Setting up a Pay-Per-Click Campaign
Pay-per-click marketing (or PPC) not only helps to drive traffic, but also helps to generate leads, grow online visibility and also helps your business occupy more territory in search engine results pages.
"An appliances retailer noticed there were no adverts on Google with the keyword "air-conditioning units", so he created one," recalls Chris Lake of E-consultancy. "A big hotel chain had a breakdown, typed 'air-conditioning units' into Google and he ended up landing a £12 million contract. He only spent a few pennies on the ad."
It’s doubtful that you will succeed on this scale. But if you are able to put up the right thing that a potential customers is looking for, there is a huge chances of making a large sale significantly. With the proper planning and initiative, pay-per-click advertising is a cost-effective way to boost your profits and business. You can see the impact of PPC advertising immediately whereas the organic search engine optimization methods can take up to months to make a difference.
What is Pay-Per-Click Advertising?
Pay-Per-Click Advertising (or PPC) or search engine marketing (SEM) is a paid online advertising model use to drive traffic to websites in which advertisers pay a fee each time one of their ads is clicked.
With common advertising, we need to pay certain fee to place our ad. But with pay-per-click advertising, we just have to pay when the audience or users actually clicks on the ad, there is no cost to place the ad. The best known PPC advertising is on search engines like Google, Yahoo, Bing and Microsoft Advertising. And some other PPC advertising options include social media platforms like, Facebook, Instagram including millions of other websites.
PPC are the ‘Sponsored links’ on search engine pages. There are only a finite number of advert space available on Google’s home page, so businesses need to combat it out to claim their spot.
Why use PPC advertising?
Many of you might be thinking why should you use PPC advertising? What does it help in? How does it help to improvise your business? PPC advertising helps your business occupy more territory in search engine results pages. It helps to build brand awareness. PPC advertising is distinctly effective when you want to boost customers to take immediate action. For example, buying a product or signing up for your mailing list.
There are several asset of using PPC advertising:
- You can get your ads placed in front of the potential audience by analyzing keyword that meet what your target customers are looking for.
- You only pay when users actually get to your websites. So, you can limit your total advertising spend as much or as less as you wish.
- You can figure out how much a visitor is worth to you, and address your advertising 'bids' correspondingly.
- You can chose the targeted audience according to statistics like location, language and device.
- You can set up PPC campaign to analyze the effectiveness and determine how much your return on investment (ROI) is.
How much does PPC advertising cost?
If you want to boost the performance and return on Investment (ROI) of your campaigns, then you need to know how PPC works is essential. PPC advertising costs are expected to be directed by the competitiveness of your market, the worth of your product and your regular marketing spend. When your market gets more competitive, your product gets more expensive, and you will have to pay more to feature outstandingly in the listings.
The amount you want to pay per click, anyhow, should be resolved by your marketing cost and your online progress rates. For instance, if you commonly fix apart 17% of the trade value of the £170 garments you sell for sales and marketing, you should stick to this. If you think that one in five visitors to your site will buy your garments, that advise you can afford to pay up to £1.7 per click - which amounts to £17 for every sale, or 17% of the trade value of the garments.
There are free tools that assist you to get concept for keywords and see how much you need to bid. You should analyze different keywords to identify which one come across the best return on your advertising spend.
How to set up a pay-per-click campaign?
Before you begin, consider about what you prefer to gain with PPC advertising. Do you want to drive traffic to your website, sell product, grow online visibility, and generate leads or to occupy more business territory in search engine results pages?
Analyze your goals. What do you want to do? Increase sales, drive traffic, engage the customers or increase enquiries?
- Decide where to promote your ads. Advertising on search engine using Google AdWords, Bing and Microsoft Advertising is a good choice for most businesses. You can simply sign up and create an account.
- Select on which keywords you chose to bid.
- Set your bids for different keywords and analyze your daily, or monthly, cost.
- Prepare your PPC advert and link to a correspondent landing page on your website.
- Observe firmly and continuously improve or update it.
- Study and analyze the buyer’s journey in your site. They'll go from searching for something popular to getting more definite in terms of form, sizes, models and colors. This is when they're ready to buy, so propose more on specific phrases or keywords that boost your chances of making a sale.
Tracking your PPC campaign
PPC Tracking is the process of estimating and upgrading the performance of pay-per-click advertising campaign. It is analytical part of search engine marketing. It helps to match up with your marketing goals more productively. Website analytics tools let you know where your visitors are coming from; i.e., from pay-per-click adverts or, regular search engine listings or referrals from other sites.
Analytics helps to trace what the visitors are doing in the website. You can analyze which ads are providing the results you are seeking for, and work out how much each productive conversion is costing you.
Identify which channels - and which PPC keywords - are productive and help you improve your process and manage more assets towards processes that work for you.
In this way, you strike on a productive plan for converting interest into sales. Pay-per-click is like a market place where if you put up the right product in front, it helps to increase sales and to boost your business.