PPC - Pay Per Click Advertising - A Quick Guide For Your Business

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Information about PPC - Pay Per Click Advertising - A Quick Guide For Your Business
Marketing

Published on April 21, 2014

Author: alisamakowski

Source: slideshare.net

Description

A quick guide on PPC (Pay Per Click) Advertising & Marketing Your Business Online. Pay-per-click (PPC) advertising is a type of online advertising where the publisher is paid only when a website’s visitor clicks on the advertisement and is directed to the advertiser’s website.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 2 The concept of PPC advertising Sources: Advertising Age, Björn Behrendt @ flickr Pay-per-click (PPC) advertising is a type of online advertising where the publisher is paid only when a website’s visitor clicks on the advertisement and is directed to the advertiser’s website. PPC advertising was first implemented in 1996 by Planet Oasis, a web directory. Google introduced its AdWords PPC system in 2000, allowing advertisers to post text ads on the search engine results pages. Although there are a few different types of PPC advertising, the process is primarily associated with search engines such as Google and Bing. There, advertisers bid on certain keywords which are relevant to their target markets and expect their ads to show up for people looking these keywords up in the search engines.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 3 SEO vs.. PPC: the differences Sources: MyCommerce, University of Wisconsin Digital Collections @ flickr Search engine optimization (SEO) is frequently contrasted with PPC advertising, yet both of these digital marketing methods can help you to achieve the same goal: get more people to visit your website. There are a few differences between the two though. To begin with, a well-executed SEO campaign can result in long-term gain of additional visitors, while PPC works just for the moment. SEO is usually less expensive, since you’re paying for each click separately when using PPC. In the long-term, clicks brought by a SEO campaign end up costing less than those brought by PPC ads. Most people tend to ignore ads when searching for something online. That’s why they’re much more likely to click on one of the first natural search results instead of an advertisement. SEO is a lengthy process which requires lots of time and patience to achieve any tangible results. On the other hand, PPC is almost instant and can be up and running in less than an hour. That’s why short-term advertising campaigns are almost impossible to implement with SEO. Therefore, PPC can help you to react to any changes in the market much more effectively.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 4 How can PPC help your business Sources: Web Expressions, Christopher Sessums @ flickr, Grand Parc @ flickr, Mario Antonio Pena Zapatería @ flickr Instant Exposure •It’s always difficult to attract new visitors to your website, but it’s almost impossible when you’re just starting up. •For a price, PPC can help you to get people to visit your website right from the beginning. Ability to React Quickly •While SEO is a long process, PPC enables you to quickly react to changes in the digital marketing efforts of your competition. •With PPC, you can effectively advertise any discounts, seasonal promotions, and special offers. Increased Revenue •A well-executed PPC campaign can be a great source of revenue on its own. •It’s fairly easy to manage your PPC budget, as most PPC publishers provide easy-to-use integrated analytics software.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 5 Models of PPC advertising Sources: SiteProNews Flat-rate PPC In flat-rate PPC advertising, a certain price for every click on an ad is agreed between the publisher and the advertiser before the ad is shown to the website’s visitor. The fee varies depending on plenty of factors and is different in every website. Flat-rate PPC is particularly common in comparison shopping websites such as ShopAtHome or SlickDeals. Flat rates are usually more expensive than those you can get by bidding, but said websites can help you to reach the target market easier. Bid-based PPC In bid-based PPC, the advertiser competes with other advertisers in an auction organized by the publisher or by the ad network. There are usually multiple winners in each auction, but higher bidders get their ads shown in better places. As bid-based PPC is much more common and more useful for most small and medium businesses, we will focus on this PPC advertising model in the rest of this presentation.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 6 Types of bid-based PPC advertising Sources: Senior Internet Blog Paid Search The most popular type of PPC advertising, paid search allows you to be seen in the results pages of all major search engines (starting with Google). The paid search process is simple: you bid on a number of keywords or phrases and pay only when your ad is shown in a results page and clicked. Google Display Network Google Display Network allows you to pay for your ad (including text, banner, or multimedia) to be shown on third-party websites in the network. You can either manually opt for an ad to be shown on a certain website or trust Google with picking the right websites for your business. Paid Social Facebook, Twitter, and LinkedIn are some of the largest social media networks which all allow you to pay for your ads to be shown to the users. In addition to driving users to the website of your business, you can also increase your presence on said networks by using their PPC advertising services.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 7 Bid-based PPC advertising process Sources: KISSmetrics, SeniorLiving.org 1. Understand customer demand 2. Calculate your maximum cost per click 3. Learn the best practices of your competition 4. Come up with your unique value proposition 5. Write compelling and engaging advertisement copy 6. Ensure the landing pages on your website are in order 7. Ensure your conversions are tracked 8. Adjust AdWords settings, including negative keywords, mobile access, etc. 9. See how it all works and optimize accordingly Google AdWords is by far the most popular PPC advertising network, therefore we will focus on the process of starting an ad campaign from scratch on AdWords. Although there are some nuances, the process is mostly similar in other PPC advertising networks, including Bing Ads, Facebook, and Twitter.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 8 Intelligence and analytics tools Sources: KISSmetrics, Aaron Jacobs @ flickr, Anonymous9000 @ flickr, Iqbal Osman @ flickr Customer demand •PPC advertising is only viable if your prospective customers are already looking for something you can provide. •Google’s own Keyword Planner can provide you plenty of information about keyword popularity and prospective cost per click. Intelligence •If you’ve never done PPC for your business, it might be a good idea to see what your competition is doing – most of them have been there for some time, so they certainly know what works and doesn’t work in your market. That’s where KeywordSpy comes in. Analytics •Google AdWords is fully integrated with Google Analytics – a powerful tool for campaign analysis. •It allows you to see which of the keywords work better than the others and what you should focus on to actually make your PPC efforts profitable.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 9 Smart bidding Sources: KISSmetrics, sweet_redbird @ flickr First up, it’s necessary to calculate how much you can pay for a single click on your ad shown in a results page of a certain search term. If you don’t do that, there’s a lot of guesswork included, thus it’s doubtful that your campaign will be profitable. You can use the following formula to calculate your maximum cost per click. If you don’t have any of the necessary data, you’ll need to use rough estimates until your campaign has been up and running for some time. Max CPC = (profit per customer) x (1 – profit margin) x (website conversion rate) Some keywords may have a larger CPC than you can afford. You certainly shouldn’t go overboard as it’s doubtful your conversion rate will magically increase by changing the search term. You can improve your website, decrease the profit margin, or simply look for other keywords which are more affordable.

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 10 Ad copywriting tips Sources: Google Support, Search Engine Journal, Planet of Success Test several versions and see what works best Be specific to the search terms Try to reveal your unique value proposition Integrate keywords into the copy Include a call to take action Try to be different from the competition Capitalize Each Word in the ad title Include keywords in the display URL

© 2014 EDGE PR Agency – http://www.edgepr.com/ Contact us 11 Landing page design Sources: Google Support, Search Engine Journal Relevance to the ad The advertisement itself is only the first step towards conversion. If your website is different from what’s advertised, you can’t expect the clicks to convert. You shouldn’t direct the visitors to your home page, as it may not be what they are looking for. Therefore it’s necessary to set up a relevant landing page. Easiness to take desired action It’s usually recommended to enable the customer to take action (buy, book, subscribe, etc.) by making just one or two more clicks after coming to the website. People are usually not keen on clicking around a lot to find what they were initially looking for. It’s much simpler to click another link back in the results page. Compelling and engaging copy Usually, you’re not the only one who can provide what the visitor is looking for. You still have to persuade the visitor to choose you over the competition. An attractively designed landing page which lists your advantages and has a clear call to action is a must if you’d like your clicks to convert and be profitable.

Contact us© 2014 EDGE PR Agency – http://www.edgepr.com/ Need someone to show you the ropes of pay-per-click advertising? We can help! PPC advertising can definitely be confusing for someone who’s just starting up. It takes heaps of time and patience to make your PPC campaigns profitable, therefore some help from a certified professional can certainly be in order. Interested? Simply book a free digital marketing consultation on our website or drop us a line at admin@edgepr.com.

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