PAY PER CLICK AS AN INSTRUMENT FOR YOUR INTERNET MARKETING

What is Pay Per Click?

Pay Per Click advertising, or PPC, can be a very cost-effective way to get more traffic on your website because it guarantees that your site will show up on the first Search Engine results page.

Pay Per Click ads are on top, or on the right-hand side, of the Search Engine's results page and they are identified as Sponsored Links. Each time an Internet user clicks on a Pay Per Click ad (or a sponsored link), the advertiser pays the Search Engines. The price of Pay Per Click is dependent on the keywords chosen. Once the advertiser bids on a keyword, their advertisement will apear when that keyword is searched.

The great thing about Pay Per Click advertising is that you can determine your daily costs and you can stop the ads whenever you want to!

Successful PPC Campaigns

Successful PPC campaigns A) Start with thorough keyword research and B) Offer an appropriate landing page for their advertisement.

A) These advertisements come with limited space, so your text must be small, but when it comes to PPC Advertisements brevity can prove tricky. As you know by now, keywords make all the difference in a successful web presence because these keywords reveal to your visitors exactly what you have to offer. This is why your PPC keyword selection is so important.

B) The next hurdle is making sure that your ad's link points directly to the offer that you are advertising. If you lead the visitor to your homepage and they have to search through the pages to find what they are looking for, they will leave your site very quickly which results in a poor click-through rate. Usually, a separate Landing Page is required which will allow you to lead the visitor directly to the product or service that you offer in your ad.

How to bid for Pay Per Click Advertisement

As a small business owner you are used to dealing with magazines or newspapers when you want to advertise. They can tell you exactly how many households the newspaper will go to and the price of your ad depends on the postal code area, the size and the colours you use.

Pay Per Click advertisement works differently, because you bid on keywords, telling the Search Engines the maximum amount of money you are willing to pay for your Ad to show up when a selected keyword is searched… Confused? That sounds like a form of Ebay, doesn't it? Fortunately the bid amount is not the only factor considered when websites are competing for a place on the results page: Relevancy to the user, and Click-Through Rates are also taken into account. Search Engines like Google use these considerations to create what is called "Google Quality Score".

This is a real win-win situation for you and the visitor: The more convenient you make your Pay Per Click Campaign for your future client, the better your Quality Score will be, and the higher your Quality Score, the more money you will save! (Under Google's Adwords program, ads with a high Quality Score will end up paying less per click.)

How can PPC support your Search Engine Optimization?

The answer to this question is simple: It promises your appearance on the first of the results pages. Furthermore, Pay Per Click Advertisements are not limited to the Sponsored links you can see on top or on the right-hand side of the Search Engine Result Pages. You can also place ads or links on other websites related to your offer. Google Adwords, for example, gives you the opportunity to have your advertisement show up on a lot of other high traffic websites.