Pay Per Click (PPC) advertising is an online marketing tool that allows you to get your business in front of millions of qualified prospects who are searching the Internet for your products and services. Every time someone enters into a popular search engine (such as Google or Bing) keywords that are related to your products or services, PPC advertising helps you make sure your business's website is at or near the top of the search results.
Running a PPC campaign requires the creation of ads on platforms like Google AdWords and similar pay per click companies such as Bing Ads. Each platform has subtle differences, but they all rely upon the same general principle. You only pay when someone actually clicks on the links in your advertisement. Let's take a look at how the typical campaign is set up...
First of all, you will have to sign up with the platform of your choice. Google AdWords is by far the most popular pay per click system, but many marketers choose other platforms because they are sometimes more affordable as a result of less competition. Once you are set up, you will then define your budget. Budgets can range anywhere from $10 daily to thousands of dollars. How much you want to spend really just depends on how much you want to sell and what you're willing to invest.
From there, you will bid on keywords that are relevant to your niche. For example, if you were selling sports equipment, you might use keywords like "athletic equipment," "sports gear," "sporting supplies," etc. To be successful, you should choose highly relevant keywords for which potential consumers will search.
Experienced AdWords campaign managers use many techniques to achieve optimal results. One example is the use of negative keywords. These are basically keywords that, when entered by users, will prevent your ad from being displayed. You don't want to bid when these particular keywords are used because people may click on them, but they are unlikely to result in conversions. For example, if you strictly sell football equipment, you might use "soccer" as a negative keyword. Another example is if you are a plumber, you might use "do it yourself" as a negative keyword.
AdWords management also involves choosing specific demographics to which you will show your ads. For example, if you sell exclusively to people in the Philadelphia area, you could limit your ads to being shown to search engine users within a certain mile radius of Philadelphia. This would ensure that people in the greater Philadelphia area see your ads, and prevent people in other regions from seeing them. You may also limit your ads to being displayed to people between certain ages, a single gender, etc.
In addition, a critical component of AdWords management and managing campaigns with similar PPC companies is tracking your campaign. This process involves monitoring data such as how many impressions you get, how many clicks you get, which keywords are getting clicked, and which keywords are getting conversions. Knowing this information is extremely valuable because it should prevent you from making mistakes and help you improve your overall effectiveness.
The most popular platforms, Google AdWords and Bing Ads, provide very detailed reports and analytics that can be difficult to interpret and understand. Indeed, monitoring a PPC campaign's data in and of itself is an art and takes time to master. Consequently, it's ideal to work with a professional pay per click consulting company for guidance. The ultimate goal is spend the least amount while making the maximum amount of sales.
Using Google AdWords and similar pay per click companies requires you to create quality ads. To accomplish this goal, one must be highly specific so that you only attract individuals with a genuine interest in your products or services and who are ready to buy. When done correctly, you can drive highly targeted traffic to your website and see a significant return on your investment. Contact DeanMark if you are looking for an experienced PPC campaign manager.