After explaining search marketing and it’s importance, I’d love to go a little deeper in one of the types of search: paid advertising. If that light bulb went off when I mentioned PPC or Pay-Per-Click, superb! I hope to:

A) Define Pay-Per-Click

B) explain pricing of PPC

C) walk through PPC through customer’s eyes

A)

Pay Per Click Simplified

First and foremost, Pay-Per-Click is “paid” S.E.M.(an acronym for search engine marketing). Its a way to advertise on search engines by using keywords to whatever is related to the advertisement, so when a surfer searches one of those related keywords…your advertisement comes up in the search!

PPC is a great way to drive traffic to your website, in fact it is the most measurable form of marketing today! This type of advertising requires a good amount of attention to tweek and fix your ad to what works, but the results are worth it.

B)

Cost of Pay Per Click

PPC can range from 5 cents per click to as large as $50 per click. The cost of your advertisement will depend on the keywords you decide to use and how competitive that market is with those keywords. The “bidding range” for most companies is between $0.50 and $2.00 per click. Depending on the cost you are willing to pay, quality score of your website, and how often your ad gets clicks will determine how high you will show up on a search engine when a surfer searches one of your keywords.

 

C)

1. Being Found

What you (as a business website) should have prepared:

• Setup Google Adwords campaign
• Find net keywords that John Doe(target market) would be searching
• Keep keywords specific to ad (not every product you have on website)

GOAL: To get the right John Doe to see your advertisement! (qualified target market to see the ad)

 

2. Getting Clicks

What you(as a business website) should have prepared:

• Ad must be VERY specific (make it un-clickable to everyone BUT the targeted John Does)
• Create multiple ads so you can find which works the best ( 15% off vs. free installation…you will not know which would be more successful unless you test it!)
• Keep keywords relevant to your advertisement (those keywords are what causes ad to pop up on a search!)

GOAL: Make each click count and only draw those qualified John Does

 

3. Making Money (ROI)

What you (as a business website) should have prepared:

• Accurate link that takes John Doe to exactly what the ad said in its title and description!
• Give John Doe a call to action on the webpage you took him to
• John Doe should not have to click multiple times to get what he is looking for (no back buttons necessary)

GOAL: Be consistent and give John Doe exactly what he clicked your ad for!

Overall, pay-per-click advertising is a great way to be found on the internet. Remember to always test and refine to create the best advertisement. It may not be an overnight success, but if you understand your John Does, how to frame your ad to attract those John Does, and how much to spend per click…paid advertising is a great way to go about marketing! Have you considered these tactics for PPC?

Happy Monday and if you have any questions please do not hesitate to comment or ask. 888-344-6483

 

 

http://www.topranksolutions.com/pay-per-click/

http://www.webpagefx.com/online-ppc-price.html

http://labs.openviewpartners.com/a-crash-course-on-pay-per-click-search-marketing/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+openviewlabs+%28OpenView+Labs%29

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