Posts Tagged ‘ PPC ’


A Deeper Insight into Pay-Per-Click Advertisement (PPC)

February 17, 2010 | Posted by LUV | No Comments

With a slew of businesses available on the web, individuals, small companies, and global businesses put a lot of effort and budget in advertising.

Search engine optimization or SEO has been around for quite some time which promises to present your business to searchers who use search engines.

Enter the keyword and a list of search results will be presented. While it’s notable that search engine optimization are logical in almost every way, enterprisers and marketers saw potential in other areas.

While search engines are used by almost all online visitors for every imaginable and maybe even unimaginable purpose, search engines are just one of the preferred marketing tools.

From the word optimized, this could very well mean that the searcher, who looks into one keyword only, can give a ‘hit’ to at least 5 sites that shows up in the search results. That’s one searcher, just one beneficiary, while on the sellers side it could mean 1 multiplied by the number of people online – which could well mean about almost a billion.

Pay-per-click advertisements could well be one of those options. Here, advertisers will have to identify the keyword that when searched, it will prompt the search list to include his site. Advertisers also get to choose the amount they are willing to spend when their site is ‘hit’.

The “sponsored links” column on the side of Google’s search engine – right side of the screen – is an example of Pay-per-click ads.

When a searcher clicks on using Google search engine, Google will then search his server to pick-up which ‘sponsors’ are to be shown. Paid listings depend on the advertiser’s capacity to pay and the ‘quality score’ of all ads. This measurement, aptly basing on quality, is recorded by analyzing the click-through for the previous durations, the significant similarity of the advertiser’s ad and products to the keyword being searched, the advertiser’s profile, and other factors deemed important by Google at the time of drafting the contract.

On the business side, these quality scores of all advertisers will then be the gauge in determining the minimum amount Google will use to charge the advertiser’s chosen keywords.

It may not mean good business for Google if quality scores are falling beyond acceptable standards – or else, they will be surpassed by other stronger search engines.

Apart from quality scores, other important factors such as content and relevance of the subject, accessibility and profile of the business are to be considered in setting the standard/minimum of bids.

While search engines have become crucial to a business marketing success, it is critical that it should be supported by other reliable and efficient means such as pay per click ads – which indeed, pays off hugely.

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Pay Per Click Advertising Optimization

February 17, 2010 | Posted by LUV | 1 Comment

Compared with search engine optimization, some advertisers running pay per click advertisings may say that PPC advertising is not working for them or their business in that it is just wasting their budget without giving them any return related to their marketing objectives such as increase in brand awareness, website visitors, sales, etc. However, are they really sure this is because the PPC advertising system is not working well or they or their online marketing agencies are not effectively managing their PPC campaigns. Therefore, today I would like to tell you how you can optimize your pay per click advertising campaign to meet your marketing goals.

Landing Pages : Importantly, you should choose the landing pages that are related to your creative ads. What you should not do is use your home page as a landing page for all creative ads. For example, if your ad talks about iPhone 3G, you should not link your ad to home page that contains various mobile phones but you should bring your customers to the web page specifically talks about iPhone 3G. Using landing page related to your creative ads can increase your quality score, leading to higher position of your ads with lower cost per click.

Locations : If you can only deliver your products to customers living in Asia, why would you set our ads to show in France? Therefore, you should set your ads to show only countries or areas that you do your business. Showing your ads out of your business areas just wastes your budget since people in those areas may click your ads but you cannot serve or service them.

Keywords : You should consider your marketing goals before choosing keywords. If your goal is to increase brand awareness or traffic, you may consider general keywords. On the other hand, if your goal is to increase sales you may consider more specific keywords like two- or three-word keywords or you may use your product model name as keywords since people using product model name as a search term normally already have buying needs.

Creative Ads : Your creative ads should be relevant to your bought keywords so you should put keywords in titles and descriptions of your creative ads. However, how you write your ads must stick with Google Adwords Editorial Policy in case you use Google Adwords. Furthermore, you should have multiple ads for each Ad group so you will know which ad has the best performance or brings you highest conversions.

Ad Serving : As mentioned above, if you have multiple ads for each Ad Group, the Ad Serving option ‘Optimize’ is recommended since with this option, the ad having the best performance will be most frequently displayed.

Schedule : One thing you should know about your targeted customers’ behavior is when or what time of the day they surf the Internet or at least they wake up and go to bed. With this information, you can set the schedule when you want your ads to be shown rather than let your ads show all day all night since people who may not be your targeted customers will probably click you ads and you will be charged.

Conversion Tracking : Importantly, you will not know whether your pay per click advertising campaign is successful or not If you do not know the conversions the campaign bring you. Therefore, you should install conversion tracking code into your success page. The success page can be thank you page after payment process, booking page, download page, contact us page, etc depending on your marketing goals.

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