For new businesses, understanding and taking advantage of Pay-Per-Click campaigns is something that will no doubt have arisen when?coming to study marketing strategy.
We will have all seen the specialist ads on a search website such as Google, located at the top of the page in pink boxes; this is PPC marketing in action, and a very popular way for companies to get consumers to visit their pages.
Advertisers will pay a search engine website every time their ad is clicked, in conjunction with specific keywords entered. Although it seems a relatively simple process, there is more to Pay-Per-Click campaigns than meets the eye.
This guide will look at some of the basics for newcomers, helping them understand how to create and manage their own PPC account.
Which Websites Use PPC?
Although Google takes the majority of the entire internet PPC custom through its AdWords popular campaigns, there is also the Bing, Yahoo and recent Windows Smart Search engines that offer the service.
It isn?t only these specific search engine results pages that bring up PPC adverts however. For example, if you set up an advertisement on Google, the campaign will also reach Google?s partner websites. You may have noticed that adverts also will appear on sites such as YouTube and Blogger ? these are part of the Google Adwords service.
Why Choose PPC?
Pay-Per-Click advertising is popular for a reason; once set-up and managed efficiently, a PPC campaign can direct traffic to your website at a constant rate without much effort on your behalf.
Users of search engines will regularly see your website appear in results, depending on the type of keywords they have entered and the quality of your ad and website. New users of competent PPC campaigns will often see a sharp rise in visitors to their pages, and thus an increase in revenue if an online business.
Another benefit is that your advertising campaigns will be managed by yourself, providing the chance to track your expenditure and income for individual ads. This means that any under-performing PPC ads can quickly be resolved, helping you protect your investment for maximum performance.
Google is also increasing the amount of its AdWords and decreasing the amount of its general, organic results. This isn?t surprising seeing as over 90% of its revenue comes from advertising. For advertisers however, this is only beneficial and provides more chance of your page being clicked on.
There is a useful PPC guide on the Banc Media website here that looks at the pros and cons of PPC for businesses.
How do Ad Rankings Work?
Search engines now use highly sophisticated systems to provide the most efficient quality ad campaigns. They will strive to reveal only the most relevant websites for a particular search. Improving technologies combat poorly suited sites and click-fraud also.
In order to appear more favourable to search engine sites such as Google, new businesses should strive to increase their ?Quality Score.? There are a few aspects that affect this such as the use of keywords on your ad campaign and the relevant content/layout of your site.
Fundamentally, the overall relevance of your site and its performance levels will help determine the Quality Score of a certain PPC advertisement campaign.
Using Keywords
One of the main ways to control your ad is to use certain keywords. For example, if you own a website that sells football boots, then choosing keywords related to them is beneficial; i.e. using the phrase ?football boots? or something more particular such as ?Nike junior football boots? would be recommended for this campaign.
Negative words can be excluded searches also. If you only want your ad to cater for Nike boots only, removing rival brands such as Adidas and Reebok from any results is possible. Using this method can increase the effectiveness of a particular campaign.
Display URL
Using a site such as Google, you may have noticed the actual URL domain names of the AdWords contain the exact search term you have entered. This isn?t a coincidence. It is possible to change the Display URL of a domain name to attract more people to click on it.
For example, if creating a PPC ad campaign to sell women?s football boots, you can change your URL so it becomes something like www.example.com/womensfootballboots, even if the landing page has a different address completely.
Extensions
Google also provides the chance to enlarge certain Pay-Per-Click advertisements, making them stand out further to prospective clients in the pink shaded area. As well as an advert tagline and domain name address, further information can include:
- The location/address of your business.
- The main contact number for your business.
- Up to 6 relevant links to connected pages.
- Your seller rating, out of 5 stars. This is useful if you have a high rating.
Tracking Your PPC Campaigns
Once a particular PPC advertising campaign has been set up, tracking and analysing how it is performing is a very useful tool to examine. A tracking service such will be able to see which keywords and search terms are bringing in the most visitors. The auto-tagging option on Google Analytics can also provide information on what happens after a user has clicked onto your site.
Reports are similar to this, helping you understand where you are going right or wrong with an individual PPC campaign. Key performance indicators such as how many times your ad has been clicked, how much each click costs you and how many clicks result in a sale, can be checked.
PPC Negatives
One mistake some beginners make is to believe that creating a new PPC campaign will instantly change the fortunes of your company. This isn?t necessarily the case, despite its proven effectiveness in some scenarios. If an advertisement has poor keywords, or your site doesn?t generate a high Quality Score, it will actually lose you money.
Make sure that other forms of advertising, such as search engine optimisation (SEO) techniques and social media channels, are used as well to increase the scope of your business.
If serious about setting up Pay-Per-Click advertisement campaign then use the basic information in this guide to get started and then research further on how it can help your business grow.
Adam Hughes is a specialist search marketing writer, who writes on PPC, SEO and other types of internet marketing.
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Source: http://www.docmarketing.co.uk/2013/07/18/a-beginner%E2%80%99s-guide-to-pay-per-click-ppc/
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