Pay Per Click Advertising (PPC) ...
Unless you market your website online, no-one will see it apart from via offline advertising. As you may have read in the previous page, SEO is indeed an online marketing channel and is an important factor in establishing your website in the mid-long term. SEO techniques can take some time before results become evident and for many businesses, cash flow wins out and quite simply you need to generate business NOW.
In order to establish an immediate presence online, PPC campaigns are the most cost effective, measurable way to do this. Targeting is incredibly accurate with website pay per click and therefore cost wastage can be minimised.
So what is Pay Per Click and how do Pay Per Click Campaigns work?
Both Google & Yahoo operate basically on the same principal - when you conduct a search in these search engines you are presented with results on the left and on the right of the screen. Those on the left are known as the 'natural' or 'organic' results, (generally accessible via the SEO route) whilst those on the right are sponsored or paid for ads. Anyone can appear on the right at a cost. You can be up and running, appearing here and generating business literally within days.
Let's say you are in the travel business. You specialise in Caribbean holidays. Specifically, you could be interested in promoting the Couples Negril Resort in Jamaica for example. One of your selected keywords (that you feel your customers may search on) may therefore be "Couples Negril Jamaica". When someone searches on this term your targeted ad will be displayed on the right under the sponsored links - this is an "impression". If your ad is appealing enough and someone clicks on your ad, this is a 'click through'. If you receive a hundred impressions and five click throughs, that's a 5% CTR (click through rate). The higher you appear in the list of sponsored results, generally, the higher the cost.
Here's what is involved in Pay Per Click advertising...
- Research product & identify appropriate search terms
- Create targeted, well written & appealing ads
- Create appropriately deeplinked ads to compliment your website
- Establish a good click through rate
- Manage bid levels & keep a close eye on ad/campaign performance and revise ads / keywords accordingly.
Selecting the best, most appropriate search terms, writing accurate, targeted and meaningful campaign ads is a time consuming and specialised process, even more so for businesses with large and complex product ranges with a shortage of resource. To ensure you receive targeted traffic, it is important to utilise keyword match types as well as negative keywords to eliminate potentially unwanted, poorly targeted visitors, which quite simply will cost you money.
Once you have established a presence online with PPC, your marketing activity and spend should be managed closely.
Clients are provided with full reporting. Clients will always be encouraged to take the time to manage their own accounts where possible.
Ask about pay per click campaigns, ppc campaigns and pay per click management,
we’ll be delighted to help. Equally, if you have a campaign already set-up that is not performing, we can help here too. Call or e-mail for a no obligation quote.
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