Top Five Building Blocks of Pay-Per-Click Advertising

What is it?

Pay-Per Click (PPC) advertising a model of Internet marketing in which advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site rather than trying to obtain visits organically. Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in the sponsored links section when someone searches specific keywords related to their business.

How do I set it up?

Many factors go into building a winning PPC campaign. First you need to pick the right keywords and put them into well-organized campaigns and ad groups. Another important factor is setting up optimized landing pages so users head right to the part of your website they are looking for. Search engines reward advertisers who make relevant pay-per-click campaigns by charging them less for ad clicks. If you want to start using PPC, take time to learn how to do it right.

Google-AdwordsWhat company should I use?

Since over 60% of Internet searches are done with Google, that’s the place to start though Bing and Yahoo offer the service as well. Google AdWords is the most popular PPC advertising system in the world. The AdWords platform shows ads on search engine results and other Google-owned sites, such as YouTube.

When will my ads show up?

Every time someone performs a search, Google picks a set of winners to appear in the valuable ad space on its search results page. Advertisers are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as how much they are willing to spend.

More specifically, who gets to appear on the page is based on an advertiser’s Ad Rank, which is calculated based on two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality).

How do I manage it?

Once you’ve created your new campaigns, you’ll need to manage them regularly to verify their effectiveness. In fact, regular managing and adjusting your account is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:

  • Add PPC Keywords: Expand your reach by adding more keywords.
  • Add Negative Keywords: If you sell eyeglasses, people searching wine glasses aren’t your customers. Adding terms as negative keywords will improve campaign relevancy and will save you money.
  • Review Costly PPC Keywords: Review expensive, under-performing keywords and take them off.
  • Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates.

Using Pay Per Click Advertising is one of the most effective ways to increase the amount of people who are exposed to your products or services.ThinkstockPhotos-467621740