Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur télécharger pdf (Page 17)

Google’s ranking system rewards well-targeted, relevant ads, so you can’t be locked

out of the top position as you could be in the ranking system based solely on price.

What is the actual CPC paid? Now that we know the rank of each ad, we can

determine the actual CPC paid by the advertisers.

Advertiser B has a rank of 0.72 and has earned the  rst ad position. Google’s ad

discounter ensures that the CPC it must pay to maintain the  rst ad position is just

a penny more than what it would have to pay to achieve its next competitor’s rank,

or 0.65.

We know that rank equals CPC times CTR, and we simply solve for CPC, which is

37 cents. (Actual CPC = .65 / 1.8% + 1 cent = 37 cents.)

Because Advertiser A is the second and last advertiser in this example, they simply

pay the minimum CPC: 5¢.

Daily budget

You establish a maximum daily budget at the campaign level. The higher your

budget, the more frequently your ads will be shown for your keywords. Our ad

system suggests a daily spend level based on Google’s traf c history and the

maximum CPCs you speci ed for your keywords, although you may change this

spend level at any time.

Traf c and delivery  uctuate from day to day, and your actual daily spend will vary

as well. For a given day, your campaign may be under budget or up to 20 percent

over budget. If you are over budget, our ad system automatically evens out delivery

so that your actual daily average never exceeds your maximum daily budget.

Advertiser CTR

Rank

(Max CPC bid x CTR)

Ad Position

Advertiser A 65¢ 1.0%

0.65

(65¢ x 1.0%)

Advertiser B 40¢ 1.8%

0.72

(40¢ x 1.8%)

Max

CPC Bid

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Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur Page 17