"Pay
Pay Click (PPC) Advertising: How To Click Your Way To Greater
Profits"
PPC stands for Pay Per
Click, is a form of paid
search engine marketing,which allows marketers
to pay
for targeted traffic. This form of advertising
is called Pay Per Click because every time the ad is clicked
the advertiser pays. PPC ads can be banners but they are
usually text based ads appear on the right, top or bottom
of the search results. PPC ads or sponsored ads are to
a large extent contextual since they are determined by
the search word used on the search engines.
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When these sponsored or
PPC ads are clicked the visitor is brought to the page
that the advertiser desires. This is also known as the
landing page. The advertiser then pays the advertising
network for bringing that visitor to his or her page.
Google, Yahoo and MSN are all advertising networks.
PPC advertising requires
that the advertiser bid
for the top position on the ad network PPC
listings. PPC advertisers are required to buy or bid for
keywords relevant to their product or service. The higher
your bid, the higher your position on the sponsored ads
listing and as a result the more likely a prospect will
click on you ad and be taken to your website. The advertisers
would then pay the ad network the price that was bided
to get that prospect to click on his or her ad.
PPC advertising is known
by a variety of other names:
Pay Per Click advertising is an effective
way of getting quality traffic to your site, since these
prospects are looking for a specific product or service.
As a result these visitors are more likely to become a
lead (convert from a prospect to a buyer) and complete
a transaction (e.g. signing for a mailing list or buying
a product or service). Unlike natural
Search Engine Marketing, PPC also offers
you the ability to drive to your site almost immediately.
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Setting Up Your
PPC Campaign Checklist:
-
You need to set up an account with a
PPC engine or network advertiser and/or deposit funds.
-
Next you create a keyword list.
-
Then you bid on key phrases for placement.
-
Writing out an ad copy.
-
Setting up the 'landing pages' for your
ads.
-
Placing the advertisement in the search
engine
-
Set up the tracking script to measure
conversion rates and ROI.
Key Elements of Your PPC Ad Copy
The PRC rule and PPC adcopy
To create more effective ad copy it is essential
that your PPC ad does more than just simply capture the
prospect attention. It must be compelling enough to make
the prospect:
-
Pause (P)
-
Read (R)
-
Click(C)
Tips for Gaining Higher Click Through
Rates (CTR)
It is essential that you cutomise your PPC
ad copy to match your keyword phrases to ensure that you
are paying for qualified prospects who are likely to buy.
Therefore your PPC copy should have these elements
-
Identify Your Target:
this requires identifying the appropriate group of keywords
for your PPC ad.
-
Determine why people are using
a keyword phrase. Your ad copy should deal
with the intent of the searcher. understanding the intention
of a prospect requires understanding what motivates
their buying habits of the searcher to avoid writing
ambiguous. The more you understanding the behaviour
and their intent, the more profitable your PPC campaign.
-
Avoid the use of vague qualitative
statements . If you need to use a qualitative
statement, use a third party such as a testimonial.
-
Use capitalisation to emphasise
keywords, branding etc. and to make it easier
for your targets to identify your domain name
-
Use quantitative statements
(e.g. save 15% discount on shipping)
-
Monitor your campaign for changes
in the industry and do not be afraid to make radical
changes in your campaign, such as changing
your handing page.
Landing Page Essentials
-
Ensure that there is relevant link between
your ad copy and landing page . For example if you ad
copy advertises a 50 % discount on new subscriptions
a visitor then it is advisable that this phrase appears
on your site so that your visitor makes a link between
your ad copy and your landing page.
-
Keep your landing page specific to your
objective. Avoid competing ideas or objectives on your
landing page ad copy. The more specific your page the
higher your conversion rate and the greater the profits
you will enjoy.
-
Realising more profits gives you an
advantage over your customers. It allows you to spend
even more on your PPC and pay for more competitive words.
-
Keep these tips in mind when setting
up your next campaign and it won’t be long before
you begin to run more effective PPC campaigns and enjoy
higher profits.
Success in your campaign!
Must Have Resources
for your PPC Arsenal
How
To Get Better Ad Placement While Paying Less For You PPC
Ads
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