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Pay-Per-Click marketing, as
the name clearly indicates, is when you pay the
ad publisher a click fee each time someone
clicks on your ad to visit your website.
Pay-Per-Click marketing is a highly effective,
internet marketing strategy which can send
targeted traffic to your online store within a
couple of hours or less.
Pay Per Click, (PPC), also known as “Cost per
click”, or pay for performance marketing is
where you pay the publisher, such as a website
owner or Google AdWords a small fee every time
your ad is clicked on and that user lands on
your website as a result of that click. |
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When advertising on search
engine websites with Pay-Per-Click marketing,
your goal is to bid on keywords and keyword
phrases which are relevant to your target
audience. A higher bid will get
your ad placed in a higher position in the
search engine ad results, which are normally
found on the right hand side of the regular
search engine results and then again at the
bottom of the page, such as in the case with
Google Ads and Google search results.
However, when advertising on content related
websites, you’re charged a fixed price-per-click
rate each time someone clicks on your ad rather
than a bid rate for clicks based upon ad
position on the Google search results.
In both types of pay-per-click ads, the ads are
displayed on websites or search engine search
results with related content which increases the
likelihood of the user clicking on your ad.
Furthermore, with Google Ads your ad can be
found on unrelated websites as well simply
because the user was searching for your type of
products elsewhere or at another time and thus
allowing your ads to follow the user no matter
what type of website they’re on.
If that site hosts Google Ads then your ad will
be there based upon previous searches conducted
by the user.
Not only is pay-per-click marketing effective,
but it is also beneficial to the advertiser,
consumer and the publisher as well.
The benefits for you, the advertiser, is that
you only have to pay when someone actually
clicks on your ad and visits your website.
The consumer benefits by clicking on the ad and
landing on a website which offers exactly what
they’re looking for.
And the publisher benefits by getting paid each
time someone clicks on your ad and visits your
site. It’s a win-win marketing plan for
everyone.
When a potential customer searches for a
specific product online, they’ll normally type
in the product name or the product name in a
keyword phrase such as, “Sony model xyz digital
camera” or “buy Sony Model XYZ with free
shipping”. And you can experiment with keyword
variations as well.
Pay-Per-Click ads are displayed on the right
side of the regular search results and are many
times more ad specific. If your ad title matches
what the consumer is looking for then that
consumer is more likely to click on your ad and
visit your website. And this is the type of
targeted traffic that you’re looking for -
customers who are looking to buy your product.
Setting up Pay-Per-Click ads for multiple top
selling products can lead to repeat targeted
traffic daily which can lead to plenty of sales
as well. Furthermore, Pay Per Click marketing is
safe. You can limit your budget and control how
much you’re willing to spend on clicks and ad
placement position, and also how long each ad
campaign will last.
Yet in spite of all the positives with PPC
marketing, there are some downfalls to look out
for as well. |
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For example, many
advertisers start using the Pay-Per-Click
marketing model right away without having any
experience or know-how on the matter. They don’t
research, study, or take notes, and instead just
get in there, deposit funds and fire away.
And although the attitude of “get in there and
fire away” is good to have, yet to do so without
educating yourself first and creating a clear
and precise, Pay-Per-Click marketing strategy
can deplete your funds within a few hours or
less.
Therefore, it’s important to plan well and many
times, test the waters first before going full
force.
You’ll need to carefully select keywords and
keyword phrases and bid for those keywords in
such a manner so that you won’t go broke right
away while still being able to obtain a top ad
placement.
However, needless to say, a Pay-Per-Click
marketing campaign that generates lots of
traffic and lots of sales can become expensive
as well. And a fine line must be drawn between
how much you have and how much you can afford to
spend.
It’s also important to remember that most
Pay-Per-Click marketing campaigns will require
continual funding to keep generating traffic,
because once your funds are depleted, then your
ad campaign is stopped and placed on hold. And
in order to start it up again, you’ll need to
refill your account first.
The cost of bidding on popular keywords and
keyword phrases becomes another financial
concern when launching a successful marketing
campaign. And companies with large advertising
budgets are able to place high bids on the most
popular keywords and hold their position in the
search engine ad results. Yet this can make it
rather difficult for small businesses to compete
for popular keyword phrases.
There are however certain methods which can be
used to bid on popular keywords and keyword
phrases for top selling products even before
those products hit the market, such as in the
case with technology products for example. |
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Saving money on Pay
Per Click ads
When you focus on a niche market then it becomes
easier to stay on top of the market and know
what new products are coming out and when
they’re coming out as well. Once you are aware
of such factors, then you can begin to place
bids on those keywords for those products before
anyone else does in order to start taking
pre-orders online.
You can build a product page on your website for
that specific product and then start a
Pay-Per-Click campaign sending the user to that
page once they click on your ad for that
product. And on that page you can clearly state,
“Taking Pre-Orders Now!”.
This is a popular yet little used marketing
strategy used in many product categories but
more so in the technology sector such as
computer hardware and software products and
consumer electronics as well.
Then you can proceed to accept the pre-orders
and then ship the product once the product
becomes available. This becomes an effective
strategy to bid on keywords at a very low cost
since the product hasn’t even come out on the
market as of yet. And this is an excellent way
to keep lining up orders and increasing sales
with the help of Pay-Per-Click marketing.
You can also save more money on Pay-Per-Click
campaigns by bidding on partial keyword phrases
and using only the model name of the product for
your ad headline, and adding the complete
product name in the description itself.
For example, you can bid on the title keywords
“Model XYZ” instead of bidding on the complete
keyword phrase “Dell Model XYZ Laptop” seeing
that although Dell becomes a very important part
of the keyword phrase for the ad title, it also
becomes the most expensive part of the ad as
well.
And you can use the product name for the ad
title while using the complete product name with
the manufacturer name included in the actual
description of the ad itself. |
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Running an effective
PPC marketing campaign
There are a few things to consider when running
an effective PPC marketing campaign.
ROI (return on investment) is top priority when
launching a Pay-Per-Click ad campaign. However,
in order to get a good return or good results,
you’ll need to select the best keywords and
keyword phrases that not only relate to the
product or products you’re selling, but will
also persuade the potential customer to click on
your ad.
It’s not enough to just use the name of the
product as your ad title; you’ll need to have a
title that will cause your customer to click on
your ad.
But when it comes to advertising with Google
Ads, your ad will have to be placed in a
competitive position as well. In order to get
the most clicks for your dollar your ad will
need to be placed in the top 10 ad results in
order to land on the first or second page. This
is the best way to increase click rate, sales
and customer awareness.
It’s important to maintain a good position and a
good click through rate without having your
funds depleted so quickly as well; because
without funds, there are no ads.
If funds begin to deplete too quickly then you
will need to tweak your ad by experimenting with
keywords and keyword phrases and ad position as
well.
If you’re not getting the click rate hoped for
then boost your ad position by bidding higher on
your keywords.
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It’s
also important to monitor each ad when placing
multiple ads for multiple products or the same
product as well. When an ad stops working or
producing results, or depletes funds rather
quickly then either shut it down or tweak
(modify) the ad. And as is the case with any
internet marketing strategy, you may want to do
some testing first on your first few ads. For example, you can start
all ads on the bottom position and then work
your way up until you start seeing results
without spending too much money for clicks.
Modifying your ads can
become a continual process at first, but it
won’t take long to know what works and what
doesn’t. Yet by taking the time to do so, you
can create a steady click through rate and
create more targeted traffic daily. And more
traffic means more sales.
Pay-Per-Click marketing is
easy and can help your business grow when
executed correctly right from the start.
The following
Pay-Per-Click publishers are the most popular
PPC providers on the Internet. Each publisher
also provides complete step-by-step instructions
to help get you set up and running in no time at
all.
Google AdWords
www.Google.com
Yahoo! Search Marketing
www.Yahoo.com
Bing (Microsoft)
www.Bing.com
Ask Sponsored Listings
www.Ask.com
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