Paid search marketing is ruling the online marketplace nowadays. Most web businesses opt for this service because of its immediacy and convenience of implementation. Known as the inorganic form of SEM, it helps businesses in driving targeted traffic to their website and generate good revenues by maximising conversion rates. A pay per click campaign involves the following basic steps:
Keyword Research
Keywords are invariably the soul of such campaigns. This is one area that demands constant monitoring and alterations. Before placing your bids, undertake market research on the keywords used by most businesses in your industry. You can also study your competitors' campaigns and pick keywords that are doing well for them. The basic criteria here is relevance – the words and phrases you target have to be related to your product/service or business at large.
Campaign Development
Once you have selected your keywords, you have to develop your advertising campaign. This means working on creation of ad groups and ad copies. Each of your PPC advert has to have four parts – title, description, display URL and destination URL. All these elements should be incorporated with important keywords. The title and description should be catchy and written in accordance with search engine guidelines. Write in a crispy and appealing manner so as to attract visitors' attention. Categorise the ad copies in such a way that they fetch you good CTR and conversion rates.
Landing Page Identification
Landing pages can make or break an ad campaign. Therefore, businesses should use their best web pages as the landing pages for their adverts. If you manage to retain users' attention through these pages, you will have a great chance of making a conversion. But, make sure your landing pages support all claims made in your ads. Also, they should be completely in accordance with the keywords of the advertisement they correspond to.
Result Tracking
As a marketer, you ought to track the results of your PPC campaign. Constantly monitor results and formulate strategies that cater to latest search engine guidelines. By tracing your efforts, you will be able to segregate the performing ads from the non-performing ones.
Since this happens to be a paid advertising service on search engines, you have to ensure that your ROI is well-balanced. Dedicate a daily or monthly budget to your campaign and make alterations as and when necessary.
Tuesday, June 3, 2008
Friday, April 11, 2008
Has the Downfall of PPC Begun?
Is your business dependent on Pay per Click advertising? Did Pay per Click, clique with your marketing objectives? If yes, then here is what a new data claims: According to this data, the number of consumers clicking on search ads on Google is declining.
Did you just skip a heart beat? Wait till you read this – According to Google, the decline is comes from its attempt to improve the quality of the advertising leads, which makes it difficult for advertisers to click on the links accidentally.
Meanwhile, this data has made a lot of people grow anxious as a slowing economy can affect the rapidly growing market of Internet advertising in a negative way. This compels many organizations to think of more ways to advertise than just PPC.
While some organizations are counting on viral marketing for promotion purposes, especially through the various social media sites, some more are looking forward to more advanced form of online marketing like banner advertising and affiliate marketing.
Will PPC services now start a downward journey? Will this affect its popularity? Give me your views.
Did you just skip a heart beat? Wait till you read this – According to Google, the decline is comes from its attempt to improve the quality of the advertising leads, which makes it difficult for advertisers to click on the links accidentally.
Meanwhile, this data has made a lot of people grow anxious as a slowing economy can affect the rapidly growing market of Internet advertising in a negative way. This compels many organizations to think of more ways to advertise than just PPC.
While some organizations are counting on viral marketing for promotion purposes, especially through the various social media sites, some more are looking forward to more advanced form of online marketing like banner advertising and affiliate marketing.
Will PPC services now start a downward journey? Will this affect its popularity? Give me your views.
Wednesday, April 9, 2008
Keywords – The Lifeline of a PPC Campaign
The whole game of search engine marketing revolves around the use of appropriate keywords while marketing through search engines. Businesses that are wise enough to comprehend the web users' mind lunge forward faster than their competitors. However, treading the path of success, especially when it comes to Pay per Click management, is not an easy task.
In simple terms, keywords are words or phrases used by an average web user to find information about a product or service that interests him/her. It is on the basis of these words that a search engine crawls, indexes and ranks millions of web pages in their result listings.
For an online business, identification of keywords is a very crucial task. It is on the basis of these words that a PPC campaign is formulated. If your ad has the right keywords and shows up on the most appropriate corresponding pages, you are sure to get unique visitors to your site.
As an advertiser practising inorganic search engine marketing, you have to place bids on keywords to get your ads positioned on SERPs. The higher your bid, the better your positioning in the 'sponsored links/listings' section. However, one must not forget that the rates of keywords keep fluctuating almost daily. Therefore, do not keep bidding an unreasonably high amount for a simple keyword that can be effective at a lesser bid also.
The only way you can avoid committing these mistakes is by keeping a track of the effectiveness of your keywords and the conversion rates they generate. Incorporate niche keywords into your campaign even if they might seem too general.
The next step is to determine the kind of 'match' you would like to have for your ads to pop up on search queries. You can choose from exact, phrase, broad and other advanced match options. You can always change your selection once the Pay per Click campaign is well-settled.
In between all this, you also need to monitor the Cost per Action (CPA) and Click-Through Rate (CTR) of your ads. To maximise your Returns on Investment, try and keep the CPA as low as possible. Make use of various tools available on the Web to improvise on your work and you are sure to achieve success with your online marketing campaign.
In simple terms, keywords are words or phrases used by an average web user to find information about a product or service that interests him/her. It is on the basis of these words that a search engine crawls, indexes and ranks millions of web pages in their result listings.
For an online business, identification of keywords is a very crucial task. It is on the basis of these words that a PPC campaign is formulated. If your ad has the right keywords and shows up on the most appropriate corresponding pages, you are sure to get unique visitors to your site.
As an advertiser practising inorganic search engine marketing, you have to place bids on keywords to get your ads positioned on SERPs. The higher your bid, the better your positioning in the 'sponsored links/listings' section. However, one must not forget that the rates of keywords keep fluctuating almost daily. Therefore, do not keep bidding an unreasonably high amount for a simple keyword that can be effective at a lesser bid also.
The only way you can avoid committing these mistakes is by keeping a track of the effectiveness of your keywords and the conversion rates they generate. Incorporate niche keywords into your campaign even if they might seem too general.
The next step is to determine the kind of 'match' you would like to have for your ads to pop up on search queries. You can choose from exact, phrase, broad and other advanced match options. You can always change your selection once the Pay per Click campaign is well-settled.
In between all this, you also need to monitor the Cost per Action (CPA) and Click-Through Rate (CTR) of your ads. To maximise your Returns on Investment, try and keep the CPA as low as possible. Make use of various tools available on the Web to improvise on your work and you are sure to achieve success with your online marketing campaign.
Friday, March 21, 2008
PPC Advertising: Are they more powerful than Brand building?
I am watching Internet advertising growing day by day and most probably you too. Most of the internet advertising tools like PPC, banner ads, e-mail marketing, affiliate marketing etc. are doing a great job. And now industry watchers are discussing and comparing PPC traffic with natural search traffic.
The result of the study of PPC traffic vs. natural search traffic is quite encouraging for the Internet marketing professionals. If you have not read any such study here is the brief of a report in the New York Times.
A recent study by Engine Ready, an Internet marketing company, analyzed 18.7 million visits over two years to Websites run by 27 of the company’s almost 500 clients. The study reveals that paid listings are doing better job than organic or unpaid, search results. Visitors who clicked on paid links were 17 percent more likely to buy something, and they spent about 18 percent more on each order.
Furthermore, The New York Times article reports that type-in traffic was the highest converting and most valuable traffic. Also, type-in traffic and bookmarked traffic performed best with a 3.3 percent conversion rate. On average, their visits are worth $5.69 apiece. So, PPC ads are not only generating traffic but revenue also.
The result of the study of PPC traffic vs. natural search traffic is quite encouraging for the Internet marketing professionals. If you have not read any such study here is the brief of a report in the New York Times.
A recent study by Engine Ready, an Internet marketing company, analyzed 18.7 million visits over two years to Websites run by 27 of the company’s almost 500 clients. The study reveals that paid listings are doing better job than organic or unpaid, search results. Visitors who clicked on paid links were 17 percent more likely to buy something, and they spent about 18 percent more on each order.
Furthermore, The New York Times article reports that type-in traffic was the highest converting and most valuable traffic. Also, type-in traffic and bookmarked traffic performed best with a 3.3 percent conversion rate. On average, their visits are worth $5.69 apiece. So, PPC ads are not only generating traffic but revenue also.
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