PPC stands for "Pay-Per-Click". Pay-Per-Click is an advertising model where businesses pay an agreed upon amount, each time their advertisement is "clicked", not each time their ad is displayed.
Business owners typically setup a PPC campaign with one, or several of the various search engines defining how much they are willing to spend for each click-through that they receive.
Companies select keywords, keyword phrases, keyword groups, or categories in which they want their advertisements to appear. Those willing to spend the most money for a relevant advertisement will generally be listed first.
Benefits Of Pay-Per-Click AdvertisingWhen you setup a PPC campaign you can control the traffic. While a new website takes time to rank well in search engines, with PPC you can turn the traffic on and off. With PPC you can create almost instant traffic.
Another benefit to PPC listings is the opportunities for international exposure. Organic search listings vary in different geographical regions. With PPC you control where you are seen.
Tracking Sponsored Search Click ThroughsIn order to determine how effective a PPC campaign is, it is important to install tracking code on your website and use tracking software. This will provide you with information such as your cost per click, ad relevance, click through rate, and daily budget and the order on which the ads appear is based on a number of factors.
Keyword AnalyticsUnderstanding the search terms end users browse with to locate the products and services in your industry are critical to launching a successful PPC program.
The keywords and phrases selected for your campaign will affect your overall budget; qualify the end user who clicks through on your ad and ultimately, the number of leads (conversions) you receive.
Adwords Campaign BudgetWith both Google and Yahoo they have traffic estimators that allow you to see the average daily bid for the keywords and phrases you are looking to buy and anticipated click-throughs.
You can then set the amount your willing to pay per keyword/phrase, and a daily and monthly budget.
Sponsored Search Ad WritingOur Pay-Per-Click team has significant experience in writing effective ads. The ad title should be clear and when possible should include keywords. There is a higher incidence of click throughs when the actual keyword or phrase is used in the title, by up to 50%.
The ad description should be accurate and should be used as a filter, so that you are not paying for clicks that are not going to convert to a sale or the action that you desire.
Click Through Landing PagesTo generate the highest conversion rates, most PPC engagements include the programming and installation of landing page(s). The landing page is contained within your website's domain but only accessible via clicking through on the ad.
This page limits the end users navigation choices and typically solicits an offer specific to the product line. After the end user submits their contact information they are then able to download the offered PDF document.
When landing pages are incorporated with a PPC campaign, your conversion rates will increase dramatically.
Click-Through-Rates (CTR) & ConversionsClick-through-rate, or CTR, is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad after searching with a keyword or phrase by the number of times the ad was delivered (impressions).
Conversions measure an 'action' the end user takes after clicking-through your ad. This can be their completing a submit form, downloading a white paper or clicking on your 'Contact Us' link.