How Does Pay Per Click Advertising Work?
How to Use Pay Per Click Advertising
Pay per click (PPC) advertising is a type of online advertising common to search engines and social media websites. Most pay per click ads are designed to appear when an Internet surfer uses certain keywords. Pay per click ads and search engine optimization are the most common ways that businesses try to rank highly on search results. Search results and advertising drive approximately 30 percent of business traffic on the web. Unlike traditional advertising methods, PPC ads only cost the advertiser money when people click on the hyperlink to their site. The success of pay per click advertising depends upon the keyword research, campaign tracking and online content. For most sites, advertising success is not simply measured in increased traffic from ads, but also the number of sales that are produced. Learn how to use pay per click advertising.
PPC Ad Planning
Research and report on your baseline traffic and sales.It is impossible to track the value of a PPC ad if you don't have data on website traffic before the ad appears. Assign someone to gather your sales and traffic data from your website for at least 1 month, so you can judge the results of the PPC campaign against this data.
Create a landing page.One of the best ways to increase your chances of success with a PPC ad is to develop a landing page for the ad that is filled with high-quality content. A landing page that caters to your ideal customer and gives specific information will often have a larger chance of success than a general home page.
- Landing pages are not traditionally product pages. They usually encourage a call to action, such as giving people access to high-quality content as long as they input their email address. Then, you can communicate with them by email. Define your call to action on this page, in order to increase your conversion rate.
- Consider creating several landing pages based on the keywords you are using to promote your PPC ads. For example, a surfing site may set up a landing page for their "surf boards" keyword advertising that shows videos of people riding on surf boards or tutorials. A PPC ad for "women's swimsuits" might show a feature of a woman pro surfer wearing a popular swimsuit model.
Invest in web traffic tracking.Either contact your website programmer or create a free account with Google Analytics. Set up a campaign for all of your existing accounts, and create a campaign for each PPC ad.
Set a budget.Many PPC advertising programs allow you to set a daily maximum, so that your advertisement does not show when you have reached your desired number of clicks. Decide the duration you want to advertise for, such as 1 month, and choose a daily budget that will allow you to remain profitable.
- Do keyword research. Choose 20 keywords and search for them on Google, Bing, AOL, Yahoo and other search engines. If you see top competitors are ranking highly, then you are probably on the right track; however, if it produces a lot of irrelevant links, then your money will not be well spent using these search terms.
- If your site does not come up in the first page of the listings with any of the search terms, then PPC advertising is the way to show up on search results quickly. You should also look into search engine optimization (SEO), but SEO website changes can take weeks or months to improve your search engine ranking.
PPC Ad Creation
Research PPC advertising options.Some of the most popular programs include Google AdWords, Microsoft AdCenter and Facebook Ads. These are good places to start because they are user friendly programs that do not take very long to set up.
Identify your target audience.It is important to know precisely who you are selling to in order to market to them. If you were in their shoes, which keywords would you search to find your product? Which websites and apps would you visit? The more you can identify about your target audience (customer) the better tailored your paid traffic campaign will become and the more likely it will be to succeed.
Choose your keywords.Whether on social media sites or search engine PPC programs, search keywords are the factor that determines who sees your ad. Choose specific, high-value keywords that cater to searchers who want to buy, not simply look.
- Consider buying your brand name as a keyword. This is especially important if your website does not appear high on the top of the search results when you look for your company or brand name.
Take advantage of other determining factors.Choose geographic areas and peak times, options that are now being offered by many search engines for sponsored listings. Facebook also lets you narrow down where your ad appears by gender, relationship status and group.
- Look into different PPC formats. For example, this type of ad commonly shows up to the top, right or bottom of search listings in link form. However, banner ads that use graphics and headlines have been shown to be more successful, in general, than text-based ads.
Use marketing professionals to design your ad.PPC ads can be very easy to create on Google and Facebook; however, the headlines, text and images determine whether they comprise an attractive ad for the consumer. Hire a graphic designer to design banner ads and use words like "sale," "discount," or "exclusive" to encourage people to click.
Determine a good bid for your ad.Most PPC ads allow you to bid for the amount you pay per click. Remember that small businesses are likely to be easily outbid by big corporations for popular search terms, so choose your keywords carefully.
PPC Ad Campaigns
Set a few different versions of your ad, to determine which search terms will work best for your company.This is the best way to test the success rate of certain keywords or advertisement headlines against others.
Assign someone to monitor your ad daily and weekly.If you are testing different keywords or products, then you can determine in a week or 2 which ads will work best for your company. Most PPC advertising programs let you track your progress daily on your account screen, as well as through sales on your own website.
Do not change your ad often.If you keep returning to your account to change wording, images or links, it will interrupt the gathering of data. It is better to fine-tune the ad by trying a few different search terms or wording choices and then shut down the ad when you can see what works best.
Compare your PPC advertising campaign against your baseline data.Unless you do not sell products or services on your site, the success of an ad is determined by sales increases rather than by an increase in traffic.
- If you are using the landing page to gather email addresses and communicate with a new database by email, then make sure you gather this data as well. It may take a few emails to this database to determine how many new leads were converted to customers.
Stop PPC advertising campaigns if you are seeing higher traffic over a matter of months, but no increase in sales.This can mean that you have not determined what keywords attract buyers, or it can mean that your product is not ideal for PPC advertising.
- Beware that it is a waste of money to develop a misleading PPC ad. If someone clicks on your ad and closes the window immediately, you still pay for the ad. Always attempt to make your ad appeal to your ideal customer, rather than a typical Internet surfer.
Video: how to setup google adwords pay per click (PPC) campaign for sucessful advertisment (part - 1)
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