Pay Per Click Advertising
Pay per click advertising is using the “Sponsored Links” that appear on the right hand side of the search results.
How do PPC ads work?
You bid on certain keywords and write your ad. Your ad appears when your customer searches for the keywords you bid on using Google. When your customer clicks on your ad, they are directed to the web page that you specify and you get charged the amount that you bid.
Pay per click (PPC) advertising can be a very profitable way to increase sales and leads to your business if you know what you’re doing.
What’s so great about PPC Advertising?
- It’s fast. Using PPC advertising, you can create an ad and have it appear in the search results in 30 minutes.
- Get immediate feedback. If you know what you’re doing and understand how to manage a pay per click campaign, you can get immediate feedback and metrics to determine the ROI of your ads. 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’ve ever advertised in the Yellow Pages, you know it’s the exact opposite…with the Yellow Pages, you never even know if anyone sees your ad!
- Identify your “money phrases.” How do you even know which phrases are most profitable and worth optimizing your site for? You can use PPC advertising to refine your results and then apply that knowledge to a search engine optimization campaign.
PPC advertising should be a part of every business owner’s online marketing campaign. The ROI on pay per click campaigns can be outstanding. Unfortunately, effectively managing even a small pay per click campaign can be quite challenging. Pay per click advertising can be complex and requires very specialized knowledge and experience.
If you’re a novice PPC advertiser, there are several problems that you can run into.
Google’s Rules – Despite how much money Google makes from AdWords, they don’t make it easy to advertise. There are a lot of unwritten rules that you have to follow to set up and run campaigns. Following these rules can have a direct impact on how much your ads will cost. If you don’t follow them properly, you can overpay for your advertising and make your campaigns unprofitable.
These rules cover a lot of different areas:
- 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 important keywords out of your campaign. Do you have 10-30 keywords in your campaigns? You should probably be bidding on 1,000-3,000. Using the right tools and strategies can make an enormous difference like that.
Ad Testing – If you’re not split testing, you’re most likely only getting a fraction of the visitors to your site that you should be. (Split testing is comparing a control ad to a variation to see which one performs better.)
Conversion Tracking – Most business owners don’t know how to track whether their advertising dollars are actually generating any sales. Without tracking conversions, you’re flying blind… and wasting money.
Tools – There are a number of very important tools that you can use to create and manage PPC campaigns. The problem is that these tools are very expensive and they rarely make good financial sense for a single business owner that only needs to manage his or her own campaign.
Only Sending Visitors to Your Home Page – There are probably many different types of customers for your products and services. Sending them all to a generic home page is rarely as effective as sending them to a targeted page that tells them exactly how you can solve their particular problem.
Our services are designed to help you manage your pay per click campaign. Check out our strategy on how to dominate your market to see what we can do to use pay per click advertising to boost your profits today!