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Pay Per Click: One quick solution to be found on the major search engines
Pay-per-Click advertising (PPC) can be a great solution for the business owner or marketing executive who want to be positioned atop the major search engines rather quickly.
Pay Per Click is also referred to as Cost-per-Click (CPC) and is provided directly by most major search engines.
PPC is an advertising auction model. Simply put, if you have the budget and are willing to spend it, your website can be on top of each respective search engine.
Each search engine has its’ own pay per click service; the most popular pay per click services use what is referred to as a quality score.
A quality score combines the quality or click thru rate (CTR) along with how much you are willing to spend per click. Clicks can cost pennies or up to $100's per click, dependent on how competitive the search phrase is.
PPC Keyword Selection
An important component in
any search marketing campaign, and in particular
to a PPC Campaign, is the selection of keywords. Selecting the wrong keywords to can cost a business owner or marketing executive to lose money.
A keyword is more than just one word; a keyword often includes more than one word in order to find the particular product or service one is looking for. Using the plumber example above, a short-tail keyword would be: Plumber. A long-tail keyword would be: Cheap 24 hour Plumbers in Los Angeles.
An interactive marketing company that a business owner or marketing director selects to run an online marketing campaign must provide a thorough analysis of both short tail and long tailed Keywords.
PPC Landing Page Strategy
Another factor to take into consideration when planning a PPC Campaign is what particular page of your website do you want the surfer/consumer to land?
Using the same example
above, if the consumer finds a Pay Per Click ad
(remember, the ad on the right, not the organic or
natural results), and clicks on that particular
company, the consumer will be directed to a
particular page. The page could be the home page;
it could be the Contact Page, or it could be a
page listing special offers.
The pages of the website that are being targeted for a particular Keyword on a Pay Per Click campaign are referred to as landing pages.
Pay Per Click Bid & Budget Strategy
Day-parting
Day parting is the practice of running your PPC Ad Campaign based off of the time and days of the week. If you only want your ads displayed Monday thru Friday, then you can set up your PPC account to do so. You may also set this parameter if you find that the quality of the visitor is lower at various hours or days. It allows you additional flexibility in management of your pay per click campaign.
Match types
Broad Match is the most common format for how a search engine delivers your advertising campaign. Broad Match means that the search engine is going to display your results for any search that has any combination of your selected phrase.
Your selected keyword could be displayed for anything typed into the search box with the search phrase. Broad Match is great as it will give you the highest level of visibility, but in some cases you may not want to be found. For example, if you sell plasma tv's, you could select the term 'tv' and anytime someone searches for anything with 'tv' in the search box, your results could be displayed. The problem is you could potentially be found for someone searching for a 'reality tv show'.
Phrase Match is a way for you to be found only if one searches for your keyword in the order you have specified.
If you are bidding on the term 'Rolex Watch', your ad could be displayed anytime someone types in 'Dallas Tx Rolex Watch' but would not be found for searches that do not have the exact order of the term.
Negative Match allows you to control search phrases you do not want to be found under.
If you only sell 'men’s suits' it would not benefit you to be found under 'womens suits' so you can simply add 'womens' as a negative and your results would not be displayed for those specific searches.
Exact Match will only display your ad for the specific phrase you desire.
If you only want to be found specifically under the match of 'New York Financial Advisor', your ads will only be displayed if and when someone types that exactly into the search box.
Depending on your budget and campaign goals, you may use one strategy or a blend of all bid management strategies.
Contact Search Marketology for a free consultation. Find out whether a Pay Per Click Campaign is the right interactive marketing solution for your business.
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