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AdWords does not charge per click

is true that you pay a cost per click, but in fact AdWords are paying for impressions. And once you realize there are a number of important implications.

Let's start

Historically, advertising has been paid by diffusion, not effectiveness. If you want to go out in a newspaper, were paying for their millions. If you want to go out on the radio, according to the number of listeners.

In Internet the same, so for every 100,000 impressions. But as advertisers with limited budgets who we are, what we asked the media was: "I can pay only if the ad works?" (To which, the media responded with a grin because he was biting my tongue).
AdWords
But then came and surprised everyone with his magic formula: your ad appears, a thousand times, and if no one clicks, you will not charge. Only if there are visits (clicks), you pay X cents per unit.

"Great no? But it's not exactly true. Step into the shoes of the Lord AdWords: advertising space wasted on ads that do not generate revenue? Do you will risk your income depends on the ability of advertisers, whether known or not writing ads? Obviously, no.

AdWords charges you for PRINT

is, you're actually paying for the times your ad appears.

Exhibit A clear is that when the effectiveness of your ads down, you see the ominous message: "Rarely are shown (the ad) because the quality is low."

Looking

what this means, you say: "a high level of quality means that the trigger keyword ads on a higher position at a lower cost per click (CPC)." Translating

you're saying that for every 100,000 impressions your ad receives few clicks, Google enters little money and you can not waste visibility. Put ads from other companies that have better efficacy or that pay more per click (CPC). Your ad will

relegated to the banishment of the second page (where almost no one will see) or appear only in 1 of every 20 times someone searches your keywords.

Want definitive proof?

If you have an AdWords campaign running, look in the keyword panel next to the cost per click, where there is a blue icon that looks like a sperm.


you must click, you receive the simulator deals such as this image. I just did a campaign for a client in USA and I said that, the current cost of 1.25 € per click get 1,120 impressions. And if you go up to € 7.55 will get 7,280. True

that the American market is most competitive in the world, but look who is telling me I'm just announcing a small part of the total market! What if I want more coverage I have to pay dearly And I thought they paid for clicking!

Implications for your AdWords campaigns

1. If you are not over, it is normal that sooner or later the costs will go up without stopping or your campaign looks increasingly less
2. Only properly segmenting words and ads can improve the quality
3. If you compose better ads attract more clicks, you pay less per click and be seen more
times

You must be always happy to AdWords, or penalize you. With the media has to sleep with one eye open ...