Marketing and Charity Google Adwords
Posted: Wed Dec 04, 2024 5:50 am
Without knowing it, marketing can do charity to Google Adwords by spending its SEM budget badly: this article explains the 3 most frequent ways of doing “Google Charity”
Google Charity
Search engine advertising works on an auction basis, so depending on how you buy you pay €0.50 per click instead of €1.00, or vice versa.
I define Google Adwords charity (or cambodia telegram phone number list charity ) as the inefficient purchase of SEM advertising space at higher unit prices than you could possibly get.
Here are 3 common ways to gain weight BigG for no reason:
Manual bid management
Managing auction prices by hand is easy to implement, guarantees flexibility in changes and can be fine if the account spends less than €2,000 per month. Except for these cases, price management is not scalable, it is not suitable for competitive contexts where competition is strong and fierce.
With Real Time Bidding tools on SEM , you can have a high bidding frequency that allows you to always make bids appropriate to the competition (CPC) and the probability of conversion (CPA) at that moment.
We will talk about this topic at SMX Milano on November 13th at 11.45 (the slides will be uploaded on this post on the morning of 11/16).
% High Spend on Brand Words
In most cases, if you have done SEO on your site, when users search for your brand on Google you should be in the first natural result. In addition, a large share of people go straight to the organic listing (85%) and skip the sponsored results (seen by only 15%), as shown by the Kantara Media survey .
All of this should generally be enough to make us understand that we can land at least 75% of brand searches from engines on our site WITHOUT spending a cent on SEM.
I have seen companies spend more than 50% on brand searches and thousands of euros on searches like “brand login” or “brand contacts”.
I wonder: is it possible/sustainable to pay Google for clicks for customers who want to log into our intranet or home banking?
Click Adwords
Limited use of negatives
The intelligent use of negative keywords is a necessary condition for spending your SEM budget well. By using negative words well, you filter dirty traffic and save a lot.
If you spend a lot and don't know how to check if your campaigns are using negatives well, have an independent audit done on your AdWords account.
This month the SEM platform Google AdWords turns 15!!
Google Charity
Search engine advertising works on an auction basis, so depending on how you buy you pay €0.50 per click instead of €1.00, or vice versa.
I define Google Adwords charity (or cambodia telegram phone number list charity ) as the inefficient purchase of SEM advertising space at higher unit prices than you could possibly get.
Here are 3 common ways to gain weight BigG for no reason:
Manual bid management
Managing auction prices by hand is easy to implement, guarantees flexibility in changes and can be fine if the account spends less than €2,000 per month. Except for these cases, price management is not scalable, it is not suitable for competitive contexts where competition is strong and fierce.
With Real Time Bidding tools on SEM , you can have a high bidding frequency that allows you to always make bids appropriate to the competition (CPC) and the probability of conversion (CPA) at that moment.
We will talk about this topic at SMX Milano on November 13th at 11.45 (the slides will be uploaded on this post on the morning of 11/16).
% High Spend on Brand Words
In most cases, if you have done SEO on your site, when users search for your brand on Google you should be in the first natural result. In addition, a large share of people go straight to the organic listing (85%) and skip the sponsored results (seen by only 15%), as shown by the Kantara Media survey .
All of this should generally be enough to make us understand that we can land at least 75% of brand searches from engines on our site WITHOUT spending a cent on SEM.
I have seen companies spend more than 50% on brand searches and thousands of euros on searches like “brand login” or “brand contacts”.
I wonder: is it possible/sustainable to pay Google for clicks for customers who want to log into our intranet or home banking?
Click Adwords
Limited use of negatives
The intelligent use of negative keywords is a necessary condition for spending your SEM budget well. By using negative words well, you filter dirty traffic and save a lot.
If you spend a lot and don't know how to check if your campaigns are using negatives well, have an independent audit done on your AdWords account.
This month the SEM platform Google AdWords turns 15!!