Question: Could you explain the Cost per click concept in more detail?
Answer: Cost per click refers to what advertisers are willing to pay PER CLICK for a click on a Google ad. Think of it like an AUCTION. Google is ‘auctioning off’ keywords over time: Motorcycle, motorcycle insurance, motorcycle insurance quote, etc. What you see in the keyword tool is the generally the more focused the HIGHER the bid. What does this tell you? The more focused are often more BUY keywords. Someone who types in MOTORCYCLE INSURANCE QUOTE ONLINE is close to BUYING vs. someone who types in MOTORCYCLE INSURANCE who might just be budgeting about a motorcycle, trying to figure out what the insurance would cost, etc.
As for SEO, therefore, the AdWords CPC data is a great CLUE from your COMPETITORS as to where the BUY keywords are. Look for higher CPC rates that fit your business value proposition. It also is ironic: the keywords that are most valuable, are also exactly the ones that we want to try to get to the top of – FOR FREE. This is quite damaging to Google’s business model – as SEO in that sense is a direct competitor of AdWords. Why pay when you can get it for free? Why focus on low value keywords when you can focus on high value keywords?
PS – I noticed your comment as well on too much theory in today’s class. Thanks for the comment. It’s always a struggle – if we don’t give enough of a framework, people can get lost. People who are more advanced, like you, are ready to get into the thick of it. We will do a lot more of that in the classes on PageTags, etc. so bear with me!
on SEO | AdWords | Social Media