MarketRuler
Marketing Power Tools™
Pay-Per-Click Optimization
Introduction — What is PPC?
Pay-Per-Click, or PPC marketing, is an effective way to market your web site or online business. PPC ads are located on the right side of a search engine (for Google), or under the heading 'Sponsored Links' on other search engines, such as Yahoo or MSN. Advertisers get these ads by signing up with search engines (Google, Yahoo, and MSN are the most popular), bidding on keywords, and paying a nominal fee every time someone clicks on their ad.
PPC vs. Organic SEO
PPC is similar to organic SEO in that you want highly effective keywords that a potential client will use. When the visitor types them into the search engine, you want your ad to rank near the top of the list. With organic searches, this process is free — the level of optimization that your site has is all that is necessary to determine your site's rank. With PPC, the highest bidder wins the highest ranking — until they are out-bid.
Search Engines
Search engines typically offer a step-by-step walk through of how to begin your campaign. They can help you choose keywords and create your ads. Some search engines, like Yahoo, also have tools that allow you to see how popular a specific keyword is before you actually bid on it.
PPC Tips
PPC advertising is becoming more popular, which is leading to higher bids being placed for popular keywords. There are ways to avoid becoming trapped in a bidding war, however. The trick is to know the system, and work with it to propel your business to the top.
With this in mind, here are some tips that will help to ensure a high ranking without the high cost per click.
- Do your research. Evaluate not only your own web site but those of your competitors. Make sure the home/landing pages are fresh and clean, with well written, focused copy
- Keep fresh elements on the site, such as a news page or a features page — something that will bring visitors back.
- Analyze your site. Think of keywords that potential clients would use to search for your site. Test these keywords, find new ones, and test again. The key here is to have A LOT of original, well-planned, and practical keywords. This will help keep costs low, while keeping site traffic high.
- Create great ad copy. The more enticing your ad, the more likely people will click on it and see your site.
- Track your visitors. Find out where they are coming from and where they are going, as well as what they are doing on your site.
- Track your ROI. In order to determine the success of your PPC marketing campaigns, you need to have a good understanding as to where your marketing budget is going. Is it worth it for your business to bid on expensive keywords when a larger variety of less costly keywords would be more effective? Do your research before beginning your PPC campaign.
Helpful Sites/Additional Information
If you're interested in more information on PPC campaigns, check out these sites:
- Google Adwords
- Yahoo Search Marketing
- MSN Search Marketing
- Additional Information
- ROI Tracking Information
PPC Plans
Whether you oversee your PPC campaign or you hire a company to do it, you need a PPC plan. Plans MUST include:
- Information on keywords selection.
- Information on ad copy. How is it created, tested, and revised?
- How frequently keywords are updated.
- How ROI is calculated. What tools are used?
- Where marketing budget is paying for, and how to minimize your budget.
- How to monitor and filter fraud.
- Advertising goals — what they are and when they will be realized.
- Link-adding process. What tools are used & what sites they are successfully linked to.
- SEO plan.
Make sure both your business and site look and are reputable. Your ad should reflect this for optimum success.
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