Buying your way to the top with Pay Per Click Advertising
by:
Ed Kohler
Imagine if you could advertise ONLY to folk who have really expressed an interest in doing business with you? That’s essentially what happens whenever a prospective client or client types a phrase into a search engine that’s relevant to your business. But how do search engines decide which sites are worthy of top placement in their search results? It turns out that several of the results are hierarchic by the search engine’s computers spell others are just paid advertisements from companies willing to buy their way to the top victimisation Pay Per Click Advertising.
Pay Per Click Advertising (PPC for short) is an online advertising format that allows you to buy your way to the top of search results pages for search phrases relevant to your business. Businesses buy advertising on specific search phrases, and are then charged each time a person clicks through to their web site.
How makes this work?
Try running a search on a major search engine like Yahoo or Google for a common user
product like “DVD players.” Once
reviewing the results, you’ll likely see a set of results labeled as “Sponsor Results” or “Sponsored Link”. Several results may appear in the same format as the main search results on the page, spell others are listed inside
colored text boxes on
the site of the page. All of those results are paid advertisements from the sites listed inside
the ads.
The ads are hierarchic based on how more a business is willing to pay to advertise on each search phrase. In the example search for “DVD players” the current top adman is presently
paying $0.81 per click – one penny more than the #2 advertiser.
The ads are purchased through pay per click advertising suppliers, and the two largest happen to be closely-held by Google and Yahoo. Google’s program is called Adwords and displays results on Google.com, AOL, Ask Jeeves, many an smaller search engines. Yahoo’s program is run by an noninheritable institution called Overture, and the results appear on Yahoo, MSN, AltaVista, and many an else syndication partners.
Why should I pay for traffic?
For businesses that have had success with search engine optimization, the idea of paying for visitors is not particularly enticing. However, if you can do more money off a visitant to your web site than it price to get them there, why wouldn’t you pay for those visitors? Support in mind that you can choose exactly what search terms you want to advertise on, and you only pay once
a searcher really clicks on your ad, so it generally comes down to deciding how more you can afford to spend for those visitors rather than whether it’s worth doing at all.
How more should I spend?
The main factors influencing how more money can be spent on a PPC campaign are:
1. How many an searches are conducted per month victimisation phrases relevant to your business?
2. How more are you, on
with your competitors, willing to pay for those terms?
The average monthly ad spend on PPC advertising is a couple thousand dollars, but this varies vastly
from less than $50/month for regionally targeted and niche businesses to millions a month by large national retailers.
The goal of any advertising campaign should be to bring in more money from the campaign than it price to run it. Pay Per Click is no different, but the level of detail you can measure in PPC is importantly
higher than most types of advertising. For example, with comparatively
bargain-priced (some are even as free) tools, you can determine which ads are generating sales or leads for your business. On the far side
that, you can determine how more money you spent on a specific ad to generate a sale or a lead. By measure what’s working, you can sharply
advertise on terms that prove to be winners for your business spell motion down ads that don’t deliver.
Tips for Success
1. Advertise on a large number of relevant search phrases. Brainstorm on the far side
the 1st dozen terms that move to mind to describe your business. Advertise on the terms used to describe your products, the product names, product codes, and the questions a prospect strength
type into a search engine that your services answer, and more.
2. Build unique ads for each search phrase. It takes a lot more time to write a unique ad for each search phrase relevant to your business rather than creating one ad for all of your search phrases, but the extra activity wish emphatically be rewarded. Ads that are aligned with the corresponding search term obtain more clicks, which wish mean more targeted traffic, and in several cases paying less per click (on Google Adwords) due to the intricacies of how the advertising is priced.
3. Send visitors to the most appropriate page of your web site. If you place an ad for a specific product inside
your online store, don’t send visitors to your homepage and force them to dig for what they just searched. This wish frustrate your visitors and increase the chance that they’ll hit the dire Back button.
4. Track your results. Defrayment money without measure the return on your investment is not a nice business practice. At the really least, consider commencement the free following tools accessible through Google Adwords and Overture to measure which terms are delivering results for your business. On the far side
that, consider victimisation a 3rd party statistics tool with conversion analysis to compile the results of your various pay per click programs into one easy to manage interface.
Go for it
People are searching for what you sell at this really moment! If your site is not showing up near the top of the results, your competition thanks you.
Ed Kohler is the President of Stack
In A Needle, Inc., a web marketing firm in Minneapolis, MN, offering search engine optimisation and pay per click advertising consulting services.
HaystackInANeedle.com
kohler@HaystackInANeedle.com
