Google AdWords, Part 2 [Internship]

As you read in the Google Adwords part one, pay per click (PPC) is one of the options Google offers as an advertising feature. However, PPC is not the only feature. Cost Per Impression (CPI) is another online advertising tool that Google offers. CPI usually is in the form of a banner ad on a website and advertisers pay for every time their ad is displayed. CPI is different from PPC because CPI is only when the ad is displayed on a website, not clicked like PPC. Cost Per Mille (CPM) is the most common marketing practice used on the internet. CPM advertising is the way a marketer can be more certain about the revenue they generate from their website traffic. When the amount paid for every thousand earning impressions served, this is said to be CPM or CPI.

Some of Google Adwords advanced features include location options. In the previous Google Adwords article, it talked about setting your location to make your ads visible to a certain area. Advanced location options allow a marketer to reach people viewing pages about your targeted location. This will help because you will not only be seen in just your targeted area anymore. The only catch is that this feature is only available for certain campaign types that have “all features”. The good news is that you can switch your campaign type whenever you like.

Google had recently been trying out a new feature called Google Email Subscription Ads. This allows companies to buy ads that automatically fill in a newsletter slot. This allows users to sign up more easily for email subscriptions or other free newsletters. A cool feature on this allows your Google email address to be displayed next to your ad.

A new revolutionizing feature that Google Adwords set up is calling Pay Per Call (PPC). Pay Per Call is simply the process of an advertiser paying the publisher every time their phone number is clicked off a Google search page. This is another good way a marketer can establish their advertisements and see how their PPC option really works.

Google offers many different features for businesses to choose from. Google Adwords is a great beneficial step for your business to take. The set up is easy, and Google is kind enough to show you a step by step process. Even though Google is testing out some features, it’s easy to see that they are thriving and will go into good use.

Read: Google AdWords Part 1



The content in this article is part of Digital Ethos’s Digital Media Education in the Higher Education Internship Program, the content was created by @KaylaMarzo, a Student at Suffolk County Community college, intern at Digital Ethos.


Pay Per Click v Pay Per ImpressionIn the world of social advertising, which is using Facebook, LinkedIn, Twitter, or Google Adwords, there is always the debate as to whether you should use the Pay-Per-Click (PPC) or Pay-Per-Impression (PPM) method of payment for your ads.

And, it is an excellent question with no certain answer.  But to help us decide, it is important to first know the difference between the two methods.

Pay-Per-Click (PPC)

PPC requires that you pay for every click on your advertising link, regardless of whether the person clicking the link purchases or takes the required action.  Most services implement an auction for the cost per click, usually ranging around $2.50 – $5.00 per click.

As for the different social networks, I have found that Facebook is the lowest in the PPC category and that LinkedIn tends towards to have a higher cost per click.  Google and Twitter tend to fall somewhere in the middle.

Pay-Per-Impression (PPM)

PPM is very similar to PPC, however, you will pay for each impression (usually based upon 1000 impressions) that your ad receives.  There needs to be no action taken by the person seeing the ad for there to be an associated cost.

Which should I use?

Over the years, I have found that each method is well served for specific tasks.  If you are looking to use an ad strictly for branding purposes, and want as many people to see the ad as possible, a PPM strategy is probably the way to go.  It will afford you the largest audience and most networks will optimize the number of times your ad will be seen by your target audience.  If you are requesting that potential customers take some action for some type of reward (Click here for a coupon), then I would suggest using the PPC method, as it will better serve your target audience.

Regardless of which method you choose to implement for your advertising campaign, it is important to realize that no social marketing campaign can operate on a “set it and forget it” schedule.  You need to make sure to optimize your ad for its click-through ratio as well as for the number of clicks v. the number of impressions to ensure that you are reaching your target audience.

Have you been advertising on social networks?  Which method works for you, PPC or PPM?  Any secrets to share?  Feel free to sound off in the comments.

Happy advertising!



The World of Pay-Per-Click/Pay-Per-Mille Advertising

Pay Per Click or Pay Per Impression?  Do You Know the Difference?

5 Steps to Pay Per Click Advertising That Works

A Day at Google New York & Seth Godin [OPINION]

Google started a pretty amazing program called “Google Engage for Agencies”, while it’s a great outreach program to help generate brand advocates that act as a sales team for low to no cost, it’s much more then that!

Google has generated a program that has done a few things, but I want to center on two, Content and Education!

1) Google Engage is a program that is producing content for Google.  Agencies are now telling stories for Google about Google and tying it directly into local communities! The Engage program has agencies and consultants that now have stories that tie back to their community, ones that give all the recognition to Google and the AdWords platform.

2) Google is flooding the market with the correct information and empowering agencies and consultants through education to provide the correct and effective services. In a time period where consumers distrust agencies and digital marketers (and they should) Google has decided to empower those that want to learn, want to provide value making it much harder for those that are not genuine to survive.

The Engage program has provided others, like myself with direct education and training. The information that I now have as a professional has been advanced by the support of Google, both in a distance education program and done in conjunction with Dale Carnegie trainers at Google.

I made a comment earlier that consumers distrust digital marketers and agencies and that “they should”. I stand by that statement, in fact,  I started blogging because of that very fact just a few years ago. Walk into a small business owner these days and don’t be surprised when you get a question like “what makes you different then the other 100 sales people before you” and it’s a great question, in fact if business owners and organizations had asked it sooner we wouldn’t have the distrust that the marketing industry has earned.

Google made a commitment to provide a service that they believed helps connect people on the web to solutions providers and services. That incredible tool has been defiled by digital marketing consultants and agencies. As Seth Godin has explained, marketing had it good until the illusion vanished. Out of fear and greed the economy was destroyed overnight by those that worked to game the system, be in PPC, SEO or just selling products, services and solutions that they didn’t care if it worked as long as they got paid.

Google had another great surprise for those of us in attendance, a LIVE Google Hangout with Seth Godin, “America’s Greatest Marketer as claimed by American Way Magazine. Seth’s presentation was excellent and while he did a great job sharing information with us, the Q&A was a treasure. Seth’s message is that success comes from being genuine and often takes a long time, in fact Seth admitted it took his blog three (3) years to gain traction.

A day at Google confirmed one thing, the world is full of fraud and the marketing industry has a disproportionate number of contributors. The bright note is that for those of us that take the time to genuinely try solve problems and not just generate sales or revenue, we can and will be successful. In this case, Google is genuine about wanting to connect people with what they are actually looking for, be it through organic search or paid search. Google is acting like a leader, providing the right and accurate resources to the community. The Google Engage program is just one of the resources that Google has invested in to empower the professionals that are trying to do the right thing by their clients, customers and business.

In the end, Google was impressive at every turn. Google New York had Food, Fun and Value! The information was only surpassed by their commitment and methods to deliver it! A methodology that I feel is worth any successful business or corporation pursuing.

Google AdWords: Call Metrics & Click to Call

Since Dec. 2010, Google has allowed placement of phone numbers in AdWords text body.  Their rational was that most people seeing the ad know they are one click away from the advertiser’s site, where they can find all the information without bothering anyone. They thought people would be unlikely to call instead of clicking the mouse.

Others thought that displaying a local phone number, especially if it is  for location based services such as a dentist, have their own benefits.

Google realized they might be losing money, if people do call instead of clicking on the ad, so they’ve added Call Extensions. Those are types of ad extensions that allow advertisers to include additional information about their businesses and specials in their text ads. Call extensions works differently whether or not you’ve enabled Call Metrics.

Call metrics allows advertisers to track phone calls that come from the ad. This is done by generating a specific phone number for this specific ad. With the popularity of mobile gadgets there’s a growing benefit for advertisers to receive calls from mobile users. In this platform, calls generated, duration of the call and the area codes of the callers are noted so advertisers will have information about the location of the calls. The Call Metrics is free to use, but by setting it up the advertiser started paying for the calls as they did for the clicks.

There are metrics available to see how effective it is and how many people call instead of clicking. If you did enable Call Metrics, Google assigned a custom phone number to the ad and displays it on both desktop and mobile devices. Vanity numbers (which include letters and numbers) are also allowed.

But In July 2011, Google announced click-to-call enhancement in AdWords ads which will affect charges for the ad. All non-clickable numbers in the ads will be converted to a click-to-call numbers, and they will start to incur extra charges when the number is clicked.

If you didn’t enable Call Metrics, your phone number will appear as a clickable phone number for users of smartphones using Google search, voice search, Google mobile apps or Google maps.

If you are using Call Metrics, and you have a phone number in your ad text, only the newly clickable phone number in you ad text will show. That is done to reduce confusion for users not knowing which number to click.

If you would like your Call Extension number to display, you need to delete your phone number from your ad. You will receive an additional line of ad text. The phone number will still be displayed without the need to take up text space.

If you didn’t use Call Extension and you have a phone number in your ad, it will convert to click-to-call automatically. You don’t have to edit your ad to make the phone number clickable. But, if you want to maximize your ad space, you should consider using Call Extension  to free up more space. You will be charged for the calls either way.


Yext: Pay Per Action Advertising

Combining Internet advertising and local businesses is what Yext is all about. The company, founded in 2006 and operating out of New York City, offers local advertising technology to local businesses in the form of Pay-Per-Action phone calls, Yext Rep, and Yext Tags – a way to highlight listing on local sites.

With a seed money of $25,000, and 2 rounds of funding, one in 2008 ($3.5 million) and another in 2009 ($25 million), the site was launched in its present configuration in Sep, 2009. The company earned $20 million on 2009, their first year of operation.

Poised to replace Yellow Pages with online ads that result in phone calls instead of clicks, each ad has a tracking number that allows the company’s software to analyze the information. When a business signs up with them, Yext places their ads across the internet in local directories and search engines. Each customer gets his own inbox for calls, a transcript of every call and a full audio file that can be played back. When certain keywords appear in the conversation (they use speech recognition software licensed from IBM), the customer gets charged for it. Marketing calls, wrong numbers, job seekers and calls from outside the agreed geographical area are put in a junk folder and are not charged.

Yext has MapQuest, Yelp and Citysearch on board. In order to combat Google Places, which can prioritize listing the way they see fit for $25 a month, Yext launched Tags, which allows them to highlight your business in the lists. They also offer Reputation Management which enables you to stay informed about your business’s online reputation from one spot.


Small Business Solutions: Marchex

Marchex, a company out of Seattle Washington, is a call advertising and analyzing company, which caters to small businesses to help them in marketing and sales. Where are you listed? Have you optimized your listing exposure? How accurate is the information?  Those are questions Marchex helps answer. They provide analytics that can compare your business to that of your competitors and give you a quick sentiment view.

Call Analytics

Unlock the DNA of your incoming calls – that is what Marchex is offering their clients. Since those who call a company are more likely to be interested in the products or services they offer, than those who just go to the website, it is an important step in understanding who are the callers and what they are after. Call Mining, using speech transcription and data mining technology, enables business owners analyze those phone conversations to detect caller intent, needs and pain points.

All this so the business owner can optimize his/her marketing campaigns and turn calls into sales. Marchex will watch for keywords and phrases and will show the business owner which ones converted to sales and those who didn’t. By comparing this information, the business owner can determine the channels and ads that are driving the highest number of calls, it can give him/her insight into what the customers really want, how they reacted to certain words and adjust the campaign or sale pitch accordingly.

Marchex customers create a list of topics they want to follow. The data they get from the company shows them how those keywords were used; what topics were discussed, who said what, etc.

Local Leads

Marchex creates, manage sand optimizes advertisement and presence in the major search engines and other online and mobile sources, including their own local websites and directories.

Pay-For-Call/ Pay-Per-click

Another service that Marchex offers to small and medium business owners is called Pay-for-Call Exchange, a performance based call advertising products. The business owner pays only for those calls that ended in a sale. Marchex customers can get expert’s advice, help with strategy, site selection, ad creating, bid pricing and optimization.

Reputation management

Marchex gives small businesses a simple way to manage and improve their online reputation. From over 8,000 online sources, including blogs, microblogs, forums and local searches, they deliver analysis that helps the business owner see and maintain good reputation.

Marchex is even being used by ATT, for more see the following blog.


Digital Media Monthly

Text - DIGITALETHOS to 22828 to sign up!