Pay per click advertising, otherwise known as PPC, is a quick and effective technique for increasing a website’s Internet presence. Typically, pay per click advertisements are located to the right of the general results that come up on a search engine results page. To launch a PPC campaign, marketers must be thoroughly versed in the workings of PPC advertising to obtain the optimum benefit from the program.
The name pay per click offers some insight into the idea behind the advertising method. Through PPC advertising, ads leading to target websites are displayed in the right hand column of search engine listings, whenever a user initiates an Internet search for a particular keyword. If the ad is clicked by a visiting surfer, the owner of the ad is charged the amount previously contracted for each click-through. However, no payment will be required if the ad appears, but surfers fail to click it.
Pay per click advertising is offered at all of the major search engines, including Yahoo, Google, Bing, and Miva. While search engines allot space, a PPC program, and marketing assistance, the responsibility for carrying out keyword research and developing the perfect ad campaign lies with the advertiser. This is easy with the use of keyword tools like Google Keyword Research and traffic estimators. The purpose behind researching keywords with these tools is to acquire a strongly searched, highly relevant keyword with the lowest possible competition.
Advertisers then must write powerful ad copy that relates directly to the keyword as well as the site to which the ad will link. Once the ad is clicked, the marketer is charged the bid price and the clicker is taken to the landing page. Landing pages are where people end up, or land, after they click on an ad or link. They are the first glimpse a visitor has of a site, so should be extremely captivating and directly related to the keyword, ad, and site in general. Common online marketing gimmicks that succeed in keeping the surfer at the landing page are free offers or discount options. The primary goal of the landing page should be to encourage the user to sign up for a newsletter or similar benefit that requires an email address. Therefore, even if the clickthrough does not result in a sale, the email address can be added to a list for future promotions.
Most top PPC search engines also include software that helps analyze the marketer’s PPC efforts. Conversion codes reveal to the marketers the advertising cost for each conversion so marketers can determine if the PPC campaign is benefiting or bankrupting their businesses. There are even tools that can tell marketers what keywords were searched prior to the searcher making a purchase.
Website optimizer tools will also guide marketers in optimizing the site to get the highest click through and conversion rates. Marketers are able to take this information and develop their landing pages to better meet the needs of searchers through better keywords. They can also use this information to make more informed bids.
At times business owners make use of PPC tools and campaigns to determine what kind of marketing plan will work for their company. This technique is a fantastic way to figure out which keywords present a better opportunity for higher profit.
The Internet marketer should spend time analyzing this data and tweaking the campaign accordingly. By understanding where the weak points of the plan are, marketers can make the proper alterations and bolster their entire PPC approach. Occasionally, people thinking about going into business will develop a PPC plan prior to opening their doors. By building and subsequently analyzing a campaign, the marketer can extract the effectiveness of certain keywords and determine where to focus the future company’s marketing funds.
To be properly implemented, a pay per click advertising plan is developed through rigorous keyword research. It must also contain pertinent and interesting content, and bring visitors to a landing page that gives them what they want. By putting in the necessary work, marketers can reap the rewards of a highly effective PPC plan through more website visitors and increased profit.
A pay per click campaign is not going to turn anyone into a millionaire overnight. Success in pay per click campaigns requires time and effort. Powerful keywords, captivating ad copy, and convincing landing pages all help in turning the casual surfer into a visitor and finally into a customer.