If you’re looking into internet marketing for your business, there are a few important areas to investigate. One is SEO, or search engine marketing – a number of factors contributing to your business’s ranking on Google and other search engines for vital keywords.
Another that often doesn’t receive enough attention in certain industries is called pay-per-click marketing, or PPC. What is PPC, and how can it benefit your website and its marketing goals? Let’s take a look.
Pay-per-click is a service where advertisers pay a fee each time one of their ads receives a click. It’s effectively a way of “buying” visitors for your site, rather than “earning” them organically.
One of the most popular forms of PPC is search engine advertising, which allows advertisers to bid for ad placement in a search engine’s sponsored links section. The top bidders show up extremely prominently in these preferred spots at the top of search results pages. Every time one of these ads is clicked, that advertiser pays the search engine a small fee.
When things are working well, this fee is a drop in the bucket – every visit is worth much more than you’re paying for it. Getting to this point, however, requires a lot of detail: keyword selection and organization, PPC landing pages optimized for conversions, relevant and intelligent targeting and several others.
Google AdWords is the largest and most popular PPC advertising system out there. It allows businesses to create ads that appear on Google’s search engine, and other Google properties. Google uses a number of factors to choose “winners” from a pool of AdWords advertisers every time a search is initiated – a big factor in this is an advertiser’s Ad Rank, a metric calculated by multiplying CPC bid (highest amount an advertiser is willing to spend) and Quality Score (a value based on clickthrough rate, relevance and landing-page quality).
PPC can be time-consuming to manage, but it’s vital. An effective keyword list should be all of the following:
Regular account activity is one of the best predictors of success, so you’ll need to stay on top of managing campaigns after they’re created. A few adjustments to make:
Want to learn more about pay-per-click, SEO or any of our other online marketing solutions. The experts at SEO Werkz are standing by to assist you.