Pay per click advertising is a novel performance based promotional method where you only pay each time a visitor clicks on your advertising link. Also called PPC, the main benefits of this highly effective method is its measurability, in terms of where your traffic is coming from. PPC lets you maximise your advertising dollar as it helps attract targeted traffic right from the moment you begin to use it.
How Does PPC Work?
You bid for specific positions for your keywords or phrases amidst competition. You pay only when a visitor clicks your ad and arrives at your website. Also, you can set yourself a limit as to how much you want to spend. Pay per click must be strategically managed in order to get the right kind of traffic and increase website conversions.
Google Adwords – The PPC Leader
When Google introduced Google AdWords, probably the most popular PPC program today, it ushered in a new era in internet marketing. Google AdWords is ideal for small businesses as it lets them get the best from their advertising and also because Google is the most popular search engine online. With Google AdWords, PPC is just a matter of setting up an account, getting your list of relevant keywords, preparing your text ads with these keywords, and then bidding per click for the targeted keywords. The next decision to make is whether you want your ads to be featured only on Google’s search pages or on other websites as well via Google AdSense, or perhaps both. Google also allows you to use site targeting where you can choose the websites on which your ads will appear. The whole process is quick and lets you go online in a very short time.
Since Google AdWords puts so much control in your hands regarding the location of your ads, it is easy to measure the source and volume of targeted traffic to your website. Depending on how well you have chosen your keywords, you can also ensure maximum conversions from visitor to customers. Because of this, it is also possible to monitor how well your keywords are doing, so that you can change them, raise your bid, etc. A major advantage with PPC is you can bid for as many keywords as you want. When you know which ones are the most effective, you can also optimise your website content to these.
Monitoring Your PPC
To stay effective, however, PPC campaigns must be well managed. It is very important to monitor the activity of each keyword and ad. Google AdWords has tools that allow you to measure the traffic coming through each advertisement. You can also get web stats that tell you your website’s visitor to customer conversion rates from your web host.
Monitoring your PPC is critical because keywords or ads that do not result in sales conversions are just a drain on your resources. Sometimes keywords do bring in traffic but these may not convert to sales, which means you have to take another look at the keyword selection since you pay for every click in PPC, whether it converts to sales or not.
The aim with PPC is to get your ad within the first few pages of a Google search and if that does not produce results, rework the ad. Choose the keyword that not only motivates people to click it, but also turns these visitors to your site into customers. Some competition analysis will come in handy. PPC lets you constantly monitor and change keywords so that you can ensure that they are productive, attracting the traffic that will convert to profits for your business.