a low max CPC for the keyword (low relative to page 1 results that is).
Example 3 - Optimised (Where most advertisers should aim)
An under-served approach to adwords advertising is shown in the following diagram:
Here we see the CPC is relatively low but the campaign budget allows for high exposure thus giving more impressions and likely more sales (dependent on your skills at conversion).
Example 4 - Maximised (Where the big boys live)
An under-served approach to adwords advertising is shown in the following diagram:
Here we see the CPC is "high" (their CTR will also be high thus offsetting costs) and the campaign budget allows for high exposure thus giving more impressions and likely more sales (dependent on your skills at conversion).
This is the ultimate aim of your Adwords campaign - to be able to dominate your market by being able to pay high CPC costs all the time as you are able to make more profits through scaling your budget.
Summary
- To increase your advert exposure - you must increase your campaign daily budget.
- To increase your advert position, you increase your maximum CPC.
There is an excellent free PDF here: www.adgooro.com
which goes into further detail on this and other issues related to adwords and how to dominate your market.
(c)2005 goarticles.PDQProspects.com
This article can be freely redistributed provided this copyright notice is retained.
About the Author
Tom O'Brien is an Adwords Qualified Professional
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