Make a Choice: Direct Response Advertising vs Branding

In order to make your Google Adwords advertising campaign successful, there are two main approaches, which you should choose from. It’s a branding or a direct response advertising. In this article we’d like to compare them both and to find out, what characterizes each one of them.

So, let’s start with branding. It’s a simple promoting the brand of your company, in order to make it more familiar and more popular among the customers. Branding technique is quite different from the DRA. It makes an accent on the number of people, seeing your brand. That’s why Google Adwords has such a value, as ‘Impressions’. It indicates, how many times users have seen your ads. No need to say, that branding is better for the products and companies, which are aimed on the long-term goals. The number of conversions from this ads play a second role.

Another strategy, which is used by the business, in order to promote products and services, is the direct response advertising (or simply the ‘DRA’). It uses other instruments, than the branding does. Actually, it has also another aim – not to show your branding name to the people, but to sell something. Of course, the ways to control these actions are different as well. For the DRA Adwords has such metricks, as conversions. They track the number of orders/signups/sells, which is gained with the particular campaign.

A choice of the strategy to use depends on the aim you have, running the campaign.

4 ways to pay less per click

In the previous article we’ve already posted the list of the factors, which influence your Adwords cost-per-click. In this post we’d like to list some advices on how to decrease your CPC and, by the way, how to pay less for your advertising with Google.

1.Keep your eyes on a ‘Quality score’. It’s a value, which shows the level of relevancy between your landing page and the keywords you set in your campaign. The higher your Quality score is – the less you pay. That’s why it’s better for you to customize your landing page, adding some relevant keywords on it.

2.Create two ads in each ad group, in order to test them. Testing is everything, when we are talking about advertising. That’s why people, who are familiar with Adwords and the principles of its work, assure, that two ads are necessary, if you want to detect the one, which is more successful. Besides, such a technique leads to improving your CTR. It automatically decreases the price you pay for the clicks.

3.Lower your maxbids. There is even such a strategy, which is based on lowering the maxbid and watching your ads ranking position. If your ads is still present in the SERP, you can lower the maximum price you are ready to pay for the click.

4.Avoid competition among your ads. It may happen, when you run two same ads with long tail keywords and a short tail one. They may be shown over each other. So, check all of your ads and add negative keywords, if needed.

Factors, influencing your CPC

Running your Adwords campaign, you should pay attention to your cost-per-click – actually, the price, that is paid by you for each ads click you receive. For controlling it, you should also know the factors, which influence your CPC. In this article we’d like to describe them, in order to prepare you for the successful campaign launch.

1.Competitivness. It’s the most influentual factor, which sets the price for your ads clicks. It’s also an obvious one: you should know, that some financial, legal or medical niches are more expensive to advertise, than, let’s say, the ‘free downloads’ one.

2.Ranking of your ads is another factor, which you should worry about. Being placed on the first position costs more, than displaying on the last one.

3.CTR (a click-through-rate) is a value, that shows the effectiveness of your ads. The higher it is – the more attractive your ads is for user. So, you should do your best to get it as higher as possible.

4.Quality score is a summarized value of CTR, ad relevance and the relevancy of your landing page. It’s calculated by Google in order to rank your ads and the ads of your competitors.

5.Advertising history. There are no any documented facts, but some people, who have a great experience with Adwords claim that your average cost per click depends on the age of your advertising account and on your previous campaigns.

Surely, there are some other factors, like your traffic settings,different user filters, etc. All of them influence the price you pay for the clicks as well.

Getting cheap clicks – a slow decreasing the price

Google Adwords uses an auction-based principle for providing its clients with clicks. It means, that if you pay more – you get more. Your ad gets the first places in SERP and, as a result, you waste too much money for. In this article we’d like to tell you the way you can save some money on your Adwords campaign with minimum efforts.

First of all, let’s describe the way you start your ads campaign. You set the keyword, the title and description for your ads; you provide the system with the URL of your website, set some additional options (like the time of the day when your ads will be shown, its frequency and so on). After this your time to make bids comes. How much should you bid?

The experts claim that it’s a good idea to bid the recommended price from the very beginning. It will allow you putting your ads on the first places in SERP. However, you should make sure in this, looking the search page by yourself.

The next step is decreasing the price. You should do it slowly, checking the position of your ads each time you make any changes. For example, if your ‘top’ position costs $3, you should set $2.8, $2.7, $2.6 and so on each small period of time. Of course, you should check, if your ads is still there.

Finally, when you see how it has gone, you should stop decreasing the click price – it’s the minimum price you can pay for.