Pay-per-click
advertising :
Pay-per-click
(PPC) advertising and campaigns are the primary way of advertising on
the internet. As of May 2009, the three largest players in the market
are Google, Yahoo, and Bing.
A
PPC campaign lets you determine exactly who comes to your website.
You only pay for clicks to your site; if a person clicks on a search
engine result, link, or banner and lands on your site (aka PPP
pay-for-performance advertising). If the person only sees your link,
but does not click through, this is called an impression.Impressions
are "the number of promotional units a person is subjected to"
(Cone, S. 2008. Powerlines) You do not have pay for impressions.
There are also pricing models based on impressions, which charge per
thousand (CPM). Whether or not the purchase of impressions is
interesting for you depends on your product and target audience.Important
aspects of PPC advertising for managing campaigns.
Quality is more important than quantity :
Conversion rate analysis will allow you to determine which traffic sources turn visitors into leads and sales.List of companies who sell PPC traffic:Google, Enhance (ah-ha), Overture, FindWhat, Kanoodle, ePilot, LookSmart, Search123, eSpotting.
- obtain quality traffic
- convert visitors into customers
- create action that generates revenue
PPC
advertising is based on keyword
selection.
The entire internet advertising market revolves around choosing the
correct search terms and keywords. Well managed PPC advertising will
bring traffic that achieves your goal, or 'desired outcome', whether
it is to publicise an event or sell goods and services.
Quality'
traffic refers to traffic that is well-targeted. This means that the
visitors:
- are looking for what you are advertising
- enter the site and look around
- complete a transaction or become a lead (i.e. convert)
- come from countries and regions that you are interested in
- return to visit your site again
Quality
traffic will bring you a higher percentage of success, in terms of
seeing your visitors complete a transaction, or subscribe to the
service that you provide.
Conversion
rate is the statistic that tells you what percentage of your visitors
are converted from visitors into customers/ leads. High quality
traffic will deliver a higher conversion rate. Conversion rate is
another way of talking about your return on investment (ROI) and
acquisition cost-per-visitor.
Where
should I buy PPC advertising traffic?
There
are many sources to purchase clicks from, we recommend that you try
more than one service, and compare results. Many sites use search
results originating from a small number of search engines. This type
of system is called a "content network". The major PPC
vendors such as Google and Yahoo also place content within their own
networks. For example, they place advertisements alongside like
content.
The
PPC vendors distinguish between 'Sponsored Search' results and
'Content Match' placements. Sponsored searches place results
alongside search engine results. Content match places results near
articles, email content, forums, etc. In our experience you will
obtain a higher conversion rate with sponsored searches, which also
cost more.
Statistics
on the subject of where searches are conducted vary widely. Estimates
for Google, the leader, are as high as 80%. The leaders after Google
are Yahoo, Bing. Many smaller search engines come and go, as they are
purchased and incorporated into the larger search engines.
NOTE:
the list above dates from several years ago and demonstrates some
examples of search engines which have disappeared. Do some research
to determine the current "hot" markets.
The
advantage of paying for your traffic is that most campaigns can be
implemented immediately, although it will take several hours to set
up your first account. Depending on your budget, you can pay for a
high ranking and see your advertising online within an hour. The
disadvantage is that you have to pay every time a person clicks on
your advertisement.
Therefore
we recommend that all PPC campaigns are accompanied by ongoing
efforts to improve
your Google pagerank and
optimise your site for search engines. These results are free and
cannot be directly purchased, although you can hire a company to
perform search
engine optimization (SEO)
on
your site.
How
to start your PPC campaign
The best thing to do is to run a few PPC accounts and run your campaigns for a set period of time and compare results. The standard setup procedure involves:
1.
Create account & deposit funds
2.
Receive confirmation that your account has been activated
3.
Choose your keywords & text
4.
watch your traffic to evaluate your choice of text & words
5.adjust
your bids/ budget accordingly
Most PPC campaigns allow you to bid on your position. This means that you can bid on the number one position in the sponsored listings category. Bidding can be very competitive, with advertisers paying above $5 per click. Consider your price an acquisition cost-per-customer. It is part of the larger picture of website management strategy.
Once your visitor arrives, you must ensure that they
find what they are looking for, and in the words of many marketing consultants; that you are able to guide them to complete actions that you desire, for example:
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1.
placing an order
2. completing a transaction
3. making a reservation
4. becoming a lead
5. signing up for a newsletter
Several studies have demonstrated that once a visitor makes a purchase on a site and effectively becomes a customer they are likely to return again. In this way a high acquisition cost can be justified, when ROI is taken into account.
Creating a PPC advertising campaign may seem daunting at first, however with a little research, you can design your own campaign, and reach a larger percentage of your target audience. Whether you manage your own campaign or hire somebody to do it for you, we are of course interested to hear from you and offer any advice that we can.
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