Pay Per Click – Part 3
In this article let’s look at some of the differences in how Google and Yahoo operate PPC.
In Yahoo, this is straightforward. The person at the top of the sponsored listings is paying the most per click. You decide the maximum amount per click you are prepared to pay and this determines where you will be on the page. If you are bidding for competitive keywords you may end up on the second page.
There is an important difference with Google. Here too you select the maximum amount per click, but another factor comes into play - the keyword quality score. This is determined by the relevance of the advert’s text and the Click Through Rate (CTR), which is the percentage of people who see your ad. In addition, Google also takes into account the historical performance of the ad and other relevancy factors.
This means you can influence your position by writing relevant ads and improving your CTR. Google will reward you with a high position. Their entire search engine is built around relevancy.
Google allows instant changes to ads. Yahoo takes a day or two. Google lets you do low risk tests. This is important because one of the first rules for effective marketing is to test each method you try on a small scale and evaluate the results. The great thing about Google Adwords is that it makes testing very easy.
Remember, Phil Yarrow Consulting is experienced at getting the best results for its clients from PPC campaigns. Contact us or give us a call NOW on 0800 082 7010 and find out how we can help you to access those untapped profits.
Written by Martin Boulton
Leave a comment on this article
You must be logged in to post a comment.