In our previous blog post, we learned about the basics of Search Engine Optimisation – or SEO. This time, we’re looking at another search engine marketing strategy: Pay-per-click advertising (PPC), and how to harness its potential.
Like SEO, PPC advertising takes advantage of the workings of search engines like Google in order to make your business’ website appear at the top of a results page. Unlike SEO, PPC doesn’t attract visitors to your website organically (i.e., through a gradual process of link-building and optimising content). Instead, PPC allows you to get to the top of Google and drive visitors to your website instantly – but at a price. How does it work?
The idea behind PPC is simple. As the name suggests, every time a PPC advert is clicked on, the advertiser pays a fee to the search engine that displays it. Because these adverts are displayed at the top of the results page, PPC effectively allows you to buy visits to your website. It’s that simple!
However, there is more to the art of pay-per-click than simply having your website appear at the top of the results page. For starters, depending on the keywords you are targeting, it could be an expensive endeavour securing the top position. What’s more, pay-per-click ads have an average conversion rate of 2%, and less than 10% of people actually click on paid ads. Despite these statistics, there are many ways to harness the power of PPC advertising and ensure users not only click on your ad, but make a purchase when they do so as well. Here are four tips on how to harness pay-per-click advertising.
1. Relevant Keywords
The most important part of building a successful PPC campaign is to make sure you are targeting relevant keywords. No one is going to click on an advert that is irrelevant to what they’re trying to search for. Likewise, you don’t want to be wasting money on clicks that aren’t going to get you a sale. Therefore, make sure your keyword groups are tailored to your website’s content, goods and/or services. That way, when someone does click on your ad, they’re much more likely to make use of your website.
2. Bidding on Keywords
At the heart of every PPC campaign is the act of bidding on keywords. In order for your ad to rank highest on the results page, you must be the highest bidder for the keywords you are targeting. Depending on how competitive a keyword you are bidding on, the price can vary from an average of £1-2 per click, to as much as £50. The various prices associated with particular keywords is known as the cost-per-click ( or CPC).
3. Monitor Performance Indicators
One of the biggest benefits of pay-per-click advertising is the amount of control the advertiser has in regards to who sees their PPC campaigns. Not only can you monitor how your ads are performing, thus learning through a process of trial and error, you can also choose who sees your ads based on various demographics. These include location, age, interests, gender, language, and the type of device the visitor is using. This ability holds huge potential, as it allows the advertiser to direct their goods and/or services to their target audience in a precise manner.
4. Effective Sales Funnel
At the end of the day, getting your advert to the top of a results page is only one part of the puzzle. What comes after a visitor clicks on your advert is in many ways far more important. This is because your website itself is the engine that needs to convert a visitor into a customer. In short, you need an effective sales funnel to make the price you’re paying for the click worthwhile. And how is this done? through the basics of digital marketing: through the quality of your website’s landing page and the quality of the copy: copy that persuades, compels, and above all sells your business to this visitor. Only then will you truly harness the power of pay-per-click advertising.
In need of a PPC campaign?
At Universal Web Design, we know PPC inside and out. We know how it works and are qualified pay per click specialists. We use all of our expertise to generate you income. Contact us for a chat about PPC management today!
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