Many Internet companies use pay per click advertising, also called PPC, as a component of their marketing strategies. Using a strong PPC campaign, an advertiser can take a site suffering from a terminal case of invisibility, and position it on the front page of a search result. In order to make the PPC method work, website owners must really understand how it really works and why it’s effective. A solid campaign will be tightly focused around powerful keywords, and will be evaluated and adapted to the changing online dynamic.
What is PPC marketing? Essentially, an advertiser agrees to pay a certain amount of money for an ad to appear on a search engine results page when searching for particular keywords. The ads in the righthand column of a search are PPC ads. PPC marketing slots are based on either the amount of money that the advertising buyer has bid or on a static price listed for ads appearing when particular keywords are searched. Pay per click differs from pay-per-view, because the PPC advertiser only pays when if someone clicks on the ad, rather than for each impression or appearance.
The two most popular websites for PPC advertising are Google and Yahoo. Succeeding on these PPC sites involves paying fees to rank high when users run a keyword search.
The key to any effective PPC campaign is the strength of the keyword. The keywords need to get a lot of searches. In addition, the advertisement will need to lead to a landing site that is very pertinent to those keywords.
After the keywords are chosen, marketers must then sign up for the PPC plan. Then, in most cases, they will need to bid on those keywords. Competitive ad words have much higher bid prices than less competitive ones. Once they make their bid, marketers will then develop an advertisement. It needs to be eye-catching and pertinent to what searchers want. Clicking through the ad will direct users to the linked landing page. What is offered on the landing page must be fully in line with what was advertised on the PPC link. A web page that is unrelated to the PPC advertisement and keyword is a waste of money because it is not what the searchers are looking for.
The major PPC search engines offer conversion tracking to assess the results of PPC campaigns. 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. Some data even reveals the keywords which customers searched before eventually purchasing a particular product.
Website optimizer tools will also guide marketers in optimizing the site to get the highest click-through and conversion rates. With the help of these tools, keywords can be grouped strategically to lead to several different pages that are likely to hold the interest of the searcher.
Some marketers use PPC campaigns prior to establishing an overall marketing campaign for their businesses. It is a great method to determine the best keywords for garnering high sales for the business.
A pay per click campaign is not going to turn anyone into a millionaire overnight. It requires a lot of work on behalf of the marketer. With a good keyword that fits the right market, a pay per click campaign can increase the visibility and profitability of just about any website.
