Pay per click is an upward trend where it helps you to promote your business along with providing you with high return on investment. Used on search engines, content websites and advertising networks, PPC is an internet advertising model that brings traffic to your websites where the advertiser pays when a visitor clicks on an ad in order to visit the client’s website. Generally, the PPC advertising stresses on keywords to reach the target audience. In fact, this is true with search engines where the advertiser normally bids on keyword phrases keeping the target audience in mind. When the visitor enters a keyword or phrase, and if that matches with the client’s keyword list, the search engine displays the ad, which appears above, adjacent to, or beneath the search engine results. This also happens when the content site has relevant content. Although pay per click advertising is getting popular day-by-day, many still find it difficult to fetch out the maximum of it. This may be because they do not know the right approach.
To start with, PPC campaign is an easy and relatively inexpensive process for which you need a few dollars only to begin with AdWords campaigns. You do not need to change anything on your website; just need to design a good landing page. Even with billions of users using different search engines every day, PPC can improve your visibility in a far better way than SEO. Your ads start serving you from day one, which is not the case with SEO, which requires you to wait for crawling and indexing. Since the performance is what decides your success, PPC allows you to analyze the ad performance and bring in changes accordingly. Everything right from choosing the bid total for each keyword term to controlling the amount spent each day is under your control. Let us take a look at some pay per click tips to understand the right way.
The keyword thing is the most crucial part for the success of any PPC campaign. You should understand the keyword drivers for the targeted demographics for it is something on which the ad bidding price, the relevant search demographics and the conversion rate rely. Analyzing the keyword thing from users’ perspective is the key here. You should use keywords that users are often likely to use. Mostly, users tend to use broad terms initially. As they become aware of the product, they may use short terms ahead. You need to find out the right combination of relevant short and broad keyword terms or phrases. This will help enhance your conversion rate. You should make the maximum use of keyword tools to get the desired results.
Your website is something that can boost the performance of your PPC campaign tremendously. Your web content should go with the selected keywords. Your initiative is worthless if there is no connection between your ad and your website. Your ad should be able to drive traffic towards your website by providing users with what they want. The landing page of a website is essential here, which can take off your initiative if its design is good and initiative supportive. The site should help users in understanding things on it easily and support buying decisions. You should provide every single thing precisely, which should not confuse them in any way. When you ensure this, a user finds it easy to understand about the product or services, and purchase procedures. This may help you tremendously in seeing the conversion of traffic into sales leads through your PPC campaign.
PPC advertising can help improve your understanding about the behavior of the product, the ads and brands in terms of the market reaction. You should measure the results and track progress consistently to understand what can provide you with good conversion rates and which keywords may prove helpful. You should change or update your ads at times and test them regularly. You should keep up with the trends and experiment accordingly. This will improve your understanding about buying decisions. Same goes with keywords where you should conduct ad testing to get a set of relevant keywords that will help increase your revenue.
You should not restrict your PPC campaign to improving traffic only. Although that is the first step, you should design your PPC initiative with an aim of converting clicks into conversions. This is something that you should keep in your mind throughout the process right from the start. You should also support your campaign through articles, blogs and forums. This will help in increasing visibility and user-product understanding. Thus, all these things together can help make your PPC campaign fruitful for your business. It is advisable to refer the information on Google or take help from a pay per click expert before starting with an AdWords campaign. You may also take help from a reliable PPC advertising company. The main thing is to take your time, analyze everything thoroughly and then set the strategy accordingly. Thus work towards it and taste the success with your effective PPC campaign.
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The great SEO vs PPC debate has been around almost as long as the internet itself with supporters firmly in one camp or the other. Research results also differ quite considerably depending on who undertook the research and what criteria were used. One point most experts do seem to agree on is that SEO and PPC can be used to support each other. Both PPC and SEO have their advantages and disadvantages that any business should be aware of no matter what their size.
Advantages of PPC
PPC has the ability to quickly bring in traffic and as such is an ideal choice for quick campaigns. It is also relatively simple to keep track of return on investment (ROI) with any campaign while attracting a highly targeted audience. PPC can also be used to scout new keywords with easily measurable results. Some researchers have found that up to half of those who land on a site through PPC are considering buying which logically should lead to higher conversion rates. However, other research has found that half of browsers do not know they are clicking on an advertisement. Click-to-call ads that enable mobile users are being hailed as an effective marketing tool. PPC is a very controllable method of driving traffic for those who understand what they are doing.
Disadvantages of PPC
The biggest disadvantage of PPC is that it is all too easy to use up your budget with little return, particularly for new users. When a budget is gone and the ad has gone, so too is the traffic. Depending on the product or service you are advertising, competition can be steep driving up the price of your advertising campaign. It takes a confident, and competent, operator to handle PPC in a way that ensures on-going positive results.
Advantages of SEO
Organic SEO traffic is still considered to be the most positive and rewarding way to build a business site. It offers the lowest cost per lead, and has the largest volume of leads including quality leads. Once a good ranking is achieved it has a long term value, unlike PPC which simply stops, although ongoing maintenance will be required to ensure rankings stay high. The cost of SEO is relatively fixed as compared to the fluctuating prices of PPC. SEO is a long term strategy that by its very nature demands building a quality site for a business to grow on. While it is recommended for most people to hire an SEO specialist, it is not impossible for a company or individual to learn SEO which cuts down costs even further, although time spent on SEO should be incorporated into calculating your ROI.
Disadvantages of SEO
The main disadvantage of SEO is that it takes time to begin seeing returns. Some marketers decide to start with a PPC campaign while they wait for the SEO strategies to come into play – the trick here is knowing when to pull back from the PPC. Some marketers have shown concern with Google’s tendency to release a variety of animals to upset their SEO strategies but experienced ‘SEOer’s’ quickly adapt.
In an ideal set up PPC and SEO work together and many marketers work to cut out the PPC once their SEO is bringing in the desired traffic. This assumes of course that you have the budget available to invest in both. For those on a tight budget the choice is harder- put your money into PPC to earn quickly or spend next to nothing and wait for the results.
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Daniel Hutson created this fascinating read for SEO Brighton, a content marketing, seo company in Brighton. Daniel enjoys all things techy and internet and has a passion for blogging and retro console games. He can be followed here on twitter.
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PPC is a paid ad listing that appears in search results and uses a portion of a company’s advertising budget each time it is clicked.
SEO is the optimisation of websites to attract searchers through organic listings i.e. anything other than the paid listings. This depends on many things set out by search engine algorithms including design and content quality, adherence to search engine rules and trustworthy linking.
Lots of companies are unaware that to truly succeed online, combining PPC and SEO is a pretty big must. PPC takes care of making you visible in search results nice and quickly, whereas SEO builds up a trustworthy and organic page ranking over time. This means they can work together to keep traffic flowing.
Some Great Reasons To Connect PPC And SEO In Your Advertising Strategy:
1) Any SEO campaign is at the mercy of search engines, as the rules by which your site is judged can change at any time and remain a closely guarded secret. Planning a PPC campaign ensures that your site will be well represented in search results whether it has recently gone live or you’re adapting your SEO after a search engine update.
2) PPC is completely dictated by your budget and can be changed regularly according to the results you’re seeing. So it’s the perfect companion for a long-term plan with an SEO agency and gives you the comfort that you have an ad-based safety net should anything go wrong with the SEO.
3) Starting a PPC campaign gives you a good knowledge of how keyword targets work for SEO. Any keyword that you find working really well for your PPC campaign is probably worth optimising your site for to help with organic results.
4) The company providing your SEO services is likely to have a PPC department who can liaise with your SEO manager. This way the two campaigns can work together to get you more traffic and a great conversion rate.
5) SEO isn’t a quick win. You have to think months in advance if you want to capitalise on your seasonality. But with PPC, you can set specific campaigns to bolster your keyphrases during a season on the day it starts – letting you focus on producing great content for your site’s SEO. You can even run campaigns targeted at tablets and mobile devices. And if something stops working? No problem, just change the campaign. These quick wins and fixes really help reinforce a strong, long term SEO plan.
Going for a combination may sound like two ways to spend money on the same thing and for the same goal, but you have a choice where to allocate your budget: try a few things out and see what the response is. You can always spend more or less on the next campaign.
Have you got any tips for making PPC and SEO work for you? We’d love to hear them so leave us a comment.
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With a background in website production and SEO, Honor is passionate about finding more ways to optimise great content online. She writes for SEO and PPC agency Strategy Internet Marketing.
Pay per click campaign is one of the best methods to promote a website. There are many benefits of using this campaign. You can attract customers directly from the campaign. In this campaign, you pay what you get for. It means that the advertisers need to pay for any clicks on the advertisement. This PPC campaign is usually offered by search engine, such as Google. They will show the advertised websites on the first page. The website owners do not have to deal with doing search engine optimization (SEO) process to get visitors from this campaign.
Many people believe that the pay per click (PPC) campaign is more effective than the search engine optimization (SEO) campaign. SEO needs good amount of patience, time, and techniques, while the PPC campaign can be set up within one day. You will get visitors once you are done setting up your advertising campaign. In this article, there are some tips on how to create an effective PPC campaign. You can also read some mistakes that you should avoid when creating a PPC campaign.
1. What is the main topic or keyword of your website?
This is the first question that needs to be asked when you want to create a new PPC campaign. You need to understand the main topic of your website. In the PPC campaign, you have to decide what keyword or topic that you will use for promoting your website.
2. Use Google Keyword Tool
This free tool is very effective to help you decide the best keywords or topics of your websites. You can just simply login to your Google AdWords account to use this free keyword tool. Many people put their website URL in the given field and click the “Get Keyword Idea” button. As the result, they are able to see all relevant keywords for your websites.
3. Select the best keyword
After finding some relevant keywords for your website, it is important to select the best keyword wisely. Choose keyword that has high search volume but low average cost per click (CPC). The average CPC shows you the average cost that you have to pay every time your website is clicked. It is important to select the keyword with low CPC, otherwise you will spend too much money on the PPC campaign.
4. Set up the campaign
Now, it is the perfect time for you to create the PPC campaign. You only need to follow the instruction to create the best PPC campaign for your websites. Put all of your desired keywords on the campaign. Do not forget to set your budget to make sure that you do not spend too much money on your PPC campaign.
There are some basic mistakes that people usually do when setting up the Pay Per Click (PPC) campaign. Here are some of those basic mistakes.
1. Forget to analyze the result
Most of them do not analyze the result of the campaign. In order to create an effective campaign, you need to create several campaigns to promote your websites. Then, you should create an A/B tests to compare your campaigns. This step is very important to get the most benefits of doing PPC campaign.
2. Do not set up the budget limit
Many beginners forget to set up the budget limit in this Pay Per Click (PPC) campaign. This can make people spend too much money on the campaign. That is the reason why you need to limit your budget in your campaign.
3. Do not analyze the keywords first
Keyword searching is one of the most important steps in doing PPC campaign. There are many keywords that have high search volume, but they have low cost per click (CPC). You should choose those keywords because they are perfect for your Pay Per Click campaign.
Conventional marketing techniques are slowly but progressively getting obsolete for the simple reason that people are looking elsewhere and are no longer attracted to traditional commercials, posters, banners etc. Majority of the customers and consumers now purchase things online, making the Internet one of the best platforms; in fact we can call it the single best platform, for any kind of marketing. To top it all up, the money spent on Internet marketing campaigns like the pay per click campaigns is cheaper compared to other methods. In addition, PPC campaigns promise highest return of investment (ROI) compared to any conventional marketing technique.
This establishes the fact that managing these PPC campaigns is equally important otherwise one might end up spending much more than what he earns. Let us try to understand how pay per click management can save businesses with loads of money that is otherwise spent on futile and not so productive marketing methods.
How Can PPC Marketing Help Your Business?
There are literally hordes of pay per click management services out there and with their popularity; the market has taken a paradigm shift. It brings in target traffic to the websites, and most of people who go to the site often come to buy a product. This system also gives you a big edge over other websites in the global search engine optimization and very soon, as a webmaster, you would start seeing an exponential increase in ROI. All leading search engines like Google, Yahoo, Bing and MSN help you maintain the system and elevate the level of your websites.
How to Minimize the PPC Costs?
Although the leading search engines fix the price for every click for a particular keyword and for a particular position where your website ad will be displayed, there always are bidders who bid above as many of their competitors as possible in the quest of acquiring a higher ranking amongst the sponsored results. The key lies in finding a keyword that has good demand and search volume, but low to moderate competition. There are people who also go for the kill by bidding on the keywords with fierce competition; the reason is that normally, these keywords are on extremely high demand with very high search volume.
The Flexibility of Controlling Campaigns Every Minute
The biggest advantage comes in the form of controlling power. Even though you see high competition keywords with high bids that are challenging your budgets, it is always up to you to make a move or not. Only you can decide on the rank you want amongst the sponsored ads, how much you want to bid for a particular keyword and how long you want the ad to be displayed. This controlling power is an absolute game changer compared to other methods that people have been using for ages. Money and time – two of the main components of any marketing strategy – are completely in your hands when you are dealing with pay per click management.
No Additional Overheads
Apart from the bid, you need not spend extra on advertising costs as you get charged only when a visitor clicks your ad. From then on, it is all about the number of users who click on your ad that actually go to your website and buy your services or products. Since the ads are clearly self-explanatory, most of the time people who are interested to know more about the product or those who are planning to buy, will click on your ad. This drastically improves ROI as 90% of the visitors are potential buyers.
In this way, you end up saving a lot of money and run marketing campaigns on the most powerful marketing platform – the Internet. Above all, the campaigns are completely controlled by you.
About the Author
Vincent Lobo is a pay per click management expert and likes sharing valuable insights about PPC Management and PPC advertising, from the 7 long years of experience in the SEM industry.