Rocco Alberto Baldassarre
Cost-per-click (CPC) bidding is when you set an utmost cost you’re willing to pay for someone clicking on your ads. This bidding method necessitates you to shell out only when a viewer is interested enough to click your ad and learn more. This is excellent for direct response goals.
Cost-per-thousand impressions (CPM) is when you pay for every set of a thousand impressions of your ad rather than dspurseing for the amount of clicks that you get. CPM bidding is most excellent for brand awareness rather than straight response or driving traffic to your website.
Cost-per-acquisition (CPA) bidding, available through AdWords Conversion Optimizer, lets you to place how much you want to pay per conversion by specifying either a Maximum CPA or a Target CPA for each ad group. Then Conversion Optimizer finds you the most probable conversions for your budget within your max or target CPA. This is a excellent choice if your goal is conversions.
Enhanced cost-per-click (ECPC) is a bidding element that increases your bid for clicks that seem more probable to lead to a conversion. This is a combination of CPA and CPC bidding. You still set CPC bids, but then AdWords will increase your bids if it feels the click is more likely to lead to a conversion.
Bidding on the display network
Keywords are the most frequent technique for targeting in the Google Display Network. In a keyword-driven display campaign, you can start with an adgroup bid and then tune up the bids for the placements that you have retrieved over time.
Keywords can be united with managed placements, subject targeting and viewers targeting to distill the targeting for those kinds of campaigns
AdWords budgets are normally set for each campaign, for every day. You place a daily budget for every one of your campaigns. This more often than not gets complex for the reason that most advertisers have numerous campaigns.
Quality Score, Bid and Ad Rank
Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. The Quality Score for Ad Rank on Google and the search network is determined by:
The historical click through rate (CTR) of the keyword and the matched ad on Google; if the ad is appearing on a search network page, its click through rate on that search network partner is also considered. Your account history, which is measured by the click through rate of all the ads and keywords in your account
- Your landing page optimization
- The relevance of the keyword to the ads in its ad group
- The relevance of the keyword and the matched ad to the search query
- Your account’s performance in the geographical region where the ad will be exposed
- Some other factors
The bid is also influencing the Ad Rank thanks to its "power" to multiply the effect of a good quality score. The Ad Rank is calculated multiplying the quality score to the bid so the higher your bid is the higher the your Ad Rank will be.