Pay per click or PPC, is an advertising method that produces website traffic by generating clicks via paid ads that appear on search engines when an ad is clicked (rather than “earning” clicks organically). PPC ads are tied to keyword phrases that are relevant to the advertiser’s target market.
An advertisement will be displayed when certain keyword searches are made and match those of an advertiser. When this ad is clicked, the searcher goes to a predetermined page on a website and a fee is charged by the search engine (hence Pay Per Click). These sponsored ads typically appear above, below or to the side fo the organic or natural search engine results.
The display order of pay per click ads on the search engines is usually determined by a bidding system and other factors such as quality score and site content. This means that PPC marketing rewards not just the highest bidders but rather those with quality content, ads and campaign performance. In essence, the better your site content, ads and campaign performance, the higher your click-through rates and the lower your cost per click.
Pay Per Click Advertising Helps Everyone
By delivering highly targeted ads to search engine users, not only do you provide potential customers a pathway to your product or service, you also help the search engines provide a more beneficial end user experience.
Searchers – Research shows that web searchers click paid ads more than all other forms of online advertising. This suggest most people like having ads of related, highly revelant products and services displayed based on their search query.
Advertisers – PPC allows advertisers to connect to an audience that is proactively and specifically searching for your their product or service.
Search Engines – PPC helps search engines provide both the end user and website owner with the best possible experience. Search engines are able to provide relevant results and highly targeted advertisements.
Is Pay Per Click Advertising Right For You?
PPC advertising is a unique opportunity to connect directly with potential customers. It is a highly effective way to increase your customer base by generating low cost leads from searchers actively looking for your products and services. Pay-per-click is a great tool for internet marketers as it instantly shows the cost effectiveness and/or profitability in real time.
Pay per click marketing can work for nearly all businesses. Whether you are selling products with an eCommerce website, generating leads, building brand awareness or driving foot traffic to a brick and mortar store, PPC can help you reach your goals. As with most opportunities, there are challenges. For your pay per click campaign to be successful you must follow some tried, true and proven practices to achieve the desired results.
Pay Per Click Services from KEX
KEX provides complete Pay Per Click services that allows you to greatly improve your paid search campaigns by focusing on three main areas of emphasis:
Keyword Research – PPC keyword research is the core of any successful paid search campaign. KEX utilizes keyword generators that provide comprehensive yet relevant and specific list of keywords to target via PPC. Finding keywords that produce a high click-through rate with a low cost per click lead to increased leads and conversions. Your keyword list must include long tail keywords which are more specific while less commonly searched resulting in a higher click through rates, a lower cost and higher conversion rates. In addition, negative keywords should also be utilized to prevent your ads from displaying for unrelated searches not relevant to your business that are unlikely to convert.
Keyword Grouping – The grouping and organizing of keywords is essential to the long term viability of PPC campaigns. Without the proper structure and organization, a pay per click campaign will not produce optimal results. Generating an enormous list of keywords is great but it requires the right organization for the keyword list to be effective and produce results.
Campaign Management – The management of a PPC campaign includes monitoring of several variables including keywords, groups, ads, bids, strategies, etc. The use of analytics is also vital in order to dig deeper and really understand the results of your PPC campaign. Continuous analyzation is essential to the viability and success of your campaign. Making adjustments and optimizing your campaign is an ongoing process.
Contact KEX today to discuss our Pay Per Click services and how they can help you achieve your goals.