Running a Profitable PPC Campaign
Pay-per-click marketing, otherwise known as PPC marketing is a way to advertise on the internet. The ads can be shown in advertising networks, on websites, and on search engine results pages. However, the advertiser only pays a fee when the ad is clicked on by someone who wants to visit the advertiser’s website. Businesses use PPC marketing to increase conversions or sales from their targeted demographic through their website.
In a nutshell, businesses are paying for an ad to pop up when an internet surfer enters a certain key-word or key words into a search engine. In most search engines these ads are featured down the left side of the search results page and the area also at the top of the page right above the list of natural search engine results. This enables to buy a higher position on the search engine results page for particular keywords, even though they may not be listed on the first or second page of rankings in the natural search engine results.The point of PPC marketing is for a website to get more conversions at the lowest price possible. There are 2 ways pay-per-click works. One way is a bid based system and the other system is based on a flat rate. In both instances advertiser needs to decide how to get the most value from each click.
In a bid-based PPC marketing model, the positioning of an ad amongst the ads of the other businesses competing for the same keyword is determined by how much money the advertiser has bid. The top bidders will get the top spots in the results, but the quality of the ad and the website it links to also help to determine exactly which spot the ad gets. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot, often based on a keyword. Then advertisers pay for each click they receive, with the actual amount paid based on the amount bid. However, these rates are sometimes minimal, an advertiser can pay more for greater visibility.
Flat rate PPC marketing consists of the publisher and the advertiser agreeing on a fixed amount in advance. The advertisers pay the same fixed fee every time their ad is clicked on. Flat rate PPC is usually found on content sites. Some publishers like to use flat rate PPC over bid based PPC to avoid the constant adjusting of pricing in very little amounts by advertisers who are trying to win a bid and pay slightly less per click.
Pay-per-click marketing is a more interactive, results-oriented method than the placement of a banner ad on a web page, regardless if anyone clicks on it. Tracking visitor behavior through PPC helps your site to perform better, ensuring you win online. When you plan a pay-per-click campaign, it makes sense to consider the structure of your site, especially when you pay for your visitors to arrive. Landing pages need to be search-engine-friendly, as search engines calculate a quality score for each of your pages. Targeted advertising will reduce your cost-per-click conversion rates. The more you focus on creating relevant landing pages, the more you can direct qualified traffic to ensure your pay-per-click campaigns work at peak performance.
PPC marketing is a great way to get targeted website traffic inexpensively. With all the PPC search engines out there it is important that you make an educated decision when it is time to start your campaign. It is not unusual to have a lot of questions or concerns if you are just starting out. If you would like help from an experienced PPC campaign manager contact Big Squid Interactive and they will help you decide if PPC is a viable option for your business.
Want to find out more about pay per click marketing? Then visit Big Squid Interactive at http://bigsquidinteractive.com for help managing PPC, SEO, or social media campaigns.
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