What Is Pay Per Click Advertising?
- October 18, 2013
- PPC Advertising
Whether you have heard a bit about Pay-Per-Click (PPC) Marketing and what an asset it can be to an online marketing campaign or already know all about this and are looking for tips to implement this formidable tool into your marketing schemes, you have come to the right spot.
In the following article you will find PPC 101 –a crash course in your basic PPC with insights into Keyword Research and how to kick start your first ever PPC campaign. This is the first step in understanding this tool that is taking online businesses to the goals they have set for themselves.
What is Pay Per Click?
As its name implies, PPC (Pay Per click) advertising is a marketing model system in which an advertiser will pay a nominal fee each time the campaign ads they use are clicked on by an online visitor. Essentially, this way of advertising allows a merchant to buy visits to a site rather than generate those visits organically.
One of the most popular forms of PPC is called Search Engine advertising. This sells ad placement to online advertisers who can place bids for special ad placement in response to specific search queries entered. A baker who bids for the keyword Best Dough-nuts Spokane will have his options presented on the Google results page for that query –can you see how advantageous this would be?
Good! Then imagine that every time the advertisement is clicked, and a visitor sent to the Spokane bakers site, the baker must then pay a small fee to the search engine. Used to its optimal value this can proffer a huge amount of business for a minimal fee. If the price per click is $3, but the average transaction that ensues is worth $300 dollars, the baker has made a healthy profit.
Sound simple enough, right? Well, the fact is although this is a potent method of advertising it must still be done from an enlightened perspective with significant thought and preparation. A winning PPC campaign will include well-researched keywords, well-organized and researched keywords and PPC landing pages that have been developed to seal the deal.
If you think a PPC campaign will be advantageous to you and your online endeavors, donít blow it by rushing –go slow and setup your campaign right. Advertisers who set up shrewd campaigns may find themselves rewarded with price cuts from the search engines.
Search engines also want their users to be satisfied with the results they provide, which is why they will dole out the benefits for providing excellent service to their users –hence the price cuts.
What is Pay Per Click Keyword Research ?–Choosing the Best Words
The most time consuming stage of a proper PPC campaign is selecting the best keywords to bid on –nevertheless, this is the single most important aspect of the whole campaign. Imagine if the baker from the prior example selected a keyword poorly, what would happen? Maybe his keyword would never be entered by a prospective client, maybe the people who type in this keyword would never consider his option, many things could go wrong.
It is essential to continuously be updating and revising the keywords you use in accordance with the multiple factors that will affect their usage –factors from fastidious trends to current lingo and idioms.
If you conduct an investigation into your keywords only once, you will find that many of the most profitable keywords may have been overlooked. And these could be the low cost high return type as well –when selecting your keywords it is most advantageous to choose carefully.
The Keywords You Choose
The Keywords you choose to spearhead your campaign with must possess three important characteristics associated with the success of PPC campaigns.
Optimal Keywords are
Relevant –you don’t want to be stuck with words that have nothing to do with your site, product, service or whatever option you promote –it would be unproductive at best. Just like launching a ballistic, your chances of success are as good as the targeting system applied. So choose keywords you know your clients will use to find your options.
Exhaustive –In addition to being the exact words your clients will use, you must also consider the long-tail of search. This includes keywords and search entries that are less common but still account for a large portion of traffic directed. Because these are often overlooked the prices for these are considerably lower.
Expansive — Choose words that give you plenty of room to move this way and that as the current market trends fluctuate. A rigid set of keywords may become ineffective quickly.
Managing PPC Campaigns
What is Pay Per Click advertising without consistent updating and careful management? Doomed! Once you have gone through the work of selecting the best Keyword jewels you can find and setting them in your campaign, you still have to regularly appreciate their effectiveness.
One of the greatest harbingers of account success is regular account activity. You should schedule regular sessions where the productivity of your PPC campaigns are measured and restructured according to best marketing practices for your demographic.
The results of these sessions will prompt you to adjust the campaign in a number of ways including: Splitting adwords, adding adwords, adding negative adwords, review of costly words and redefining landing pages.
In the end, by paying close attention to the motion of your PPC campaign in regards to the direction you want you endeavors to go will bring you the best results — just like riding a bicycle.
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