All posts in Pay-per-Click

Thumbs UpIt is estimated that there are over 2 billion pages of indexed web content in the world. And somewhere in that 2 billion is you. SEO can help guide searchers to your website, but what keeps them there? What encourages them to share your content or to recommend your site/products/services to friends, family, coworkers? A big piece of that puzzle is credibility and establishing your position as an expert in your niche. Reviews are an integral step towards this end. How does Google’s new Review Extensions work – and how can you make them work for you?

Review Extensions

Google allows Adwords account holders to submit third-party reviews for approval. Once approved, the review appears in the search results. Here is an example from Google:

You may use an exact quote, as this example does, or a paraphrase. To submit a review for approval, log into your Adwords account and, under the Ad extensions tab, you’ll find a space for “new reviews.” Simply choose your format (exact or paraphrased), the text you want to include, the source, and the source URL. You can also schedule start and end dates.

Keep in mind:

  • The review has to be attributed to the published source and accompanied by a link.
  • As mentioned, the reviews must be approved by Google. It can take a few days for them to appear in the SERPs.
  • You can move reviews that already appear within your ad text and add a Review Extension. This gives more power to the review and promotes your site and business. Do not duplicate the text, however. Make sure Review Extensions and ad text are different.
  • As of now, this feature is available globally – but only in English. Look for other languages to be added soon.
  • Google recommends you use one Review Extension at the campaign level, rather than at ad group levels. A campaign might include several ad groups: Google prioritises campaign level extensions and reviews them more quickly. Essentially, it gives you more bang for your CPC buck (though the reviews are free, you do, of course, pay your cost-per-click for the ads).
  • Familiarise yourself with Google’s Review Extension policies. If your submission doesn’t meet the guidelines, the search engine will not approve it.
  • Be aware that reviews do not show up in the SERPs all the time. If yours does not appear, take a look at the guidelines and make sure your Review Extension conforms. If it does, know that there are other factors at play, such as space on the page, your bid, and ad relevance.

Positive third-party reviews can boost your CTR and your credibility as an online resource and authority. If you’ve receive a glowing report, a rave review, or two thumbs up from a reputable source, leverage its power to help you reach and connect with your audience.



Woman using computer

Pay-per-click advertising can help businesses rank for keyword terms that they may not be able to organically; it is often used in conjunction with SEO techniques, and while you’re waiting for those efforts to “kick in” and start producing results, PPC can provide a stream of revenue faster. You can geo-target your audience, and you can boost the efficacy of both paid and organic search marketing. The benefits of PPC are many, and it remains a relevant and effective tool for businesses. One of the keys is making sure your managing costs. Calculating your maximum bid is important and can help give you an edge.

Your PPC bid depends on a variety of factors. Obviously, for more popular, competitive keywords, the bid needs to be higher. Knowing the maximum price you’re willing to pay will help you keep costs in check.

  • Track how many customers you acquire via PPC, what product category they purchase, and how much they spend. So say you have acquired 300 new football shoe customers and they collectively spent £39,440. The average spending is £132.
  • Next, find the average profit per football shoe customer. If, for instance, your profit margin is 10 percent for shoes, you simply multiple £132 (your average spend) x .10(the profit margin). The average profit is £13.2.
  • Now, track how many clicks it took to acquire your 300 new customers. Let’s say it took 6000 clicks. We divide 6000 by 300. This results in 20. So it takes 20 clicks per month to generate one conversion.
  • One customer is worth £13.2 over 12 months. Divide £13.2 by the number of clicks required for a conversion, or 20. This is £0.66.

£0.66 is your maximum bid. When you can secure keywords at a lower rate, you can make a profit. These numbers are completely arbitrary and serve only to walk you through the calculation. Plug in your own figures and see what you can come up with to guide your bidding decisions.