Are you one of them who have heard a little about PPC marketing and are curious to learn more, or may be you already know and you want use PPC marketing in your business and aren't sure where to start? Then lets explore all about PPC in this blog.
What is Pay-Per-Click?
PPC is a model of online advertising where advertisements generate revenue for the web publishers each time a visitor clicks on an ad. Banner ads, Flash ads and Textual ads can all be used to generate pay per click revenue for publishers. Many search engines also use the PPC model showing sponsored results along with other relevant results for searches. PPC is an attractive model for advertisers because they only have to pay for actual traffic generated by their ads.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords, to organizing those keywords into well-organized campaign and ad groups, to setting up PPC landing pages that are optimized for conversions. Search engines charge you less for the ad clicks if you can create an intelligently targeted and relevant PPC click campaign. So if you want to start using PPC, it's important to learn how to do it smartly.
PPC Keyword Research
Keyword research for PPC can be inredibly time consuming, but it also equally important. Your enitre PPC campaign is built around keywords, and for you campaign to be more successful, you should continouusly grow an refine your PPC keyword list. If you only do keyword research once, when you create your first campaign, you probably might be missing out on many other long-tail, low cost and highly relevant keywords that could be deriving traffic to your site.
An effective PPC keyword list should be:
- Relevant: You need to find a targeted keywords that will lead to a higher PPC click through rate, effective cost per click and increased profits. That means, the keywords you bid on should be closely related to you business. By doing this you would not be paying for web traffic that isn't relevant to your business.
- Exhaustive: Try including long-tail search keywords along with most popular and frequently used ones in your keyword research. Though, long-tail-keywords are more specific and less common, they add up to account for the majority of search driven traffic. In addition, they are less competitive and hence, less expensive.
- Expansive: You need to constantly refine and expand your campaigns to create an environment in which your keyword list is constantly growing and adapting as PPC is iterative.
Managing Your PPC Campaign
To make sure your campaign runs effectively, once you have created it , you will have to manage them regularly. By continuously analyzing the performance of the account you can optimize your campaign by making following adjustments.
- Add PPC Keywords: By adding keywords that are relevant to your business, you can expand the reach of your of your PPC campaign.
- Add Negative Keywords: You may research for negative keywords that are relevant for your business and can add non-converting terms to your campaign.
- Split Ad Groups: Quality score and click through rate of your campaign can be improved by splitting your ad groups into smaller and more relevant ones. By doing so, you may create more targeted as text and landing page.
- Review Costly PPC Keywords: You may constantly review and shut off the keywords that are expensive and under performing.
- Refine Landing Pages: Don't send all your traffic to the same page. You may boost your conversion rates by modifying the content and Call to Action (C.T.A) of your landing pages to align with individual search queries.