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Online Marketing: Understanding how
pay per click advertising works!
Pay Per Click Basics
Advertising on search engines is often in the form of "Pay-Per-Click
" ads. This form of marketing allows clients to choose
keywords they would like their site to appear for when performing
a search. There is a bidding process to determine the placement
of these online ads. You decide the price you are willing to
pay each time a visitor clicks on specific advertisements that
have been setup. The higher your bid, the higher your advertisements
placement position on the search engine.
Keyword Bidding
Almost every major pay-per-click advertiser offers
this service using a bidding process. The client first chooses
the keyword or combination of keywords that they believe will
attract customer traffic to their website. Once the keywords
are set in place you will be able to set the cost/click limit
that fits your marketing strategy. When potential customers
search using keywords you selected, the ads will be placed
in the order of highest to lowest bids. The highest bidder
will get the top position on the page. Many of the top pay-per-click
marketing companies have a step by step process that will
guide you through the complete set up of your marketing campaign.
Keyword Selection
One of the most important parts of pay per click advertising
is selecting keyword combinations. The goal is to attract
"quality traffic". Quality marketing traffic would
be any visitor coming to your site, via your marketing campaign,
that purchases the service or product offered. It can be assumed
that marketers do not want to spend money on keyword traffic
that is not producing sales. This is why the keywords you
select are extremely important. Here are a few keyword tips
to help you build a successful campaign.
- Choose keywords that are directly
associated or related to your topic. Create a campaign of
keyword based advertisements that are targeted towards your
specific custumer base
- Choose keywords you believe customers
will be using in search engines to find your specific product
or services. Put yourself in the customers shoes...what
would you search?
- Create the largest list of keywords
and keyword combinations that you can think of. The larger
the lists, the greater the potential for increased website
traffic... increased sales potential.
- Think of keyword combinations that
your competitors have yet to come up with. This will allow
you to get higher search positions at a cheaper price. Its
always nice to lower the cost/conversion.
- Look for a pay-per-click company that
provides a keyword density tool to show you the type of
traffic each keyword or combination is recieving. This tool
will help you choose quality keywords.
Managing Pay-Per-Click Campaigns
Maintaining a productive marketing campaign
requires close monitoring of the performance activities. The
top marketing services provide tracking software to assist
in the management of advertisements. Take advantage of these
services to create reports that can assist you with marketing
decisions. Quality marketing service will have the ability
to create detailed reports on keyword ad performance. Payperclick
providers should also offer date-specific financial reports
covering spending and billing activities.
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your website.
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