Pay Per Click Advertising
Pay per click, (PPC) is an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers’ website. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
When a user types a keyword query matching an advertiser’s keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the “natural” or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page.
Although many PPC providers exist, Google AdWords are the biggest. Minimum prices per click, often referred to as costs per click (CPC), vary depending on the search engine and the level of competition for a particular phrase or keyword.
Advertisers using these bid on keywords, which can be words or phrases, and can include product model numbers. When a user searches for a particular word or phrase, the list of advertiser links appears in order of bidding. Keywords, or search terms, are the very heart of pay per click advertising.
There are hundreds of Keyword pay per click search engines. Notable PPC Keyword search engines include: Google AdWords, Yahoo! Search Marketing (formerly Overture Services), Microsoft adCenter, LookSmart, Miva (formerly FindWhat), Ask (formerly Ask Jeeves), 7Search, Kanoodle, and Baidu.
Pick Low Competition Keywords
Pay per click advertising is very competitive and the words you might want to bid on can be out of your budget. The key is to find the low competition variations of your main keyword that are less popular and therefore will cost less. A Pay Per Click Manager will do this for you.
Get to the point
You don’t get lots of ad space with Pay Per Click, So the aim is create an advert with less that 125 letters to grab your buyers attention and stand out over you competitors ad. Make it relevant to what the client is looking for. The more relevant your ad is the higher your ad will be on the list of ads bidding for that keyword.
When a client clicks on your advert, make sure the page on you website is still relevant to what they are looking for. Finding the ideal landing page can take some trial and error, but for a general rule, it is best to use as relevant a page as possible. Do not sent people straight to your home page. Your conversion rate will drop and your cost will go up.
Test Test and Test again
Never ever only have one ad running. This is the biggest mistake made that I am Aware of. Create an ad variation for the same keywords to run side by side and analyse which ad converts best. When you know which one generates the most click through’s or sales, make another one and run this. Analyse again. See if it is better or worse. Then do it all again. This will eventually lead to you having the best ads possible. Google adwords will automatically report on which is your best advert and you can even ensure your best performing ad is shown more often.
Get it right!!
If your pay per click campaign to done right you will save a lot of money and you will find it hard to come across any other form of advertising that is as cost effective and better performing.
Remember Pay Per Click is different to Search Engine Optimisation
Also SEE “Is Pay Per Click For You?“