Pay-Per-Click Marketing Overview for Rookies
PPC is short for pay-per-click, a model of online marketing where advertisers pay a certain amount every time their ads are clicked. Basically, you buy visits to your website, as opposed to trying to “earn” such visits through organic means.
Search engine advertising is among the most common forms of PPC. It lets advertisers bid for ad placement in the sponsored links of the search engine every time a person searches on a keyword that has something to do with their products or services.
Each time your ad is clicked, forwarding a visitor to your website, you need to pay the search engine a small amount. If your PPC is working fine, this fee is trivial, since the visit will likely be worth more than what you shell out for it.
Conducting PPC marketing using Google AdWords, the globe’s most widely used PPC advertising system used today, can make a tremendous difference in the success of your online business. To boost your PPC advertising campaign, consider:
Keywords – Aim for PPC keywords and keyword groups that are relevant to your business, and use ad text that capture interest.
Landing Page – Create landing pages with persuasive, useful content as well as clear calls-to-action that suit various types of search queries.
Quality Score – Quality Score is the rating Google gives your website, depending on the relevance and overall quality of your landing pages, keywords, and PPC campaigns. The higher your Quality Scores are, the more ad clicks you get at lower prices.
PPC Keyword Research
Researching keywords for your PPC campaign is a time-consuming but necessary task. Besides, your entire PPC campaign is based on your keywords, and to be successful at it, you have to continue refining your PPC keyword list as you go along.
One of the best ways to do that is to make your campaign stay relevant. Obviously, you don’t want to be spending money for Web traffic that will not help your business grow. You’ll also have to use many relevant keywords as you possibly can. When researching keywords, do not stop with the most popular or frequently searched terms in your niche. Make sure to include even the long-tail, less competitive keywords which are more specific, less common, and less expensive too – they usually make up most of the traffic that comes from search engine queries. Also include the long-tail, more specific, less competitive and cheaper ones – remember, they account for most of search-driven traffic.
Tips for Managing Your PPC Campaigns
You need to keep analyzing your account’s performance and adjust as follow:It’s important to keep examining the performance of your account and making adjustments as follow:It is a must that you keep analyzing how your account performs and make the necessary adjustments, including:
1. Growing your PPC keyword list (new relevant keywords are born everyday).
2. Classify non-converting keywords as negative keywords to boost campaign relevancy and drive down down wasted costs.
3. Divide your ad groups into smaller, more relevant sets to improve your click-through rate (CTR) and Quality Score. 4.
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