When new venues for internet advertising go live, every online marketing firm and PPC company takes note. Just a few days ago, Google announced the launch of its AdWords for Video program which it claims places more ad control into the hands of small and medium-sized businesses (SMB). Putting its money where its mouth is, the company is also giving potential SMB clients an incentive in the form of over $50 million in account funds to new AdWords registers. Those companies that sign up for AdWords for Video will be working with a free $75 in ad credits from which to drive their PPC campaigns.

Of course, the prospect of free money and a strong marketing venue is sure to entice any company. In addition to the Google-fueled fiscal motivation, there is also an ease of use that comes with the new AdWords for Video system. Companies that already have existing videos in their YouTube channel can simply select these clips to become the video ad for their PPC campaign. Targeting an appropriate audience is also made surprisingly straightforward through the setup process. Google has also created a very simple step-by-step video guide for AdWords for Video to help get SMB owners started.

Getting the Most out of the new Video Advertising Program
Besides familiarizing themselves with the ins and outs of the system, SMB owners will also want to brush up on their pay per click knowledge and practices before committing any considerable effort to AdWords for Video. At its core, the new video marketing program operates similarly to existing PPC programs from networks such as Microsoft adCenter and Google AdWords proper. As such, there are a number of steps one should take prior to getting started:

  • Always take the time to seek out trending or popular keywords that may be relevant to your business. Knowing what terms your potential audience is looking for will help you improve your PPC’s click-through rate dramatically.
  • Determine what sort of budget you will be working with well before you set up your ad campaign. YouTube’s TrueView Pricing system ensures that you will only be paying cost per click when site users actually sit through the bulk of your video advertisement. This helps keep the cost of video PPC campaigning manageable.
  • Direct your efforts on the right networks. While Google for AdWords Video allows you to select the full range of websites and Google properties for your campaign, focusing your ads on fewer networks will keep costs down and ads consolidated. This means that you’ll show up more often to users on a particular network than if you simply selected all possible markets for maximum exposure.

While the new YouTube advertising system is still in its infancy, there’s plenty of potential already available for would-be PPC campaigners. Should any small business owners have any additional questions or would like some advice on their PPC efforts, I can be reached at jwersits@webimax.com.

Many business owners who are new to the world of online marketing often consider pay per click as their main channel of advertisement. As what is essentially the internet’s oldest form of direct marketing, PPC ads continue to be one of the most prevalent methods of inorganic link building. It certainly doesn’t hurt that every search engine website displays its own custom PPC ads on every SERP it shows. Although PPC usage remains constant across the web, the prominence of this popular marketing method is not even across all ad networks.

Recent reports indicate that paid search activity is up year after year yet still dwindling in some markets. According to an article from Search Engine Land, the first quarter of 2012 saw a 15% increase in PPC campaign activity for American companies. At the same time, Google’s cost-per-click rates have been following a downward trend that continues its decline from 2011. While Google’s CPCs are down another 5% from last year, the Yahoo-Bing adCenter network is up by nearly 20%. Google is quick to defend its low CPCs as not being indicative of the overall health of their company, but many SEO industry analysts are quick to claim otherwise.

The Cause of Google’s CPC Decline
Although the declining popularity of AdWords may make some business owners question their PPC relevance, the fact is there’s no concrete reason to doubt the effectiveness of a Google ad. Even though Microsoft continues to push its own search engine along with its advertising partnership with Yahoo, Google still remains at the top of its game when it comes to user activity – especially on mobile platforms. Some SEO experts have seen the company’s recent CPC decline as being a result of businesses trying to go where the competition isn’t.

adCenter, being a relatively newer PPC network than Google AdWords, has a greater draw to it due to the relative lack of market saturation. This isn’t to say that Bing’s PPC results will yield dramatically better results than those ads hosted on Google’s SERPs. Rather, the chance of securing better conversion rates when using adCenter is slightly higher for certain search terms. Of course, regardless of whatever network you go with for your PPC campaign, nothing beats having a strong keyword.

The Best Outcome with any Ad Network
If business owners want to run a pay per click campaign that gets the results they want, they need to implement excellent PPC behaviors instead of fretting over which network they should pick. In particular, there are a few choice guidelines to live by when it comes to solid cost-per-click campaign management.

  • Research your campaign keyword thoroughly. An excellent selected keyword is one that is not too broad so as to get overshadowed by other ads but also not needlessly specific either. Always consider using negative keywords to help narrow your focused campaign term for best results.
  • Determine the budget of your PPC campaign prior to getting involved with the keyword-bidding process. If you find that the search term you want to use is out of your reach, decide whether or not it’s worth it to simply select a term that is lower ranked.
  • Choose an appropriate platform for your PPC ads. As I mentioned before, Google AdWords carry more weight on mobile devices that Microsoft adCenter. If you feel that the good or service you provide would appeal more to a mobile market (ie. cell phone covers, rechargeable batteries), then choose what you feel your ad network based on that.

As always, I encourage our blog’s readers to reach out to us and contact us with any questions they may have regarding PPC ads. We have extensive resources regarding PPC management along with other various PPC services. I can also be emailed directly at jwersits@webimax.com.