Google Adwords CPC - Introduction

Google Adwords or CPC or PPC:

KEYWORD RESEARCH:

Digital Marketing can be done through Organic/free listing OR through paid listings i.e CPC. For this we need to perform Keyword research.

This is done in Google Adwords which is an online advertising service developed by Google.

**After signing in Google Adwords, carefully select the Email, Time zone, Country and currency as you will not be able to change them after selection.

In the tools icon, find keywords which can be words, phrases or URL of website or business.

Select specific keywords with Maximum search volume. Note their Minimum and Maximum Bid amount.

CAMPAIGN NAME---AD GROUP –ADS AND KEY WORD LIST

CPC: is Cost per Click:

CPC is the short form of Cost per click, when you pay for each click on your Ads in your marketing campaign.

TYPES OF CPC:
1. MANUAL CPC
2. MAXIMIZE CLICKS
3. ECPC (ENHANCED CLICKS)

1. MANUAL CPC:

With Manual cost per click (CPC) bidding, you can set a maximum price on cost of someone clicking on your Ad Words ads.

EXAMPLE:  If you think its worth Rs. 19 to have someone visit your website, you can set Rs. 19/- as your maximum CPC. You will pay a maximum of Rs. 19/- when a person reads your ad and clicks it, and you pay nothing if they don’t click.

Lets say you create a text ad and set a max. CPC bif of Rs. 19. If 500 people see the ad and only 23 of them click to learn more, then you nd up paying only for 23 clikcs. Your max CPC big was Rs. 19 so you will payu no more then 23 clicks X 19.

Often you'll pay less than your max. CPC because with the AdWords auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.

II. Maximize Clicks:

Maximize clicks automatically sets your bids to help get as many clicks as possible within your budget. 

You set a target daily budget and the AdWords system automatically sets your maximum cost-per click (CPC) bids on your behalf, with the goal of getting you the most clicks possible within that budget.

III. Enhanced cost-per-click (ECPC):

It automatically adjusts your manual bids to help you get more conversions, while trying to achieve the same cost-per-conversion.

ECPC is available as an optional feature with Manual CPC bidding.

With ECPC, you'll still have control over your bids just like you did before, but ECPC helps you by adjusting each bid based on how likely it is that a click will result in a conversion. If a click seems likely to convert, ECPC will raise your max CPC (after applying any bid adjustments you've set).

So just to recap:

MANUAL CPC = MANUAL BIDS
MAXIMIZE CLICKS =  AUTOMATIC BIDS
ECPC = AUTOMATICALLY RAISE YOUR MANUAL BIDS

Off page SEO

DEFINITION: It refers predominantly to backlinks ( links pointing to the site which is being optimized from other other relevant websites)

Unlike On-page SEO, Off page SEO refers to activities you can perform outside the boundaries of your website. The most important are:
a. Link Building
b. Social Media Marketing
c. Social Book Marking

Purpose:
1. Increase website visitors
2. Increase your website ranking in SERPs

A: Link Building: The links should be from domains with high Domain authority and pages with high page performance. The authority of a particular site can be checked through Domain authority checker.

External Links are links that are built from different domains to our website/ blog.
There are various ways of building links:

1. Quora.com: This is a question and answer format. Links of our website/blog can be built in our answer to a particular question. eg: What is SEO?
we can also create a question and give answer to it.

2. Article submission: eg. www.hubpages.com
We can submit our blog page as an article to this website and doing so create back links.

3. Blog directory submission: eg: www.bloghub.com
We can submit our blog on such websites and get added into their directory.

4. Blog Comment: After searching for blogs on similar topic, we can post comments on their blog with links to our website.

5. Infographic images: eg: Pinterest.com
After creating our board and URL, we can add images from our website or upload offline on 'upload a Pin'.

II. Social BookMarking: In this process we save our website link (with description or Images) and share this link. This is done in the following ways:
1. Pinterest.com

2. digg.com/submit:  Here we add the link of the post/ blog in facebook.

On page SEO - important points

1. SEO friendly URL:
a. It should include your main focus keyword.
b. Separate each word by hyphen
c. Small letters

Eg: www.yourdomain.com/digital-marketing-course.html

2. Page title 
a. It should start with main focus keyword
b. Its length should be 65 characters which count space as well.

Eg: <title> main focus keyword </title>

3. Page description (Meta description):
a. It describes your web page
b. It should include your main focus keyword with description
c. It should be 155 to 165 characters which includes space too

Eg: <meta name = "description" content = "your page description with main focus keyword"/>

4. Meta Keywords:
a. It includes your targeted keywords with minimum 5 keywords.
b. Each keyword should be separated by comma

Eg: <meta name = "keywords" content = "keyword 1, keyword 2, keyword 3, keyword 4, keyword 5"/>

Content Optimization:

5. Your web page content should include <H1>, <H2>, <H3> html tags with main focus keyword.

6. The 1st hundred words of your first paragraph should include your main focus keyword.

7. The web page content paragraph should include the Search related keywords (LSI keywords).

8. Your web page should include at least two internal links and 2 external links.

Eg: <a href = "seo-freindly-url.html" Title = "main focus keyword"> Anchor Text </a>


9. Image Optimization:
a. Image name should include your main focus key words.

Eg: <img src = "main focus keyword.jpg" alst = "main focus keyword"/>

What is Search Engine Optimization (SEO)

Definition: Search Engine Optimization is the process of improving the visibility of a website on organic (natural or unpaid) search engine result pages ( SERPs), by incorporating search engine friendly elements into a website. 

There are two parts to Search Engine optimization
1. On-page optimization and
2. Off-page optimization

On-Page Optimization 

Definition:

(a) On-page optimization refers to the website elements which comprise a web page, such as HTML code, textual content, images and videos.

(b) On page optimization is the science of optimizing contents of a website such that it becomes friendlier to the search engine.

Purpose: 

(a) Increase your website visitors

(b) Get ranking in search engine result pages (SERPs)

Off-page Optimization:

Definition: It refers predominantly to backlinks (links pointing to the site which is being optimized, from other relevant websites)

Unlike on-page optimization, Off page optimization refers to activities you can perform outside the boundaries of your website. The most important ones are:

a. Link Building

b. Social Media Marketing

c. Social Bookmarking

Purpose of Off- page optimization:

a. Increase your website visitors

b. Increase your website ranking in SERPs.

How to create a SEO friendly post

1. Post title: It should include the main focus of your post or article.

2. Post setting:

a. Label:  It should have keywords that reflect the topic. A tip is to search your post title words in google, then at the bottom of the search page a list of results will appear. Select any three topics that most appropriately reflect that which you want to include in your post. 

paste these topics in the labels window separates by comma. 

The total character size should be less than 200.

b. Permalink: It is the web address or the URL of your post. Click on 'custom' link. To make it SEO friendly paste the topic in this window. 

i) use only small letters 

ii) Include the main focus keyword i.e. the title

c. Location: Select the area where you want the post to be read.

d. Search Description: This is where you describe your post. Again, it should include your main focus keywords.

3. Content Optimization:

a. Include h1 heading tag with your main focus keyword

b. Include your main focus keywords in the first 100 words of your first paragraph.

c. If possible then include search related keywords (LSI) in your paragraph

LSI keywords are keywords that appear at the end of the google search page after you search your post topic.

d.Your post content should include minimum 2 Internal links and 2 External links. Internal links are the ones with the same domain and external links are pages which are connected to each other but with different domain name. 

4. Image optimization: 

a. Image name should include the main focus keywords.

b. Image alt attribute should include the main focus keyword.

What is Digital Marketing?

Are you looking for answer 'What is Digital Marketing?', then check our Digital Marketing Definition: Digital Marketing is like an umbrella term which has many corners for eg. SEO, SEM, SMM, SMO, Video Marketing, Email Marketing, mobile marketing etc.