Cost Per Action

Cost Per Action

Cost per action, or CPA – sometimes referred to as cost per acquisition – is a metric that measures how much your business pays in order to attain a conversion. Generally, your CPA will be higher than your cost per click or CPC, because not everyone who clicks your ad will go on to...

What Is Quality Score? (QS)

What Is Quality Score? (QS)

Quality Score is Google’s rating of the quality and relevance of both keywords and PPC ads. It is used to determine your cost per click and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your QS depends on multiple facts, including: Your click-through rate (CTR) The relevance...

Managing Your PPC Campaigns

Managing Your PPC Campaigns

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analysing the performance of your account and making the following adjustments to optimise your campaigns. Add...

PPC Keyword Research

PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also VERY important. Your entire PPC campaign is built around your chosen keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign you are probably...

Minimising Your PPC Costs

Minimising Your PPC Costs

Pay-per-click advertising is one of the most powerful tools available for online marketers, giving companies of all sizes an opportunity to reach their audience quickly and efficiently, whatever their budget. The accessibility of PPC makes it easy for anyone to run their own campaigns, but costs can quickly mount if you don’t follow best...