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.
Image by Danard Vincente
PPC. It’s another of those SEO, SMS, OMG type things that people mumble about in strategy meetings. So what on earth is it?!
Essentially, Pay Per Click is a general term for any Internet search result that you pay to have listed by a search engine – so anything that isn’t an organic result. They appear in higher priority positions, than organic results, near the top of the search engine’s list or in the sidebar.
You don’t pay a lump sum for the listing since you pay each time someone clicks on your listing. That’s great because you’re only shelling out when something potentially valuable happens. But be warned: it has been known for some keywords to generate loads of clicks, use up an entire PPC budget and not produce much business – so careful choice and planning are needed.
With the Internet quickly filling up, competition is extremely high and getting on the first page of Google is pretty difficult. The best way to ensure you don’t get lost in all those other companies is to assign some of your advertising budget to paid search results.
Here’s a few tips to help you get started:
1) Think about a budget for the campaign. You can start small and set a top limit for your spend while you try it out for size – 50 clicks at 1p each for example. Any PPC manager will be able to advise you on what kind of investment will get you results, but it’s completely customisable to your budget.
2) Enlist an expert – it can get complicated! If you use an agency to run your website or host your domain, it’s possible they also offer a search marketing service. Working knowledge of your website isn’t essential to a PPC campaign but you may find having one point of contact useful. Otherwise there are plenty of PPC specialists out there and if you shop around you’ll find lots of great options.
3) It’s not just about the clicks. If you’re serious about investing in PPC, look for a PPC agency that charges on results. You can still set a budget, but the agency actually has an interest in how good the conversion is. That means they’ll not only want people to click your banner, they’ll also want to ensure they’re actually generating business for you rather than just website hits.
It’s not as scary as it sounds and it’s a very important part of internet marketing, but you have to be prepared to spend a little cash to get results. Think about rebalancing your advertising budget, shifting some money from print to PPC. You can always change it later, but you could be surprised by how much new business there is to capture through good optimisation of your website.
Got any PPC advice for beginners? If you’ve experienced any pitfalls or triumphs, let us know!
- License: Creative Commons image source
Honor Clement-Hayes is an online marketing geek with a background in website production. She also writes about fashion and collects shoes she’ll never wear. She writes for Strategy Internet Marketing.
When it comes time to create your next per per click ad campaign, take the time to think about if you are going to target generic keywords or focus your efforts on long tail keywords. The difference between the two can be a ton of research, advertising costs and overall return on investment in your ad campaigns.
Here’s what you need to know about long tail keywords.
They are more targeted, have less competition and usually lower ad costs on a pay per click basis.
When it comes time for you to start looking for long tail keywords you have a lot of options. The easiest way to find these keywords is by typing in your regular keyword into Google search and seeing what they recommend and pre-populate for you in the search box.
Of course there are also some useful search marketing tools that will provide you with keyword stats such as how many times they are being searched per months, advertiser competition, competitiveness and other recommended keywords.
One of the most well known and successful tools for finding long tail keywords and doing research is through the free Google Keyword Tool. You can find this tool by searching for “Keyword Tool” on Google. Other paid recommend software in the long tail keyword niche are Long Tail Pro and Market Samurai.
As an advertiser on Google or Bing, you will also have access to useful search tools and tracking once you start creating your ad campaigns. You can also place pixel tracking on your ad campaigns to see which keywords are converting best for your landing pages. This is a great way to compare the conversions between you generic keywords and long tail keywords.
At the end of the day, if you aren’t currently using long tail keywords in your ad campaigns or content then you must seriously start thinking about it. Split testing you ad campaign keywords against each other and you will be quite surprised with the results.