PPC (Pay Per Click)

Pay per click advertising is all about the ads shown on search engine results pages (when you do a Google search, they show up on the right hand side of the page).

They are written by advertisers to be shown when certain keywords or phrases are searched by people surfing the internet. Each time a person clicks on the ad, they are sent to the advertiser’s website, and the advertiser is charged for that “click”.


Pay per click advertising can be a VERY cost effective way to increase sales and leads (if done correctly).
 
It’s fast – you can have a campaign up and running in less than a couple of hours. Getting your site into the search engine listings can take weeks or sometimes months depending on the competition level.

If you understand how to manage a pay per click campaign, you can have immediate feedback and statistic to manage your campaign efficiently.

You will quickly know the return on your investment. You can see exactly how much money you’re spending, what your potential customers are doing online, and eventually what sales you’ve made. If you think about advertising in the Yellow pages, it’s the exact opposite…with the Yellow pages, you never even know if anyone sees your ad!

It lets you easily find out what the money terms are! You will also find out search terms you want to optimise your site for?

You can test them quickly and easily with a pay per click campaign, and then apply that knowledge to your search engine optimization efforts.

You can set a daily maximum spend so you never spend more than budgeted on.

Pay per click advertising should be a part of every business owners’ Internet advertising campaign. Unfortunately, managing even a small pay per click campaign can be complex and require very specialised knowledge and experience.

There are several problems that the novice advertiser runs into.

Google’s rules and tips and tricks to work within them – Google doesn’t make it easy to advertise. There are lots of unwritten rules for how Google likes campaigns to be set up and run. These rules have a direct impact on how much you’ll pay for the advertising.

If not respected and understood, many campaigns are doomed to be unprofitable.

These rules include:

Keyword grouping

Quality score

Ad relevancy

Click through rate management

Bid pricing

And many more…

Keyword research – I guarantee that if you’re already using Adwords, you’re leaving out important keywords in your campaign.

If you have 10-30 keywords currently, you should most likely be bidding on 100-300. To do this properly you need to have access to the right tools and strategies.

Ad testing – If you’re not split testing (comparing two different ads for the same search term and measuring which one works best), you’re likely getting less visitors to your site than you should be.

Conversion tracking – Most business owners don’t know how to track whether a dollar spent on advertising generated any sales. Obviously, without this information, you’re flying blind.

Tools – There are several very important tools to help create and manage pay per click campaigns. The problem is that they are expensive, and don’t make financial sense for one business owner managing PPC campaigns in house unless this is a large part of their marketing process.

Only sending visitors from ads to the home page of your website – Big mistake!!! There are probably many different types of potential customers for your products and services. Sending them all to a generic home page isn’t nearly as effective as sending them to a targeted page that tells them exactly how you can solve their particular problem.

Are you looking for a cost effective way to manage your pay per click campaign.

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