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How to place an effective PPC Advertisement?

Jan 232012

Article by Devang Barot

What is PPC?

PPC stands for Pay-Per-Click, and it is the placement of an advertisement on the search engine result pages (SERPs) for a specific keyword phrase in return for specified payment when a visitor clicks on the link. The PPC link is also known as Sponsored Link, and the advertiser pays an agreed (or bid) amount each time a visitor clicks on the link.

The advertiser generally places PPC advertisements on the search engines in the hope of selling products or services on their website. The job of a PPC link is to send targetted traffic to the website (landing page). Regardless of the visitors spending money on your website, you’re obligated to pay the agreed sum to the search engine company. One more thing to note is that the advertiser pays nothing to make a sponsored link appear on the SERPs, but pays the fee only when someone clicks on it.

How to place a PPC Advertisement?

With ever growing ecommerce population, many businesses place advertisements on search engines in the hope of attracting buyers. One of the easiest and quickest way to attract targetted traffic is by using PPC (Pay-Per-Click) advertisement. The following 4 easy steps will help you place PPC Ads on search engines.

1. Choose your keywordsChoosing the right keywords is a starting point in placing a PPC Ad. The goal is to attract potential buyers to your website (the people who are in the market for purchasing goods that your company offer). Attracting visitors who do not intend to buy reduces overall conversion ratio, and demage ROI (Return On Investment). There are plenty of free and commercial keyword analysis tools available to help you research your target keywords. Word Tracker is one of most popular tool available which will help you decide on the right keywords.

2. Determine your budgetIf you are new to PPC, it’s best to use well known search engines such as Google and Yahoo. Unless you have a good chunk of money to burn, it’s generally good idea to start out small and increase incrementally based on the ROI results. No advertiser can continuously place PPC or any other forms of advertisement, if there are no increased revenue from the dollars spent.

3. Decide on Title and DescriptionThe title and description of your advertisement is critical in attracting your potential customers to click on the Ad. The description is generally limited to 200 characters, and some PPC search engines control the text that will appear in the search engine results. True representation of your products and services is critical in increased click-through and conversion ratio.

4. Bid on the keywordsBefore you can bid on the keywords, you must register with search engine marketing company and fund your Ad campaign. You may fund your account with credit card for a set of amount, and may optionally decide to replenish your account when your fund falls below certain amount. You may use this funding amount to limit maximum daily Advertisement dollars, in which case Ad stops when the limit is reached.

For each keyword that you would like to avertise, you can place a bid amount ranging from a few cents to several dollars depending on the popularity of the search term. The bidding amount determines placement of your Ad compare to your competitors.

How to develop an effective PPC Advertisement?

As with any advertisement, a PPC advertisement needs to be crafted in order to produce effective results. There are no known single method that will produce the best result, and hence each advertisement has to be carefully crafted based on the needs of a company. Developing an effective PPC marketing campaign is very time consuing and costly work if started from scratch. Please use the following tips from the pros to save time and avoid wasting money.

1. Contextual Ads (also known as content ads), such as Google AdSense, do not generally produce a good ROI as compare to search Ads. For starters, turn off the content Ads completely or only bid a small fraction of your search Ads.

2. Bid on targeted phrases with less competition. General keywords are more expensive and usually produce a lower conversion rate. Use targeted keywords with phrase or exact match instead of broad match. To place a phrase match, place quotation marks around your keywords.

3. Increase your Ad conversion by tracking your campaign using A/B split testing, and multiple landing pages for greater consistency and relavancy.

4. First position isn’t always the best. The #1 position will generate more clicks, but not necessarily a good conversion rate. A number of studies show that search positions in #3 to #5 positions generate a better conversion rate than positions #1 and #2.

5. Use second-tier PPC search engines such as kanoodle, findwhat, epilot and enhance. Bidding on popular keywords in Google and Yahoo can be very expensive, but the same keywords will cost a lot less on second-tier search engines. Those second-tier engines will generate less traffic than the incumbents, but they are cheaper.

Google Adwords Train & Gain

Google Adwords recently offered 4 weeks of Train & Gain Challenge, and provided tips and tricks on improving merchant’s PPC campaign performance.

0. Introduction1. Write Great Ads.2. Pick Powerful Keywords.3. Bid Smart, Budget Wisely.4. Learn how your Ads are performing.

http://www.topwebhosts.org/wp/blog/internet-marketing/sem/how-to-place-an-effective-ppc-advertisement/

Factors for Effective PPC Advertising

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Jan 052012

Article by Julie Smith

PPC Advertising is one of the tenets of Internet Marketing; marketers the world over invest large amounts of money in paid search ads to give their websites prominence in the SERPs. If money is being parted with, it is essential that PPC campaigns perform to the standard that marketers expect. Underutilisation of any of the core features of PPC can lead to the ads underperforming and a low return on investment. By considering each factor involved, marketers will have the best chance of their ads leading to a profit.

As Search Engine PPC ads can quickly lead to large amounts of money being spent, it is important to ensure that they are as targeted as possible. An ad which drives large amounts of unqualified and uninterested traffic to your web page is worse than useless, as it will result in unnecessary spending. Marketers should consider the immediate restrictions to their service, as these can often be used to their advantage. For example, if a service is limited to a particular region, it makes sense to focus on local users who have the opportunity to make the most out of your offering. Google offer geo-targeting capabilities that ensure that brands get exposure when users search from applicable regions. Location-based keywords can also factor in adding relevance for users searching for location-specific services, ensuring that marketers don’t throw away money in attracting anyone outside their reach.

Marketers may not have considered the pluses of negative keywords for funneling relevant traffic. Sometimes it is beneficial to exclude certain keywords that despite being deemed relevant are not useful or likely to sell your service. The tool can be used when an exception to a list of related available services is searched, ensuring that visitors that arrive at a website aren’t there under the false hope of finding a service the business doesn’t provide. Negative keywords aren’t limited in scope and can be used to block out any type of unqualified searcher. Prospective negative keywords are often provided by keyword tools, so are easy to locate and implement.

The more specific a search term is, the more likely it is that the potential customer knows exactly what they want. Long-tail keywords are useful because they drive more relevant traffic, and are generally cheaper than keywords which are wider in scope. Research is necessary if marketers wish to capitalise on long -tail keyword combinations. Fortunately, Google keyword tool offers suggestion based on already-considered keywords. However, it is wise to combine suggested keywords with marketer-considered keywords. If the marketer has a good idea of their target market, creating a list of potentially lucrative long-tail keywords shouldn’t be too hard. They can always be checked for frequency of search.

No matter how effective a PPC advert is at driving traffic to a website, marketers will not be successful if the landing page is inappropriate. Users that click through to web pages expect the ad to be representative of its destination. If your adverts offer discounts or specific products, make sure that users are delivered to a relevant location where they can take action.

Timing is an important aspect of PPC Advertising, and timing requires constant monitoring of statistics or knowledge of statistics of the past. In terms of seasonality, marketers should be able to predict certain market trends at a given time and modify their PPC strategies accordingly. Whether these trends are spurred by something as simple as a holiday, or something more subtle, trends are predictable and should be anticipated. On a more day-to-day level, monitoring can be used to isolate particularly successful or unsuccessful periods of time. It may be wise to increase the prominence of ads during the successful periods and to limit the budget or click through allowance of ads in the less-than-successful times.

Although many of the factors mentioned in this blog are relevant to search PPC alone, ‘platform’ should be one of the primary considerations of all online marketers. Generally there are three main options when considering utilising PPC ads: keyword-driven search ads, targeted social media ads and re-targeted display network ads. Each type has its set of pluses and limitations. It is up to the discretion of the marketer which would be the most appropriate choice for their marketing campaign. Perhaps all three could be used.

DigitalClicks is an Internet Marketing Company that offers online services like Search Engine PPC, SEO and SMO in the UK and abroad to help your business prosper.

How to Make Your PPC Services Effective

General No Responses »

Dec 292011

Article by Steven Harley

A most popularly used internet advertising tool today is the PPC. PPC or Pay per Click is an advertising model where advertisers pay their hosts only when the ads are clicked. Advertisers usually target specific keywords that are relevant to their targeted market. SEO services have definitively helped with the projection of business presence and authority but PPC is a great way to instantly start lead generation. The best part about PPC is that it can be measured to the last numeral. If you are any the smart marketer you claim to be, you will find PPC as a great way to creating a successful business and justifying its budget. This form of online advertising is a very beneficial process both in terms of profit and in terms of creating lead, but many marketers stumble on a few points.

It has been noted that some marketers make the mistake of directing the user, which clicks on the website ad or banner, to the homepage of one?s website instead of taking them to the specific lead generation focused landing page. Such main page links leave the users wondering if they have reached the right page and are left to grope for sense. Such incorrect or not specifically relevant landing pages discourage confidence in the prospect(s). Another uncomfortable idea that crosses the users is the lead generation form. They are an effective way to keep a tab on the users but it is a real turn off for them. However, if you provide some example of what they get after filling the form, a little sneak peak, or customize the ?submit? button with something like ?contact me?, the entire experience may be brightened considerably.

Do not make users click again to lead them to the form, instead show it up right on top on the first page they click, so that it can be easily spotted by them. Offers, be them on a toothpaste package or the pay per click services, yield a definite boost and incentives. You can lure the users with a truly useful resource and they will be more than happy to trade their info with you. However, if you wish them to take their credit cards out, you would need some very appealing and enticing offers and discounts. Last but not least, you would find that such PPC services generate a lot of queries. To harbor that feeling of trust, one would need to have a 24 into 7 customer care services. Prospects are the life blood to your business venture and one needs to make sure that the life blood keeps flowing. Every call is an opportunity and one should make the contact info worthy of the promises it makes. PPC management is a big ball game and one needs to get the basics correct to create any substantial profits out of it.

Internet marketing services abound substantially over the World Wide Web, with SEO service being a big part of it, but nothing beats PPC when it comes to finely tuned, minutely measured and instant lead generation properties.

Indian SEO company providing Internet Marketing Services, website promotion, and PPC Management.

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