Google Search Engine

Google: We Read Contents Within Figure Tag But No Special TreatmentJuly 10, 2018

Google: Many 5xx Errors Can Slow CrawlingJuly 10, 2018

Google: Provide Consistent & Clear URL RewritingJuly 10, 2018

Available For All: Google Search Console URL Inspection ToolJuly 10, 2018

Its Live: Google Speed Update Now Rolling OutJuly 9, 2018

Google Publisher Knowledge Graph Cards: Writes About, Awards & MoreJuly 9, 2018

Unwanted Video Showing In Google Search Results?July 9, 2018

Chrome DevTools Sensors To Check Regional Google Search ResultsJuly 9, 2018

Tell Google About Your Large & Medium Site MovesJuly 9, 2018

Wired On Keyword Or Data Voids In Google Search, The Evil UnicornJuly 6, 2018

SEO Challenge Google Assistant QuizJuly 6, 2018

Google Stops Crawling AJAX Crawling Scheme For The Most PartJuly 6, 2018

Google Updates Their hreflang Official DocumentationJuly 6, 2018

July 2018 Google Webmaster ReportJuly 5, 2018

New Google Index Report Doesnt Show Blocked URLs From SitemapsJuly 5, 2018

Google 10 Years Later: Absolute Vs Relative URLs Doesnt Matter For SEOJuly 5, 2018

Google Cannot Process Verbatim & Custom Date Range SearchesJuly 5, 2018

Google My Business Insights Adds Queries & Keyword ReportJuly 5, 2018

Fourth of July Google & Bing Home Page For 2018July 4, 2018

Google Speed Update Clarification: Making A Fast Site Faster Wont Help Your RankingsJuly 3, 2018

Rumors Of A Google Search Algorithm Update Coming SoonJuly 3, 2018

Google Data Studio Gains 16-Months Of Search Analytics DataJuly 3, 2018

SEO Industry Mocks BuzzFeed Story On SEOs Buying Links At Popular Web SitesJuly 3, 2018

Googles Fourth of July Doodle Showcases Regional RecipesJuly 3, 2018

Google Tests Making URL In Search Results Snippets ClickableJuly 2, 2018

Google Poll: How Long Have You Been Using Google AdWords?July 2, 2018

Google: Self-Referential hreflang Is Good PracticeJuly 2, 2018

Google Maps Business Reviews Fraud Checking ToolJuly 2, 2018

Google My Business FAQs & Feedback On Agency DashboardJuly 2, 2018

Googles New Speed Update Works On Gradual Scale; Small Improvements MatterJune 29, 2018

Google: We Ignores Most Links Within Press ReleasesJune 29, 2018

Google: Providing APIs Wont Reduce Search Results ScrapingJune 29, 2018

Google: Google Analytics Wont Hurt Or Benefit Your Search RankingsJune 29, 2018

Disallowing Robots.txt In Robots.txt Doesnt Impact How Google Processes ItJune 29, 2018

Google Report: We Reduced Link Spam By Almost HalfJune 28, 2018

Some Google Knowledge Panels Looking More Like Featured Snippets?June 28, 2018

Googles Danny Sullivan Considers Writing A Google Guide to SearchJune 28, 2018

Google Snippet Shows Must Include When Query Doesnt MatchJune 28, 2018

Google AdWords Overview Page New Words & Ad Group Shift CardsJune 27, 2018

Google: Every URL Indexed Has A Canonical URL AssignedJune 27, 2018

Google On Expanding The Google Indexing APIJune 27, 2018

Google My Business Launches Subjective Attributes In InsightsJune 27, 2018

Google Rebrands AdWords To Google Ads After Almost 18 YearsJune 27, 2018

Google Releases Indexing API, Well Just For Job Posting URLsJune 26, 2018

Google Shows Dynamic Filters On Local Pack ResultsJune 26, 2018

Google Local Pack Your Past Visits FilterJune 26, 2018

Google Search Console URL Inspector Tool Is Still Rolling OutJune 26, 2018

Performance Card In Google My BusinessJune 26, 2018

Danny Sullivan Profiled In His New Role At Google By CNBCJune 25, 2018

Get Google Knowledge Panel VerificationJune 25, 2018

Google Updates and SERP Changes – July 2018

Court Rules Yelp Cant be Ordered to Remove Negative Reviews

The content atthe Search Engine Roundtableare the sole opinion of the authors and in no way reflect views of RustyBrick ®, Inc

Copyright © 1994-2018RustyBrick ®, Inc.Web DevelopmentAll Rights Reserved.

This work by Search Engine Roundtable is licensed under aCreative Commons Attribution 3.0 United States License.Creative Commons License

How Google and Facebook Have Taken Over thDigital Ad Industry

How Google and Facebook Have Taken Over the Digital Ad Industry

Worlds Most Admired Companies

How Google and Facebook Have Taken Over the Digital Ad Industry

Photograph by Chris JacksonGetty Images

The good news is that the digital-advertising industry is growing strongly, with revenues up sharply in 2016. The bad news? Virtually all of that growth is going to exactly two companies:Googleand Facebook.

The latest figures from the Interactive Advertising Bureaushow that the third quarterlast year was the biggest ever, with a total of $17.6 billion spent on digital ads. Thats a 20% increase from the same period a year earlier, thanks to growth in mobile and video. This growth reflects marketers trust in the internets power to connect with todays audiences, the IAB said.

If you look beneath the surface, however, it also reflects the fact that a majority of those audiences are controlled by Googleand Facebookand if anything, their control is accelerating.

Get Data Sheet, Fortunes technology newsletter.

Last year, Pivotal Research analyst Brian Wieserestimated thatdigital advertising revenue in 2015 also soared by 20% from the previous year to a record of $60 billion. Close to 65% of that went to Google and Facebook, he said, with the search giant taking $30 billion and Facebook taking $8 billion.

Smaller companies will continue to operate in the shadows of the industrys two dominant players, Wieser told investors in a research note at the time.

Halfway through last year, Jason Kint of the advertising trade group Digital Content Next looked at the total ad revenue booked by those two companies as a proportion of the overall industry, andfound that they accountedfor about 90% of all the growth in the business.

Last week, Kint updated those figures, and the picture they paint has become even more bleak. Based on the IABs numbers and public financial numbers from Google and Facebook, the two digital giants accounted for about 99% of the $2.9 billion in advertising growth in the third quarterwith Google making up about 54% of the total and Facebook about 45%, leaving just 1% for everyone else.

updated duopolys. new IAB data came out yesterday. easy to run vs earnings for goog and fb, its evident everyone else is zero sum /wolgdpfcxp

Jason Kint (@jason_kint)December 30, 2016

This duopoly control has had an increasing impact on the advertising-tech market as well, something that used to be a growth area both for publishers and for ad networks. According to a recent analysis by theFinancial Times, both the number of financing deals and the amount raised by ad-tech companieshas declined sharplyin the past year.

The number of ad-tech companies raising money dropped 17% last year compared with the year earlier, data from CBInsights shows, and the total volume of funding fell 33% to $2.2 billion from $3.2 billion, putting it back where it was in 2013.

Ad techs struggle as a sector is absolutely to do with the dominance of Facebook and Google, Balderton Capital venture partner Suranga Chandratillaketold the FT. Ultimately advertising is about selling attention, and if most of that attention is focused on Google and Facebook, then naturally they can monetize it. He added:

Even if you manage to build a sustainable advantage for a few years, how do you scale to compete with Google or Facebook? Thats why traditional adtech does feel dead from a venture perspective.

In a recent interview with ad industry veteran Jay Sears, Pivotals Wieser said the digital-media industryhas effectively becomea giant duopoly in which Google and Facebook win almost everything, advertisers have to play by their rules, and other media companies fight for the scraps.

New York-based venture investor Fred Wilson, meanwhile, predictedin a forecast for 2017that the ad:tech market will go the way of search, social, and mobile as investors and entrepreneurs concede that Google and Facebook have won and everyone else has lost. It will be nearly impossible to raise money for an online advertising business in 2017.

This is how modern political advertising works:

In the past, digital advertising may have been seen as an add-on or supplement to traditional advertising markets, but that is no longer the case. According to estimates from eMarketer, spending on digital ads in the U.S. will likely grow this year to the point where it islarger than the amount spenton television, the former Goliath of the industry.

Data on users and their preferences and behavior is the Holy Grail for most advertisers, and the reality is that Google and Facebook have orders of magnitude more data than their nearest competitors, and more ways to slice and dice it.

In the case of Facebook, the company has more than 1.5 billion usersfar more than any other single media business commandsand it tracks what they see and click on in ways that most media companies can only dream of. And that means advertisers will continue to work with them even when they admit that their data was wrong,as Facebook has several times.

Twitter and Snapchat are trying to compete on the same playing field as Google and Facebook, but both remain bit players so far. So is the future for media companies simply one of deciding which of two giant walled gardens they wish to build a majority of their business on, or pay rent to? For the moment, at least, that appears to be the case.

Sign up now to receive FORTUNEs best content, special offers, and much more.

Subscribe today and save 79% off the cover price.

Sign up now to receive FORTUNEs best content, special offers, and much more.

Worlds Most Admired Companies

© 2018 Time Inc. All Rights Reserved. Use of this site constitutes acceptance of ourTerms of UseandPrivacy PolicyYour California Privacy Rights).

Fortune may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.

Quotes delayed at least 15 minutes. Market data provided byInteractive Data. ETF and Mutual Fund data provided byMorningstar, Inc. Dow Jones Terms & Conditions:

How To Advertise on Google and Boost Your Small Business

Google advertising is a great marketing strategy for small business owners. You can show an ad for your business to people who are searching for your type of business at that very moment AND who are looking for businesses in your area. This type of targeting makes most small business owners want to advertise on Google.

Want free advertising right out of the gate? When you sign up with , you get a domain name, website, business email, AND $150 in free advertising with Google and Bing.Click herefor instruction on claiming your ad credit.

Google Adwordsis an online advertising service that allows businesses to have their ads run on Googles search results page. The ads look almost identical to the normal search results, with the only difference being the small word Ad in green. Google ads will show at the top and bottom of a search results page.

If you are interested in learning more about how to rank highly in the organic search results, read our7 steps to increasing Google page rank.

When a consumer searches for a term or phrase, Google will show the consumer relevant ads based on the keywords used in the search. Websites that want their ads to show on the results page bid on keywords that they believe people will use when looking for their type of business. For example, a plumber located in Atlanta might bid on the keywords plumbing atlanta, plumber, or broken toilet.

Depending on how much you bid compared to other plumbers in the area, your ad may show up on the results page when people search for the terms you bid on. In addition to how much you bid, Google also takes into account the relevance and quality of your ad and website. So even if you have the highest bid, the ad for your plumbing company will probably never show when someone searches flower store.

We will go into more detail below onhow Google determines which ads to showon the results page andhow much advertising on Google costs. If you want more help with Google advertising, you should look atAdzooma. They offer an easy and intuitive Google ad builder, a simple performance report dashboard, and insights to help you improve your ads.Click here to check it out.

There are three primary benefits to advertising on Google:

People searching Google are typically in the market for the keywords they are searching for. For example, if someone searches pizza nyc, it is not too presumptuous to assume they are looking for a pizza spot to eat lunch at later that day. Since you can set the geographical location that you want your ad to show, you can make sure only people in your area are seeing your ad. For example, you can tell Google to only have your ad show to people located in New York.

Compare this to advertising on Facebook. Even though you can show an ad for your restaurant to someone who is a known pizza enthusiast, you cant show it at the moment they are looking for a pizza restaurant. Instead, you are targeting them when theyre looking at pictures of their cousins golfing vacation. This is not as effective.

This is what makes advertising on Google so successful and unlike any other type of advertising. You are specifically targeting people that are in the market for your goods or services at the moment theyre seeing your ad. Not only that, you can target only people that are located in your area, which is a huge plus for local businesses.

Another enticing factor is that you only pay if your advertisement works. Since Google uses a pay-per-click advertising model, you only pay if someone is searching for the keyword you have bid on AND is interested enough in your ad to click on it.

You can set how much you are willing topay per clickon your ad and set a maximum daily budget. This differs from advertising in your local newspaper, which costs a standard price that is paid whether or not someone even looks at your ad.

Google AdWords has revolutionized the way advertising works by only making you pay when the user has taken an action to view your site. We will go into more detail abouthow much it coststo advertise later in the article.

With the AdWords dashboard you can track how many people see your ad, how many click on your ad, and how many take an action once on your website. That way, if you notice that a lot of people are clicking on your ad, but no one is buying anything once on your site, you know you need to edit either thelanding pageor the ad itself. By keeping a pulse on how your ad is doing, you can make any necessary adjustments quickly in order to have a successful ad campaign.

The tracking capabilities with advertising on Google is a huge plus for small businesses. Imagine you own a flower store and decide to buy a billboard advertisement. Unless a customer told you, there would be little to no information telling you if anyone came to your store because they saw the billboard. You would be making a big investment without really knowing if it was yielding a positive return.

With Google ads, you can track exactly how many people visited your site because they clicked on your ad. There is little risk since you can stop running an ad at any time if you notice that you are not getting the results you want. We will explore thebest ways to track your adsa little later in the article.

Google uses a combination of three primary factors to determine when an ad shows on the results page:

The bid is the price you are willing to pay for a click on your ad. You bid against other websites on keywords that you believe people search for if they are interested in your product. A flower store might bid on the terms roses cheap bouquet or wedding flowers.

Your ad needs to be relevant to the search being made in order to show on the search results page. If someone searches wedding flowers it wouldnt make sense for Google to show an ad for a nail salon. You want to make sure you have a lot of the same keywords that you are bidding on in the ad itself, so Google can tell your ad is relevant to the search.

When someone clicks on your ad, the landing page that they are sent to should have similar content as the ad itself and the keywords used in the search. If you own a salon and are advertising manicures, youll want to link directly to a page that has more information on manicures, instead of to the homepage which includes all of your services.

Bonus:Whats better than Google Advertising? Getting traffic from Google for free.Get our guideand learn how to rank on the first page!

Mobile and desktop ads on Google are very similar. They both display ads at the top and bottom of the search results page, and you bid on keywords the same way with both. Though some business owners overlook mobile, it is something you definitely want to think about when advertising on Google. More than half of Googles searches are done from mobile devices, and people searching on their phone often have local intent.

The key differences between desktop and mobile advertising are:

There is less space on a mobile device

, so you need to make sure your message is straight to the point.

People on their phones are on the go

, so you want to tailor your message depending on if its for desktop or mobile.

Below is an example of two ads for the same company with the first showing on mobile and the second showing on desktop. Notice that the mobile ad incorporates a click to call button so that people searching on their mobile devices can easily call for more information.

When setting up your account, you can decide whether you want your ad to show on desktop, mobile, or both. We suggest setting up separate campaigns for desktop and mobile in order to track how your ads perform across different devices. Depending on your type of business, you may want to focus your efforts on one over the other.

Antonella Pisani, CEO & Founder,Official Coupon Code

In pay per click advertising, you only pay if someone clicks on your ad. The cost per click of an ad depends on how much you bid on certain keywords. The cost ranges greatly depending on if you are in a market where a lot of other businesses are willing to pay a high price to rank on a certain keyword.

For example, if you are a realtor in a small town you might be able to bid less than $1 per click on a keyword and still have your ad show on Google. However, if you own a medical malpractice law firm in a big city, the cost per click will be much more expensive.

Learn more about the cost to advertise in our guide toGoogle advertising costs.

You can use Googles keyword planner to see how much the suggested bids are for your ad to show up when someone searches for specific keywords. However, instead of strictly focusing on the cost of advertising, you will also want to think about how much you stand to earn from advertising on Google, and whether this will yield a substantial profit for your business.

Example: the average suggested bid for keywords related to the term real estate providence is $1.50 which we can compare to the average bid of $30 for terms related to medical malpractice attorney providence. A malpractice firm might be thrilled to pay $30 for a click on their ad if 1 out of 10 clicks becomes a new client. Even though they are paying $300 for a new client, they will likely still profit from the ad at the end of the day.

We will go over thekeyword plannerin more detail later in the article.

The simple answer is to advertise on Bing. In many ways, Bing provides a very similar service to Google Adwords. The only big disadvantage of Bing is that there are fewer clicks available for purchase. As a result, many advertisers focus on Google Adwords and ignore Bing. The lower competition means less fierce bidding, which in turn lowers the cost per click. According to an article by Wordstream, Bing is typically 33.5% cheaper than Adwords for the same term.

Remember, signing up forBluehostwill include $150 in Google AND Bing advertising for free.Click here to get started.

Once youve chosen your hosting plan and domain fromBluehost, youre ready to try your first Google AdWords campaign with $150 in credit. Heres how to get started:

in the top left of your Bluehost dashboard (

make sure you are logged into Bluehost)

You need to spend $25 in Google AdWords to get the ad credit

Scroll down to the gray box that says

Create your first AdWords™ campaign

: Copy the code and click on the green button that appears labelled

In the next screen, enter an email address you want to use for your Google AdWords account and the URL of the website you want to advertise with Google

You can now create your first AdWords campaign and use your discount code (learnhow to set a budgetandhow to use Google AdWords)

After you create your campaign, you can enter the code received in step 4 in the

Enter you payment information, check the box next to

I agree to the AdWords terms and conditions

In order to setup your account and begin advertising on Google, all you need is an email address and a website. Follow along with the steps and set up your own accounthere.

The first step is setting your daily budget. A good starting point is $10 per day, but you can increase or decrease this amount once you have a better idea of what you will have to bid per keyword. Its not guaranteed that you will pay this amount every day (especially if no one is clicking your ad), but Google will make sure you wont exceed your budget.

A good way to set your budget is to first figure out what percentage of clicks will convert into sales.WordStream has a nice infographicthat shows a 2-5% average conversion rate for small businesses. If 5 out of 100 people that visit your website purchase your product, than you have a 5% conversion rate. You then have to decide how much you are willing to spend for each person to purchase your product. If you sell something that is $1,000 you are probably willing to pay more per click than someone with a $5 product if you both have a 5% conversion rate.

If youd like to get started for free, giveBingads a shot as well. They offer afree $100 credit when you spend $25, which is a great way to try out different terms to see what works before you start running paid campaigns on Google.

Google lets you decide what geographical location you want your ads to show in. This is important for local businesses because you can make sure that your ad only shows when people search for the keyword you are bidding on AND are within a specified distance from your business. This can save you money and increase your conversion rate. You can even target a certain radius from your zip code by hitting advanced search and choosing radius targeting.

Most small businesses use the Google Search Network for their ads

Google lets you choose between showing your ads exclusively on Googles search results page (search network), or also including Google content sites (display network). If you choose display network, your ad could show up on other sites, such as YouTube and Gmail. We suggest starting with the search network as this ensures that your ad only shows for people searching for your type of business. The types of products that small business owners provide tend to be more successful with this type of advertising.

Keywords are the terms or phrases that users enter into Google when they are using the search engine. When setting up your AdWords account, you can choose which keywords you want to trigger your ad. Google will suggest keywords for you to use based on your website and will also let you know how popular a keyword is. For example, when setting up an account for a pizza restaurant in Dallas, a suggested keyword is dallas restaurants, which gets 18,100 monthly searches.

Google has good suggestions, so you can definitely use those at first. If you are looking to add more keywords after you setup your account, Google has a useful resource in the Tools section of your AdWords account called Keyword Planner This will help you get ideas for other terms you could be using. For example, when I typed pizza dallas and then clicked Get Ideas, one of the suggested terms was pizza delivery in dallas which is a phrase I had not yet thought of using. Since Google has data on every search, you can see trends and common searches that you may not have realized were popular for your type of business.

Another good strategy is to focus on keywords with more than 2 words, also known as long-tail keywords. These will have less competition since they are more specific.

There are 4 different keyword matching options that you can choose from:

This is the default match type that your keywords are assigned and will reach the most extensive audience out of the options. This may seem like a positive thing, but since your ad is eligible to show when a search query includes any of your keywords in any order (including synonyms), your ad could be showing on searches that arent really relevant to your site. Since all keywords dont even have to be in the search query for the ad to show, if your search term is dallas restaurant your ad could show for pizza in dallas.

This option gives you a little more control than the broad match on who sees your ad because you can lock certain keywords into place. You just need to add a + in front of the word and that lets Google know that the search needs to include that word in order to trigger your ad. If your restaurant specializes in pizza and no other types of food, you may want to bid on the keyword +pizza in dallas so that your ad wont appear when someone searches dallas restaurant.

This option is next down the line of stricter control. With phrase match, search terms need to be in the same order as your keywords to trigger your ad, but there can be other words before or after the phrase. So if your keyword is dallas restaurant your ad wont appear when someone searches restaurant dallas, but could if someone searches best dallas restaurant. In order to indicate to Google that you want a phrase match, you will need to put quotation marks around the phrase.

This option works just like it sounds. In order for your ad to show, someone will have to search the exact keywords, in the same order, and with no other words before or after. So if you want to place an exact match on dallas restaurant your ad wont show for the search best dallas restaurant or restaurant in dallas. You need to put brackets around the phrase if you would like it to be an exact match (e.g. [dallas restaurant]).

Small business owners should use a combination of these matching types for their keywords.

If you notice that your ad is showing for a search query that is not really relevant to your site, you will want to take advantage of negative keywords. So if a keyword that youre bidding on is cheeseburger than you probably dont want people to click on your ad after searching for the popular song cheeseburger in paradise if you own a hamburger restaurant. In this case, you would add paradise as a negative keyword, and your ad wont show if someone includes that word in their search.

Collin J. Slattery, Founder,Taikun, Inc.

The bid is the amount you are willing to pay for a click on your ad. You are bidding on keywords against other websites in order for your ad to show on the results page when someone searches for that keyword. If a website has an equally relevant ad to the search being made and is willing to pay more per click, then their ad will show higher than yours or even instead of yours.

Use Googleskeyword plannerto find out how much you will need to bid. Below is a comparison of suggested relevant keywords and bids for the search pizza rochester and plumbing rochester in the keyword planner. As you can see, plumbing companies can expect to bid higher than pizza restaurants in the Rochester area.

Google AdWords dashboard for writing your ad

The final step is writing your ad. You will need to write two headlines and a description. You have a limited number of characters, so make sure your ad is concise and straight to the point.

How to Effectively Advertise on Google

You need to use the same keywords that you are bidding on are in your ad so that Google will be able to tell that the ad is relevant to the search.

If you are a local business, you want to consider using location terms in your search. If someone is searching for bbq dallas then your ad with the headline Best BBQ in Dallas will be more likely to show in the results and be highly relevant for the person looking for a restaurant in your area.

Clearly state who you are and what you offer

The user should know immediately what your business is and how you can help with what theyre looking for. If you own a store that offers many different products, make sure you are matching your ad to the keywords being searched.

Tell the user what makes your business unique

There are tons of results on the first page of a Google search. You need to tell them why they should choose your business. Are you more affordable, dependable, or reliable? Do you have awesome reviews and ratings? Share that information in your ad.

Users are more likely to click on an ad if they are being instructed on next steps. Examples of this are Call today for a free quote, or Enter zip to find store closest to you.

You may want to include an offer such as 20% off shoes today! or Free shipping!. Its understandable if you dont want to offer a discount on top of the advertising cost, but even a small offer can be the difference between attracting a new customer to your site, or having them click on the website next to yours.

Extensions show additional information about your business, such as your phone numbers, store rating or address, as links extending from your ad. Including extensions will increase the amount of space you take up on the results page, and they tend to have a high click through rates (both huge benefits). Plus there is no additional cost for including extensions.

A simple step you can take before writing your ads is to search for your type of business and see what type of ads come up. You dont want to copy other businesses ads exactly, but you can get an idea of what works and what is out there.

This ad hits a lot of the things on our checklist. It is packed with keywords, offers $40 off, boasts being open 24/7, highlights what they are best at, and has ad extensions that are tempting to click on. Next, take a look at this ad:

This ad is a little weaker because although it is clear that they are offering plumbing services in NYC, there are not many keywords, and nothing in the ad makes them stand out against the other ads listed.

Google gives you a certain amount of characters to use, and in most cases you want to take advantage of all possible characters. The bigger your ad, the more it will stand out and the more keywords you can use within your ad.

When writing ads targeting mobile devices, you want to think about everything we mentioned above. However, there are a couple of things that you will need to tweak for mobile:

Include click to call and click for directions

Enable these ad extensions so people can quickly contact or locate your business when they are on the go.

There is less space on mobile and people are looking at a smaller screen, so make sure your message is simple and straight to the point.

Make sure your landing pages are optimized for mobile, or theres a good chance Google wont let your mobile ads rank.

Heres an example of a good mobile ad. The ad extensions are straight to the point, the click to call button allows people to easily contact the firm, plus you can see how far it is from your current location.

An important aspect of advertising on Google is tracking how your ad is doing. When you are first starting, you should log into your account about once a week in order to make sure your ad is performing well.

Google will assign a quality score to each of your keywords based on:

Expected click-through rate How likely someone is to click on your ad after searching for the keyword.

Ad relevance How closely the keyword is related to your ad.

Landing page experience- How closely the keyword is related to the landing page your ad link to.

You can check the quality score of your keywords by clicking on the keywords tab on your account and adding the quality score column.

Google multiplies your quality score times your bid to determine what number your ad will rank. Therefore, if your quality score is 0.9 and your bid for the keyword is $1, you will rank higher than someone with a quality score of 0.4 that bids $2.

Ex: (0.9 x $1) = 0.9 (0.4 x $2) = 0.8

David Erickson, VP of Online Marketing,Karwoski & Courage

Quality scores let you know if your ads will rank high, but you can also check statistics on the ad to see how many people are seeing and clicking on your ad:

Impressions are counted each time your ad appears on the results page. You will want to take note of the number of impressions your ad gets because a low number of impressions is a red flag. If no one is seeing your ad, there is no chance of you getting business from that ad. If you notice a low number of impressions youll want to make sure your bid is competitive and that the keywords you chose to bid on match your ad and your landing page.

The click through rate on an ad is the number of clicks divided by the number of impressions. This percentage lets you know out of everyone that is seeing your ad, how many people are taking an action to click on it. Good click through rates vary by industry, but if your CTR is less than 1% you should reevaluate the text of your ad. Make sure the ad is enticing and give a compelling reason for someone to click on your ad in order to drive traffic to your website.

CPC is the total amount paid for your ads divided by the total number of clicks. This price lets you know what you are paying for someone to click on your ad. Determining if you have a good CPC depends on the rate at which people on your site typically convert into sales. If 1 out of every 100 people that go to your site becomes a customer, then your conversion rate is 1%. If your average cost per click is $2 then you are paying $200 to get a new customer. This is great news if a conversion means $1,000 in your pocket, but not so much if you will get $20 max from a customer. If you feel your CPC is too high, youll need to evaluate your landing page and ad to get more conversions.

You shouldnt expect to get a net positive ROI until youve refined your advertisements. Thats why starting out with afree $100 Bing credit when you spend $25can be a good way to experiment on the cheap before running paid campaigns on Google.

Just like how you wouldnt settle on the first pizza recipe you come across if you own a pizza restaurant, you also dont want to settle on the first ad that you write.

You should always have at least two ads running at once. You will want to change something in one of the ads and then test which one works best. Be careful to not change too many things at once, because than if an ad starts doing exponentially better, you wont know which change led to the better results.

Matthew de Noronha, Digital Marketing Specialist,Eastside Co.

You should also consistently clean your keyword list. Use Googles search term report to see what actual searches are triggering your ad. You can find this report in your account under the keyword tab by hitting the search terms button. If you notice that your ad is showing for keywords that are not relevant to your site, you will want to remove that keyword, add it as a negative keyword, or turn it into an exact match keyword.

For example, imagine you own an eyeglass store, and your ad is showing when someone searches wine glasses because one of your keywords is glasses. You will either want to add wine as a negative keyword, or you can make sure Google only matches your ad when someone searches the full phrase eye glasses.

Having a good set of keywords is key because you only want your ad showing to people that will find your businesses useful. Otherwise, you could be wasting money on unnecessary clicks.

After you get the hang of running your first Google ad, you will want to start running multiple campaigns at once. A campaign is a set of ad groups that all share a budget, location setting and device setting. So if you own a business that has two locations, you will want to have a separate campaign for each. Then you can use targeted keywords depending on which location the campaign is for.

Each campaign is made of different ad groups. Each ad group shares a list of keywords and should have a similar theme. Therefore if you own a home goods store, you could have an ad group that consists of keywords related to dishware, and one that has keywords relating to furniture. Keep in mind that you dont want two ad groups in the same campaign to share too many of the same keywords, because then you might be bidding against yourself to have one of your ads show.

Dont forget to check outAdzoomaif you want professional help to improve your ad performance. They offer a simple performance report dashboard and insights to help you generate more revenue from you ads.Click here to try Adzooma.

When you advertise on Google, it can go a long way towards helping you get new customers, especially since you can target your ad specifically for people in your area.

Once you create your account, constantly test ads so you are using the best performing material, and keep your keyword list clean. This will help you pay the lowest amount possible for your ads. Check out ourguide to Google advertising coststo learn more.

Dont forget to sign up for web hosting, a domain, and business email withBluehostto receive $150 in free Google and Bing Ad credits.Click here to learn more.

How to Send a Press Release in 5 Steps [+ Distribution Tips]

How to Become a Real Estate Appraiser in 5 Steps

Disclaimer:Reviews on are the product of independent research by our writers, researchers, and editorial team. User reviews and comments are contributions from independent users not affiliated with ms editorial team. Banks, issuers, credit card companies, and other product & service providers are not responsible for any content posted on FitSmallBusiness.com. As such, they do not endorse or guarantee any posted comments or reviews.Post Your Comment

Were a gaggle f volunteers nd opening a

brand new scheme іn our community. Your website offered սs wіth valuable infⲟrmation to wߋrk on. You hve performed an impressive activity nd oսr entire group ᴡill

God day! Tɦiѕ is my fist comment here ѕo Ӏ just wanted to giv a quick shout oᥙt and

tell yoᥙ I rᥱally enjoy reading tɦrough your articles.

Ϲan yoᥙ recommend ny othe blogs/websites/forums

tҺat g ove tҺe sme subjects? hank yu so mucһ!

Aftᥱr exploring a fw of the blog articles on your

web ⲣage, I really apprecite you technique of blogging.

I book-marked іt t my bookmark website list and ᴡill b checking back

soon. Please visit mʏ website as wll nd tell me үou opinion.

I have read so many articles about the blogger lovers however this piece of

writing is actually a pleasant piece of writing, keep it up.

If you desire tⲟ improve үօur experience ⲟnly ҝeep visiting thiѕ web site and

up

Google buys YouTube for $165 billion

Google buys YouTube for $1.65 billion

Search giants purchase of video sharing service biggest in its history

Internet search leader Google is snapping up YouTube for $1…

See the latest rates around the country

Google buys YouTube for $1.65 billion

SAN FRANCISCOInternet search leader Google is snapping up YouTube for $1.65 billion, brushing aside copyright concerns to seize a starring role in the online video revolution.

The all-stock deal announced Monday unites one of the Internets marquee companies with one of its rapidly rising stars. It came just a few hours after YouTube unveiled three separate agreements with media companies to counter the threat of copyright-infringement lawsuits.

The price makes YouTube Inc., a still-unprofitable startup, by far the most expensive purchase made by Google during its eight-year history. Last year, Google spent $130.5 million buying a total of 15 small companies.

Although some cynics have questioned YouTubes staying power, Google is betting that the popular video-sharing site will provide it an increasingly lucrative marketing hub as more viewers and advertisers migrate from television to the Internet.

This is the next step in the evolution of the Internet, Google Chief Executive Officer Eric Schmidt said during a conference call Monday.

YouTube will continue to retain its brand, its new headquarters in San Bruno and all 67 employees, including co-founders Chad Hurley and Steve Chen. Meanwhile, Google will continue to run a less popular video service on its own site.

The deal is expected to close before the end of the year.

Im confident that with this partnership well have the flexibility and resources needed to pursue our goal of building the next-generation platform for serving media worldwide, said Hurley, YouTubes 29-year-old CEO.

Schmidt thinks so highly of Hurley and Chen, 27, that he compared them to Googles now 33-year-old co-founders, Sergey Brin and Larry Page.

Brin sees the similarities too. Its hard to imagine a better fit with another company, Brin said during Mondays conference call. This really reminds me of Google just a few short years ago.

The two companies even share a common financial bond: Sequoia Capital, an early Google investor that owns a roughly 30 percent stake in YouTube. Menlo Park-based Sequoia remains a major Google shareholder and retains a seat on the companys board factors that might have helped the deal come together after just a week of negotiation.

YouTube has drawn less flattering comparisons to the original Napster, the once-popular music sharing service that was buried in an avalanche of copyright infringement lawsuits filed by incensed music companies and artists.

While most videos posted on YouTube are homemade, the site also features volumes of copyrighted material a problem that has caused some critics to predict the startup eventually would be sued into oblivion.

But Hurley and Chen have spent months cozying up with major media executives in an effort to convince them that YouTube could help them make more money by helping them connect with the growing number of people who spend most of their free time on the Internet.

As its negotiations with Google appeared to be near fruition, YouTube on Monday announced new partnerships with Universal Music Group, CBS Corp. and Sony BMG Music Entertainment. Those alliances followed a similar arrangement announced last month with Warner Music Group Inc.

The truce with Universal represented a particularly significant breakthrough because the worlds largest record company had threatened to sue YouTube for copyright infringement less than a month ago.

While Google has been hauling away huge profits from the booming search market, it hasnt been able to become a major player in online video.

That should change now, predicted Forrester Research analyst Charlene Li. This gives Google the video play they have been looking for and gives them a great opportunity to redefine how advertising is done, she said.

Investors applauded the possible acquisition as Google Inc. shares climbed $8.50 to close at $429 on the Nasdaq Stock Market, then added another $3.11 in extended trading.

Several other suitors, including Microsoft Corp., Yahoo Inc. and News Corp., reportedly have discussed a possible YouTube purchase in recent weeks.

This deal looks pretty compelling for Google, said Standard & Poors analyst Scott Kessler. Google has been doing a lot of things right, but they are not sitting on their laurels.

Googles YouTube coup may intensify the pressure on Yahoo to make its own splash by buying m, the Internets second most popular social-networking site. Yahoo has reportedly offered as much as $1 billion for Palo Alto-based Facebook during months of sporadic talks.

Yahoo really needs to step up and do something, said Roger Aguinaldo, an investment banker who also publishes a dealmaking newsletter called the M&A Advisor. They are becoming less relevant and looking less innovative with each passing day.

Selling to Mountain View-based Google will give YouTube more technological muscle and advertising know-how, as well as generate a staggering windfall for a company that was running on credit card debt just 20 months ago.

To conserve money as it subsisted on $11.5 million in venture capital, YouTube had been based in an austere office above a San Mateo pizzeria until recently moving to more spacious quarters in a neighboring city.

Since the company started in Hurleys garage in February 2005, YouTube has blossomed into a cultural touchstone that shows more than 100 million video clips per day. The video library is eclectic, featuring everything from teenagers goofing off in their rooms to William Shatner singing Rocket Man during a 1970s TV show. Most clips are submitted by users.

YouTubes worldwide audience was 72.1 million by August, up from 2.8 million a year earlier, according to comScore Media Metrix.

Li and Kessler expect even more media companies will be lining up to do business with YouTube now that Google owns it.

Its going to be like, You can either fight us or you can make money with us, Li predicted.

© 2013 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Future of 3D TV dims as ESPN yanks in-your-face channel

No prenup could cost oil baron billions in divorce

T-Rex burger now extinct from Canadian Wendys

Got water? Keeping it flowing could get expensive

Warren Buffett lunch, sans inside secrets, goes for $1mln+

How You Can Profit from a Stamp Price Hike, Plus 5 More Things Youll Want to Know Today

Weekly Jobless Claims Fall to Near 6-Year Low

Economic Growth Remains Unchanged at 2.5% in 2Q

Market Minute: BlackBerry Buyout in Doubt? JPMorgan Mulls Massive Settlement Deal

Mark Zuckerberg: Facebook effect is mind-blowing

Bill George: Not clear whos running Microsoft

Talking Cars? It Needs to Happen, Feds Say

Woman who quit job in GoDaddy ad: Boss was stunned

Popular stories currently unavailable

Popular videos currently unavailable

Christian Publisher Google Blocked Our Ads OveJesus Bible Refences

People are silhouetted as they pose with laptops in front of a screen projected with a Google logo, in this picture illustration taken in Zenica October 29, 2014.

The head of a Lutheran publishing house has claimed Google will no longer accept advertisements related to the organizations website because of the faith we express.

Bruce Kintz, CEO of Concordia Publishing House an entity of the theologically conservative Lutheran Church-Missouri Synod, took to his Facebook page on Monday to voice outrage after the organization had been told that the Googles online advertising service will not promote the CPH website because of certain religious items on the page.

KintzsFacebook postexplains that he was told by an associate earlier in the day that Google ads will no longer accept anything related to domain.

They stated that the reason is because of the faith we express on our website, Kintz wrote.

More specifically, a Google AdWords support representative told CPH that references to Jesus and the Bible led to the disapproval of its ads.

[A CPH staff member] was told, as an example, that things like our bible challenge on our VBS webpage would clearly need to come down before they could consider us for ads, Kintz said.

He argued that the news was incredibly sobering and disappointing.

Ted Cruz Grills Mark Zuckerberg Over Alleged Anti-Conservative Bias at Facebook

See Facebooks Explanation for Why It Banned This Image of Jesus on the Cross

FCC Chairman Cites James 1:22 in Vow to Fight Internet Censorship of Christian, Conservative Views

YouTube Enlists Controversial Southern Poverty Law Center to Police Videos

It is an uphill battle but our mission and customers are worth it, he stressed. It is why we are here.

A Google spokesperson told The Christian Post on Monday night that Google welcomes advertising from religiously-affiliated institutions, including Christian organizations.

However, in order to protect user privacy, Google AdWords has policies in place that restrict how advertisers may use data to show and personalize ads to users.

We prohibit advertisers from using sensitive data such as race, religious affiliation, political affiliation or sexual orientation to show ads to users, a statement from Google reads.

A review of Googles advertisingpoliciesshow that the company prohibits the use of personal religious belief to target users for advertising.

We want ads to provide a positive experience and to be informed by users interests rather than by who theyre perceived to be as a person, so we dont allow personalized advertising based on a users fundamental or intrinsic self-identity or their belief systems, the policy states. Such identities and beliefs can include inherently private classifications of ones self; classifications susceptible to stigmas, discrimination, or harassment; membership within groups that are susceptible to stigmas, discrimination, or prejudices; and personally held belief systems.

Advertisers cant use identity and belief categories to target ads to users or to promote advertisers products or services.

According to Concordia Publishing House, the ads that were disapproved by Google were whats called Remarketing ads. Google defines this as showing ads to people whove visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.

CPH was told to remove all items that refer to Jesus or the Bible in order to proceed to use the remarketing ads or use a different type of Google ad product.

Kintz said they will not sacrifice their beliefs to comply with Googles requirements.

Its no secret that society is becoming increasingly hostile to the Christian faith. This increasing hostility makes our mission of proclaiming that faith through the books, Bibles, and curriculum that we produce all the more important, he stated. We will continue to proclaim the faith because we know without a doubt that the Word of the Lord endures forever.

It continues to be CPHs mission to share Gods Word with all Christians who are seeking faithful resources to support their faith. CPH will not be deterred by Googles actions in this instance but will seek all available avenues to connect people to Christ.

The news comes as many are accusingGoogleandother tech giantssuch as Twitter and Facebook of having a liberal bias and suppressing the reach of conservatives and Christians.

Canadian Man Faces 2 Years in Prison for Passing Out Jesus Saves Pamphlets at Gay Pride Parade

Bill Hybels Entered Into Sin, Willow Creek Elders Now Admit, Apologizing for Not Believing Women

Creative Worship Services Drawing the Young, but Some Worry Its Going Too Far

Jim Bakker: God Told Me 1st Horse of the Apocalypse Is Now Released, Trump Is Respite Before the End

Bill Hybels, Willow Creek Have Undone 40 Years of Trust: Scot McKnight on Sexual Misconduct

Creative Worship Services Drawing the Young, but Some Worry Its Going Too Far

New Church Parking Tax, Filing Requirements Trigger Fresh Debate on Financial Transparency

Democrat Party Outreach to White Evangelicals Will Improve in 2020 Election, Clinton Adviser Predicts

Pastor Jack Graham Shares How Ivanka Trumps $50K Donation Will Help Immigrant Children at Border

Norway Took Baby From This American Mom; She Is Still Fighting for Her Son 5 Years Later