PPC Search Placement Campaign Management
What is Pay Per Click?
Pay per click (PPC) is an online advertising program that allows marketers to bid for placement in groups of sponsored listings at the top and bottom of search engine results pages. Googles’ Adwords program also provides ad placement on related website content pages.Keyword targeted PPC campaigns involve choosing keywords, which are then used by the ad placement service, like Google Adwords or Yahoo’s Overture, to choose where to place the ads. Placement of the ads within the group of ads depends on the cost the advertiser and others are willing to pay.
Cost per Click (CPC), is determined by real-time auction. In general, whoever pays the most will be put on the top of the list, but CPC also depends on ad relevance and clickthrough rate (CTR). Because of Google’s wish to encourage good ads, a merchant who creates attractive ads and gets a high CTR will pay less per click. Google also uses a Latent Semantic Analysis system to determine a quality score for each keyword. Keywords that are most relevant to your landing page.
How Does PPC Work?
The most important aspect to successful pay per click advertising is choosing the right keywords. A retail business obviously wants sales as well as traffic, so choosing keywords that actually lead to sales is the goal. Top of the List consultants use a complex mathematical analysis to determine keyword popularity. Once keywords are chosen, they set up a campaign indicating a maximum pay per click and daily budget for each keyword. Ad copy is written which tells why the site or item is special and provides a call to action.Success with PPC requires constant landing page testing and evaluation of statistics to track the ROI (return on investment) for each keyword. The Google Analytics tool can be very useful in this. Keywords are evaluated not only by traffic, but also by conversion rate. Keyword management involves making one change at a time to determine what works best on your site.
Who Needs Pay Per Click?
- Sites for businesses that want to be at the top of the list fast
- Sites which have a complicated design, unfriendly to other SEO techniques
- Sites for organizations that want to draw people to their site on a temporary or seasonal basis
What Can a Successful Pay Per Click Campaign do for You?
- Bring more traffic to your site
- Help you get closer to top of the list on organic search results
- Increase your conversion rate
- Result in more profits
