Best Practices for Search Engine Marketing
Pay Per Click Campaigns
What is PPC?
The concept is fairly simple. Businesses bid to be placed at or near the
top of Search Engine search results for particular keyword phrases. The
bidding is done on a "per-click" basis, meaning that a company pays a
specific amount every time the Search Engine sends them a visitor. In
addition, the top results featured in the “Sponsored results, show up in
the results of many other popular search engines. The major Search
Engines are Google, Yahoo and Bing.
Advantages:
Pay Per Click campaigns have some advantages over traditional search
engine optimization. First of all, they require no changes to a current
site's content or look to obtain top positions, just a willingness to
pay. Also, the implementation of a Pay Per Click campaign is relatively
quick -- it can take just a few hours to start getting targeted traffic
-- versus sometimes months for standard SEO campaigns. Finally, unlike
search engine optimization, the implementation of a PPC campaign is
relatively easy but does require specialized knowledge and experience
with search engine marketing and keyword research. Simply put, Google,
Yahoo and Bing are very, very sophisticated and you really must know
what you are doing to be successful, and this is where Advantix
Marketing (www.advantixmarketing.com)
can save businesses time and money for PPC implementation and
management.
Determining Visitor Worth:
Determining how much each website visitor is worth is vital to the
success of a Pay Per Click campaign. If it costs $50 in click-throughs
to make a $40 sale, the campaign has failed. We ensure that this does
not happen.
Selecting Key phrases:
As with typical search engine optimization, keyword research is critical
to the success of a PPC campaign. Unlike typical search engine
optimization, there aren't practical limits on the number of phrases to
target. Usually, there is no extra cost to add as many keyword phrases
as possible. This makes the keyword selection process easier, since
there is not a good deal of resources committed to optimizing a site for
a particular keyword set. To help identify keyword phrases, there are
many tools that allow advertisers to see how often particular keywords are actually
searched in the Search Engines, and Advantix Marketing uses
several tools to maximize our clients potential. We want our clients
seen in all areas that will maximize sales, and PPC campaigns guarantee
this ability.
Writing Descriptions
Organic search engine descriptions can vary dramatically based on the
expertise of the business owner. With PPC, a different approach is
taken because of the control over each word in the Ad Text. It is
undesirable to pay for unlikely prospects, so the description is
designed to eliminate the "tire kickers" while attracting highly
targeted traffic. At the same time, proven marketing copy techniques
should be employed to ensure that the description is enticing enough to
attract ideal prospects. The writings of ad text should be performed by
those that have formalized training and know how to maximize results.
Advantix Marketing has personnel who specialize in writing Meta Tags and
Ad Text.
Monitoring and Analyzing
It is crucial to the success of any PPC campaign that it be continually
monitored, since positions can and do change every day. Because the top
three Google, Yahoo or Bing results are exactly where businesses want to
be, the competition for the top spots can be fierce, and bidding wars
are common. Apart from position monitoring, it is important to track and
analyze the effectiveness of individual keywords to convert visitors to
customers. Viewing click-through rates and studying visitor habits can
lend valuable insight into their motivations and habits, and help to
further refine a Pay Per Click campaign.
Conclusion
Pay Per Click campaigns can bring large numbers of relevant and highly
targeted visitors to a businesses’ website. The formula is quite
simple:
Increase
Website Visibility = More Visitors = More Leads = More Sales
