The term pay per click advertising is no longer alien to many business owners’ ears, especially those who are spreading their wings in the online world. Yet many don’t understand the concept or even how pay per click can bring a positive change to the business. All they know is the advantages, like the fact that PPC visitors are 50% more likely to make a purchase compared to organic visitors.
Pay per click advertising is marketing employed on platforms such as Google AdWords. Basically, businesses and individuals purchase listings so their website can appear alongside or even above organic search results. Search engines get paid every time a user clicks on the sponsored links,. Pay per click ads can certainly help direct visitors and increase traffic to your website, but only when done right.
To successfully navigate the world of pay per click advertising, a professional internet marketing service will keep these guidelines in mind.
Paying Attention to Conversions
A lot of people make the mistake of tracking clicks instead of the conversions. The term conversion refers to the time when a visitor on your website takes a desired action. For example, whether they make a purchase, complete an inquiry form, subscribe to your newsletter, and the like. The focus is not always on sales but rather whether the visitor is interacting with you and taking actions that are worth something to your business.
The key to a successful pay per click advertising is not only to direct traffic to your website, but also to make the visitors take a desired action. In other words, you need to make sure that there is a measurable and useful outcome when someone visits your company’s website.
Setting a Budget
A budget for pay per click advertisement varies from business to business, depending largely on their circumstances and goals. It, however, needs to be sensible. Logically, the amount you spend per click has to be lower than the total profit earned per click.
This technique may not be applicable in all cases, though. There is a chance that a pay per click campaign may not result in a direct profit, but would instead help you gather loyal customers. You need to determine your priorities and decide whether your business should track sales or work on gaining lifetime customers.
Creating Niche Keywords
Most brands tend to employ the broadest term to catch the attention of more people. However, this strategy may bring adverse effects instead. The cost per click for broad terms is typically higher because everyone bids on them. Moreover, it has been discovered that the chances of a conversion is lower even if someone clicks on your ad.
The trick is to use keywords that are more specific for your business. Not only will the cost per click be less, but those who search for these terms are more likely to make a purchase.
Phrasing Your Business Eloquently
You will need to write a couple of short, descriptive sentences under the link of the ad to give the audiences an idea about your business. At the very least, make sure the grammar, spelling, and language are correct and appropriate to use. A survey done by SurveyMonkey reveals that people aren’t so forgiving about typos and that ultimately, bad grammar is bad for your bottom line.
As your business evolves, it’s essential to adjust your pay per click advertising strategy. The most important rule of them all is not to set up the ads and then forget about them. You need to constantly monitor results and make adjustments whenever necessary. If you need help managing your online strategies, collaborate with a professional internet marketing company.
What is PPC?, Portent.com
PPC & Paid Search Marketing Explained, SearchEngineLand.com