Key PPC Networks - Google AdWords Overview: Google joined the paid search provider by launching Google AdWords in 2000. They display the AdWords results at the top and right hand side of their results pages and they also provide results to partner sites such as AOL and Ask Jeeves. How it works: Google AdWords results are ranked in a slightly different way to those on Yahoo! Search Marketing and Miva. They decide position ranking based on your bid price multiplied by your click through rate (CTR): Bid CTR Google revenue per 100 searches Advertiser A Advertiser B 20p 40p 3% 1% 60p 40p Google ranks the results by the final column on the right. Therefore, although Advertiser A is paying less than Advertiser B, they will still achieve position number 1. Google has recently added another factor to their ranking for AdWords. They now also analyse the destination page following a click and score it in terms of relevance. This is then used as an additional factor in the CPC x CTR equation, although the exact details of this remain unpublished. They key to success with Google is to ensure that the creatives are as optimised as possible to achieve a higher CTR, as the higher an advertiser’s CTR the lower cost per click they will have to pay to maintain their position. Google also offers Contextual Advertising or Content Targeting. By signing up with Google you will now be featured in their Contextual Advertising placements, however it is possible to opt out of this if you wish. Contextual Advertising means that an advert will be place against relevant content across Google’s partner network rather than as a result of a user search. These adverts are not displayed as a result of a search and in general, conversion on these adverts tends to be lower that the standard search engine adverts. It is highly recommended that these are tracked separately to monitor conversions.

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