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PPC ADVERTISING:
HOW TO MAKE YOUR BUSINESS
"CLICK"
PPC stands for Pay Per
Click - a popular advertising technique on the Internet. Found on websites,
advertising networks, and especially on search engines, PPC advertising
involves sponsored links that are typically in the form of text ads. These are
usually placed close to search results, where an advertiser pays a particular
amount to visitors who click on these links or banners and land on the
advertiser's web page.
In essence, PPC advertising is all about bidding
for the top or leading position on search engine results and listings.
Advertisers do this by buying or bidding on keyword phrases that are relevant
to their products or services - the higher the bid, the higher the spot on the
search results, the more the people will find the ad (and click on it) to go to
their websites (this is why some people call it "keyword auctioning").
Advertisers would then pay the bidding price every time a visitor clicks
through the website.
PPC advertising is also known under the following
names/variations:
· Pay per placement
· Pay per
performance
· Pay per ranking
· Pay per position
· Cost per click (CPC)
PPC advertising is usually done with
the following standard procedures:
1. Setting up an account and/or
deposit funds.
2. Creating a keyword list.
3. Choosing (and setting up)
an account with a PPC search engine.
4. Bidding on the ad placement,
including the search result words or phrases.
5. Writing out an ad copy.
6. Setting up the 'landing pages' for your ads.
7. Placing the
advertisement in the search engine.
There are many benefits to Pay Per
Click advertising, making it an effective way of promoting a business 'online'.
Some of them are listed below:
· Get launched immediately. PPC
advertisements are implemented very quickly - they can go 'online' within an
hour after winning the bid and paying for it.
· Obtain specific,
pre-qualified, and quality traffic. PPC provides you with a quality or a
well-targeted traffic. Visitors are narrowed down into 'qualified' people who
are actually looking for specific products and/or services that you offer -
those who are more likely to become a 'lead' (a convert) and complete a
transaction (either by buying your product or subscribing to the service that
you are offering.
· Widen your reach. PPC advertising provides
additional traffic to your site, aside from the natural or "organic" search
engines.
· Track your investment. PPC advertising makes use of a
tracking system that will determine exactly who comes to the website and what
they do once they arrive - the length of their stay on the site and the number
of pages (including the actual pages) that they view. These are valuable tools
in determining statistics such as return on investment (ROI), acquisition
cost-per-visitor, and conversion rates (the percentage of visitors who are
converted into customers or leads).
Below are some important things to
consider when planning on a pay per click campaign:
1. Know your
product. Take an inventory of the product and/or services that you have to
offer (before anything else).
2. Stay within the budget. Determine your
daily or monthly budget; and stay with it. This means keeping your budget in
mind, avoiding bidding wars if possible.
3. Bid just right. Know how to
bid right - a bid that is too high can exhaust all of your money, while a bid
that is too low can make you lose that spot.
4. Watch the bottom line.
Measure your profit margin against your spending or expenses. Know when to stop
and terminate your PPC program - if you spend more on advertising but have
little or no sales at all.
5. Find the right keywords. Decide which
keyword phrases to opt and bid for. Do some keyword research, either by
actually looking at existing search terms or with the use of online keyword
suggestion tools, to know which terms are mostly used when searching for items
that are related to your business. Focus on specific keywords, not on general
ones.
6. Write effective ads. A good PPC ad is that which can persuade
and move a searcher. There are several approaches to this:
·
Discount offers
· Testimonials
· Celebrity/famous
endorsers
· Money-back guarantees
· Free trials or sample
offers
· Freebies
· Reverse psychology
· Major
benefits ("Lose weight")
· Direct instructions ("Click here")
7. Maintain a professional-looking site. Your web content should be
regularly updated and checked for spelling and grammatical errors. There should
be no broken links or images. The website should be simple - designed in such a
way that it will be easy for visitors to navigate and load. Include contact
details to create a good impression among potential customers.
Done
properly, PPC advertising can be an effective marketing tool that will maximize
the return on your investment.
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This
article is written to provide accurate and authoritative information with
regard to the subject matter covered in it. It is provided with the
understanding that the author and publisher is not engaged in rendering legal,
or other professional services. If legal advice or other expert assistance is
required, the services of a competent professional person should be
sought.
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