Your PPC & General Web Marketing Questions Answered (#7mktgsins)

Posted By Hollis Thomases on Feb 9th, 2011

It’s time for another round of Q&A from Hollis Thomases’ recent webinar, The Seven Deadly Sins of Online Marketing! (#7mktgsins ) Hollis has been taking the time to follow up on your post-webinar questions individually, and is posting the answers here in weekly batches, organized by topic. (What’s this all about?)

Check back next week when we post the answers to your Social Media questions!

Today’s Topic: PPC & General Web Marketing

1. What does “content network” mean?

As it pertains to search engines and Pay Per Click (PPC) campaigns, “content network” describes the external network of websites into which the search engines can additionally serve your ads. With over 1 million websites on-board, Google’s network is the largest and therefore its content network ads are seen more often. Ads delivered by Google will be indicated by “Ads by Google” in the box surrounding the ad. As an example, go to the home page of The New York Times website and scroll all the way down to the bottom. You should see a small boxed ad that says “Ads by Google.”

Google’s network, once called “Google Content Network”, it is now known as the “Google Display Network,” and can be text, image, video, and rich media ad formats, but Google isn’t the only search engine with a content network. Combining forces in 2010, Bing and Yahoo also have a content network but theirs is far smaller and the only kind of ads it accepts are text ads.

2. What suggestions do you have for web marketing in another country?

This a very difficult question to answer as it’s so vague and there are so many particular criteria to consider, but I would still recommend search marketing—in both the native search engines as well as in Google.com. Don’t forget email marketing, which is still very effective. If the product or service is consumer-oriented in nature and the country into which you’re trying to market has embraced social media, consider these tools in your plan. Also, most countries outside the U.S. have been using mobile devices for a lot longer, so mobile marketing & advertising might do well for you.

3. Do you have benchmarks for suggested Quality Scores? Any suggested for the initial score and for the one which is matured?

From Google: “The AdWords system calculates a ‘Quality Score’ for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A keyword’s Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC). A Quality Score is calculated every time your keyword matches a search query—that is, every time your keyword has the potential to trigger an ad.”

Because of the multiple factors stated above, it wouldn’t be appropriate to assume a ‘standard” Quality Score across all campaigns. The highest Quality Score is a 10; the lowest is a one. You can see representations of your keywords’ Quality Scores in three places within your AdWords account: your account statistics, the Keyword Analysis field, and your account reports. If you already have an AdWords campaign, you should log-in now and find out your score so you can benchmark your improvements against it. Brand new campaigns are not likely to have strong Quality Scores, but older campaigns do not mean higher score if they have not been optimized to earn it. You can learn more about Quality Scores here.

4. Great training, however, I now realize I have a lot more to learn. Do you have a training program for beginning web marketers?

Not at this current time, but if there’s enough interest, I could consider it. Please email me if this would be something you’d be interested in…and willing to pay for.

1 Comment »

As we know quality score is very important for campaign performance. Through this entity we can major our campaign performance. Some important tips to increase equality score:
1. Research and optimize keywords related to our business that have more traffic.
2. Use keyword in text ad and try to use it in title.
3. Optimize our landing page according to keyword.

Comment by karan — September 5, 2012 @ 2:38 am

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