What is PPC (Pay Per Click)?
PPC service is not new, it has been around for many years. Though, its use is brand new for many businesses. So if you want to know to leverage this true ad platform to drive profitable online consumer behavior.
Driving fast traffic to your website organically is a really hard task. It takes a lot of time. Deeply knowledge and understanding are necessary for that organic result. As well as, Creative content and web analytics knowledge is required to achieve the website ranking and traffic goal.
So PPC has come as a solution for driving a fast traffic.
PPC- Pay-Per-Click, is one kind of advertising that works like classified ads, It is the entire online ad platform.
The search engines, like Google, sell this form of advertising task. They enable businesses and individuals to leverage ad space on their search engine and partner websites. These advertising listings are especially small and appear like older-style classified ads.
PPC is a platform for Internet marketing in which you purchase an advertisement that you pay for every time someone clicks on that ads. When consumer clicks on your online ad, that individual is directed to your website. Especially, you are paying for people to visit your website (only pay when someone clicks on that ad) instead of working to “earn” that visit the organic way.
Overview of three top PPC networks:
- Google Adwords
Adwords is the top most famous PPC network, not only in market share terms. But in terms of providing the most traffic to an especially campaign. It’s Google’s main advertising product. The network permits you to have local, national or international distribution for your campaigns and you may even involve location wise or even IP address exclusion for a more streamlined campaign to ensure reaching out to targeted traffic. Adwords offers facilities for different kinds of ads such as text, banners and strong media advertisements based on a daily budget that you can set. The network also helps advertisers by delivering them various tools that they can use to step up their marketing campaign involving tools for keyword research. It can improve conversion and a whole lot more.
- Bing Ads (MSN AdCenter)
Bing search engines, offers PPC advertising for your campaigns. In terms of cost-per-click, Bing Ads can offer a cheaper alternative than Adwords. The only disadvantage is the large divergence in terms of traffic share between Google and Bing networks. Adwords and Bing Ads offer different tools for advertisers that can help them achieve a better insight of the market. This can assist them to develop strategies on how they can achieve a better ROI like the ability to restrict or increase ads and bids on keywords based on exposure to a particular demographic.
- Yahoo! Search Marketing
Yahoo provides the internet advertising service. Yahoo! That offers PPC or sponsored search advertising based on keywords. However the traffic rates for this network is not as pervasive as that of Adwords or the MSN networks, it still recommended to use this network to have an even bigger reach and traffic for your website.
The Top Five Components of PPC:
The Keyword is the most important component of your PPC campaign. Failing to identify the most relevant and most targeted phrases for your business can result in greater catastrophe in your PPC campaign. Make sure to use the top keyword research tools out there to assist you in identifying the best keywords for your business.
Keep In Minds, When you search …
- Avoid very general words
- Find specific keywords with a suitable traffic
- Start with a name of your services or products
Top Keyword Research Tool:
- Google Keyword Planner
- Bing Keyword Research Tool
- Landing Page
Landing page where the action usually takes place. They are linked from your PPC advertisements which give as the page that your visitors will be redirected after they finally clicked on your ad. The main goal is the landing page is to convert the visitors either into sales or leads.
- Campaign Budget
PPC campaign is on a particular budget set on a monthly or daily basis depending on the settings you specified at the network you are using. The monthly campaign budget will stop once the budget has been fully exhausted. The daily budget allows you to set a particular budget each day that means you spread your campaign across each day.
- Ad Message
These are short, text-based messages or flashy images that should be carefully planned and chosen to make the ad as powerful and efficient.
Remember these ideas:
- Remove unnecessary words
- Focus on compelling benefits
- Make use of power words
- Avoid call to action
- A good call to action statement
- Campaign Performance Metrics
Monitoring the performance of your campaigns is very important to give you a scale on how efficient your ads are.
There is some metrics:
- CPC-Cost Per Click
- CPM-Cost Per Impression
- CTR-Click Through Rate
- Quality Score and many other.
The Pros of PPC:
- If you want to see result quickly, then PPC is a great way. Unlike SEO- organic search results which can take several months to make an impact on the SERPs.
- You can increase or decrease campaigns, it’s scalable. You can do them on and off completely, according to need. You have complete control on them.
- It makes targeting a breeze. You get to select exactly who sees your ads.
- You can choose exactly which keywords generate the highest sales or ROI.
The Cons of PPC:
- It is a more short-period solution than SEO.
- Success comes at a cost. If you want to get #rank1 positions for competitive phrases, you have to be prepared to pay for it.
- Most people can understand the difference between PPC paid services & SEO organic search results, therefore they trust in the organic results. It calculates that 80% of the available clicks on each search result page is won by SEO.
So as a conclusion, it is important that significant traffic is still driven by search engines, and the use of PPC ensure the rush of targeted traffic from the intended market of a particular brand, product or service.