PPC Marketing – A Beginner’s Overview
PPC is an acronym for pay-per-click, a type of internet marketing in which advertisers pay a preset fee with every click made one their ads. In short, it buys visits to your site, instead of trying to “earn” those visits using organic methods.
Search engine advertising is among the most common forms of PPC. It lets advertisers bid for ad placement in the sponsored links of the search engine every time a person searches on a keyword that has something to do with their products or services.
Each time your ad is clicked, forwarding a visitor to your website, you need to pay the search engine a small amount. With PPC working as it should, the fee will be almost negligible, considering the visit can be worth so much more than what you pay for it.
Conducting PPC marketing using Google AdWords, the globe’s most widely used PPC advertising system used today, can make a tremendous difference in the success of your online business. To boost your PPC advertising campaign, consider:
Keywords – Aim for PPC keywords and keyword groups that are relevant to your business, and use ad text that capture interest.
Landing Page – Build optimized landing pages using relevant and convincing, coupled with clear calls-to-action that address specific search queries.
Quality Score – Quality Score is the rating Google gives your website, depending on the relevance and overall quality of your landing pages, keywords, and PPC campaigns. Higher Quality Scores means more ad clicks at less costs.
PPC Keyword Research
Researching keywords PPC can be a time-consuming activity but very important nonetheless. After all, your whole PPC campaign is built on keywords, and if you want to be successful, you need to keep refining your PPC keyword list.
To do that, first off, your campaign should remain relevant. Obviously, you don’t want to be spending money for Web traffic that will not help your business grow. Also work with as many relevant keywords as possible. Don’t only choose keywords that are most popularly used in your niche. Make sure to include even the long-tail, less competitive keywords which are more specific, less common, and less expensive too – they usually make up most of the traffic that comes from search engine queries. Also include the long-tail, more specific, less competitive and cheaper ones – remember, they account for most of search-driven traffic.
Pointers for a Good PPC Campaign
You need to keep analyzing your account’s performance and adjust as follow:It’s important to keep examining the performance of your account and making adjustments as follow:It is a must that you keep analyzing how your account performs and make the necessary adjustments, including:
1. Adding to your PPC keyword list as you go along (new relevant keywords are created daily).
2. Adding non-converting keywords as negative keywords to enhance campaign relevancy and bring down wasted expenses.
3. Split your ad groups into smaller and more relevant sets, improving your Quality Score and click-through rate (CTR). Do away with any expensive, poorly performing keywords.