Per Click Marketing Management

July 2, 2018

 

 

Pay Per Click marketing is a form of internet marketing that advertisers pay a fee each time one of their ads is clicked on. It is a way of buying visits to your site, rather than attempting to “earn” those visits organically. The  “related ads” that you see on the search engine screen when you enter in a particular search are all pay per click ads, paid for by the companies who are advertising their goods and services. Putting an advertisement on a search engine is the most popular way of utilizing pay per click marketing. Advertisers bid for the ad placement on the search engine’s sponsored links and when someone searches using a keyword that is related to their business, that ad comes up on their search, maybe even in the number one slot. .

 

When the ad is clicked on, it sends the searcher to your website. With each click there is a small fee charged to the advertiser. Great ads get lots of clicks and the fee ends up being unimportant. The visits to your website is what is significant. As an example, if you pay $2 for a click, but you sell $300 worth of product from that one click, then the investment is worth it. Your ad will appear on a search results page if your chosen keywords are entered into the search field. Pay per click relies on you selecting specific keywords that are relevant to your industry and to your website. Picking the right keywords is the trick for getting people to click. You need keyword analysis and be organized with ad groups. You need to create special landing pages on your website that are designed to do well for conversions. Search engines will charge less per click if you are creating ads that are pertinent, creative and targeted. Pay Per Click campaigns are great for getting phone calls, too.

 

Probably the most time consuming part of a pay per click campaign is the keyword research. But, it is also the most important part of the campaign. It is built entirely around keywords and it is also an ever evolving part because it needs to keep growing and changing and refining the keywords. There are many relevant keywords that could be driving traffic to your site and they all must be tried. You will need a list of effective pay per click words that are relevant. You want to find words that pertain to your business. Keywords should be closely related to the offerings or services you sell. Your keyword research should be made up of the most popular words out there along with the ones that are the most searched in your business arena. The keywords should be constantly developed and new ones searched for and added to your list. You will want to expand the reach of the ad campaign and your list needs to be constantly growing.

 

The most popular advertising system is Google Adwords. This platform lets businesses create ads that appear on Google. It operates on the pay per click method and users can bid on the keywords and then pay for each click on their ad. If someone does a search using a certain word, Google searches all of its Adword advertisers and picks the ones that will appear in the space on its search results page. The chosen ones are selected because of the quality and the relevance of their keywords along with how high their bid was. It is called the Ad Rank and this is a metric that is figured by multiplying the highest bid and the quality score (this score is based upon the click through rate, relevance, and landing page quality).

 

Doing pay per click marketing is extremely valuable because it is done on Google which has the most traffic and will get you the most impressions and clicks.Your keywords that you select will determine how often your ads will appear. Attention must be made to the keyword relevance, the ad text, the landing page quality and a quality score. The landing pages need to be persuasive, have relevant content and a standout call to action. And these need to be designed for a specific keyword search. The quality score is Google’s rating which is based on quality and relevance of the keywords, landing pages and the campaign.

 

Once you have decided upon a campaign, you will have to manage it. You will need to be constantly checking to see if it is effective and if the keywords are working. If not, you will need to adjust the keywords by adding more or changing the ones you are using. You will also want to check your landing pages and refine them if needed. You may need to change your call to action once you have an idea of what keywords are working. Make the call to action align with the successful keywords.

 

The trickiest part of a pay per click campaign is the pricing. How much are you going to have to pay for your ad? There are two ways to figure out how much money you pay whenever someone clicks an ad that drives them to your website. There is the flat rate fee way of paying and then a bid-based fee form of payment.  The flat rate fee is the easy one to understand. You pay a basic rate each time a user clicks on your ad. Your flat rate fee may be higher if you want a prominent position. You will pay more per click. If your ad is not in first place but second or third, your flat rate would be less. Depending on your budget, it can get costly but, there is always the chance a click will equal a big sale. The bid based fees lets you set a maximum amount of money that you want to pay for the best position on the search engines. The popularity of the keywords that you have chosen will determine how much you pay per click.Because of the many variables that are there to determine your payment, you may pay very little if this is the route you take.

 

If you'd like to increase traffic to your website, a great option is Pay Per Click Marketing. It’s a good way of buying visits to your site if you’re having trouble getting traffic organically, or would like to see even more people visiting your business’ site. We at Everest Direct Mail and Marketing, help you select the right keywords that will make your website come up at the top when someone searches products or services related to your business. We’ll list ads for your site at the top and right of the organic search listings on search engines such as Google, Yahoo, and Bing. Pay per click marketing helps you test a lot of markets with a lot of messages all at once - so you don’t have to worry about spending endless time and energy narrowing down what works and what doesn’t work. You can save money and eliminate stress by having Everest Direct Mail & Marketing manage your Pay Per Click marketing campaign and see traffic to your website and attention to your brand increase with little effort!

 

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