Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur télécharger pdf (Page 16)

5. Determine your spend

You’re accustomed to negotiating a  xed price, setting an impression goal,

and linking those elements to your budget. Now you’ll achieve the same

objectives in a more precise way: by setting cost-per-click (CPC) and

specifying a daily maximum budget. It’s also important to understand how

click-through rate (CTR) affects your spend. With AdWords, you control all

of these: maximum CPC, ad performance (CTR), and maximum daily budget.

Maximum CPC bids

You establish a maximum cost-per-click (CPC) between 5 cents and $50

that you’re willing to pay for individual keywords or a group of them. You’ll

never pay more than this amount for each click, and will often pay less,

because Google’s automatic discounter ensures you never pay more than

1 cent above what’s needed to maintain your position. To help you, the

Google AdWords system recommends a maximum CPC that we estimate

will result in your ad being shown in the top position 90 percent of the time.

Based on Google’s traf c history and your max CPC bids, the AdWords Traf c

Estimator predicts how much you might pay per day. You’ll also see your

ad’s estimated position. If the Traf c Estimator predicts too many/few

clicks at too high/low a CPC to suit you, just change your maximum CPC.

Ad performance

Achieving a high CTR is important not just because it results in more visits

to your website. It also affects your spending, and a high CTR can save you

money. To see how CTR affects your costs, it’s important to understand how

ad ranking works.

How are ads ranked?

Rank (or position) = maximum CPC bid x CTR. The

higher your maximum CPC bid or CTR, the higher your ad’s position.

In the following example, Advertiser A’s max CPC bid is higher than

Advertiser B’s bid. However, B’s ad achieves a higher CTR than A’s (1.8%

versus 1.0%), which helps B achieve a higher rank. B earns the top position

on the page because its rank, at 0.72, is higher than A’s rank, at 0.65.

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Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur Page 16