A penny for our thoughts?

Here’s why you need to rethink your search engine marketing focus


It’s the Information Age, and the internet is the information superhighway. For companies trying to keep up with everyone else cruising along at top speed, search engine marketing is a valuable tool. Marketers typically call these “pay-per-click” (PPC) campaigns, and it’s the start of the ad spend discussion. But are you focusing on the right thing? 


In our experience, probably not. Here’s why you need to rethink your search engine marketing focus.


Whether you do it yourself or buy digital media services from a pro, the true value of any campaign is how it’s managed.


For a long time, companies have focused on impressions and cost per click (CPC) to evaluate the success of their text or display advertisements. CPC is the actual price you pay for each click in your campaign. While CPC can still be valuable (no pun intended), it’s far more beneficial to focus on your Quality Score and Cost Per Acquisition (CPA). 


First, some definitions. Quality Score is a Google Ads metric that provides an overall assessment of the quality of your ads, keywords and landing pages. It’s reported on a 1 to 10 scale, and includes things like your clickthrough rate, ad relevance and landing page experience.


CPA (also known as cost per action) is when an advertiser pays for a particular “acquisition,” or what is sometimes referred to as a “click-through.” Basically, when someone clicks on what you want them to -- like filling out a form. (Think your “contact us” page or a newsletter signup form.) 


Improving your overall Quality Score will result in more sales, better organic traffic and will lower the cost in the Google bidding system to give your ads premium placement. It can even lead to your ad ranking above others who are bidding more than you. So, you save money in the bidding process, and you make more money in the marketing campaign. Seems like a no-brainer. 


So how do you improve your Quality Score? So glad you asked! Check out our next blog, where we’ll break it down in more detail. 


Stay tuned!

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