The Secrets to Setting up a Successful Pay Per Click Campaign
What is pay per click?
Pay per click (PPC) is a method of Internet advertisement used on websites, especially those of search engines, advertising networks and content websites. Some of the most popular PPC search engines include Google and Bing. PPC is a unique form of advertising because the advertiser is only required to pay when a user actually clicks on the advertisement and visits the advertiser’s website. It is also unique because PPC ads target a highly targeted audience.
How does it work?
Setting up pay per click is a relatively easy process.
The advertiser sets the maximum price they are willing to pay for their ad to be shown and clicked, according to their available budget. Depending on which advertising platform they use (Google, Bing etc) the cost per click (CPC) may vary. Advertisers then choose keywords related to their products
Advertisers also choose the targeted keywords related to their products or services and their target markets or category. Certain keywords may cost more than others simply because they are more popular and more people are bidding on them. This is why keyword research is extremely important.You need to know the right price to bid – if a lot of other people are already bidding on the keyword you will need to big higher. It is also important to keep in mind that Search Engines also incorporate a “quality score” into determining the relevancy of your ad. The better quality score you receive the lower you will have to big for relevant keywords.
PPC Advertising works by matching keywords from an advertisement with Internet users’ search queries (what they type into the search engines). If the keyword matches the search and if the budgeted CPC is competitive then the advertiser’s URL along with their short ad will be listed above organic search engine results. Only when a user clicks on the link to the webpage is the advertiser charged.
PPC optimization and PPC conversion tracking as an effective advertising tool
When running a PPC Campaign it is important to recognize the difference between ‘browsers’ who click on your ad and ‘customers’ who click on your ad. Browsers just come to your website while customers come to your website and make a purchase. To obtain the best results from PPC advertisement, advertisers have to effectively use PPC so that they don’t waste their money on browsers instead of buyers. PPC optimization and PPC conversion tracking can improve the efficiency of attracting customers.
PPC optimization can be achieved by developing a list of keywords to attract the potential customers and to avoid waste on invaluable keywords, ad copy and browsers. The chosen keyword must have a high search volume and low competition. To check for competition, keywords can be searched individually to see which websites may be displayed. Websites that keep appearing are competitors and must be noted because they use same keywords as those that were searched.
Keyword selection must occur so that competitors previously displayed are no longer listed. Once the keywords are chosen, bidding takes place for a top placement listing. Advertisements within 1-20 positions ensures placement on the first page of the search term.Furthermore, a title and description, which is attention grabbing, must too be formulated.
Setup PPC Campaign on your own or Hire a PPC Manager
PPC optimization can be achieved with some patience and time. If it is too much hassle or too difficult there are companies that help set up PPC advertisements and perform all the PPC optimization.
These teams can also perform PPC conversion tracking along with PPC optimization. PPC conversion tracking is a tool widely available on the Internet allowing the advertiser to track the sales made on the advertisers’ websites.Conversions at the campaign, group and keyword level are tracked to check which areas are making money and which areas are not. This allows the advertiser see whether the return on investment (ROI) is positive or negative and thereby cutting out the areas that are negative, in order to save money.
ROI is measured by subtracting the PPC advertisement spent from the revenue earned from advertising. Furthermore, PPC conversion tracking can be used to track when a purchase is made or what is being purchased and thus allowing further optimization for the advertisements.