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Frequently Asked Questions
Google AdWords is Google’s pay-per-click (PPC) advertising platform that enables business to create ad campaigns on Google properties.
Google AdWords uses a paid search advertising model, in which users bid on the keywords they want to have trigger their sponsored ads. Your AdWords ads are then displayed alongside search results on Google when someone uses one of your keywords in their search query.
The prevalence of your advertisements appearing depends on which keywords and match types you select. Thoai Media offers a number of free keyword tools that can assist in your PPC keyword research, as well as informative, free white papers on topics such as AdWords match types.
While a number of factors determine a successful Google AdWords campaign, much can be achieved by focusing on:
Relevance – Crafting relevant AdWords keyword lists, tight AdWords keyword groups, and proper ad text.
Quality Score – Google’s rating of the quality and relevance of your keywords and PPC campaigns.
Relevance & Quality Score also play a role in the Google Display Network where AdSense technologies are used to figure out what ads to show on what pages through-out the Google display networks
Google’s AdWords Quality Score is a grading system that judges your ads and gives you a “score.” Having a good AdWords Quality Score is essential to a successful AdWords campaign.
Google’s quality rating has a powerful influence over the cost-effectiveness of your paid search campaigns, making it essential to have a good Quality Score in AdWords. Having a high Quality Score is a tremendous benefit to your AdWords campaign, as it provides you with:
Lower costs – Google rewards advertisers with high Quality Scores by lowering their cost per click (CPC), which can subsequently lower your cost per conversion.
More exposure – When you have high Quality Scores, your ads will display more often and in better positions. You can get more exposure, more clicks, and more conversions without having to raise your bids.
Your AdWords Quality Score is determined by several factors:
Relevance of ad copy to the keyword
Relevance of the ad to its corresponding landing page
The ad’s click-through rate (CTR)
Historical account performance
Other relevance and performance factors
A higher Quality Score equates to more impressions at lower costs, lowering your cost per click and cost per action.
Having a high Quality Score is key, but it can often be difficult to manage the varying factors that contribute to Quality Score single handedly. Thoai Media offers easy-to-use and expertly engineered PPC management software that is specifically designed to improve your Google AdWords Quality Score.
Click-through rate (CTR) measures the percentage of clicks advertisers receive on their ads per the number of impressions. “Impressions” refers to how often your ad is viewed-if your ad has a lot of impressions but no clicks, you will have a low CTR, which generally reduces the effectiveness of your campaigns.
Click-through rate is important because it affects your Quality Score, making a high CTR an essential component of a profitable AdWords campaign.
GoogleAdWords and other search marketing platforms offer pricing discounts for ads that have high relevance, providing searchers with the ads they want to find. GoogleAdWords gives high Quality Scores to advertisers with high AdWords click-through rates. In sum:
High click-through rates lead to high Quality Scores.
High Quality Scores allow you to improve or maintain ad position for lower costs.
Negative keywords serve as essential building blocks in establishing a successful keyword list.
Adding a negative keyword to your AdWords ad group or campaign ensures that your ad will not appear for search queries containing that term. Using negative keywords in your Google AdWords campaign is beneficial because they:
Google AdWords and other search marketing platforms offer pricing discounts for ads that have high relevance, providing searchers with the ads they want to find. Google AdWords gives high Quality Scores to advertisers with high AdWords click-through rates. In sum:
Filter Out Unwanted Ads – Creating a negative keyword ensures that your ad doesn’t show for that particular term.
Allow You to Reach the Most Appropriate Audience – By ensuring that only relevant queries trigger your ad, you are more likely to reach an audience that is likely to convert.
Reduce Cost per Click and Increase ROI – Don’t waste money on unwanted impressions and clicks from irrelevant searches that won’t convert to sales. Using negative keywords helps put a stop to wasted spend.
Finding negative keywords and adding them to your account can be a difficult and tedious process. Digging through AdWords search query reports is a slow, redundant process, and AdWords limits how much query data is visible to advertisers.
Thoai Media offers an innovative negative keyword tool that makes finding negative keywords easy. It’s also a proactive method of negative keyword discovery, enabling you to weed irrelevant keywords out of your campaigns before they can cost you a cent.
To learn more about how to use negative keywords, read our free white paper on negative keywords.
Having a well-crafted landing page is a big component of a good Google AdWords Quality Score. From the moment a prospective customer reaches your landing page, everything should be tailored to helping the customer find what they are searching for and assist them towards a conversion.
A successful landing page requires a number of different elements:
Keyword Segmentation – Different types of keywords should take visitors to different landing pages with their own customized offers.
Navigability – Users should be able to easily find what they are looking for and move around your site.
Compelling Offer – If your ad references special products, have those products be front and center on the landing page. You should give visitors a reason to stay.
Focused Page Content – Optimize each landing page by authoring page content around groups of relevant, narrowly focused keywords.
The better the landing page, the more conversions you are likely to achieve. Expertly designed landing pages have a powerful impact on both SEO and PPC marketing campaigns.
Organic Search Benefits: Keyword-relevant content results in higher rankings in the SERPs for the keywords you’re targeting, bringing more visibility and more traffic.
Pay-Per-Click Benefits: Keyword-specific AdWords landing pages are much more likely to earn strong Quality Scores and high conversion rates, as the landing pages will be more aligned with the searcher’s intent.
While a better optimized landing page will help increase conversion rates, depending on what you are trying to persuade visitors to do, what constitutes a “good” conversion rate will vary.
A “good” conversion rate depends on what the desired conversion is. Conversion rates will tend to be higher if visitors are asked to sign up with a simple form to receive something free. If visitors have to fill out a lengthy survey or provide credit card information, conversion rates will be lower. While conversions can range from 0-50%, 2% is quite common.
The following are a few valuable resources worth researching:
The following are a few valuable resources worth researching: