Pay Per Click Reference

I get various questions about pay per click (PPC) ads and this page is a collection of those questions and their answers. If you have a question, feel free to send it to faq@payperclickreference.com.

Questions

• My PPC ads are generating clicks, but I'm not getting the conversions I want. What's the problem?
• Is a low click thru rate always bad?
• Is there a thumb rule for what my click thru rate should be?
• What is the most cost effective pay per click ad ranking?
• Do you recommend using the same keywords and ads across multiple pay per click services?
• Can I see my competitor's bids?
• How can I see what keywords my competitors are using?
• Are conversions included in the Google's algorithm for quality score?
• Do you recommend using Google's AdWords Editor?
• Sometimes I see PPC ads above the primary (organic) search results. How do I put my ad there?
• Does it matter if I use capitalization in my keywords?
• How can I find out what Google thinks of my landing page?
• Why can't I see my pay per click ad?

Answers

Question: My PPC ads are generating clicks, but I'm not getting the conversions I want. What's the problem?
Answer: Once the visitor clicks on your ad, it’s the job of your website to turn the click into a conversion. In most cases, improving the pay per click ad’s landing page will do the trick. Make sure your landing page is relevant to your pay per click ad’s keywords and copy. Don’t send the visitor to your home page only to force them to click on a couple of links to get to the information you were advertising. For more help with your landing page, visit Improve Your Conversion Rate.

Question: Is a low click thru rate (CTR) always bad?
Answer: No. Here’s an example. Assume you have a product/service that is most often described in very general terms. Unfortunately for you, these general terms can also apply to several other products/services that are not even in your industry or indirectly related. In this scenario, you have to continue to display your pay per click ad because the keyword describes your product. What you want to do is write your ad copy so it specifically describes your product/service. This will discourage visitors from clicking on your ad if they are not looking for it, but also be a confirmation for those who are. This will result in a lower click thru rate but a more cost effective pay per click ad. For more help with your CTR, visit Improve Your Click Through Rate

Question: Is there a thumb rule for what my click thru rate should be?
Answer: The answer is yes and no, however it doesn't matter in the end. For the "yes" answer, most people would like to see a click thru rate of 6% or higher but that does not mean it is possible for the keywords they are advertising with. The "no" side of the equation means it is relative. For example, let's say ten advertisers have created pay per click ads for a specific keyword. If all of those pay per click ads have click thru rates ranging from 1% - 3% then 3% is an excellent click thru rate. A good click thru rate is one that is better than all other competing pay per click ads. This is proven by the ads Google displays above the primary search results. Google only chooses the ads provide good results to its users and CTR is included in Google's calculation. I have seen pay per click ads with 1% - 2% click thru rates appear in this area and this is exactly where you would want your pay per click ad to appear in Google results. This also proves that it doesn't matter because someone else's CTR does you no good unless they are advertising the same exact keywords. If you are not satisified with your CTR, visit Improve Your Click Thru Rate.

Question: What is the most cost effective pay per click ad ranking?
Answer: We have discovered the most cost effective ad position is #3 or #4. Either of these ad rankings will put your pay per click ad above the page scroll and within the user's first glance. When a user is quickly scanning the ads they will review the first few pay per click ads. If the advertiser has a well written ad, they can convince the user to click on their PPC ad first.

Question: Do you recommend using the same keywords and ads across multiple pay per click services?
Answer: While it is a good idea when you are starting out with a new pay per click service, keep in mind not all services are the same. They have different ad text restrictions, ad ranking rules, and exposure. Even though your pay per click ads may be well tested and tweaked on another service, monitor your ads on the new service as you would if it is your only pay per click service.

Question: Can I see my competitor's bids?
Answer: No. At one time, it was possible to look at the top 3 pay per click bids for a keyword on Yahoo!. Using this tool while reviewing the pay per click ads displayed in a Yahoo! search for the same keywords, you could find out what they were bidding. However, Yahoo! removed this tool with the most recent version of their PPC service.

Question: How can I see what keywords my competitors are using?
Answer: If your competitors know what they are doing with their pay per click ads, you can figure out what keywords they are using. Take a look at their landing pages. If they have done their job, then their landing pages should be covered by their keywords. Now, you may have some trouble locating their landing pages.

Question: Are conversions included in the Google's algorithm for quality score?
Answer: No, but any improvements you can make to your landing page so it is more useful will positively affect your quality score.

Question: Do you recommend using Google's AdWords Editor?
Answer: Yes. There are several benefits using Google's AdWords Editor to manage your AdWords pay per click ads. One, you can work offline which can be very convenient for those advertisers who have a laptop. If you are very busy, then you work whenever and whereever you can. Two, when an advertiser has to create or manage a large pay per click campaign using Google's free software can allow you to move a lot faster. The copy and paste feature is worth using the AdWords Editor by itself. Three, you can make bulk changes to all of your pay per click ads at once. There are several other reasons, but I recommend you just try it out. You can download AdWords Editor for free.

Question: Sometimes I see PPC ads above the primary (organic) search results. How do I put my ad there?
Answer: When the search engine thinks an advertiser's bid is high enough and their ad is relevant, the search engine will display pay per click ads above the traditional search results. Sometimes you will see two ads and other times there will be three. These are the first ad positions on the page. So if you see two pay per click ads displayed above the organice search results and your ad is the first one in the right column, then your ad ranking is #3. There are no rules on how to place your pay per click ad in this coveted area. You need a good bid, relevant ad copy and a proven click through rate.

Question: Does it matter if I use capitalization in my keywords?
Answer: No. Capitalization within your keywords will have no effect in how your pay per click ad is triggered.

Question: How can I find out what Google thinks of my landing page?
Answer: Google uses spiders or bots to crawl your landing pages just like they do for their organic search results. What Google finds on your landing page will influence your quality score. If you want to get a better idea of what Google sees you should use their External Keyword Tool. You are not required to have an AdWords account to use it. Click on the "Site-Related Keywords" tab and enter the URL of your landing page. The tool will return all of the keywords it finds on your page and this can help you to understand how relevant Google thinks your landing page is.

Question: Why can't I see my pay per click ad?
Answer: There are several reasons why you are not able to see you PPC ad. Here are some of the reasons.

• Your credit card information is incorrect or absent
• You have not refreshed your browser
• Your pay per click ad is not on the first page of search results
• Your daily budget has been spent or is too low
• Your PPC ad's maximum CPC is higher than your daily budget
• You have targeted your pay per click ad for a geographic region and you are trying to view it from outside of that region
• The keyword you are searching by has been deleted or is inactive for your PPC ad
• Your pay per click ad has been disapproved
• And specific to Google AdWords...
• Your campaign has ended, been paused or deleted
• Your pay per click ad is set only to appear on Google's Content Network