Pay Per Click, or PPC, is a form of advertising which appears on search engines. You bid on keywords for which you would like your site to appear. You only pay when someone clicks on your link. The highest bidder receives the highest site listing in the keyword results.
As with any advertising media, the larger the audience of a search engine (large search engines like Google or Yahoo!) the more you will pay to get top billing for your chosen keywords. Google is not a PPC search engine; however, they do sell PPC ads which appear above and to the right of the regular search results.
The process of acquiring PPC advertising space and top placement is deceivingly simple. You go to your chosen PPC Search Engine and you bid high on a desired keyword. Your listing comes up in the top results and you’re done, right? Not quiteÃ¢Â?Â¦
Imagine you go to, say, Google and you are searching for the perfect pair of boots. So, you Google ‘boots’. The first ad that comes up says something like, “Come to our online store. Special Discounts. Christina Fashion.” Two ads down, there is an ad that says, “Fashion-perfect boots in every style imaginable. Free shipping at Lily’s Shoes.”
Which one would you choose?
Unless you are a risk-taker and/or you like to visit sites for altruistic reasons, you’d probably choose the second ad.
The point of this oversimplified exercise in thought is that there are several factors that contribute in winning the pay-per-click game. It doesn’t end at logical keywords. Here are a few places to begin your journey to become one with PPC’s:
1.Logical, Targeted Keywords – a careful choice of these will bring your ad relevant viewers.
2.Clever and Accurate Ad Copy – a boring or non-specific ad will not intrigue your customers into clicking your ad. In the same vein, a broad or misleading ad will attract the wrong crowd (i.e. non-customers or people who were searching for something else)
3. Test Your Ad-power – find out what words bring you the most click-throughs and highest conversion rates. You can only do this by testing all variables.
Remember that your task does not end with a click-through to your website. Consider where your potential customers will land on your site. Have your potentials land on a site that will fulfill their likely questions and pique their interests further.
Keeping these simple suggestions in mind will help you to organize an effective web-based advertising campaign.