Posts Tagged ‘Google’
How Google’s Pay Per Click Ad Auction Works
Google’s Adwords system is an excellent way to get your business on the first page of the search results without spending months on SEO to get there. Instead, your ad is displayed on the top and right side of the page, and you pay a fee every time someone clicks your ad.
One of the first questions people ask me when discussing Pay Per Click Advertising, is “How much does each click cost?” The fact is, there is no way of knowing until you start running ads. There are many factors determining cost per click, not the least of which is the number of advertisers bidding on those keywords.
Google’s Adwords is based on an auction. You are in a bidding competition with other advertisers for the ad positions available on the page. Basically, the highest bids get the highest positions, but not always. It’s a little more complicated than that, but rather than me try to explain it, I’ll leave it to Hal Varian, Google’s chief economist, who does an excellent job of breaking it down for you in this video.
Marketing Your Business During a Recession
There’s a very interesting post on the Google Retail Blog about segmenting consumers based on their psychological reaction to the current recession rather than the usual demographic segmentation most marketers use. I got a lot out of it so I thought I would share it with you. It may help you understand how to market your business both online and offline during this recession.
Under normal economic conditions, you may look at demographics to decide how to market your products. Things like age, gender, and interests may all play a roll in guiding our marketing efforts. However, the recession is front and center in everyone’s mind and is probably the biggest factor consumers consider before making any buying decision.
The post author breaks consumers into 4 segments based off their current economic situation and emotional reaction to the recession and gives you a glimpse into their mindset and even tells you how to target each segment.
I encourage you to read the article and think about how you can apply it to your marketing efforts. I got a lot out of it and I’m sure you will too.