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Sep
20

Fast PPC Management, Better Tighten Your Seat Belt

PPC Management

Rebranded from Google Boost to Google Express, saying it’s a faster and simpler way to start advertising online in less than five minutes. Google Boost was originally launched October 2010, aimed at local businesses that aren’t familiar with the usual AdWords Campaign management system.

Claiming that businesses can create effective campaigns in a few minutes; and now making it even easier for advertisers to sign up for AdWords Express with Google Places combined
Google makes the set up for Google Express simpler than using the standard AdWords management system; using automated processes to manage the PPC (Pay Per Click) keywords and bidding, based on information entered for your ad, company, location, and budget. Combining Google Places and AdWords Express, it provides an opportunity for Google to easily enable local advertisers to advertise during local searches such as those that include place names like a town or city.
Be cautious however Google determines what keywords to deliver your ad based on the categories you select for your company. The broader the category the more clicks you are likely to accrue and therefore costs. Keywords related can be broadly matched and you could end up spending a lot of money on unwanted clicks.
Using the full version of the AdWords system, will enable a much more specific allocation of advertising budget, including being able to specify what search terms you don’t want your ads triggered for.  
Using broad matches based on a category as applied by an automated system could mean your targeting broader searches related to your chosen categories, including products you don’t offer.  Another issue would be that an automated system will not be able to adjust your bidding based on your return, if for instance you get a lower return for some products and higher for others.
A high search volume for a low return or a non stocked product will mean lots of clicks; perhaps taking a large slice of your advertising spends, but for little or no return on investment.

 

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