Overview
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:
Planning
Below are some important things
to
consider when planning on a pay per click campaign:
-
Pay per placement
-
PPC advertising
-
Pay per performance
-
Pay per ranking
-
Pay per position
-
Cost per click (CPC)
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.
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-
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).
Planning
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.
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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.
Warm
regards,
Mike
Flynn
(Another Commercial)
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