December 16, 2010 nitroint

What is Pay-Per-Click (PPC) Advertising?

Pay per click advertising refers to the three line ads that appear in the top right of a search results page. The ads are stacked vertically – up to eight – and are more or less competitive depending on the market. The ads are designed by advertisers to be triggered when certain keywords or phrases are searched.

Each time a person clicks on an ad, they are sent to the advertiser’s website, and the advertiser is charged for that “click”.The cost of that click depends on a couple of factors: first, how much the advertiser is bidding for that keyword/phrase, second, what the quality score is for the page that the user is sent to after clicking the ad.

Immediate Traffic With Pay Per Click (PPC) – No Waiting!

Google Adwords is the primary marketing tool for pay per click advertising and is used by companies large and small around the world to reach customers who are searching for targeted keywords/phrases. Pay per click campaigns can be set up quickly and give immediate results, unlike Search Engine Optimization (SEO) which can take months or longer to see results. Managing a pay per click campaign MUST be done a professional in order to maximize results and avoid paying highly inflated ‘per click’ rates.

Pay per click advertising can be a VERY profitable way to increase sales and leads (if done correctly).

It’s fast – you can have a campaign up and running in less than 30 minutes. Getting your site into the search engine listings can take weeks or even many months depending on the competition level.

If you understand how to manage a pay per click campaign, you can have immediate feedback and metrics to determine the return on your investment. You can see exactly how much money you’re spending, what your potential customers are doing online, and what sales you’ve made. If you think about advertising in the Yellow pages, it’s the exact opposite…with the Yellow pages, you never even know if anyone sees your ad!

It can tell you what the money terms are! How do you even know what search terms you want to optimize your site for? You can test them quickly and easily with a pay per click campaign, and then apply that knowledge to your search engine optimization efforts.

Pay per click advertising can be a VERY profitable way to increase sales and leads and should be part of every business owners’ Internet advertising campaign. However, managing even a small pay per click campaign is extremely layered and complex and requires very specialized knowledge and experience.

Here are some potential problems you may have experienced with prior Pay Per Click campaigns:

Google’s rules – tips and tricks to work within them – Google doesn’t make it easy to advertise. There are lots of unwritten rules for how Google likes campaigns to be set up and run. These rules have a direct impact on how much you’ll pay for the advertising. If not respected and understood, many campaigns are doomed to be unprofitable. These rules include:

Keyword grouping Quality score Ad relevancy Click through rate management Bid pricing And many more…

Keyword research – I guarantee that if you’re already using adwords, you’re leaving out a ton of important keywords in your campaign. If you have 10-30 keywords currently, you should most likely be bidding on 1,000-3,000. It’s that big of a difference when you have access to the right tools and strategies.

Ad testing – If you’re not split testing (comparing a control to a candidate, or a different ad to see which is better), you’re most likely getting only ½ the visitors to your site than you should be.

Conversion tracking – Most business owners don’t know how to track whether a dollar spent on advertising generated any sales. Obviously, without this information, you’re flying blind.

Tools – There are several very important tools in the market to help create and manage pay per click campaigns. The problem is that they are expensive, and don’t make financial sense for one business owner managing one campaign.

Only sending visitors to the home page – There are probably many different types of potential customers for your products and services. Sending them all to a generic home page isn’t nearly as effective as sending them to a targeted page that tells them exactly how you can solve their particular problem.

Supercharge Your Business with Pay Per Click (PPC)

Our services our designed to help you manage your pay per click campaign. Check out our interactive marketing strategy on Dominating Your Market to see what we can do to use pay per click advertising to boost your profits!

Find out how we can create a solution for you that deals each and every one of these issues and optimizes for the best results. Ask us how you can supercharge your business with a powerful <a href=””>Adwords campaign</a>.