At one time site promotion was a fairly straight forward affair. You signed up with one of the banner promotion services and made sure all you meta tags were correct and waited.
Then of course the greedy corporate internet giants became greedy and decided to make you bid for adverts that they placed on websites.
Most of these were PPC (pay per click) - now more commonly called CPC (cost per click) - and you were charged every time someone clicked on your banner. You are charged no matter if the person browsing bought, subscribed or whatever. Google will tell you that the ROI (return on investment) is good, for $1 you will get $8, but many people disagree with this.
The giant of these is Google Adwords, but there are problems.
- I am your rival and I want to upset your business
- Not very difficult and my own research shows the cost of getting someone to do this is very small. Let say you are paying 13p per click (or 13¢ if you prefer) and I really want to upset the apple cart. I will hire someone over a month to visit with your banner from a site showing it 50,000 times and click on the banner. Not difficult and automated stuff. So your cost would be £6,500 (or $6,500 if you prefer). And you get nothing for it whatsoever. Of course you can complain to Google who will investigate but if the villain knows what he is doing his IP (internet presence, where you come from) can be spoofed very easily indeed so it appears you have visits from all over the world. And the cost of such a hiding service? Around £5 per month.
- You need deep pockets
- Although you can set a maximum monthly spend it still is a major cost and you can only look at the dashboard and see the cost rising. Of course it is hoped your revenue increases but it is not guaranteed. I am aware of a company I did work for that hired a "marketing expert" which resulted in them getting a bill for over £20,000 in their first month with a sales increase of £500. Another firm paid a well knwn company £3,000 per month for a year without any real results. An analysis in the US showed that mid size businesses spent large amounts. Here are the figures from 2019:
CPC Rates on Google
- "We will get you to the top of Google"
- No they won't. Simple. Remember that. There are loads of factors and usually the top spots are paid and the amounts can be huge. Basically some of the big publishers buy this top slot and then go around local businesses saying they will get you to the top. They are making a profit, Google is making a profit. You are paying two companies before you start.
- The auction is designed to make profit
- When researching how much Google Ads cost, it’s essential to understand how the platform works. That’s because the design of Google’s auction system plays a role in your Google Ads cost and understanding this system can help you build a realistic budget for your campaigns. Google Ads utilizes an auction model to determine both ad placement and cost. An ad auction begins when a user searches for something on Google. If the search query matches up with keywords that advertisers are actively bidding on, eligible ads go to auction. Within the auction, ad placement and cost per click are determined by an advertisement’s Ad Rank. Your ad’s ad rank is based on two things – your maximum bid for that specific keyword, and your ad’s quality score.
- The quality score can be a nightmare
- If you are determined to walk the Google route then you must remember the QS (quality score). It is based on mysterious calculations. Before signing up for Google advertising you must understand these factors, which is a science itself. When you’re running pay-per-click (PPC) campaigns through Google AdWords, you want to make sure that you spend the least money to get the most customers. One of the ways to do that is by improving your AdWords quality score. As you improve the quality of your ads and the corresponding pages on your site, Google sees that you’re a quality, honest source of advertisements. That improves your quality score, which lowers the cost of your ads, saving you money and bringing in more potential customers. Your quality score is gauged on a scale of 1 to 10. It isn’t shown to Google’s users — it’s only seen by you and Google, but it still plays a pivotal role in any company running PPC campaigns in terms of cost. So if you want to run a good PPC campaign, you need a good quality score. Before you can improve your AdWords quality score, you have to know how it works. The AdWords quality score is a rating that is assigned to your company’s Google account. It represents your overall reliability and quality, which tells Google whether you’re trustworthy. Google’s quality score algorithm is based on two key factors (among others):
- CLICK-THROUGH RATE
- If people click your ads, it means your ads are relevant to their interests. That means the more clicks you get, the better quality score you’ll have. Clicks are important because they indicate that your ads are relevant to the people you’re targeting. That’s a reflection of a well-researched strategy and overall quality.
PAST CAMPAIGN PERFORMANCE
Google keeps a record of your past performance, and that’s factored into the quality score you receive. A good track record of honesty and quality gives you a better score. A poor record that includes deception or sneaky tactics will make your quality score lower.
Google uses more than two factors to determine your quality score. Those factors include a variety of relevancy and quality indicators that all play some part in your future PPC performance. Overall, the best thing you can do is just run honest, smart, and relevant PPC campaigns.