Online Pay Per Click PPC ...

Unless you market your website, no-one will see it. 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 marked 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, pay per click PPC campaigns are the most cost effective, measurable way to do this. Targeting is incredibly accurate with pay per click marketing and therefore cost wastage can be minimised.

So what is Pay Per Click and how do Pay Per Click Campaigns work?

Google, Yahoo operate on basically very similar principles - 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, but crucially, it needs to be done correctly to avoid wasting marketing funds.

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, not necessarily based on research) 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. When someone clicks on your ad, you are charged for that click.

Here's what is involved in Pay Per Click PPC 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 they have the resource and time to do so.

Read more about Pay Per Click PPC marketing here.

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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