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| The special guideline to Pay Per Click marketing |
How to Make Your Business “Click”
In essence, PPC advertising is all about bidding for the top
or leading position on search engine results and listings.
Advertisers do this by buying or bidding on keyword
phrases that are relevant to their products or services - the
higher the bid, the higher the spot on the search results,
the more the people will find the ad (and click on it) to go
to their websites (this is why some people call it "keyword
auctioning"). Advertisers would then pay the bidding price
every time a visitor clicks through the website.
PPC advertising is also known under the following names/variations:
- Pay per placement
- Pay per performance
- Pay per ranking
- Pay per position
- Cost per click (CPC)
PPC advertising is usually done with the following standard procedures:
1. Setting up an account and/or deposit funds.
2. Creating a keyword list.
3. Choosing (and setting up) an account with a PPC search engine.
4. Bidding on the ad placement, including the search result words or phrases.
5. Writing out an ad copy.
6. Setting up the 'landing pages' for your ads.
7. Placing the advertisement in the search engine.
There are many benefits to Pay Per Click advertising, making it an effective way of promoting a business 'online'. Some of them are listed below:
- Get launched immediately. PPC advertisements are implemented very quickly - they can go 'online' within an hour after winning the bid and paying for it.
- Obtain specific, pre-qualified, and quality traffic. PPC provides you with a quality or a well-targeted traffic. Visitors are narrowed down into 'qualified' people who are actually looking for specific products and/or services that you offer - those who are more likely to become a 'lead' (a convert) and complete a transaction (either by buying your product or subscribing to the service that you are offering.
- Widen your reach. PPC advertising provides additional traffic to your site, aside from the natural or "organic" search engines.
- Track your investment. PPC advertising makes use of a tracking system that will determine exactly who comes to the website and what they do once they arrive - the length of their stay on the site and the number of pages (including the actual pages) that they view. These are valuable tools in determining statistics such as return on investment (ROI), acquisition cost-per-visitor, and conversion rates (the percentage of visitors who are converted into customers or leads).
Below are some important things to consider when
planning on a pay per click campaign:
1. Know your product.
Take an inventory of the product and/or services that
you have to offer (before anything else).
2. Stay within the budget.
Determine your daily or monthly budget; and stay
with it. This means keeping your budget in mind,
avoiding bidding wars if possible.
3. Bid just right.
Know how to bid right - a bid that is too high can
exhaust all of your money, while a bid that is too low
can make you lose that spot.
4. Watch the bottom line.
Measure your profit margin against your spending or
expenses. Know when to stop and terminate your
PPC program - if you spend more on advertising but
have little or no sales at all.
5. Find the right keywords.
Decide which keyword phrases to opt and bid for. Do
some keyword research, either by actually looking at
existing search terms or with the use of online
keyword suggestion tools, to know which terms are
mostly used when searching for items that are related
to your business. Focus on specific keywords, not on
general ones.
6. Write effective ads.
A good PPC ad is that which can persuade and move a
searcher. There are several approaches to this:
- Discount offers
- Testimonials
- Celebrity/famous endorsers
- Money-back guarantees
- Free trials or sample offers
- Freebies
- Reverse psychology
- Major benefits ("Lose weight")
- Direct instructions ("Click here")
Maximum Web Promotion with PPC
Engaging in pay-per-click (PPC) advertising has its own
benefits and drawbacks.
Business nowadays is doing different kinds of austerity
measures when it comes to advertising their products and
services. This is because of high rates of placing ads on
print and on television. But there is a fast growing
approach that businessmen can utilize to bring their
services closer to the people and that is through Internet
Marketing.
One tool that is causing Internet marketing popularity is
PPC advertising. This is a technique used in search engine
marketing that requires one to pay a fee every time
someone clicks an ad on your website. Usually this
placement is done through a bidding process. If you are a
top bidder for your keywords/phrases, you are sure to be
on the number one spot on all search engines. Just be sure of the effectiveness of your ad copy to get the
most number of clicks you need for your business.
PPC – The Pros
1. You need not be a genius in computer and technology
to be able to run this ad campaign.
2. Immediate results are seen after a few days.
3. No need to make a website conform to the SEO rules.
4. Nothing to lose even if you do not top the pages of
different search engines. You can still always choose
PPC advertising.
5. You can make use any search engine available.
6. You can type in any keyword you like.
PPC – The Cons
1. Fixed payments every month to the search
engine you choose.
2.Pay for each click received by your website. At
times, visitors are just competitors or people playing
pranks on search engines. This hassle wastes money
you put in to this advertising.
3. Inability to pay for the fees next month would
mean removal of your website on the paid listings.
4. This advertising can only be used temporarily
because it is difficult to handle in the long run.
5. Pay-per-click pricing can be costly for long
periods of time, therefore, this should be stopped
after an ad campaign.
But how exactly PPC advertising can increase traffic, leads
and sales?
PRE-QUALIFIED TRAFFIC. All visitors of your website are
already considered as a qualified consumer or buyer of
your product. PPC advertising leads your customers to you
for a lesser cost.
INSTANT EXPOSURE, IMMEDIATE PROFITS. PPC search
engines enable you to get your desired results fast.
They will have your website live within just a few hours
which means immediate increase in sale.
CONSISTENT TOP LISTINGS. This is to get your website on
top of the sponsored search results for free. You just have
to choose the keywords related to your site and business
and place them within your web pages. After this, you are
done.
PPC advertising enables advertisers to control their
advertising campaigns. Advertisers have effectively
targeted their audience and set their own price per click.
PPC advertising networks provide the platform to identify
the desired audience by geographic setting, topic and
industry. These networks have a list of websites of the
publishers where the ads will be placed.
Tools are provided by the networks to check how the pay
per click limit is working for a certain advertiser. If its still
competitive, would it be even listed among the paid
search lists or does it generate sales? Of course, if the
advertiser made the highest bid, the better chances the ad
will be seen in the search engine. These networks too
provide protection for the advertisers against click fraud.
This advertising set-up allows advertisers to set a daily
budget for his ads, thus, less spending for unnecessary
clicks. Advertiser will never go over his budget.
In PPC advertising, what are important are the keywords
and phrases. You have to select at least 10 "very specific"
keywords that would give you the best traffic in the
search. Then, write the ad creatively but straightforward.
Tell the truth about your product or service and do not lie.
Good thing if your product or service will not disappoint
those that are relying on your ad's promise - but what if it
did otherwise? Important too is the clarity of the ad. Do
not use very vague languages. Include important details
like the price.
Important! You should also remember to budget your
bids. Do not go overbidding because you will only lose
your money and do not go so low that your ads will never
get the chance to show up. Check your profit against your
spending. If you see no progress then most likely you have
to drop your ad campaign.
More and more advertisers have been using PPC
advertising and it will continue to grow faster than any
online advertising techniques.
From just Google's revenues of $3.14 billion in 2004 to
$95.35 billion in 2017, cost per click has dramatically gone
up as well.
PPC advertising is new in online marketing and it is going
to continue in the years to come. For advertisers, this
means increase revenues with fewer advertising expenses,
savings, more sales, good return of investment (ROI) and
effective ad campaigns in the days to come.
How to Create a Profitable PPC
Campaign Management
Certain keywords or phrases that people type into a search
engine lead to hundreds and hundreds of search results
that pertain to that specific keyword. Businesses that want
to advertise on the net using a PPC campaign have to
come up with a plethora of keywords that is associated to
the business that they are running; so when potential
customers type in these keywords, it will lead them to
their business site.
This is pretty much the whole concept that operates
behind PPC. This is how a PPC campaign brings in traffic to
your site, with the selection of the right keywords that
people can search through the net.
Some keywords tend to be more expensive than others,
especially popular ones. It is vital to select the right
keywords, in order to get your money's worth. This is why
it is important to manage you PPC campaign wisely.
Sometimes you are better off opting for the less popular
keywords that are not so expensive, especially if you have
a limited budget. Some businesses even hire the help of a
consultant to manage their PPC campaigns.
There are a lot of experts that specialize in PPC campaign
management. They come with strategic plans, and assess
the need of their clients. They then come up with a PPC
campaign that caters to their client's specification.
This is why big online businesses seek the expertise of a
professional to run their PPC ad campaign, because the
right set of plans, can potentially bring in a large amount
of profits. The more keywords you have, the more you
increase the chances of customers clicking these keywords
that would lead them to your website.
If you are running a business online, and are planning to
run a PPC campaign, it is advisable to purchase keywords
that are extremely related to the theme of your business.
This way, people know what they are getting, and don't
get confused about the content of your website. The
secret is to use keywords or phrases that are searched
frequently, but cost very little.
The chances are, the longer people stay in your site, the
likelihood of these potential customers making a
transaction.
But first thing’s first: you must lure them into your turf.
This is why a lot of entrepreneurs spend a large amount of
their budget on advertising, because they know that the
right advertising campaign can start the ball rolling.
Also, you should do some research before you start your
PPC campaign. There are a lot of PPC search engines to
choose from. Those who are less renowned charge less for
the same keywords that you'd find in the bigger PPC
search engines.
The great thing about PPC campaigns is that you can reach
a worldwide audience. Advertising online means global
marketing.
Most PPC search engines require a monthly payment in
exchange for their services. But if you fail to make
payments, they will automatically take your listings out of
their search engines.
So make sure that you pay your monthly bills, so all the
efforts that you put into your PPC campaign don't go to
waste.
The potential earnings that can be generated by starting a
pay per click campaign is significant. That's why a lot of
online businesses now are trying to get in on the act. Now,
with the right set of keywords, and a smart PPC campaign
management plan, more than ever, online businesses are
bringing in the big bucks.
PPC Bid Management
Search engines such as Google Adwords offer top positions
among the sponsored listings for particular
keywords/phrases you choose. The idea for bidding is you
have to buy/bid on keywords/phrases relevant to your
business. The highest bidder gets to be on the top of the
search result listing and the second highest bidder, of
course, gets the next top listing and so on. Every time a
visitor clicks on your website, you will have to pay the
same amount that you bid on that particular keyword.
PPC can be very costly, time consuming and sometimes not
worthy. But if you know how to go about the step-by-step
procedures, PPC is a welcome change to traditional
advertising. facebook may
be helpful to you too.
If you do your searches for products, articles and auctions
in the net, you usually type in a keyword or a set of phrase
to guide you in your search.
Either you use Google or Bing Search depending on where
you are most comfortable at and where you usually get
the best results. As soon as you key in the search button,
immediately a long list of keywords or phrase will be
displayed containing the keywords you key in.
The first or the top link that you saw is most likely the one
who bids the highest for that keyword you type. In this
way, businessmen will produce the desired results; they
get to be advertised, at the same time, saving and
spending only for the clicks they need that might translate
to potential sales.
The way to start PPC bid management is to identify first
the maximum cost per click (CPC) you are willing to pay for
a given keyword or phrase. CPC varies from time and even
search engine to search engine too. Maximum CPC can be
measured by averaging the current costs of bids (bids
range from $0.25 to $5).
Average of these bids is to be used as the maximum CPC to
begin with. As your ad campaign progresses, the actual
conversion rate (visitors turning to potential buyers/sales)
will be determined and you may have to adjust your CPC
(bidding rate) accordingly.
When you start to bid, see to it that you adopt different
bidding strategies for various search engines. Search
engines have their own PPC systems that require different
approaches. It is also worthy to identify different bids for
the same keyword phrases in various search engines.
Another thing, it is wiser not to bid for the top spot for two
reasons:
1) It is very expensive and impractical, and
2)
Surfers usually try different search queries in various
search engines before they settle on the right one that fits
to what they are looking for. This hardly results to
conversion. Try to bid for the fifth spot instead and work
your way up.
If you are now going steady on your PPC biddings, it is time
for you to develop your own bidding strategy accordingly.
It is important for you to track down which sites bring the
bulk of your traffic and identify the ranking of your paid
ads. This will help your bidding strategy to be effective and
you should also decide where you want your ad to be
positioned. Usually your maximum CPC will limit your
choices. Bid gaps (e.g. $ 0.40, 0.39, bid gap, 0.20, 0.19,
0.18) occur when there is a significant price increase to
move up one spot in the PPC rankings.
It is best if you take advantage of the bid gaps by filling
them in so you can save up your cents to other bidding
opportunities. Often there are keywords worthy of lesser
bids to get the appropriate ranking on the list and produce
a good number of clicks and higher conversion rate rather
than bidding higher but having a poor conversion rate. You
have to put in mind that overbidding too is not good but
rather the best position for the most effective bid.
Using pay-per-click bid management in promoting your
website will only be successful if you take time building
many lists across many engines and studying the
performance of every listing. In this way, you can make the
most value from what you spend in the bidding process.
The key is to use the necessary precautions to stay ahead
of the competition.
Bid Management Tools
In ensuring best results, you may use bid management
tools. There are accepted and approved management
tools that will help you in your bidding. They are
categorized in two different types:
- Web based (services by monthly subscription) or,
- PC based (a purchased software)
Monitoring tools too may help in the tracking down of
your keywords/phrases and search engines as to which
among them often generate sales, overall and in relation
to your cost per click. This is what you call return of
investment (ROI) monitoring.
These bid management tools may include additional
functions that may not get from online marketing tools
that are readily available. Other tools can monitor
competitor’s bids, produce reports for different parties
and offer the ability to interface with multiple PPC
engines. This is particularly helpful to those who manage
more than a hundred keywords across several PPC engines
to boost productivity and save time.
Cash and Pay-Per-Click Affiliate Programs
There are actually two types of PCC affiliate programs –
those who pay a commission based on the number of
clicks and the other based on the sales.
The pay-per-click scheme is much more popular than payper-lead because the affiliate gets paid by just clicking the
ad, regardless of whether the visitor buys from the affiliate
merchant or not.
Plus the chances of a visitor purchasing something from
the affiliate merchant are not really that high.
Important! In choosing an affiliate program, read the fine
print carefully – some pay-per-click programs get the ratio
of the number of people who went to your site and the
actual people who clicked on the ad. If you have a heavily
targeted website, this can hurt your earnings.
How do I start?
Of course, you need to have a website. Depending on your
target audience, choose the best affiliate merchant that is
most related to your topic. For example, your website is
about Carpentry then you can search for affiliate programs
that sell tools used in carpentry.
However, if you don’t have a website, that’s not a
problem. You can put up a content site about absolutely
anything under the sun like ‘Taking Care of Dogs’ or
‘Decorating your own Home.’ But wait, its not over yet.
We are faced by a dilemma – on how to increase traffic!
You first need to get Internet surfers to see your website,
then the ad.
How do I increase my traffic?
First, design your website in such a way that it will attract
Internet users. A user-friendly site is always recommended
so that the customers will know which one to click. Take
into consideration the look and feel of the advertisement.
If it doesn’t look professional, most likely, users will just
ignore it. Place the ad on a strategic location – one where users can
see it clearly. Visibility of the ad is always important.
Another way is to post a link to your website in forums,
web communities, ezine articles or bulletin boards.
However, this method requires a lot of effort – that
defeats your purpose of getting easy money in the first
place! The key is to do something once and forget about it.
It’s like putting your business on autopilot. To maintain
you pay-per-click business, be sure to track down site
activity, so you are updated on how much money you are
making.
Can I make more money?
If you think you can go to the next level, you can try a twotier affiliate program. This gives you the power to recruit
affiliates. Other than the money you get from your
website’s clicks, you will also get a percentage of what
your affiliate generates. Some companies give 30% to a
soaring 50% commission on all referral sales.
Remember, you should be able to manage and monitor
your affiliate program. If you can recruit more affiliates,
then you can get paid more without even moving a finger!
Choose affiliates that can most likely attract more Internet
users and bring more traffic. You just have to know the
right people.
In Closing: To SEO or To PPC?
The online community is definitely a large market place
that you cannot ignore, especially if you have an Internet
business. There are thousands if not millions of consumers
that you can tap in the Internet.
At the same time, the Internet also poses a quite different
challenge. The easy access that Internet provides also
gives you as much competition as you can imagine. It is
too crowded and congested.
Having a website is not enough to make your business
running and able to compete. You must take other
alternatives to give way for the online community to
access your website at any rate or chance possible.
You have to expose your website. Make it known. It has to
be visible. It has to be frequently targeted by consumers
and surfers.
Invest in marketing your Internet site. There are basically
two options available to you, the SEO and PPC. These two
are probably the most desirable alternatives you can get
for your Internet business as strategy for search engine
marketing.
1. SEO
SEO stands for Search Engine Optimization. Some
researches indicate that 60% - 70% of Internet surfers
and users actually resort to using the Google search
engine to find and locate web sites and pages, for any
topic they desire. SEO is the process taken to make
sure that the Internet uses will find your website
when ranked among the top results of a search. This
way you can make sure that you will be visible and
can clearly stand out from the rest.
To get a search engine optimization, you will have to
build on your own Internet site frequently hit Internet
links to web site pages. The process will involve IBLN
or Independent Back-Linking Network, wherein
hundreds or even thousands of pages will be utilized
to promote a particular website of a client.
In SEO, there is no need for you to pay for the clicks
although it will require you to spend time doing
research to get a favorable combination of ads and
target audience. The SEO process is a long term one.
It requires months, 6 months at the least, before the
proper outcome is fully achieved, but once the goal is
accomplished, you will definitely get a steady source
of profit.
2. PPC
PPC gives way in advertising on a search engine.
These are sponsored listings that you see whenever
you make a search. There will be a charge whenever a
visitor or web surfer clicks on any of your ads. There
will first be a bidding process. The highest bidder for
the price per click will definitely get the chance to be
first listed in the search engine.
With this kind of advertising, you can still basically
control your campaign as you get to create your own
ad. You will also manage the target audience and still
stay within the bounds of your budget.
Most of the providers of PPC advertising will allow
you to specify the target market, either by topic,
industry or geographical location. You can also very
well check if your ad gets to be shown at all and if it is
competitive with the rest.
There are some guaranteed benefits when you get to
maximize the PPC strategy.
- PPC lets you advertise to the whole of the online community. It is also relatively easy to set up.
- At first glance, PPC advertising may seem very expensive. Could it possibly happen that someone out there will go on clicking on your ad? This will definitely give you a large bill without the expected profit on your part. If this provides a lot of worries, be rest assured that there is a protection for you. Networks are able to recognize fraudulent clicks.
- You can also set a budget for a certain period. The moment your budget has been used up by the target number of clicks, your ads will no longer be displayed until the next period you want it again displayed.
- You will also be able to adjust well to changes in market demands and trends.
In deciding which of the two strategies will work right for
you, think of your goals and of your resources. They
definitely offer benefits and advantages that will work for
your good. The better way to approach this two is to
evaluate according to your short term and long term plans.
Take the PPC course for your short-term goals and choose
SEO if you have long term ones.
There world is out there for you now. Just make sure you
do what will work best for your entrepreneurial endeavors
and visions. The secret to success lies in your hands. Just
study your options well and you’ll get exactly what you
want!
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