Of the many advantages of AdWords is one extremely powerful, do not come to light until used: how AdWords advertising lets you "conventional".
Yes, mass advertising, the unsolicited, the intrusive, but that AdWords works in a special way to work.
But before we see the problem with that "traditional advertising" on the Internet.
conventional working
Say you've developed a new application for the iphone, and as new, no one is looking for on Google. In this case
out sponsored links in Google with search words such as "iphone" does not make much sense, because you might be looking to buy the device, not an application.
But sure there are hundreds of websites that are being visited by iphone users. All you have to do is hang your ad in front of their eyes.
The problem comes when you negotiate Advertising on a site: in 99% of cases give you a fee of 250 € per 100,000 impressions. You think,
- "What if no one clicks?"
To which the owner of the website answers:
- "Not my problem"
And you will mentally add the distrust that these 100,000 impressions actually occur.
Ultimately, a negotiation where both parties have competing interests with a probability of agreement uncertain.
unconventional solution
Google found a solution to the dilemma. They are content campaigns. They are ads that are inserted in their AdSense network pages web, formed by hundreds or thousands only in Spain and here comes the first difference, PAY PER CLICK, not impressions.
That is, if the campaign does not work, it costs you nothing.
But you're interested to work, and Google too, do not get paid. And here comes the second difference: ADWORDS DECIDE THE WEBS for you, you just have to tell you what your keywords. From here begins a process of trial and error that moves throughout its network of Adsense Websites, jumping from one to another looking for the best locations for your ads.
If the application for the iphone, start by inserting your ad on websites that talk about "iphone", regardless of the theme of the web, or whether it is a portal with 100,000 hits a day or a niche blog with 100 visitors. Once tried this test with words like "Apple" and "Mac", which will jump to other sites. Then with "smartphones", "mobile devices", "mobile games", "Steve Jobs", etc., Etc.
When you encounter sites where the click rate is high, will stay there and make the announcement again and again. When one click, go with the ad to find new walls to hang it. Decides
better than you
The system works so well that when you mount a campaign placements, ie a content campaign where you choose the websites in which you want to appear, usually the result is often worse.
To sample, the example of the principle, two contextual advertising campaigns, one in the hands of Adwords (the "content") and the other choosing the websites (the "sites"):
Comparing Content with Sites: best CTR, more than 10 times the dissemination of the ads (impressions) and more than 20 times the visits.
interests of the advertiser and media agency aligned. And it looked like before Google was all invented in advertising ...
