Pay Per Click Advertising Management

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If you are like most new online business entrepreneurs, you do not have an advanced degree in Information Technology or Search Engine Technology. You most likely do not have a clue, beyond the basics of web site design and internet marketing. Your expertise lies in the products or services you are selling. Finding an easy, effective and cost-efficient way to advertise your website and product line is one of the first major obstacles you will have to tackle. Pay per Click Advertising Management is a key component to getting found online.

First, understand what PPC (Pay Per Click) is and what it can do for you and your bottom line. A simple bid based system allows you to place eye catching advertisements with the major search engines. These ads stand apart from the rest of the search engine results. Located typically to the side of the organic (natural) results or above them, they are the first stop for some ‘searchers.’ In fact, while most experts agree that the typical searcher will only click on three to five organic listings, they often check out a paid ad as well. Of course, this has ...
... a lot to do with the ad itself and its relevancy. Because PPC advertisements are based on keywords, it is often the easiest way to draw targeted traffic to your website. By selecting ads based on relevant and highly unique keywords and placing them during optimal times, you can quickly increase not only your visitor count but your conversion rate as well.

In order to be successful at pay per click advertising management there are several factors you must consider.

1. Budget: There is no way around it, poor bidding habits can quickly destroy even the most robust of advertising budgets. Because of this, it is important to set a budget and carefully work within it. Careful bidding is a must. Don’t just throw your money around.
2. Bidding: Learning when to bid and how much to bid is crucial. Some keyword analysis sites actually offer guidelines on bidding. Always remember that more general terms will cost you more, and may not provide better conversions. In fact, terms that are too general will get a lot of clicks from only partially interested users, and will sap your budget.
3. Keyword selection: Like all internet marketing campaigns, PPC is based on keywords. It is critical that you use the most unique, but relevant, keywords you can. Spend as much time as you need researching your keywords and review them as often as necessary.
4. Analytics: Careful review of analytical data from your website will help you to determine how effective your PPC campaign is. Be sure to carefully track where your visitors are coming from, how they found you and what they did once they reached your site. Make adjustments as needed. The better you optimize your ads and your landing pages, the higher your conversion rates are going to be.
5. Focus: All PPC is about the optimization of 2 things: CTR (Click through Rate) and Conversion Rate.
1. CTR is simply the percentage of impressions that are actually clicked. The higher the CTR the better your Quality Score in Google AdWords. This will lower your cost per click (cpc) and increase your ROI.
2. Conversion Rates can be continually enhanced or optimized by carefully following analytics and responding to the data with tweaks and adjustments to the landing pages to drive the call to action step(s). The landing pages need to gain immediate engagement by the visitor, be clear in terms of value offered and lead with a clear simple call-to-action.

Pay per click advertising management can be a huge asset in your advertising arsenal. By spending the time to develop a plan that is based on solid keywords and intelligent bidding practices, PPC can vastly impact your bottom line. Never be afraid to tweak your program as needed. Testing and review of performance is the single greatest way you can turn a dud campaign into a successful one.

Are you seeking immediate visibility and targeted traffic for your products and services? Contact us … we can help.